The referral already sold you. Your website decides whether it holds.
A banker or a CPA puts your name in front of a $4M business. Before that
owner picks up the phone, they look you up. What they find either confirms the
recommendation — or quietly turns a decision back into a shortlist.
We build that website for independent CFOs, and we do
the search work that stops the next client depending on who you happen to know.
Most of them are not ugly. They are on current
platforms, they load over HTTPS, several are handsome. They fail at one narrow job.
70%
had no way to book a time
16 of 23
78%
had no proof a stranger can check
18 of 23
74%
showed no client result as a number
17 of 23
52%
led with the service, not the client
12 of 23
1 of 23
cleared all four. We will show you which one, and exactly
what it does differently.
Every site we measured, scored on the four questions.
passed
failed
7/23Can they book you
5/23Proof a stranger can check
6/23A result stated as a number
11/23Headline names the client
← one column per site, 23 in totalthe one that passed all four
Method, exclusions and the limits of
what our tools could see are published in
the study.
The part most agencies get wrong
This is not a traffic problem.
You do not win engagements from Google, and you know it. Your work comes from CPAs,
commercial bankers, attorneys, brokers and the CEO peer group you have been showing up to
for six years. That is the channel, and it is a good one.
So we are not going to promise to rank you for “fractional CFO.” That term
belongs to national firms with a decade of links, and any agency telling you otherwise is
selling you a number they cannot hit.
The website has a different job. It sits at the end of every referral
anyone makes for you. It is the last thing a prospect checks before they commit, and the
only part of the introduction you were not in the room for.
When it does that job badly, you rarely find out. Nobody emails to say your site made
them hesitate. The deal simply takes three more weeks, or the owner decides to
“talk to a couple of people” — and a competition your referral had
already closed quietly reopens.
The moment we build for
A commercial banker says: “You should talk to Dave.”
The owner writes the name down. That evening he searches it.
He is not shopping — he is confirming. He wants two things in under a minute:
has this person handled a business like mine, and how do I start?
Everything we build answers those two questions above the fold, and puts a calendar
under them.
The four questions we build against
What a referral-ready site has to survive.
01
Can they book you in sixty seconds?
The endorsement is loud on Tuesday afternoon and inaudible by Thursday. A contact form spends that window waiting on you to check email. A calendar does not.
02
Can a stranger verify you?
A name, a company, a result. Initials and job titles are not proof — they are the shape of proof, and a CFO can tell the difference.
03
Is there a number on the page?
You are hired to produce figures. A site with none makes an argument against you before you have said a word.
04
Does the headline name the client?
“Fractional CFO Services” answers a question your prospect already had answered by whoever referred you. It spends the most valuable line on the page saying nothing.
What you get
Two things, done properly.
01 · The build
A website built for the referral
Hand-built HTML and CSS — no WordPress, no page builder,
nothing to maintain or update or get hacked. Positioning and copy written with you, because
the hardest part is not the design, it is the sentence that says exactly who you serve.
Not the head term — that belongs to national firms with a
decade of links. The searches you can own: your metro, and the industry you specialise in.
Scoped after a call, once we know what your practice actually does.
CFO Web Studio is the CFO practice of
Mooresville Marketing,
run by Roger Johnson in North Carolina. Two builds a month, both of them his. You will
not be handed to an account manager, because there isn't one.
Before this he spent seventeen years in NASCAR as a car
chief and crew chief — a job about finding the thing quietly costing you and fixing
it before Sunday. He has also built houses and run a manufacturing business, and sold it.
When you ask whether a spend is going to do anything, you get a real answer.
Roger Johnson — he takes the call, writes the copy and builds the site.
Start here
A free review of the site you have now.
We score your site against the same four questions
we used in the study, tell you where it stands, and fix one thing for you whether or not you
hire us. No call required to get it.
