Economos
Ground up website redevelopment for an AFR Top 100 chartered accounting firm.
The client
Economos is an AFR Top 100 chartered accounting firm based in Sydney’s CBD. Founded in 1978, they advise medium-to-large private businesses across property, construction, manufacturing, and medical.
They also operate two subsidiaries in Econ Financial Services and Econ Capital and a dedicated Chinese-language multi-site, giving Mandarin-speaking clients a separate entry point and a tailored experience in their preferred language.
Their clients are senior founders, CFOs, heads of finance and they expect their advisors to look and sound the part.
The problem
The Economos website had been built several years earlier and hadn’t kept pace with the firm’s actual standing.
Navigation was three levels deep, content was long and repetitive, and the design didn’t reflect an AFR Top 100 practice. Staff photos were outdated. Videos featured partners who had since left. The site attracted low-quality B2C enquiries rather than the B2B clients the firm actually serves.
For Selina from Bright Sparks Digital, who manage Economos’ marketing and SEO, the limitations were practical. Every landing page had to be briefed through the old agency, adding time and cost. Paid advertising couldn’t link to anything purpose built. Lead capture had no segmentation. And nobody had proper access to analytics, so there was no reliable data on what the site was actually doing.
Bright Sparks Digital needed a technical partner who could translate their vision into something that worked, and stay available after launch.
What we did
Bright Sparks Digital led the content strategy, SEO, and marketing requirements. RBU Digital handled the design and full WordPress build and ran the scoping workshop that set the whole project up.
Working from a clear brief, we pulled apart every pain point and pressure-tested each one. We mapped the target personas (B2B, medium-to-large), identified the content problems, and agreed on what success looked like before a single wireframe was drawn.
That groundwork mattered. Many builds go sideways because the technical team inherits a brief that's too vague, or one that's drifted from what the client actually needs. Starting with a proper discovery process meant both teams were building toward the same thing from day one.
From there, we designed and built a new WordPress site from scratch. Single-tier navigation. Clean, image-led design in line with the firm’s AFR Top 100 peers. Flexible content templates so Bright Sparks Digital could build landing pages on demand. Mailchimp integration with segmented forms. Google Analytics 4, Tag Manager, and Search Console properly configured for the first time. The Chinese microsite was replaced with a multi-site setup and accessible via the navigation. Client payment portals were carried across untouched.
The bit that mattered most
The first draft of the wireframes and design captured almost everything from the brief in one round.
Very few changes were needed. That doesn’t happen by accident - it happened because we ran the workshop first. By the time we sat down to design, we already understood what the firm needed, who they were trying to reach, and what their marketing consultant needed from the platform.
But it wasn’t a single moment where the project came together. What made it work was the ongoing back-and-forth between both teams; SEO migration questions, analytics configuration, how content templates should work in WordPress, infrastructure decisions. Small things that are too quick for a formal meeting but too important to skip. That kind of communication only happens when two teams trust each other and are both paying close attention.
The first draft of the wireframes and design exceeded my expectations - almost everything from the brief was captured in the first round. Having worked on many website rebuilds, I know that’s not usually the case.
The result
The new site launched in December 2025 and for the first time, the team had reliable performance data to work from.
Eight weeks in: users averaging 20 - 40 seconds per session, 3,345 engagement events recorded, monthly active users at 1,700+. Weekly users nearly doubled from roughly 220 to around 420 in the same period.
The Team page became the second most visited page on the site, which was a specific objective from the original brief: profile the firm’s experts and increase thought leadership.
For Bright Sparks Digital, the change is practical: they can now build landing pages, create email segments, and update content without relying on a third party. The things that used to require a ticket and a wait now take minutes. Post-launch work on redirects and indexing is ongoing.
Redesigning a website is not a smooth process. It required give and take between differing visions about what would work. But for Economos, the result landed where it needed to.