I’m guessing that your practice has a website, right?
Possibly you had one set up many years ago back when you first started your practice. Or maybe you had it developed more recently.
Regardless of when, the question you should be asking yourself is…
“Is my website doing what it’s supposed to do?”
- Does it leave a lasting first impression with prospects?
- Does it maximise client attraction for your practice?
- Does it educate and add value to visitors?
It’s very easy to spend an astronomical sum of money getting a website developed with all the fancy bells and whistles features.
When in actual fact, some of the most effective websites are usually the simplest. They focus on the needs of the visitor, rather than the needs of the designer.
With that in mind, here are 8 features & elements your website should have in order to leave a lasting first impression and maximise client attraction:
1. Clear & straight forward navigation
How many times have you visited a website and been left frustrated unable to find what you’re looking for?
In today’s digital age where people expect to find answers in seconds, your websites navigation needs to be simple and straight forward so that people can find what they’re looking for quickly and easily.
Otherwise, chances are they’ll leave your site and visit your competitors.
2. Easy to find contact information
It sounds so obvious, yet it’s something that a lot of accountant’s websites still get wrong.
They bury their contact information so deep into the site, that it becomes a challenge in itself to find.
Make sure that your practice contact number is in the website header so that its visible on every page.
It’s might also be worth adding a pop-up chat box for visitors to ask questions at any time, although this is not essential.
3. Split up your service categories
There’re still lots of accountancy practice websites out there that have a big long list of services all on one page…
I don’t know about you, but I get bored of reading past point 5.
Try splitting your service categories into different pages e.g. Tax, Bookkeeping, Accounts etc.
Not only does this make life easier for the visitor, it will also help with your search engine rankings for those terms.
4. Make your website content easy to read
There’s nothing worse than having to wade through large paragraphs of text trying to find what you’re looking for.
Instead, you should break your website content up into small bite-size paragraphs, and also use sub-headers and bullet-points to make the content more digestible.
Also, try to limit the use of industry jargon where possible. These fancy words might mean something to you, but they mean very little to your prospects.
5. Include a short home page video
Although this one isn’t a requirement, it’s definitely worth doing if you can.
A 60 second home page video is the perfect opportunity for you to introduce yourself, your practice and your services, and also a great way of establishing trust with your prospects early on.
Not only that, but Google loves video content so having one on your homepage will definitely help with search engine rankings.
6. Include a ‘benefit’ headline
Your website headline is one of your first-impression moments you get with a prospect and it can make the difference between someone staying on your website to find out more, or leaving immediately.
Why waste this valuable real estate saying something like “XYZ accountants provide taxation and accounts services”.
Instead, write a headline that immediately communicates the benefits of working with you.
Here are some examples from other accountancy practice websites:
- Growing somewhere?
- We make good agencies great (for a practice whose niche are digital agencies)
- Helping business owners become more profitable
7. Position your ‘call to action’
This point is so important.
If you don’t have a call to action, then your website visitors will visit and leave your site without you ever knowing that they’ve been.
Ask yourself, what action do you want a visitor to take before they leave your site?
It could be:
- Complete a short form with their contact info in exchange for a short report e.g 7 Sure-fire Ways to Reduce Your Tax Bill and Pocket More Profits.
- Book in for a 30-minute tax-saving consultation
Whatever you choose, make sure that it’s positioned in an obvious place on your site to increase the likelihood that people see it and take action.
8. You NEED a blog
Having a blog on your website has a number of benefits.
Not only does it help with the search engine rankings of your site, it also shows the reader that your site is current and up to date.
Regularly adding new content is an essential part of any practices marketing strategy. It allows you to demonstrate expertise within your market, as well as adding value to your prospects and building trust with them.
And in return, your prospects are more likely to return to your site in the future, as well as taking action with your ‘call to action’.
First impressions count…
If your website contains all of the above elements, then you should have a website that is maximising its client attraction potential.
There are hundreds of other accountancy practice websites that don’t have these elements in place, which means by doing so you are already several steps ahead of the competition.
Looking to get a new site built or your existing one updated?
Remember, first impressions count, and more often than not your website is the first impression a potential prospect will have.
By ensuring your website has all of the elements above, you can rest assured knowing that your website is doing its job correctly.