Straight talk, in dark green.
apac steuerberatung FlexCo · Tax advisory firm, Vienna
The web presence of the firm run by Sarah Gössinger, MA at Julius-Tandler-Platz in Vienna: accounting, payroll accounting and tax advisory for businesses that want to understand their own figures. The site explains the tax questions that come up in each industry, works the numbers through with calculators of its own, sets out openly how the fee is arrived at and turns the first contact into a call-back in three steps. Every page exists in German and English.
Context
A tax advisor who wants to be understood
Sarah Gössinger, MA has sat on both sides of the desk: as an advisor in small firms and at a large audit firm with international cases, and as the head of a tax team in industry that had to put the advice into practice. Since 2024 she has run her own firm in Vienna, apac, short for Accounting, Payroll Accounting, Consulting. Her clients run medical practices, online shops, restaurants and young companies, and they have little time for statutes. My task was a website that speaks the way the firm does: in sentences people understand, with figures that hold up.
"A firm that promises straight talk needs a website that keeps the promise."
Strategy
A website that explains, calculates and calls back
Anyone looking for a tax advisor wants to understand first, then compare, then talk. The website is built in that order: it explains what comes up for tax in each industry, works the figures through with calculators of its own and turns the first contact into a call-back at a time that suits.
- 01
Straight talk, taken literally
The home page promises "Klartext bei deinen Steuern", straight talk about your taxes. Next to it, a portrait of Sarah Gössinger, MA, with her name on it, not a stock photo. The German pages address clients informally, on every page and right into the forms. Read on and you find her path from audit work to a firm of her own, and on the team page everyone who works on the figures, with name, role and email address.
- 02
Industries instead of a brochure
Doctors, retail and e-commerce, hospitality, real estate, influencers, start-ups, SMEs: every industry gets a page of its own with the tax questions that really come up in it, from the welfare fund to the tourism tax, from inventory valuation to flat-rate taxation. Below them sit specialist pages that take single topics further. Anyone who finds their own industry notices after two paragraphs that someone here knows the working day.
- 03
Calculators that really calculate
Gross to net, income tax, SVS contributions, profit allowance, legal form comparison, interest on tax claims, annuity loan: the calculators run on the current year’s figures, every value names its source, every result states the basis it was worked out on. The page delivers the figure, the initial consultation puts it in context.
- 04
What it costs is on the page
A fees page of its own explains why there is no price list and what really determines the fee: the volume of receipts, the legal form, the number of employees, the degree of digitalisation, how much advice is needed. Alongside that, three promises: a quote before the engagement, no hidden items, invoices you can follow. And the question everyone asks themselves and hardly anyone asks out loud first, what the initial consultation costs, the page answers straight away.
- 05
A call-back when it suits
The way into the firm runs through three short steps: topic, situation, phone number, plus the question whether morning or afternoon works better. No booking calendar, no form with twelve fields. The firm calls back, settles the first questions and arranges the initial consultation in the same call, by video or at Julius-Tandler-Platz.
apac-tax.at has been live since September 2026, in German and English throughout. Getting to know the firm starts there, the conversation follows on the phone.
Implementation
Dark green, beige and three dots
The colours were the firm’s own wish: the dark green of the brand as the ground of the whole site, the type in beige and ivory, the way it looks on the team’s T-shirts. A newspaper serif sets the big statements, a quiet sans the figures, tabular so that amounts line up cleanly underneath each other. The three dots from the logo count wherever something is counted: the three service areas, the steps to a call-back, the zones of the calculators. Then real photographs from the firm, unposed, with the ninth district of Vienna behind them. The result reads like a well-set business magazine, except that you can do sums in it.
Strategy
The website laid out along the client’s own path: understand (a page per industry and specialist topic), compare (calculators and the fee logic), talk (a call-back in three steps)
Design
The brand’s dark green as the ground with serif headlines in beige, tabular figures as proof of competence, the three dots from the logo as the only ornament, the firm’s own photographs on the pages
Visibility
A page of its own per industry and specialist topic, tax glossary, FAQ and blog as a knowledge section, search across the whole website, every page in German and English
Quality
Fast on a phone too, usable with keyboard and screen reader, the same in every common browser
What else the website can do
Two languages, one standard
Every page exists in German and English, and the switch always sits in the same place. Anyone working in Vienna in English reads the same answers as in German, right down to the calculators.
FlexCo, from first-hand experience
apac steuerberatung FlexCo is itself a FlexCo. A page of its own explains the legal form from the firm’s own practice, sets it against the GmbH and says which one suits whom.
One search for everything
The search field finds every page, every term in the tax glossary and every answer in the FAQ. No search term leaves the website in the process.
Knowledge to look up
The tax glossary explains the terms, the FAQ answer what clients want to know before the first appointment: about the initial consultation, about working together, about switching tax advisors.
Result
Working with Florian Keusch was simply excellent: straightforward, efficient and professional. He immediately grasps what matters, works extremely fast and delivers a superb result. Highly recommended to anyone who wants a modern website.
Sarah Gössinger, MA, Managing Director, apac steuerberatung FlexCo
- Responsibility
- Concept, design and build: Florian Keusch
- Updated
- September 2026
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