Harding Bell International (HBI)


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Services at glance:
  • Branding
  • Website
  • Location marketing
  • Digital magazine
  • Email marketing
  • Google Ads
  • Social media management & advertising
  • Video production & marketing
Services at glance:
  • 38% YOY growth: Website visitors
  • 50% YOY growth: Newsletter subscribers
  • 37% average email newsletter open rate
  • 10,000 Facebook followers


Harding Bell International has been a client since 2017. The firm offers a wide range of services, including accounting, tax preparation, and financial advising, including areas like wealth building, business planning, retirement planning, estate planning, asset risk management, and more. Additionally, they specialize in helping foreign investors in US real estate (especially Central Florida) navigate the American tax system, maximize profits, and minimize their tax burden.

“Navigating” is an important theme at HBI—its logo even has a compass—where the team is devoted to guiding clients through the mazes of taxes and financial planning. We focused on this concept as a value proposition to highlight in the website design and digital magazine we created. The magazine is titled The HBI Compass, offering expert tax and financial guidance to individuals, business owners, and real estate investors.

We used imagery throughout the site depicting explorers and adventurers finding their way in the great outdoors. It resonates with the theme, it’s uplifting, and it goes a long way toward counteracting the stereotypically boring image associated with accounting and financial advisers.

Along with the digital magazine, the website has dedicated Resources and Testimonials pages. These further establish trust and promote the firm as one that offers guidance to make things simpler for lay people. Also, because a significant portion of their business comes from UK-based real estate investors, we highlighted the fact that some company founders are originally from the UK and have extensive experience themselves investing in properties here and dealing with the regulations and tax laws.

Most recently, we have helped them through a period of change, with one of the partners leaving and an adjustment to their areas of focus. The firm has moved away from mortgages and increased its marketing efforts related to FIRPTA and other issues that foreign investors in US property deal with. This has involved new landing pages, content marketing strategy, video creation, and more.

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