In today’s digital world, accountancy firms must have a website, but what makes a great accountancy website?
A website is often the first point of contact between a potential client and your accountancy firm. Therefore, it’s fundamental that your website is not only visually appealing but also informative and user-friendly. This article will review the key elements that make a great website for accountancy firms.
Simple and professional design
The design of your website is the first thing a user will notice. A simple and professional design is essential for an accountancy firm’s website. The website should be engaging, easy to navigate, and the layout should be intuitive. The design should also be consistent with your firm’s branding and messaging.
As a sub-note, the decision to launch a new website is often centred around a desire to update the firm’s branding. Launching a new, rebranded website is an excellent way to showcase your accountancy firm. If rebranding your firm is being discussed, read my blog, ‘The benefits of rebranding your accountancy practice.’
Mobile-friendly
With many people now accessing the internet on their mobile devices, your website must be mobile-friendly. This will ensure users can access the website easily and navigate through it without any difficulty. If you’re unsure if your website is mobile-friendly or responsive, look at it from your smartphone. If the pages do not flex to fit your screen size, and you have to scroll left and right to see all the information, it’s time to update your website!
Clear and concise messaging
A great accountancy website should have clear and concise messaging. The messaging should convey the services offered by your firm and how you can make a difference to your clients. The messaging should also be tailored to your target audience(s) and the specific needs of the users.
Informative content
Your website should contain informative content that educates users about the firm’s accounting services. The content should be written in a language that is easy to understand for the target audience and regularly updated to keep users engaged and informed. Not only should you have information about your services, but you should also include free helpful resources which users can access, as well as blogs on various topics which will help demonstrate your expertise.
Great accountancy websites also showcase the firm’s team and non-technical activities in which the firm gets involved. This can include participating in charity events, organising or attending seminars or events, and mentioning practice news such as promotions, new joiners, mergers and acquisitions. Including this type of content on your website helps to communicate the firm’s personality and makes you appear friendly and approachable.
User-friendly navigation
Your website should have a user-friendly navigation system. Users should be able to find the information they are looking for quickly and easily. The navigation should also be intuitive and easy to use, with clear labels and descriptions.
Calls to action
An accountancy website should have clear calls to action, encouraging users to contact you. Calls to action could include contacting the firm, booking a consultation, or downloading informative resources.
Testimonials and case studies
Testimonials and case studies can be powerful tools to establish credibility and build trust with potential clients. Including testimonials and case studies on the website can help users understand the benefits of working with your accountancy firm and the results that can be achieved.
Search engine optimisation (SEO)
SEO is optimising your website to rank higher on search engines. SEO is essential to increase the visibility of the website and attract more traffic. The website should have relevant keywords, meta tags, and descriptions that help search engines understand the content of the website. See the blog, ‘SEO tips for accountants’ for more information.
Analytics
Analytics tools such as Google Analytics can provide valuable insights into the website’s performance. Analytics can help you understand how users interact with your website, what content is popular, and how users are accessing the website. These insights can help the firm optimise the website to improve user experience and increase conversions.
A great accountancy website must have all the above elements if the firm wants to attract more traffic, establish credibility, and convert more leads into clients.
Creating a new website – how to make it happen!
The critical components to creating a great accountancy website are:
- To have your website reviewed by an external third party – to give you feedback on the user experience, how your accountancy firm is perceived, and what improvements could be made. If you want to sign up for my free website review offer, please email me at vicki@momentumforprofessionals.co.uk.
- To decide whether the website relaunch needs to tie in with a firm-wide rebranding exercise.
- To agree on what budget will be allocated to the new website, be that as a one-off design cost or a monthly subscription fee.
- To agree on what content and resources you want to have on the website, together with the messages you want to communicate to your target audience.
- To confirm who will write the content, yourselves, or will you outsource to a copywriter? Even if you sign up for a new website from the likes of 2020 or Mercia, you will still need to write or amend some of the copy so that it accurately represents your accountancy firm, so you will need to decide who will write that copy.
- To decide who will build the new website, e.g. an accountancy website supplier as mentioned above, someone you already know, or someone who has been referred to you.
I have worked with several accountancy firms to produce copy for their websites and to work with the website designers to create new sites. If you’d like to have a chat about how we can create your next website, please get in touch on 01822 833300 or email vicki@momentumforprofessionals.co.uk.
