Financial expertise. A distinctive digital presence.
For Goroditskaya & Partners, I built a multi-page Astro website, covering market research, information architecture, bespoke design, implementation and search foundations.
- Client
Natalia Goroditskaya
Financial expert and independent CFO. A personal practice and the Goroditskaya & Partners team.
- Format
A website with depth
A homepage, dedicated services, cases, articles and contacts. Each service has its own page and route to a consultation.
- My role
From research to launch
Competitor and search research, structure and copy, bespoke design and monogram, responsive development.
- Technology
Astro. Built for this brief.
Custom Astro and TypeScript implementation. Static HTML, reusable components and SEO/GEO foundations.
Expertise that cannot fit into a single service
Natalia's practice spans management reporting, financial models, accounting recovery, 1C automation and preparation for financing. Presenting all of it as a list of professional terms would leave business owners to work out what applies to them.
The website needed to explain when to approach the expert, what the engagement involves, what the client receives and how to begin. It also had to establish personal trust in Natalia while introducing the team working under her direction.
Start with the owner's question. Arrange services, evidence and the next step around it.
Understand the offer before drawing the pages
I reviewed outsourced CFO practices, consulting firms and accounting and 1C specialists. The research compared service scope, trust signals, page depth and enquiry journeys.
Separate different buying situations
A business may need a CFO, accounting recovery or a financial model for different reasons. Dedicated pages give each of those needs an appropriate explanation and entry point.
Check how clients describe the problem
The research grouped candidate queries into eight initial clusters. Search wording was checked in Yandex Wordstat and matched against Natalia's actual experience, informing pages for diagnostics, management accounting, financing and automation.
Connect the offer to evidence
Service pages explain scope, required documents and the client's responsibilities. Relevant examples from Natalia's practice and explanatory articles support the proposition.
Quiet confidence, with an identity of its own
I developed a visual language around deep emerald, warm ivory, gold accents and a bespoke monogram. It connects Natalia's personal expertise with the broader Goroditskaya & Partners practice.
Prata headlines pair with Manrope body and interface text. Large typography, portraits and open compositions establish the homepage. The same system supports denser service pages, project examples and enquiry forms.
Bespoke monogramTurning numbers into decisions
Prata / Manrope- Deep emerald#0F3D33
- Warm ivory#F5F2E8
- Muted sage#92A39A
- Gold accent#D1AD64
A visitor brings a question. The site helps find the service
The homepage starts with recognisable situations: profit without available cash, manual reporting or uncertainty about expansion. Each leads to an appropriate service, an explanation and a consultation.
- 1
Business question
Profit, but no available cash
Homepage situations ↗ - 2
Relevant service
Financial diagnostics
Service page ↗ - 3
Useful explanation
Understanding a cash shortfall
Related article ↗ - 4
Next step
Discuss the business problem
Consultation form ↗
A clear job for each page
Services
Recognisable situations, scope, deliverables, client responsibilities and engagement steps. Related services are connected by the task they help solve.
Cases and expertise
Natalia's professional background, role and practical examples help visitors assess whether the practice fits their needs.
Articles and resources
Accounting and finance explainers offer a useful first answer and lead to the relevant service.
Contact and enquiries
Forms sit close to the offer, with a choice of phone or email and optional extra details. Contact information also has its own page.
Search informed the structure from the start
Queries were matched to visitor needs and the pages capable of answering them. This informed both the service content and the links between sections.
Dedicated landing pages
Each service has its own title, description and substantive content. Financial modelling and diagnostics receive distinct entry points instead of being buried inside a general service list.
Technical foundations
Astro delivers the main content as ready-made HTML. The implementation includes canonical URLs, a sitemap, page metadata, social previews and breadcrumbs. Reading the proposition does not require a client-side application to run.
Contextual internal links
Services link to relevant cases and articles; articles lead back to practical solutions. The homepage offers several ways to begin exploring the practice.
GEO: a source that AI search can understand
The site identifies the expert, organisation, services and content authorship. Schema.org data connects those entities, while explanations remain accessible in HTML with clear headings, specific problems and deliverables. This provides a foundation for further search and AI visibility work, rather than a promise of recommendations from AI systems.
Why Astro fits this project
Most of this site is expert content, images and service information. It does not need a substantial client-side application on every page. Astro builds static HTML while JavaScript handles the menu, tabs and other interactive behaviour.
Shared components and structured content support the header, footer, services, case studies and articles. New material can follow the same visual system. The design was implemented specifically for this project rather than adapted from a site-builder template.
Mobile has its own composition
The hero and navigation change for narrower screens. Headlines, artwork, service descriptions and actions remain readable. Enquiries can begin with a preferred contact method, with additional detail left optional.
- Astro
- TypeScript
- HTML / CSS
- Schema.org
The delivered website
Natalia now has a multi-page website with a recognisable identity and a clear proposition. Visitors can identify a familiar problem, explore a service, review practical experience and get in touch. Research, design, content and development share the same structure.
- Bespoke design and monogram
- Homepage, services, cases, articles and contacts
- Responsive Astro implementation
- SEO and GEO foundations
- Connected enquiry journeys
