Case Study
Alexander & Company CPAs
Owensboro, KY
The Tri-State's Accountant Since 1921 — and Their Navigation Menu Links to Today's News and Weather.
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The Evidence
Alexander & Company CPAs' navigation menu — a firm that has filed taxes since 1921 includes 'Today's News and Weather' as a top-level navigation item alongside Services, About, and Contact. The nav also links to 'Refer-A-Friend', 'Free Tax Organizer', and 'Buy QuickBooks and Save'.
The navigation menu of acocpa.net — a firm that has been advising Owensboro businesses and families since 1921 — includes, as a top-level clickable item:
“Today's News and Weather”
A CPA firm that has filed taxes through the Great Depression, World War II, the Kennedy administration, the invention of the internet, and 105 years of economic cycles is offering visitors a weather forecast from their accounting website. The firm survived all of it. The navigation menu does not reflect that.
The Firm
Alexander & Company CPAs PSC was founded in 1921 and has been serving the Tri-State area ever since. Their offices cover Owensboro, Evansville, Henderson, Madisonville, Greenville, Central City, Hawesville, and Lewisport. 105 years of client relationships. Multiple generations of families and business owners who have trusted this firm with their most sensitive financial information.
The services are serious: audit, tax preparation, tax planning, business valuation, succession planning, IRS representation, estate planning, forensic accounting. The website communicates approximately none of that seriousness.
What We Found
A legacy accounting industry website template from circa 2008 — with every default widget still in place.
“Today's News and Weather” in the Primary Navigation
The top-level navigation includes these items, among others:
Home | About | Services | News and Weather | Guides | Tax Center | Resources | Contact
“Today's News and Weather” is a nav item that links to a stock-market ticker and weather widget — a feature built into the legacy accounting website template around 2008 when aggregating external data feeds was a novel website capability. Nobody has removed it in 17 years.
A Navigation With Dozens of Template Items
The full navigation dropdown expands to include items like “Refer-A-Friend,” “Free Tax Organizer,” “QuickTuneup,” “Buy QuickBooks and Save,” and “Online Payroll.” These are template navigation options from the CPA website builder that were included by default and never pruned. The result is a navigation menu with 60+ items across dropdowns — so comprehensive as to be functionally useless for a client trying to find out how to contact the firm or learn about audit services.
105 Years of History, Nowhere on the Homepage
“Helping Our Clients Since 1921” is the headline, which is genuinely powerful. But a business prospect in 2026 researching whether to bring their company's books to this firm wants to know which industries they serve, who the partners are, what types of audits they conduct. That information is buried in a multi-level dropdown navigation behind a weather widget.
What We'd Build
A site as serious as the work — 105 years of Tri-State accounting history leading a modern, conversion-focused homepage.
105 Years as the First Impression
Founded 1921. Active offices in eight cities. Serving business owners, executives, and families across the Tri-State. A hero section that opens with legacy and scale, not stock photography and a weather widget.
A Navigation That Serves Clients
Five top-level items: Services, Industries, About, Resources, Contact. Clean dropdowns. No weather. No QuickBooks purchasing link. No “Refer-A-Friend.” A navigation that helps a business owner find out if this firm handles their type of work in under ten seconds.
Practice Areas That Explain the Value
Audit and assurance, business tax planning, estate and succession, IRS representation — each described in plain language that tells a business owner what it is, when they need it, and why Alexander & Company is the firm to handle it. Not a bulleted list of service names.
Spec Redesign Deliverables
- ✓“Founded 1921 — 105 Years of Tri-State Accounting” hero section above the fold
- ✓Navigation rebuilt — 5 clean items, no weather link, no template defaults
- ✓Practice area pages: audit, tax, advisory, succession, IRS representation
- ✓Multi-city office presence prominently shown (8 locations across Tri-State)
- ✓Free consultation CTA with contact form — primary conversion path visible on mobile
The Opportunity
Alexander & Company has something almost no accounting firm can claim: 105 years in business, actively serving clients across eight Tri-State cities. That longevity isn't luck — it's decades of trusted service and client relationships passed down through multiple generations of families and business owners.
A business owner researching CPAs in Owensboro, Evansville, or Henderson who lands on acocpa.net today finds a navigation menu with a weather link and a site that looks like it was built during the first Obama administration. The firm's extraordinary longevity is undersold by an extraordinary margin.
A site worthy of a 105-year firm doesn't need gimmicks or weather widgets. It needs to say, clearly and professionally: this firm has been here since 1921, and we'll still be here when your grandchildren need a CPA.
See what we'd fix on your site
We'll review your website top to bottom, record a 10-minute Loom walkthrough of exactly what's broken, and deliver a PDF report with prioritized fixes — in 48 hours.
No commitment. No pitch deck.