If it has been four or more years since you launched or updated your website, now would be a good time to review it. However, some web designers would argue that 2-3 years is long enough!
Not only can the design of your website date very quickly, quite often the content can become outdated. A page-by-page review of your website, whether done internally or outsourced to a third party, should be done at least once a year. This review should identify any text changes which need to be made and simple design/image changes that can be quickly actioned.
Common errors on accountancy websites
When looking at hundreds of accountants’ websites, the following are the common errors I see most often:
- The ‘Meet the Team’ page is not up to date and still shows people who have left the practice (or it doesn’t show recent joiners).
- The list of services available does not cover all aspects of the firm’s offering.
- Key pages on the website which say ‘coming soon’ rather than giving the information the reader was hoping to find (and the ‘coming soon’ wording has been there for years!
- The website content is too basic and focuses mainly on the list of services, rather than detailing the benefits businesses or individuals will gain from using the practice and the specific services available.
- Buying accountancy services is usually based on developing a relationship and trust with the accountant, but many websites can come across as being quite cold and unapproachable.
- Key search terms are not used in the main headers, therefore making it difficult for Google to find the website.
- Where there is a blog/latest news page, this isn’t kept up to date, i.e. is updated at least monthly, if not more often.
In addition to looking out for the above issues on your website, a more rigorous review of the website should be conducted every 3 – 4 years.
How to review your website
When it is time to review your website, start with comparing your website to your competitors, or others in a similar sector. Be open and honest with your review and look at:
- Designs and colour schemes – who stands out? Whose looks the most inviting?
- The information you all show (or don’t show) on your websites.
- The ease of navigation around the site – how many ‘clicks’ does it take to get to where you want to be?
- Partner and staff profiles and photos – do you (or they) have them? If so, have they been taken by a professional or on someone’s smartphone in the office? Are they formal head and shoulder shots, or fun shots? Is there a written profile about each member of the team, or just the Partners? In all these instances, what image does it create about the firm?
- Are there resources available for users – are these the same or different from yours? If they are the same, what could you do to be more helpful to your web visitors?
- The use of photos and images to break up text around the sites – text-heavy pages can be difficult to read unless they are broken up with subheadings, bullet points, or images.
- Who’s using videos – how useful and professional are they? Is this something you should have on your site?
When comparing websites, make a note of the things you like and don’t like (and why). This can be very helpful when briefing your web designer to make any changes to your current website, or to bear in mind if building a brand new site.
Review your search engine rankings
Having done a comparison of your website, it’s important to see how visible you are in search engine rankings.
The best way to do this is to ask colleagues what words and phrases they would use to find your firm on the internet (without keying in the actual name!) or to find a specific product/service you provide. You can also ask for feedback from your family, friends and business contacts so that you get a broader view as possible.
Then go to Google (or other search engines) and type in these key search words and phrases.
For each search term, see how high your firm appears in the Google rankings compared to others. Did you make it onto the first page (excluding the adverts that feature at the top of the page)?
Of all the suggested keywords and phrases, shortlist the ones which are most relevant to your firm. When reviewing the content of your website you need to make sure that these words are included in the text so that Google (or other search engines) can link to them.
Updating or creating a new website
From the above review notes, draw up action points of how you could improve your website and your SEO (or is yours the best one?!)
Before going ahead with a new website, I would recommend considering at least 3 web different web designers. Ask for links to websites they have created, so you can see if their designs meet your aspirations. I would also get each web designer to supply a quote for the costs of creating a new website and the likely timescales involved. Plus, ask how much they charge for ongoing changes after the initial project is completed (or will you be able to make your own changes).
In the accountancy arena, I have worked with web design companies Practice Track and totalSOLUTION, both are owned by the Mercia Group and both provide a good service, at a reasonable price. Other accountancy website providers, who are also well known include Practice Web and Online Practice.
Once you have chosen your web designer, work with them closely to ensure the new website, or updates to the current site, are being implemented as you intended. They will be able to give you the benefit of their experience with regards to what works and what doesn’t work, but you need to make sure the information about your firm, the messages you want to get across and the key search terms are all prevalent across the site.
Outsourcing your website review
If it is time to review your website, but you would like ‘another pair of eyes’ to do it for you, give me a call on 01822 833300 or email vicki@momentumforprofessionals.co.uk.
