Mauro: Transforming finance with cheeky, bold and engaging copywriting.
The Backstory
Mauro is a modern accounting firm that aim to redefine how clients perceive financial services.
Their mission is to create supportive, judgement-free environments where financial advice is accessible and empowering. Vetro, a trusted partner, engaged Backstory Co to write website copy that would reflect Mauro’s tone of voice - professional yet approachable, educational yet fun, with a sprinkle of cheekiness to engage their audience.
What We Did
Backstory Co was responsible for crafting the entire website's copy, designed to attract a diverse range of clients, from small business owners to high-net-worth individuals. Our goal was to ensure that the copy:
Simplified complex financial topics, making them easy to understand.
Used casual, fun language to break down the traditional "stiff" image of accounting firms.
Embedded Mauro’s values of knowledge-sharing, reliability, and passion into every sentence.
Reinforced the brand’s unique position in the market.
Our Approach
Working closely with the team at Mauro and Vetro, we took the time to understand Mauro's philosophy, target audience and brand positioning. We developed a tone of voice that moved away from the usual accounting jargon and replaced it with conversational, engaging language that aligned with the firm’s vibrant personality.
We focused on several key areas:
Homepage Lead Statement: Capturing Mauro’s mission in a bold yet simple statement: “Mauro. Comfortable conversations. Expert advice.”
Service Pages: We broke down complex services like tax management, bookkeeping, and advisory into bite-sized, digestible pieces, complete with humour and approachable language.
About Page: Showcasing Mauro’s team of "fearless finance fighters," we introduced each team member in a personable and relatable way, highlighting not just their expertise but also their passions outside of work.
Website Design: Vetro
Results
The website copy received fantastic feedback for its fresh, personable approach. It successfully repositioned Mauro as a friendly, knowledgeable firm that people could trust with their financial future, without the intimidation of traditional finance-speak. This copy became a crucial part of their brand identity, helping them to connect with a broader audience and stand out in a crowded market.
Kind words
“Backstory Co have been super efficient and great to deal with in our latest project together. Elana is great at what she does and we valued the work that was delivered to us very highly. Highly recommended!”
Julian Mauro
Mauro Owner and Director