# J2 Bookkeeping — Website Redesign Mockup **Prepared by:** Wren (WordPress & Elementor Design Specialist) **Date:** April 4, 2026 **Current site:** j2bookkeeping.com **Platform:** WordPress + Elementor Pro (existing stack preserved) --- ## Design Philosophy **Goal:** Transform from a 3-page brochure site into a conversion-optimized, authority-building site that ranks locally and turns visitors into booked calls — while preserving every existing URL and link equity. **Theme:** Hello Elementor (lightweight, fast, Elementor-native) **Style:** Clean, modern, professional-but-approachable. Navy + green + warm accents. Lots of whitespace. Mobile-first. --- ## Color Palette (Refined from Current) | Role | Color | Hex | Usage | |------|-------|-----|-------| | Primary | Navy Blue | `#1E3A5F` | Headers, trust elements, nav | | Secondary | Confident Green | `#25A254` | CTAs, success indicators | | Accent | Warm Gold | `#FCAF3B` | Highlights, badges, attention | | Background | Off-White | `#F9FAFB` | Page backgrounds | | Surface | White | `#FFFFFF` | Cards, sections | | Text | Charcoal | `#2B2B2B` | Body copy | | Muted | Slate | `#64748B` | Captions, secondary text | ## Typography | Element | Font | Weight | Size (Desktop) | |---------|------|--------|----------------| | H1 | Poppins | 700 | 48px | | H2 | Poppins | 600 | 36px | | H3 | Poppins | 600 | 24px | | Body | Poppins | 400 | 16px | | Small/Caption | Poppins | 400 | 14px | | CTA Buttons | Poppins | 600 | 16px | --- ## Site Map (New Structure) ``` j2bookkeeping.com/ (EXISTING - Redesign) ├── /about/ (EXISTING - Redesign) ├── /services/ (NEW) │ ├── /services/bookkeeping/ (NEW) │ ├── /services/cfo-services/ (NEW) │ ├── /services/tax-planning/ (NEW) │ └── /services/quickbooks/ (NEW) ├── /contact/ (EXISTING - Redesign) ├── /learn/ (EXISTING - Blog hub redesign) │ ├── All existing blog post URLs preserved │ └── New posts going forward ├── /client-portal/ (NEW - redirect to Financial Cents) └── All existing blog post URLs (PRESERVED as-is) ``` --- ## PAGE 1: HOME (`/`) ### Section 1 — Hero (Full viewport height) ``` ┌─────────────────────────────────────────────────────────────┐ │ [Logo] Home About Services Learn Contact │ │ [Schedule a Call] [Client Login]│ ├─────────────────────────────────────────────────────────────┤ │ │ │ ┌──────────────────────┐ ┌─────────────────────────────┐ │ │ │ │ │ │ │ │ │ Your Books. │ │ [Professional photo │ │ │ │ Done Right. │ │ of Jimmie at desk │ │ │ │ │ │ or with client - │ │ │ │ Profitable, tax- │ │ warm, approachable] │ │ │ │ smart bookkeeping │ │ │ │ │ │ & advisory for │ │ │ │ │ │ businesses that │ │ │ │ │ │ want to grow. │ │ │ │ │ │ │ │ │ │ │ │ [Book Your Free Call]│ │ │ │ │ │ (green button) │ │ │ │ │ │ │ │ │ │ │ │ Serving New │ │ │ │ │ │ Braunfels, San │ │ │ │ │ │ Antonio & Nationwide│ │ │ │ │ │ │ │ │ │ │ └──────────────────────┘ └─────────────────────────────┘ │ │ │ │ ★★★★★ "Finally, a bookkeeper who actually │ │ communicates." — Google Review │ │ │ └─────────────────────────────────────────────────────────────┘ ``` **Design notes:** - Split layout: 50/50 text left, image right - H1: "Your Books. Done Right." (keep the existing tagline — it's strong) - Subheadline addresses the outcome, not the service - Single green CTA button → links to `https://calfrenzy.com/jimmie/new-client/30min` - Location line for local SEO - Floating 5-star review snippet below for instant social proof - Background: subtle gradient from white to off-white --- ### Section 2 — Trust Bar (Logos & Credentials) ``` ┌─────────────────────────────────────────────────────────────┐ │ │ │ [QBO Certified] [Platinum ProAdvisor] [15+ Years] [MBA] │ │ │ │ Trusted by businesses across Texas │ │ │ └─────────────────────────────────────────────────────────────┘ ``` **Design notes:** - Light gray background strip - QuickBooks certification badges (existing assets) - "15+ Years" and "MBA" as styled icon badges - Horizontal