1. Your website can not be found on the search engines.
The success of every Web site revolves around being found on the search engines. In other words, your website must be toward the top of the search engines listings in order to generate new business for your practice. Otherwise, it’s just another useless website -- lost in space.
The vast majority of accounting websites that I visited were not search engine optimized, which means they are brochure-ware with very little value.
2. Your phone number is not on every page.
I chuckle at accounting firm Web sites that make it difficult for the prospect to find their phone number. In most cases, the phone number is either in tiny print or it is difficult to find the “contact us” page which is where most web designers bury phone numbers. For most of us over the age of 40, it’s difficult to read tiny print. Make it easy for your prospects, put your phone number on every page, make it large enough and tell them whom to ask for. (e.g., Call us at XXX-phone number and ask for Jeff).
3. Content is not well written and in plain-English.
The Internet is an information-driven medium. Make it easy for your website visitors to determine if your firm is perfect for them. Avoid using accounting jargon -- most small business owners have no idea what reviews, compilations and write-up services are, much less if they need them.
4. The graphic design, colors and photography don’t flow.
We all have far too many things to read. Photography can quick create an impression and help prospects determine if your website is worth reading further. And yes, you should place your picture on the About Us page so prospects know what you look like.
5. Content isn’t easy to scan.
Web site content is very different than print content. On the internet, visitors tend to scan your pages rather than read them. As a result, it is important to use bulleted lists, highlighted keywords, and short paragraphs. Do not take a firm brochure and expect this content will work on a website.
6. Prospects’ questions aren’t answered.
Prospects using the internet to locate an accounting firm are highly goal-oriented. They visit websites because they are searching for a solution. Help them determine if your firm can address their needs.
7. Navigation isn’t “dummy proof”.
Because most Web site visitors are impatient and very good at hitting the back button, your website navigation must be easy and intuitive. Visitors should be able to navigate to any page on the website in less than 3 clicks. As well, you can’t assume that website traffic will enter your website from the home page because search engines drive traffic to specific pages within your website. In other words, poor navigation on the interior pages means you are sending prospects to a dead end page.
Your Web site can and should be a major piece of your marketing effort. I encourage you to avoid making these mistakes with your firm’s website.
