If it’s been more than three or four years since you redesigned your firm’s website, it might be time for a redo.
Keep in mind that over 80% of prospects will visit the website of a professional service provider before making a commitment. And that almost 64% will Google your firm’s name to gather additional insights.
Even if you rely on referrals for new business, there’s an excellent chance that those referrals will check out your website before they call you. And if your website isn’t up to snuff, you may never hear from some of those prospective new clients.
Prospective employees will also check out your website. In today’s tight labor market for accounting talent, a stale website may repel the best and brightest new employees you need to make it through the next busy season.
How do you know it’s time for a redesign? Here are six clear signs:
- It’s hard to tell what makes your firm different. Many accountants suffer from the misperception that their firm does the same things in the same way as all the other firms around. After working with accounting firms across the country and around the world, I know that’s just not true. Every firm is different simply because we’re all different people. Dig deep and find those differences. Ask your new clients what you do that their old accountant didn’t. Do you have expertise in a particular industry? Do you have additional credentials that enable you to provide specialized services or advice? Highlight those differences, and describe the benefits of choosing your firm.
- Your website looks dated. To get an idea of what the top accounting firms are doing, Google “top 300 accounting firms” and look at a few websites of the top firms. Trends in design come and go, so what was trendy two or three years ago may look stale today. Take notes on what you like and what you don’t like. Firms change personality over time, so a design that made sense a few years ago may not be the right fit today. If your firm has recently re-branded or perhaps merged with another, it may be time to update your website to reflect your firm’s new identity.
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About Liz Farr
Liz Farr, CPA, has worked in tax and accounting since 2002. Besides tax returns of all flavors, she’s worked on audits of governmental entities and not-for-profits, business valuations, and litigation support. She is also a freelance writer specializing in content marketing for accountants and bookkeepers around the world.