Some pages on your website are more important than others. It’s relatively obvious, but firms often overlook this when optimising specific website pages to maximise performance and improve conversions.
Determining the necessary pages for your website is a simple task. However, enhancing these pages for improved user satisfaction and conversions requires additional consideration.
All accounting websites should be made to be distinctive and engaging. But four pages, in particular, will always be the important pages of any website.
In this article, we’ll explain how you can optimise these pages for a better user experience.
The Homepage – Your Digital Handshake.
It’s a no-brainer, and you’re probably aware of this page’s important role within your accounting firm’s website. It often serves as the initial destination for users entering your digital realm.
This page is your opportunity for the first digital handshake with potential clients.
It’s your chance to make an excellent first impression.
Unfortunately, the first place many professional firm websites fall flat is their homepage, specifically the messaging. It’s important to remember that your homepage should have a conversation with the user. It should address their needs and offer a seamless journey without bewildering detours or obstacles.
How can you enhance the performance of your homepage?
First and foremost, it’s all about the user. Yes, your website is undoubtedly the virtual shopfront of your business. But your message should revolve around the user.
- What are they seeking?
- How did they stumble upon your website?
- What is their genuine requirement?
Your homepage must swiftly address these queries when someone lands on your homepage.
The first headline on your homepage serves as a beacon, guiding users to the precise reason they found themselves on your site. Take, for instance, the US-based firm Notion CFO & Advisors’ homepage. When users land on their website, they’re hunting for a solution to help with their frustration with their numbers and the opportunities hidden within their financial data.
The headline boldly addresses this predicament, perfectly aligning with the users’ purpose for visiting the site.
And, let’s face it, their messaging is entirely different to the thousands of other firm websites saying very similar things:
- An Award Winning Accounting Firm (No one cares from the outset).
- Not your average accountant (We’ve seen this on hundreds of accounting websites).
- We partner with our clients in achieving their business goals (Well, you better!).
- A team of trusted accountants and advisors who help you achieve your goals (Yawn).
- Accountants and consultants leading the way for over 65 years (Good for you).
Here is a simple checklist to ensure your homepage messaging is optimised:
- Make it about the user’s pain point/challenge.
- Address what you can do to solve the pain point.
- Articulate how you are genuinely different (don’t be generic like the above examples).
- Make it concise and punchy.
The Contact Page – Your Money Maker.
Again, this is relatively self-explanatory. The contact page on your professional website serves as a captivating call to action that influences potential clients to connect with you. It possesses a unique power, bridging the digital realm with the tangible physical world.
But how often have you been to a website and had difficulty finding contact details? We have experienced this countless times. It can be quite frustrating.
Enabling seamless communication and diverse contact preferences is essential on your contact page. Consider options for potential clients to reach out. Some may prefer phone calls, while others may opt for emails. Offering a user-friendly form on your website’s contact page can cater to those who prefer this contact method.
Consider implementing a live chat feature for a more technologically advanced approach if you possess the necessary resources. It is essential to clearly articulate the purpose of each communication option through compelling calls to action. For instance:
- Reach out via email.
- Give us a call.
- Engage in a live chat conversation.
Naturally, you hold the reins to determine how you wish to be contacted, and the Contact page serves as a conduit for communicating those preferences. For example, if your practice thrives solely online, featuring a Google Maps plug-in displaying your location would be a good choice.
Here is a simple checklist to ensure your contact page is optimised:
- Provide more than one contact option.
- Ensure form submissions are making it to your inbox.
- Provide social media details.
- Ensure contact and connect elements are clickable (e.g. your generic email must be clickable).
- Provide details on what a user can expect next (e.g. fill out the form, and we’ll call you within 24 hours).
The Blog Page – Your Knowledge Bank.
A blog on an accounting firm’s website is a must-have, and here’s why. Think of the blog as a statement of intent in the firm’s marketing strategy, showing a commitment to using content marketing for the long haul to attract and retain clients.
The beauty of a good blog is that it’s helpful to the clients you want to work with. It provides valuable information that answers questions and solves problems. You build trust and credibility with your audience by consistently delivering valuable content.
Sure, it won’t sell your services directly but think of it as a gateway. After digesting the blog, readers might be interested in exploring your Service pages, Contact page or even signing up for a free guide or webinar.
And here’s the best part: having a good blog impacts your website’s SEO. Websites with blogs tend to have a whopping 434% increase in indexed pages. Why? Search engines love crawling and indexing content.
So, if your blog is packed with quality content, search engines like Google will take notice and rank your website higher in search results.
Having a blog on your accounting firm’s website is not just important—it’s essential. It showcases your expertise, nurtures relationships, boosts SEO, and ultimately drives traffic and conversions. It’s a powerful tool in your content marketing arsenal that propels your firm’s growth.
Here is a simple checklist to ensure your blog page is optimised:
- Include a call to action so users can subscribe to your blog.
- Use topics, categories and tags to organise your posts.
- Publish consistently! – A good blog needs to be updated regularly with fresh content.
The About Page – Your Firm’s Values, Expertise, and Story.
Once visitors are captivated by your homepage, the next stop for many is your accounting firm’s About page. It’s where they seek answers to their initial questions:
- What do you do?
- How do you do it?
- Can they trust you?
- Do you specialise in a specific niche?
Consider your About page an opportunity to share your brand’s story and values. Instead of aggressively selling, subtly persuade users that you fit their needs perfectly. Highlight your unique selling proposition, showcase your experience, and emphasise what sets you apart to attract like-minded clients. Building trust is obviously important!
Craft a compelling About page that reflects your values and expertise. This allows you to establish a strong connection with your audience and instil confidence in your brand. Remember, it’s not just about selling; it’s about building trust and genuine relationships.
Keep your About page focused on what’s relevant to clients. Make it personal and relatable, connecting the features of your business to tangible benefits for your clients. Inject emotional connection to engage readers. By following the principle of being known, liked, and trusted, you’ll create an About page that resonates with your audience and sets you apart in the accounting industry.
Here is a simple checklist to ensure your About page is optimised:
- Tell the firm’s story.
- Articulate your brand values and promise to your clients.
- Showcase your experience and expertise.
- Highlight the team and articulate what makes your team so great.
Improve Your Website Performance
Strategically optimising important pages on your website maximises performance and conversions. Understanding which pages hold significance and optimising them effectively can enhance the user experience and drive better results for your firm.
Whether it’s the first impression on your homepage, the seamless communication on your contact page, the valuable content on your blog page, or the compelling brand story on your About page, each plays a crucial role in engaging visitors and building trust. By focusing on user needs, clear messaging, and establishing credibility, you can create a well-rounded website that attracts, engages, and converts potential clients.
It’s all about creating a positive online presence that sets you apart from the competition and drives business growth.
High Performing Professional Web Design
Is your website just not cutting it? Are you constantly applying “band-aid” fixes with the hopes you’ll start generating results? Or is it time to step things up and design a website that best reflects your brand and helps you stand out online?
We design custom websites for accountants and professional services businesses that differentiate firms online and deliver results. Our fully responsive websites for accountants strongly focus on user experience, relationship building, professionalism and conversion. Contact us today to start talking about your next website project!