Jingxun United Accounting Firm｜Click a service, and the form is ready

Background

Jingxun United Accounting Firm brings together accountants, lawyers, scriveners, appraisers, patent attorneys and land agents, with offices in Taipei, Taoyuan, Taichung, Yunlin and Tainan. Its services run from company setup, bookkeeping and tax filing and CPA attestation to real estate, foreign investment in Taiwan, and US and Canadian immigration. Its website had grown to more than 170 service pages and 2,100 tax news articles, plus Simplified Chinese, English, Japanese and Korean versions.

This is a concept proposal by 留白設計 BLANK DESIGN: when a firm can handle almost anything, how should its website help a client find their own problem, and leave an enquiry on the way?

Before and after

• Home: a photo slideshow with the firm's name drawn into the image → one line, "Company setup・Bookkeeping & tax・CPA attestation", with a free-consultation line and an online enquiry button below it
• Menu: 11 top-level items squeezed into one row → 7 dropdown groups, with Contact us always in the top right
• Service pages: 31 service pages were blank → picking a service fills in the form and jumps to it
• Form: at the very bottom of the page, with the service to be chosen by hand → every Online enquiry button carries its service, so the form opens already filled in
• Languages: five separate websites → one website that switches to the same page in another language
• Updates: changes needed an engineer → a CMS for editing text, posting news and uploading images

Solution

Click a service, and the form is right there

Many services on the old site did nothing when clicked. Thirty-one service pages, including the US and Canadian immigration ones, were blank. The contact form sat at the bottom of the page, the visitor had to pick a service from a list, and the service they had just clicked was not even on it. A service should respond when it is clicked; when it doesn't, the visitor is left confused and unsure what to do next.

We made a small but deliberate change: clicking a specific service fills it into the form and jumps straight to the form. The service is already selected and the message already begins "I would like to ask about…", so the visitor never has to choose it again or scroll, only leave their contact details. It is a decision the visitor doesn't have to think about.

Every Online enquiry remembers what you were reading

The same idea runs through the whole site. Every service page ends with an Online enquiry button that knows which service it belongs to. It opens Contact us scrolled to the form, with the service and message filled in. If the client changes their mind and picks another service, the form follows, and anything they typed themselves is kept.

Five languages, one website

Traditional Chinese, Simplified Chinese, English, Japanese and Korean all come from the firm's own language versions, and the globe in the top right switches to the same page in another language. Menu labels differ a lot in length between languages, so the header adjusts to the space it has: it first hides the phone button, then tightens the spacing, and switches to a menu button when that is not enough. Labels made longer later in the CMS won't break it either.

Mobile first

On phones the main menu slides in from the side with services in groups. Picking a service fills in the form and scrolls to it here too, so an enquiry takes one thumb.

Every page carried over

The service pages, office pages, regulation articles and all 2,102 tax news articles were carried over: 12,430 pages across the five languages. Broken links and images were cleaned up, no link points back to the old site, and every old address is mapped to its new page for redirects at launch. The firm can now edit pages, post news and change menus and office details in the CMS, and the site updates when they save.

Results

• Picking a service always responds: the form fills itself in and comes into view, with nothing to choose or scroll
• Every Online enquiry on the site carries its service, so the firm knows what the client is asking about from the first message
• Five languages in one click, with a header that fits any label length
• 12,430 pages carried over, and a CMS the firm runs itself

Advice for professional service firms

Accounting, legal and real estate firms offer many services with technical names, and clients often only know that they "have a problem". When redesigning, consider:

1. Every click should respond: if a service page has no content yet, at least let the client ask about that service instead of facing a blank page.
2. One step fewer, one more enquiry: once a client has clicked the service they want, don't make them choose it again or scroll to find the form.
3. Old content is an asset: years of regulation articles and tax news build search visibility and client trust; carry all of it over.