5 Strategies to Avoid a Dull Website

man with laptop and website images
Haywiremedia_shutterstock_successfulwebsite
Share this content

Accounting firms present unique challenges for website development, as there’s usually little to look at and, unlike retail sites, you’re “selling” things like expertise and service rather than products.

To further complicate matters, firms are seeking wider selections of sophisticated service offerings, so how should you be marketing yourself online?

Selling the Sizzle

As a professional services provider, it is more effective to promote your expertise and the benefits and advantages provided by working with your firm than it is to sell your specific services. This is what old-school marketers referred to as “selling the sizzle, not the steak.”

To help you do that, here are five tips specifically for accounting firm website design:

1. Help your visitors experience your expertise

You need to make it as easy as possible for your website visitors to sample and explore your expertise (your “sizzle”) as they begin their online search for potential services provider. As they discover the value of your expertise, they will come to respect and admire it, which leads to trust and, if nurtured, to a relationship.

To put your firm’s expertise on display, you need appropriate content and an intuitive, easy-to-navigate website design and structure. A word of caution: many professional services websites – accounting firms included – lean too heavily on industry jargon, buzzwords, and impenetrable acronyms in a misguided attempt to sound impressive and authoritative. In reality, they come across as confusing and boring.

Instead, keep your language simple, clear and compelling. It is okay, even advantageous, to sound conversational; people prefer conversations, not lectures. A true expression of expertise is the ability to clearly explain complex topics in simple words and easy-to-understand concepts.

A clear, easy to understand explanation of a confusing subject is an unmistakable “sample” of your expertise. Your website should match this simplicity in its design, functionality and navigation.

2. Be bold and plan to take chances

Please Login or Register to read the full article

To access all of the content on our site, register (it's free!) or login to your existing account.

BONUS: If you register now you can opt to receive a digital copy of "Transform!" , Richard Francis' new book for growing firms [US/Canada ONLY].

About Lee Frederiksen

Lee Frederiksen

Lee W. Frederiksen, PhD, is managing partner at Hinge, a marketing firm that specializes in branding and marketing for professional services. Hinge conducts groundbreaking research into high-growth firms and offers a complete suite of services for firms that want to become more visible and grow.

Replies

Please login or register to join the discussion.

avatar
By rex21
Sep 14th 2018 04:22

interesting info, thanks.

Thanks (0)
Sep 14th 2018 12:03

Good tips.
Thank you.
I always follow you because you say very interesting things.

Thanks (0)
avatar
Sep 19th 2018 23:12

These are definitely some solid suggestions. I have found that since I have narrowed down who my target clients are and only focus on one niche now, my website converts much better because I know exactly who I am speaking with. I have learned over the years that less is more and make your offer or unique selling proposition obvious and easy to find.

Thanks (1)