Finerto brings legal, tax, accounting and financial advice together for business owners, alongside expert articles, webinars and paid training. Behind it is a marketing team that keeps publishing, running events and launching new products, and a website that has to keep up.
From an agency design to an editable website
The work began in August 2023. Mateusz Chinczewski was replacing the website of Zaprawieni, one of two brands that later became Finerto. Marketing, content and page layouts came from the agency Adwise. Jakub’s job was to turn them into a WordPress website the team could edit, on desktop and mobile. He also worked on the website of the second brand, Zoptymalizowani.
The structure went well beyond a homepage and a contact form, with a knowledge section and pages for accounting, tax advisory and legal services. The handoff raised practical questions early: how full-width photography should behave across screen sizes, when the client’s own photographs would arrive, and how the supplied typeface was licensed for the web. By October 2023 the design had been handed over and the build agreed.
Two brands become one
In May 2024 Mateusz came back with the next stage of the business: Zaprawieni and Zoptymalizowani were merging under a new name, Finerto. His message opened with feedback on the website already delivered:
Thank you for the excellent work on the website. Everything turned out really well!
Mateusz Chinczewski, 7 May 2024, translated from Polish
The questions that followed were practical. Where should the new domain and hosting be bought? Could the site move in time for the planned brand launch? What else had to change along with the logo? Jakub explained that keeping the existing hosting was an option, because a new brand is not an automatic reason to move, and set out the alternatives. The client chose SEOHOST. The transition also brought a new page for Finerto’s “Plan Optymalizacyjny” service, with content and design from the client and its design partner.
Outcome The website, its technical history and the same technical partner carried over to the new brand, so Finerto didn’t have to start again with someone new.
Publishing tools for the team
Much of the ongoing work is for the people who publish Finerto’s expert content. Recent examples:
- author bios beneath expert articles;
- a separate header image for articles, so one picture can appear in listings and another at the top of the article;
- a table module for the new version of the site, so the team no longer has to paste HTML to format tables, refined once the first real articles showed what needed fixing;
- brand colours and separators built into the editor.
Outcome Recurring formats became part of the editor instead of workarounds, so the team can publish in a consistent style on its own.
From a form to the right follow-up
After a webinar in August 2026, the marketing team wanted the event page to become a route to the recording: fill in a form, watch the replay, join the right audience in ActiveCampaign. Jakub published the page and connected the form to the webinar’s list. The team then asked for these contacts to join its main list as well.
The form was set up to add a contact to one list, so the rest of the logic moved into ActiveCampaign. The form now adds a tag, and an automation triggered by that tag adds the contact to both lists.
Smaller requests follow the same idea: three calls to action linking a service page to a downloadable sample analysis, confirmation messages that correctly say a file is on its way, and a walkthrough of building campaign links with UTM parameters so the team can create them itself.
Outcome A page counts as finished only when everything after the click works too: access to the content and the right place in the marketing system.
A training platform next to the website
Finerto sells online training through Publigo, a separate course platform. Jakub adapted the platform to Finerto’s branding and adds and configures products as the offer grows. Each product is set up so that finerto.pl can link straight to its checkout: the website presents the training, and Publigo takes the order.
Outcome Two systems, one customer journey, kept in step whenever a new product launches.
Keeping today’s site moving while building the next
A new version of Finerto’s website is in development, built from the client’s updated structure and SEO content. The marketing team supplies the page plan, copy and priorities, and Jakub builds and iterates. A separate website for the client’s new book is also in progress.
Meanwhile the live site keeps publishing. New download pages and webinar content were copied to the development version so it stayed current. Later, blog improvements and articles went the other way, back to the live site. When an automated transfer of one batch of articles didn’t carry the content over correctly, Jakub moved the entries by hand, with their text, images, authors and metadata. He then checked a scheduled video after its premiere before closing the task.
Outcome The marketing calendar doesn’t wait for the relaunch, and the next site starts from what is live today.
A partner who stays involved
Since 2023 the collaboration has moved through two brands, a merger, new products and new tools. Finerto’s team sets the business and marketing priorities. Jakub turns them into working pages, integrations and improvements, drawing on several years of context.
All the changes I requested were implemented almost immediately, which made our work much easier. Our collaboration has been so successful that we’ve decided to establish a long-term partnership for website changes and updates.
Mateusz ChinczewskiFounder, Kancelaria Finerto
Translated from Polish. 