There is no question that accounting firms must have an efficient and effective website as the cornerstone of their new business strategy, yet the thought of developing a new one can make even hardened adults cry.
By any account, a new website project is fraught with peril -- full of possible pitfalls and marketing mistakes that can derail even the best-intentioned efforts. Today, organizations looking for a professional services partner such as an accounting firm depend heavily on websites for their initial research. And because hiring the right accounting firm is a crucial step for most enterprises, the sales cycle can be complex and long, raising the stakes even higher for having the right website.
Fortunately, there are some common pitfalls that are responsible for the vast majority of website derailments. Here’s how to spot them so you can avoid them:
Death by committee: Often large projects require a committee of stakeholders to oversee it. Perhaps the most common pitfall for medium to large organizations, “death by committee” refers to the paralysis that comes with any large group attempting to achieve consensus and make timely decisions. Problems arise when committee members have conflicting interests, axes to grind, jobs to protect, or a status quo to maintain. Committees are often where many projects go to die.
About 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.