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This month we spoke to Dario Cracco. Dario, director of Van der Kraken, is a conversion rate optimisation expert based in London.

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Hi Dario! Tell us about your business

I help companies and online business owners understand why their website is not generating as many sales or clients as expected, and I help them fix the blocks so that they can turn their website into a little money-making machine!

What drove you to start the business?

I have been building websites since I was 9, when websites looked awful and all had a visit counter on them. I had a career in digital marketing which I very much enjoyed but I wanted more freedom for myself. I wanted to structure my work around my life and not the other way around. So I started my own business 5 years ago and never looked back.


We have found the transition to The Accountancy Partnership very easy. The bookkeeping software is easy to use and any questions we have are answered quickly.

What particular challenges did you have to overcome in setting up your business, and since then?

In my first 2 years, adjusting to the ebb and flow of clients was the hardest thing for me. I would go from being stressed because I had too much work to being stressed because I didn’t have enough. Learning to always find a balance and have a structure in place were big lessons for me.

Why did you choose The Accountancy Partnership?

When I was looking to hire an accountant to help me out, TAP had the best plan for me out there while still being able to provide a ‘human being to human being’ service, which I was after.


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Have we helped you overcome any challenges, and if so, how?

Yes, you helped me navigate the transition between sole trader and limited company – and even before that you helped me understand and make the decision to switch. That felt like a massive leap to me and I was glad you were by my side.

What do you have planned for your business in the future?

I am starting to teach courses – teaching online business owners what makes a website successful or how to increase the number of visitors to their website. This way I can reach and help more people, even the ones that wouldn’t be able to afford my 1-to-1 services. There is so much joy in helping a fellow business owner.

Learn more about our online accounting services for businesses just like Dario’s. Call 020 3355 4047 or get an instant online quote.

About The Author

Ronan Ferguson

Marketing Executive and Part-Time Copywriter. When I'm not working, you'll likely find me in a boxing gym, or knocking balls around with a wooden stick on a green baize.

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Dario van der Kraken
Dario van der Kraken
27th October 2022 12:27 pm

Thank you!

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