Client Case Study: New Lyfe Accounting
New Lyfe Accounting (NLA) is an entirely remote, construction-specific firm specializing in bookkeeping, controller, and advisory services for commercial contractors.
Since 2021, I’ve served as NLA’s Lead Copywriter and Brand Strategist, supporting their rapid growth from startup to nationally recognized firm.
From the ground up, I’ve worked alongside their Marketing Director to run a lean (but incredibly effective) marketing department, developing their brand voice, sales funnels, and content strategy across web, email, social, and print.
Strategic Engagements
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The Problem:
NLA started with a basic website that missed the mark on reflecting their voice, values, and services. Because the site’s structure lacked a thoughtful user journey, it was leaving potential leads without direction (and NLA’s calender less than booked).
My Solutions:
In collaboration with a lean creative team (graphic designer and web developer), we created a site that speaks to NLA’s ideal audience through its content and user experience. My messaging homed in on NLA’s niche audience–small to mid-sized commercial contractors. I implemented a more intuitive customer journey across essential pages (home, about, services, resources, and contact). This refined content structure naturally welcomes leads further into the site’s sales funnel with clear calls to action. The result is a polished site with persuasive messaging centered around NLA’s construction-specific accounting expertise.
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The Problem:
In just a few years, NLA experienced rapid growth in both their team and services. Without clarity in their existing mission, values, and client avatars, their voice was failing to keep pace with their blooming brand identity. Externally, their marketing efforts were attracting less-than-ideal clients. Internally, they struggled to create content that adequately encompassed their unique expertise.
My Solutions:To tackle this case of muddled brand identity, I led NLA’s leadership team through a series of intensive exercises to further define their audience, purpose, and positioning. With the insights gleaned from these sessions, I developed distinct client avatars suited to each of their core services. As a copywriter, I use these profiles to guide my messaging. As a creative strategist, I use them to support sales and service strategy. With NLA’s audience defined, I then clarified their mission, vision, and positioning. Compiling these brand fundamentals into a cohesive brand guide, I created a powerful internal reference to ground their written identity.
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The Problem:
When I first partnered with NLA, they had yet to venture into email marketing. With multiple audience segments, they were struggling to engage each segment consistently. They lacked a clear content strategy for how, when, and what they wanted to communicate, aside from two goals:
Make email a pathway for turning warm leads into clients.
Leverage email as a tool for sharing content that reinforces their reputation as a thought leader (and trusted resource).
My Solutions:
Alongside NLA’s marketing director, I created, branded, and implemented 4 different email lists to engage with their distinct audience segments:
Build What Lasts: NLA’s primary, weekly newsletter sharing construction accounting resources with their core clientele of commercial contractors.
The Surety Exclusive: A quarterly newsletter to stay engaged with lucrative referral partners in the construction-adjacent surety industry.
The Lyfer Letter: A quarterly newsletter with exclusive content to nurture existing client relationships.
The NLA Way: A quarterly newsletter providing State of the Company recaps and resources for NLA team members.
As part of my ongoing responsibilities, I authored strategic content for each of these lists. In addition to relevant industry research, I’d note compelling themes and stories from internal marketing meetings and turn them into topical newsletters. Based on NLA’s sales goals, I also developed and implemented promotional campaigns, seasonal lead magnets, and downloadable resources. I managed weekly email calendars within larger quarterly schedules to batch content at least 2 weeks in advance. Since implementing these lists, NLA has continued to receive glowing accolades from subscribers for the value and relevance of their email content.
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The Problem:
After gaining momentum, NLA began receiving referrals from other construction-adjacent financial professionals, like CPAs, banks, and surety producers. While their services were highly complementary to those of surety agents and underwriters, they lacked the strategy and structure to consistently nurture this secondary avenue for lead generation.
My Solutions:
Alongside NLA’s Marketing Director, I developed a holistic partnership funnel strategy including annual trade show development (booth theme, sales booklets, and signage), direct mailers, and follow-up email sequences. I created a pitch deck to guide and supplement sales calls with potential referral partners. This deck showcased the value of a construction accounting partnership, emphasized referral benefits, and positioned NLA as an indispensable resource for surety professionals. For committed referral partners, I also helped develop a partnership kit–an exclusive collection of benefits to incentivize surety referrals, offering their clients discounts on onboarding and waived applications.
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The Problem:
NLA had no clear sales process for closing warm leads and onboarding new clients–a necessity for B2B companies providing a high-investment service. Beyond their website, they had no marketing materials to showcase their services, pricing, and approach. They had no internal processes for standardizing their remote service deliverables.
My Solutions:
Working with their Marketing Director, I developed an internal sales funnel strategy that outlined a clear process for converting warm leads into clients.
The core, client-facing assets for this funnel included:
The Diagnostic Call/Deck: A high-level review of a contractor’s current financials, offering a low-risk opportunity for them to experience NLA’s capabilities (before committing to a contract). The presentation of the Diagnostic (The Diagnostic Report) was delivered via a call and supplemented with a pitch deck to upsell NLA’s services and address customer hesitations.
The Service Guide: A detailed PDF sent after a potential client’s Diagnostic Call to reinforce NLA’s services and support any investment considerations.
The core, internal assets for this funnel included:
The Sales Funnel Deck: A 9-step internal map to standardize and centralize NLA’s sales process. Each step (from Diagnostic to onboarding to ongoing services) is outlined with action items and links to relevant documents, decks, and email templates. This deck functions as both an SOP for the sales team and a training guide for new team members.
Featured Work
Trade Show Content Strategy + Development
A campaign for the NASBP Annual Expo with both print and digital assets to promote NLA’s surety referral partnerships.
The theme was “Seeing the full financial picture,” playing on the idea of puzzles and decoder glasses to show how NLA helps surety make sense of their client’s messy books.
Website Copywriting
A playful, yet professional website that speaks to the financial pain points of commercial contractors, demonstrates NLA’s distinct value, and shares niche accounting resources.
Service Guide
As a key persuasive piece in their sales funnel, this informative service guide soothes client hesitations by detailing NLA’s mission, services, and investment information.
“To put it simply, we couldn’t do business
without Amanda.”
“Working with Amanda has been nothing short of amazing. Her knowledge of our company, clients, and industry is continuously growing. She's curious, smart, and extremely talented, making my job as a Marketing Director so much easier. I trust Amanda completely to manage her time, complete tasks, and contribute to meetings. She's truly an extension of our company, and without her, we would have a hard time communicating effectively and efficiently. She's helped us through every portion of our marketing and sales funnel, creating newsletters, social posts, and internal and external communications while continuously auditing and refining our strategies. To put it simply, we couldn't do business without Amanda.”
Abby | Marketing Director at New Lyfe Accounting
My Best Lines
“Building A Stronger Construction Business Starts With Knowing Your Numbers (And Knowing Your Numbers Starts Here).”
“Your Construction-Savvy Firm For Bookkeeping, Controller Partnerships, and Advisory Services.”
“Think Like a CFO. Plan Like a Construction Pro.”