“Undercover” is a bi-weekly series, where we analyse bits and pieces of different B2B players on relevant markets.
Let’s play a game. I’m an aspiring businesswoman looking to relocate to Croatia. 28 years old, liberal and not easily attracted to corporate style modus operandi. In short, I’m a millennial. Savvy enough, to consider entrepreneurship, opinionated enough, to give dated companies the cold shoulder. Consequently, comfort and accessibility is like avocado on toast for millennials, hence I’m conducting a little research on which services could help me out with my grandiose plans of becoming a proud member of Croatian expat community and starting a business once I lay my feet on fertile Balkan soil.
As per usual, I’m going in incognito. I’m starting my research with a broad search to test the waters: ‘starting a company in Croatia’.
Vomi Consulting, accounting services
Accounting firm Vomi Consulting popped up organically, right on the first page of my Google search. I was pleasantly surprised when I was instantly directed to a page featuring an article titled “Guide how to start your business or company in Croatia”. Obviously, it hits the nail on the head.
The article introduces some nice facts about Croatia, its location, main attractions and a little overview of the country’s key economic sectors. Moving on to starting a business in Croatia, which according to Vomi, is simple and taxation similar to other EU states. The latter is shortly and well explained in the following paragraph, giving a brief overview of the main tax rates as well as a heads up on industry specific taxes. The article ends with two wonderful checklists “10 reasons for starting a business in the Republic of Croatia” and “How to set up a company in Croatia in 5 steps?”, followed by a clear CTA:
A quick review of the article, as well as the position on Google’s first search page proves that all relevant keywords are covered, the length is excellent and this type of content proves to be superb for drawing in and providing relevant audiences with useful information. I would nag on the layout and pictures, but we’ll come back to that later.
Vomi Consulting already has my attention so let’s rewind and have a look at the home page. I’m greeted with a classic stock photo of important people, discussing important graphs. Zero points for creativity.
The introductory visual is followed by an overview of the main services and clear descriptions for each section. Some typos and weird capitalization aside, I find the descriptions to be informative and clear. Further scrolling reveals the contact page, clients, testimonials and social links. I’m interested in the latter.
Vomi Consulting’s Twitter page seems to be in hibernation mode, averaging around one post per year. Same goes for LinkedIn, where you can find basic information on the company, but no activity and only two employees listed. No biggie, we still have Facebook. A quick review of Vomi’s feed reveals a rather hectic posting schedule, most of which is dated back to this year. Consequently, the following is small.
Heading back to the webpage to source for useful content. The ‘services’ section is very thorough, offering an extensive guide on every step along with useful links and a discreet CTA in the form of an email. All meta tags are in order, keywords plentiful, length excellent.
‘About us’ is very brief and suffering from the widespread malaise of anonymity by which I mean the absence of faces, names, people.
I’m intrigued by the ‘news’ link in the menu, which usually is equal to a depressing little corner of strange corporate happenings nobody cares about (dated back to 1999). To my surprise, these sins do not apply to Vomi. There are case studies/testimonials from happy clients, extensive articles on accounting and legislation and finally, some lighter pieces which drew me in in the first place. Yes, the formatting and layout is lacking, but the overall content strategy is on the right track.
My mobile experience is similar to desktop (if not better*). Fonts are readable, links and menus accessible. *The site feels more compressed, which I like, because it makes the design digestible.
I like Vomi Consulting’s lighter approach in terms of content and copy. A superb showcase is the first article I stumbled upon on Google. Accounting doesn’t have to be serious and intimidating. It’s important to serve correct facts and updated information, but the packaging can be and should be attractive and fun. The drawbacks: dated design, poor layout and close to no social presence.
Useful content: good
Social Links: poor
Would I get in touch: yes