Designing an Accountancy Website that Brings in Potential Clients
Whether your accountancy website pops up in a relevant Google search or someone finds themselves there via a third-party referral, it’s important to create a lasting impression – for all the right reasons. Your website is the most important marketing tool your firm has. So here’s how to design a site that’ll continually bring in potential clients.
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Think About the User Journey
When it comes to website design for accountants, think carefully about what new clients are looking for. They’ll likely want to see a list of your services, so make sure you build these pages out thoroughly and include content that answers the questions your audience might ask. New clients will also want to check your credibility, experience and areas of expertise, so creating an About Us page is also necessary. Here, you can embark on a touch of storytelling to humanise your brand. Introduce each of your team members, include quotes and anecdotes, and even pop a few case studies in as social proof. Other essential pages include a Contact Us section. After all, the end goal is always for people to get in touch.
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Create a Straightforward Navigation Bar
Accounting website marketing shouldn’t be over complicated. So when designing your website, be sure to have a straightforward navigation bar so that visitors don’t feel frustrated or overwhelmed. Most major websites use the same website navigation structure, helping their visitors to feel comfortable and at home. The navigation bar will therefore look something like this:
- Home (or link to homepage within your logo)
- About
- Meet our Team
- Services
- Service 1
- Service 2
- Service 3
- Customer Reviews
- Contact Us
- Locations
Following a traditional layout can work in your favour. But remember to populate each page with unique, well-optimised and engaging content.
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Think About the Design of the Page
You might have a lot to say, but no one wants to read a webpage crammed with huge paragraphs of text. This is not at all appealing. So, make good use of headers and subtitles and be sure to use a legible font. It’s also really important to make sure that your text doesn’t blend into the background. Focus on creating short, sharp paragraphs and divide the information up with images, photographs, bold quotations and more to help people delve into your content easily without feeling overwhelmed.
Furthermore, all essential information, including strong call-to-action, should appear above the fold. Call-to-actions should address the pain points of your audience and give them a reason to go further down the marketing funnel. For instance, think about saying something like ‘Click here to simplify your taxes,’ or ‘Contact us for hassle-free small-business accounting.’ Try to incorporate your business USPs where possible to help give your content even more meaning.
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Make Constant Updates
Creating a website is a good start. But it needs to be constantly updated. If you want to encourage leads, for instance, you might want to split-test various types of landing page forms to see which is the most successful. You might also want to expand your site by adding location-based pages to improve your local SEO strategy. Other content updates can also be made. If someone visits your site, they need to see that you’re on the ball and are constantly updating your service pages and blogs to reflect regulation changes, industry news and company updates.
If you need help with the design of your accountancy website, contact Whitefish Marketing today, a digital marketing agency for accountants.
