Does your accounting firm have a website? You may think that’s an odd question to ask in today’s day and age, but according to The CPA Technology Advisor’s 2008 poll, only 57% of accounting firms have a website. That means 43% of accounting firms do not have a way for potential clients to research their services on the web. As for the companies that do have a website, there are key mistakes that many companies make in developing their website. The following suggestions will help you make the necessary improvements to your company’s website and attract new clients.
1. Make sure that your phone number is on every page.
Don’t make it difficult for prospects (or current clients) to find your phone number. Make it easy for prospects to contact you by putting it on every page and making it large enough for them to read. If they need to contact a specific person, make sure you include that in the contact information.
2. Your website needs to be search engine optimized.
What good is a website if prospects cannot find it? Make sure your website is search engine optimized in order to increase the value of your website. If you are unsure how to optimize your website, there are numerous resources on the web that can help you improve the rankings of your website.
3. Ensure that your content is well-written and easy to read.
Readers are looking for content that is concise. If your content is too lengthy, or if it is written in “professional lingo”, prospects will most likely move onto another website. Make it easy for prospects to determine if your company is a good fit for them. Including bulleted lists, highlighted words, and short paragraphs will make your content easier to scan, enticing prospects to read more.
4. Make sure the graphic design, colors and photography on your website flow.
Photographs convey things that words cannot; therefore, incorporate photographs throughout your website. They help create a quick impression of your company and encourage prospects to continue reading. Include photographs of your products, services and staff.
5. Answer your prospects’ questions.
Often, prospects who review a company’s website prior to contacting the company have clear goals in mind. They visit the website in order to find a solution. Brainstorm questions you think a prospective client would ask and make sure that the answers can be found on your website.
6. Make your website easy to navigate.
Your website needs to be easy to get around and user-friendly. Most web browsers are impatient and will move on if they cannot find what they need. Guarantee that prospective clients don’t give up on your company before they have the chance by following the “3-Click Rule”. If a prospect cannot navigate to any page on your website in less than 3 clicks, your website is not easy to navigate. Take the time to re-evaluate the layout of your website to ensure that prospects are able to quickly find what they need.
7. Update your homepage.
Your homepage is the first thing prospective clients see when they visit your website. While it may not seem fair, they will form a perspective of your company with one glance. Websites that look outdated will generally not be given a second look. Make sure that your homepage develops the “personality” of your company without blowing up in the reader’s face (literally). Eliminate any banners or pop-up ads. Keep the design simple and sleek. If you need to research other companies’ homepages, do so. Your homepage is your opportunity to make a good first impression. Don’t mess that up by giving your prospects an outdated, uninformative welcome page.