Long-form Content & Brand Editorial

Xero Small Business Guides, 2022–24

Xero's brand sits in an unusual space for a fintech: genuinely warm, a little irreverent, and deeply invested in making small business owners feel capable rather than overwhelmed. Writing for them meant holding that personality carefully, producing content that was rigorous enough to rank and accurate enough to trust, without ever sounding like a financial services company.

Across multiple contracts I researched and wrote long-form guides across a wide range of business topics, optimised for search and mapped to customer journeys. The work was recognised by the Content Marketing Lead for strengthening brand personality and engagement.

Brief:

Xero's Small Business Guides capture organic search demand and build brand authority across global markets. Each article is researched for genuine information value, optimised with primary, secondary and semantic keywords, and calibrated to Xero's tone — casual, expert and human. Content was adapted for regionalised sites across Australia, New Zealand, the UK, USA, Canada and Asia.

A selection of published work:

These guides have since been updated and reattributed on the Xero website. Links below go to archived versions of the original published articles.

Extended excerpt:

(This page has since been updated and reattributed on the Xero website. The extract below is from the original published version. Archived version: web.archive.org, 3 December 2023)

How to come up with a business name

What’s in a name? When it comes to the success of your business, everything. Here’s how to craft a catchy business name.

What is a business name?

When Shakespeare wrote “that which we call a rose, by any other word would smell as sweet,” he wasn’t wrong, but he also wasn’t trying to stand out in business.

Your business name or company name is your brand name, and your business identity. It impacts how easy it is for customers to find you in the first place , and how easily they remember you next time they need your service or product.

Common types of business name

Your business name and brand name appears on official documents, invoices, website, packaging, and signage. The format of your business name will depend on the form of your business. Business name registration regulations vary by country, which we'll discuss later.

  • If you’re a sole trader, you can use your name, eg, William Shakespeare

  • Depending on your business structure you may need to add a suffix, eg, Shakespeare Ltd/Co/Corp/Inc

  • You can trade under a different name, for instance if Shakespeare’s business is rose growing, he could register Shakespeare Rose Growers Ltd for administrative purposes and also trade as Sweet Roses

  • You can use a descriptive name (Shakespeare’s Rose Garden) or location (Shakespeare’s Stratford Roses)

  • Wordplay, compound words, alliteration, or anagrams (SweetScents of Stratford) can help you stand out

…

Check your business names and get some feedback

Once you have a shortlist of good business names, search them on business name, trade mark and domain name registers (see below) along with a Google search. You don’t want to settle on a name only to discover someone else already has!

Run your business names through a language translator or ask someone if you’re uncertain. You don’t want to set your heart on Rosa Morta only to discover it means Dead Rose in Italian (unless you’re in the composting business).

Ask trusted friends, family, and colleagues for feedback on your shortlist. Ask for their favourite, and why. Which name would they remember without writing it down? Which one would they click on during a search for your goods or services?

What restrictions are there on business names?

Specific laws govern business names, varying by country. Typically, a business name must not be identical or misleading, nor imply an association with government, financial organisations, or charities, nor be offensive or obscene or likely to cause offence.

Sole traders, partnerships and companies may have different regulations. For example, sole traders operating under their legal name may not require registration, whereas company names must reflect the liability of members and the company status, typically indicated by suffixes like 'Proprietary Limited' or ‘Ltd’.

In Australia, ASIC’s deciding your business structure tool will show you what registrations you’ll need. Apart from similarity, you may need to clear the use of restricted words or expressions. Find out more at the ASIC website. You can also read more in our guide How to register a business name.

Extended excerpt:

(This page has since been updated and reattributed on the Xero website. The extract below is from the original published version. Archived version: web.archive.org, 9 December 2024)

Buying a business: your essential due diligence checklist

Boost your confidence in business investments with this comprehensive checklist for buying a business.

What is due diligence when buying a business?

Whether you plan to buy an online business, buy a small business, or even buy a company, don’t skip the due diligence.

‘Due diligence’ is an investigation to build trust and confidence. In the context of buying a business, it’s your practical research and analysis to make sure the business you’re acquiring is what it claims to be, has measurable commercial potential, and aligns with your goals. Think of it as your pre-purchase checklist that gives you confidence to proceed, to renegotiate, or to walk away.

Why is due diligence important?

When acquiring a business, due diligence is your responsibility. While the seller must accurately represent the business, it’s up to you to verify the details!

Your due diligence checklist should aim to uncover potential risks, so you’re sure you're making a sound decision, paying a fair price, and complying with regulations. Neglecting due diligence could cause you major headaches once the deal is signed. You risk missing:

  • Hidden liabilities or overstated earnings

  • Unreported debts, tax implications, or unreliable revenue sources

  • Legal issues or regulatory non-compliance, which might result in fines or even business closure

  • Operational inefficiencies, outdated systems, or fragile supplier or customer relationships

  • Hidden reputational issues or market weaknesses

It’s worth seeking expert advice with your due diligence checklist, especially for legal and financial matters.

…

Do your due diligence right 

Proper business due diligence takes patience, care, and an expert eye.

  • Take your time. Proper due diligence takes weeks or months, depending on your resources and the size and complexity of the business you’re buying. The most common mistake in due diligence when buying a business is to rush the process, or not understand details, before making decisions. 

  • Get expert advice from your accountant, lawyer, and broker. It’s a false economy to save money or time by doing it alone. The costs of missing something important would easily outweigh the initial cost of accountants and lawyers who will catch what you might miss. 

  • You’ll also need financial experts to draft the purchase agreement and guide you through finance and legal technicalities. You can find financial advisors in our advisor directory.

  • Make sure you think about the operational and cultural aspects when doing your due diligence. Ideally, the existing culture of the business aligns with your own values, goals, and management style.