4 Ways to Make Your Accountancy Website Perform
Whether you are a local accountancy firm or a global financial business, there are some common denominators that need to be factored in when having a website designed, if you want it to perform.
The 4 common denominators are comprised of the following: technical aspects, usability, optimisation and content publication. If you are outsourcing your web development, these are things your web design agency will know to implement or advise you on, but it’s always good as a business, to have an understanding of them so that you can talk the talk.
Regardless of business size, these elements should always be part of your web design strategy and your content marketing strategy going forward.
All sites should have a technical baseline – a tick box of technical elements to satisfy search engines. Singularly, any one of these elements may only make a marginal difference to your site’s performance, but together they form the basis of a technically savvy, optimised site that follows Google’s Best Practice Guide.
Examples of technical elements include page load speed, HTTP status, redirects, meta tagging, schema tagging, sitemap status and header tag hierarchy.
User Experience (UX)
It goes without saying that your site should be user-friendly. If you over-egg your navigation and complicate your usability, you will rapidly lose the interest of your user. Your user behaviour is a mark to Google of how users see your site and some of the statistics from this are used as ranking signals – determining where your site should appear in the SERPs. High levels of drop off or bounce rates make a negative mark and could impact your SEO performance.
To keep users engaged, you need to have a good user experience that flows and makes interaction and goal conversion a simple process. This is where UX testing is worth its weight in gold.
While tech elements form the basis of an optimised site, the next level of optimisation is in the content you put on your site. Think of tech as the bone structure – the content is the meat on the bones. At the heart of this exists keywords, still an important SEO factor and a signal to Google on what your content is about. Google is now sophisticated enough to understand the topic of your content by looking at words semantically and using AI to determine user mindset and search intent, but it’s still important to shortlist the keywords that best describe your brand’s proposition and optimise your pages for these terms.
It’s not enough to just have static web pages explaining who you are and what you do. You need to keep producing dynamic, engaging content that is of value to your users. This drives interest in your brand and encourages a higher level of interaction. When building a website, it’s important to allow for content growth, whether that be the ability to add pages to existing sections or add regular content in a blog or news section.
Tools like Answer the Public are great for shortlisting common questions asked by search engine users, about a particular topic, so you can tailor your content marketing strategy to suit a user’s need for information.
Need any digital marketing tips for your accountancy business? Whitefish Marketing is an established Kent based digital agency specialising in accountancy marketing offering SEO, PPC, websites for accountants and social media management. Give our friendly team a call on 01303 720 288 for more information.