Content that should be on every Accountants & Bookkeepers website. The 4 Fundamentals to follow.
With nearly everyone now searching for businesses and services online, it is more important than ever that your website contains the correct content in order to attract the clients you want. In this industry I have actually found that sometimes less content can be more effective when it comes to your website and I will explain why. It seems to be quite a common trend among a lot of Accounting and Bookkeeping website's that they are cluttered with a lot of unnecessary content which can put your audience off. Pair that with bad design and you have a recipe for disaster.
Now I know some of you may think that there are certain bits of content that should be on the site but let's take a minute to really think about what your audience wants to really see? In reality they are not interested that your dog is called Tilly or that you have an entire page on why not doing your tax return on time will result in a fine. All people really want to see is whether you can solve their problem. This means they want to know your services, some pricing if you are able to state them, contact details and a little about your business.
I believe these to be the fundamentals of a succesfull accounting/bookkeeping website. I understand that a lot of firms require login systems, software integrations and a lot more but starting with this foundation will help you build a strong core. Over time you can add on top of this as you grow. I actually highly recommend starting a blog at some point which I have info on here but starting with these fundamentals are vital. Below are the 4 pages you should start with. In each I have included how to structure them and what content to include. I hope this guide helps.
Starting with the home page which as you know is the first page that a visitors sees so is the most important. The content on your home page should include a little bit from each page from your site meaning services, about you and your contact details.
To keep things simple and to the point I would start with your services and what you offer and should be one of the first things your audience sees. You can do this in list form or table format, it doesn't matter as long as it's clear and easy to read. You can also write a little bit about each one if needed, feel free to be creative but do not write too much! A couple of sentences for each will be more than enough. Next you also want to make sure your contact details are clearly visible near the top close to your list of services. I recommend your telephone number, email and address if you wish to work with local clients. Service based businesses such as Finance requires communication before any transaction or client relationship begins therefore ensuring that you are easily contactable is vital.
Next I would write a short bio about you or your business so it gives the audience a slight brief about who you are. It helps gain trust and credibility. Again don't make it long, a few sentences or short paragraph will do. you can add more on the about page! Studies have shown people usually take 7 seconds to make a decision of whether they want to continue browsing a website or leave so you need to make sure that you don't over-complicate or clutter the page. Below is a good example of a home page that includes all the relevant information in a clear format. You can see the services are clearly presented with a short description about the business. The contact details are also clearly visible. Next we move on to the services page!
After your home page this will usually be your second most visited page. Your services page is where you can go into depth about each service you offer. Here again you want to be organised and clear so the audience has an easy time scanning each one of your services. Also you want to make sure that you are easily contactable, again having your contact details easily visible on the page. A good place to put your contact details is at the bottom of the service list. It makes sense as by the time the viewer has finished looking at your service list they will be met with your contact details.
Another thing that I recommend are prices if you can or are comfortable to state them. Although I haven't technically seen any data to prove this but from experience, having a price list seems to attract more leads. Imagine if someone were to browse your site but there was no price list? Would they call you or perhaps keep browsing to see other options?
There's a good chance they will check out other options first before coming back. Now imagine that they keep shopping however this time they come across a site with the same service your offering but with a price list .. Now imagine If that price list is within their budget .. You see where I am going. There's a pretty high chance they are the one's who are going to be getting a phone call over you. I understand that you may not want your competitors to see what pricing you offer as it may draw business away but I have noticed an opposite effect. Below is an example of one of my clients services list that is clean, presented clearly and has contact details below. Let's have a chat about you next.
Why an about page? This all helps with letting your prospect qualify you further and will give you a higher chance of winning that client. Like I mentioned before however, the content you put in the about page shouldn't be very long and contain information that is not of any use to the reader like the name of your dog or primary school achievements. Remember they are at your site because they are interested in the services you offer and whether you would be a good fit for them.
The about page is for qualification so you should be writing it as 'why' you are a good option for them. Similar to a job interview. Things to include in the about page are your experience, any awards you may have won relating to the industry, links to any relevant associations you are with and a little background/history of you or the business.
Also below that always put your contact details again. That's it content wise. It should be no longer than 1000 words, here is a link to a word counter so you can check: https://wordcounter.net/ I also recommend adding a photo of yourself or your team that adds a personal touch and also helps gain trust quicker. Photo's have also been proven to gain trust as they can see the person or people they will potentially be doing business with. Of course this also means more leads! A head shot is usually the best option and works well. Below is an about me page for a client of mine 'Claire Adams'. You can see the page isn't cluttered, is easy to read and has unnecessary content with a clear headshot and contact details.
As the name suggests, hopefully this is where your audience will come to, that's if they haven't already got in touch with you through the contact information on all the other pages! The contact page again should be short and sweet. It's vital as I mentioned earlier to include as many contact methods as possible. Look at my site for example, I have my telephone number, email, a contact form and even a chat-box at the bottom of the screen. I am making it incredibly easy for the person visiting my site to get in touch.
For a contact page I always recommend including a contact form. Many people who visit websites nowadays almost expect this when visiting any contact section on a website and you should be no different! A contact form also has it's own set of rules and again the shorter the better. It has also been shown that shorter forms are more likely to be filled in. For a form I recommend asking for their full name, email address, telephone number, subject and message box just like in the image below.
This is all you really need. So many accountants and bookkeepers include forms with so many options such as 'select a service', to quotation options and call back options. None of this really matters as it will be mentioned in the message anyway. Again, you want to make it easy as possible for the visitor. Again include your telephone number and email in case they would prefer this method. Including your address is also important letting the viewer know your local, this is vital if you wish to work with local clients. Below is a contact page I built for a client that clearly states their number, a contact form, email and address.
I hope you have found these tips useful. This was intended for people who are just starting their business or are not having any success with how to structure their website properly. Use these foundations as a starting point and you will notice your site flows so much better.
If you need a hand with your website whether it be branding to attracting new clients. We specialise in helping bookkeepers and accountants just like you. Please feel free to get in touch at firstname.lastname@example.org
Thanks for reading!