1. Your website can not be found on the search engines.
The success of every website revolves around being found on the search engines. In other words, your website needs to be towards the top of the search engines in order to generate new business for your practice. Otherwise, it’s just another website that is lost in space, which is useless.
The vast majority of accounting websites that I visited were not search engine optimized, which means they are brochureware with very little value.
2. Your phone number is not on every page.
I always laugh at accounting firm websites that make it difficult for the prospect to find your phone number. In most cases, the phone number is either in tiny print or it is difficult to find the contact us page which is where most web designers bury your phone number. For most of us over the age of 40, it’s difficult to read tiny print. Make it easy for your prospects, put your phone number on every page, make it large enough and inform them who to ask for…(e.g., Call us at XXX-phone number and ask for Jeff).
3. Ensure that the content is well written and in plain-English.
The internet is an information-driven medium. Make it easy for your website visitors to determine if your firm is perfect for them. Avoid using accounting jargon as most small business owners have no idea what reviews, compilations and write-up services entail.
4. The graphic design, colors and photography need to flow.
We all have far too many things to read. Photography can quick create an impression and help prospects determine if your website is worth reading further. And yes, you should also place your picture on the About Us page so prospects know what you look like.
5. Make your content easy to scan.
Website content is very different than print content. On the internet, visitors tend to scan your pages rather than read them. As a result, it is important to use bulleted lists, highlighted keywords, and short paragraphs. Do not take a firm brochure and expect this content will work on a website.
6. Answer your prospects questions.
Prospects using the internet to locate an accounting firm are highly goal-oriented. They visit websites because they are searching for a solution. Help them determine if your firm can address their needs.
7. Website navigation should be dummy proof.
Because most website visitors are impatient and very good at hitting the back button, your website navigation must be easy and intuitive. Visitors should be able to navigate to any page on the website in less than 3 clicks. As well, you can’t assume that website traffic will enter your website from the home page because search engines drive traffic to specific pages within your website. In other words, poor navigation on the interior pages means you are sending prospects to a dead end page.
Hugh Duffy, Co-Founder of Build Your Firm
www.buildyourfirm.com
