Explaining cash flow to people who never wanted to think about it

The brief

Ledgerline help small businesses send invoices and get paid on time. The product was good; the way they talked about it sounded like every other fintech. Their audience, owners of small service businesses, didn’t want to learn accounting terms. They wanted to stop chasing money.

What we did

We interviewed customers and wrote down the phrases they used, not the ones on the website. That became a tone of voice: plain, practical and slightly dry, like a good bookkeeper. From there we planned an article programme around real questions, such as when to send a reminder, what terms to set and what late payment actually costs.

The most useful articles became a downloadable guide, and the most common questions became short explainer videos, each under ninety seconds, that sales can drop into an email.

The result

Prospective customers now arrive having read the guide, sales calls start further along, and the team has a library to add to rather than a blank page each month.