scroll on mobile --- ### Section 3 — Pain Points → Solutions (3 Cards) ``` ┌─────────────────────────────────────────────────────────────┐ │ │ │ What Are Your Books Telling You? │ │ │ │ ┌─────────────────┐ ┌─────────────────┐ ┌───────────────┐ │ │ │ 📊 │ │ 💸 │ │ 📈 │ │ │ │ Is Your Revenue │ │ Do You Know │ │ Your Bottom │ │ │ │ Working For │ │ Where Your │ │ Line │ │ │ │ You? │ │ Money Goes? │ │ Shouldn't Be │ │ │ │ │ │ │ │ a Mystery │ │ │ │ [Current copy │ │ [Current copy │ │ [Current │ │ │ │ preserved] │ │ preserved] │ │ copy │ │ │ │ │ │ │ │ preserved] │ │ │ └─────────────────┘ └─────────────────┘ └───────────────┘ │ │ │ └─────────────────────────────────────────────────────────────┘ ``` **Design notes:** - White cards with subtle shadow, 12px border radius - Navy icon circles at top of each card - Preserve the existing copy — it's excellent, conversational, pain-aware - Cards animate in on scroll (fade-up, staggered 200ms) --- ### Section 4 — Services Overview (4 Tiles) ``` ┌─────────────────────────────────────────────────────────────┐ │ │ │ How We Help Your Business │ │ │ │ ┌──────────────┐ ┌──────────────┐ │ │ │ [icon] │ │ [icon] │ │ │ │ Bookkeeping │ │ Fractional │ │ │ │ │ │ CFO │ │ │ │ Clean books,│ │ High-level │ │ │ │ on time, │ │ financial │ │ │ │ every time │ │ strategy │ │ │ │ │ │ without the │ │ │ │ [Learn More]│ │ full-time │ │ │ │ │ │ salary │ │ │ │ │ │ [Learn More]│ │ │ └──────────────┘ └──────────────┘ │ │ ┌──────────────┐ ┌──────────────┐ │ │ │ [icon] │ │ [icon] │ │ │ │ Tax │ │ QuickBooks │ │ │ │ Planning │ │ Setup & │ │ │ │ │ │ Support │ │ │ │ Keep more │ │ │ │ │ │ of what you │ │ Certified │ │ │ │ earn │ │ ProAdvisor │ │ │ │ │ │ at your │ │ │ │ [Learn More]│ │ service │ │ │ │ │ │ [Learn More]│ │ │ └──────────────┘ └──────────────┘ │ │ │ └─────────────────────────────────────────────────────────────┘ ``` **Design notes:** - 2x2 grid, white cards on off-white background - Each card links to `/services/[service-slug]/` - Hover effect: card lifts, green top-border appears - Navy icons (line style, not filled) --- ### Section 5 — Why J2 (Differentiators) ``` ┌─────────────────────────────────────────────────────────────┐ │ Navy blue background, white text │ │ │ │ Why Business Owners Choose J2 │ │ │ │ ┌────────────┐ ┌────────────┐ ┌────────────┐ │ │ │ │ │ │ │ │ │ │ │ Communi- │ │ Responsive-│ │ Clarity │ │ │ │ cation │ │ ness │ │ │ │ │ │ │ │ │ │ │ │ │ │ [Existing │ │ [Existing │ │ [Existing │ │ │ │ copy] │ │ copy] │ │ copy] │ │ │ │ │ │ │ │ │ │ │ └────────────┘ └────────────┘ └────────────┘ │ │ │ │ ┌────────────┐ ┌────────────┐ │ │ │ │ │ │ │ │ │ Behind On │ │ Automation │ │ │ │ Your Books?│ │ That Saves │ │ │ │ We've Seen │ │ You Money │ │ │ │ Worse. │ │ │ │ │ │ │ │ │ │ │ │ [Existing │ │ [Existing │ │ │ │ copy] │ │ copy] │ │ │ └────────────┘ └────────────┘ │ │ │ └─────────────────────────────────────────────────────────────┘ ``` **Design notes:** - Navy (#1E3A5F) background section — visual break - White text, green accent icons - Preserves all existing differentiator copy (Communication, Responsiveness, Clarity, Behind on Books, Automation) - 3-column top row, 2-column bottom row, centered --- ### Section 6 — Testimonials Carousel ``` ┌─────────────────────────────────────────────────────────────┐ │ │ │ What Our Clients Say │ │ │ │ ┌─────────────────────────────────────┐ │ │ │ │ │ │ │ ★★★★★ │ │ │ │ │ │ │ │ "Quote from Google review" │ │ │ │ │ │ │ │ — Client Name, Business Name │ │ │ │ │ │ │ └─────────────────────────────────────┘ │ │ │ │ ● ○ ○ ○ ○ │ │ │ │ [See Our Google Reviews →] │ │ │ └─────────────────────────────────────────────────────────────┘ ``` **Design notes:** - Auto-rotating carousel (5s interval) with manual dots - Pull real reviews from Google Business Profile - Link to full Google Reviews listing - Clean white card on off-white background --- ### Section 7 — Final CTA ``` ┌─────────────────────────────────────────────────────────────┐ │ Green (#25A254) background │ │ │ │ Ready to Stop Stressing About Your Books? │ │ │ │ Book a free call. We'll talk through where │ │ you are and what you need. │ │ │ │ [Book Your Free Call] │ │ (white button on green) │ │ │ │ 210-970-0449 | info@j2bookkeeping.com │ │ │ └─────────────────────────────────────────────────────────────┘ ``` --- ### Section 8 — Footer ``` ┌─────────────────────────────────────────────────────────────┐ │ Dark navy (#1E3A5F) background │ │ │ │ [J2 Logo - white] Quick Links Connect │ │ Home 210-970-0449 │ │ Your Books. About info@j2book... │ │ Done Right. Services Facebook │ │ Learn LinkedIn │ │ 513 Creekside Cir Contact Instagram │ │ New Braunfels, TX Client Portal │ │ 78130 │ │ By Appointment Only │ │ │ ├─────────────────────────────────────────────────────────────┤ │ (c) 2025 J2 Bookkeeping Services LLC. │ │ We are not a licensed CPA firm and do not provide │ │ assurance services. Privacy Policy | Terms of Service │ │ │ └─────────────────────────────────────────────────────────────┘ ``` **Design notes:** - Remove Google Plus icon (deprecated) — replace with LinkedIn + Instagram - Clean 3-column layout - Client Portal links to `https://app.financial-cents.com/client-portal` - Single copyright line (fix current duplication) --- ## PAGE 2: ABOUT (`/about/`) ### Section 1 — Hero Banner - H1: "Meet the Team Behind Your Books" - Subtle background image or gradient - Brief tagline: "15+ years of financial leadership. Two professionals. One mission: your success." ### Section 2 — Jimmie's Profile (Preserve existing copy) - Left: Professional photo (existing asset) - Right: Bio text (preserve existing copy) - Credentials displayed as badges below: MBA, QuickBooks Certified, Platinum ProAdvisor, 15+ Years, Multi-State Licensed - CTA: "Book a Call with Jimmie" ### Section 3 — Jason's Profile (Preserve existing copy) - Flip layout: Text left, photo right - Preserve existing bio copy - Credentials: 12+ Years, Fortune 500 Background, AR/Reconciliation Specialist ### Section 4 — Our Story (Preserve existing copy) - Full-width section, centered text - Preserve the existing "Our Story" copy - Background: subtle navy section or off-white ### Section 5 — CTA Banner - Same green CTA section as homepage --- ## PAGE 3: SERVICES (`/services/`) — NEW ### Section 1 — Hero - H1: "Services Built Around Your Business" - Subheadline: "Whether you need day-to-day bookkeeping or high-level CFO strategy, we tailor everything to what your business actually needs." ### Section 2 — Service Cards (4 cards linking to individual pages) **Card 1: Bookkeeping** (`/services/bookkeeping/`) - Monthly bookkeeping & reconciliation - Accounts receivable & payable - General ledger management & cleanup - Payroll processing - Sales tax filing - Catch-up bookkeeping (months or years behind) **Card 2: Fractional CFO** (`/services/cfo-services/`) - Financial reporting & analysis - Budgeting & forecasting - Cash flow management - Strategic financial planning - KPI dashboards - Board/investor-ready financials **Card 3: Tax Planning** (`/services/tax-planning/`) - Year-round tax strategy (not just tax season) - Entity structure optimization - Quarterly estimated tax planning - Tax preparation coordination - Deduction maximization **Card 4: QuickBooks Services** (`/services/quickbooks/`) - QuickBooks Online setup & migration - Training & ongoing support - App integrations & automation - Chart of accounts optimization - Cleanup & repair ### Section 3 — Process (How It Works) ``` 1. Book a Call → 2. We Review → 3. Custom Plan → 4. We Handle It ``` ### Section 4 — CTA Banner --- ## PAGE 4: CONTACT (`/contact/`) — Redesign ### Section 1 — Hero - H1: "Let's Talk About Your Business" - Subheadline: "Book a free call or send us a message" ### Section 2 — Two-column layout - **Left column:** - Embedded CalFrenzy scheduler (existing: calfrenzy.com/jimmie/new-client/30min) - Or prominent "Book Your Free Call" button - **Right column:** - Contact form (Name, Email, Phone, Message) - Phone: 210-970-0449 - Email: info@j2bookkeeping.com - Address: 513 Creekside Cir, New Braunfels, TX 78130 - "By Appointment Only" ### Section 3 — Map - Embedded Google Map showing New Braunfels location - Service area callout: "Serving New Braunfels, Seguin, Cibolo, San Marcos, San Antonio & nationwide remotely" ### Section 4 — Social Links - Facebook, LinkedIn, Instagram (drop Google Plus) --- ## PAGE 5: LEARN/BLOG (`/learn/`) — Redesign ### Layout - H1: "Learn — Bookkeeping Tips & Business Insights" - Grid layout (2 or 3 columns) showing blog post cards - Each card: featured image, title, excerpt, date, "Read More" - Sidebar or top filter by category - All existing blog post URLs preserved exactly as-is - Foundation for new content going forward --- ## GLOBAL ELEMENTS ### Sticky Header - Logo left, nav center, "Schedule a Call" button right - Shrinks on scroll (logo smaller, slight shadow) - Mobile: hamburger menu with slide-in drawer - "Client Portal Login" as secondary link (text, not button) ### Floating CTA (Mobile) - Sticky bottom bar on mobile: "Book Your Free Call" green button - Always visible, doesn't cover content (appears after scrolling past hero) ### Schema Markup (SEO) - LocalBusiness schema on every page - Service schema on service pages - Person schema on About page - FAQ schema on service pages (for featured snippets) - BreadcrumbList schema site-wide ### Page Speed Targets - LCP: < 2.5s - INP: < 200ms - CLS: < 0.1 - Mobile PageSpeed score: 90+ --- ## URL PRESERVATION MAP | Existing URL | Action | Notes | |---|---|---| | `j2bookkeeping.com/` | Redesign in place | No URL change | | `j2bookkeeping.com/about/` | Redesign in place | No URL change | | `j2bookkeeping.com/contact/` | Redesign in place | No URL change | | `j2bookkeeping.com/learn/` | Redesign in place | No URL change | | `j2bookkeeping.com/why-should-you-hire-a-bookkeeper-for-your-startup-or-new-business/` | Keep | Existing blog post | | `j2bookkeeping.com/covid-19-update-week-of-april-25-2020/` | Keep | Existing blog post | | `j2bookkeeping.com/5-mistakes-made-in-quickbooks-online/` | Keep | Existing blog post | | `j2bookkeeping.com/covid-19-financial-help-for-texas-restaurants/` | Keep | Existing blog post | | `j2bookkeeping.com/new-features-in-quickbooks-may-2020/` | Keep | Existing blog post | | `j2bookkeeping.com/elementor-landing-page-711/` | Keep or 301 | Landing page | | External: `app.financial-cents.com/client-portal` | Keep link | Client portal | | External: `calfrenzy.com/jimmie/new-client/30min` | Keep link | Booking | **New pages** (`/services/`, `/services/bookkeeping/`, etc.) are additions only — nothing removed. --- ## IMPLEMENTATION PRIORITY | Phase | Pages | Timeline | |---|---|---| | **Phase 1** | Homepage redesign + new header/footer | Week 1-2 | | **Phase 2** | Services page + 4 sub-pages | Week 2-3 | | **Phase 3** | About page redesign | Week 3 | | **Phase 4** | Contact page redesign | Week 3-4 | | **Phase 5** | Blog/Learn redesign + SEO setup | Week 4 | | **Phase 6** | Performance optimization + testing | Week 4-5 | --- ## RECOMMENDATIONS 1. **Add testimonials** — Pull 5-10 best Google reviews and feature them on the homepage 2. **Add a Services page** — Your services are currently hidden in copy; give them dedicated pages for SEO and clarity 3. **Drop Google Plus** — The platform is dead; replace with LinkedIn and Instagram 4. **Fix footer duplication** — Current footer repeats copyright 3 times 5. **Refresh blog content** — The /learn page has posts from 2020 only; fresh content helps SEO 6. **Add LocalBusiness schema** — Critical for local search visibility 7. **Consider adding a pricing section** — Even ranges or "starting at" helps qualify leads before they call 8. **Mobile sticky CTA** — Many visitors on mobile; a persistent "Book a Call" button will increase conversions