13 Apr 2016
The average website visitor spends a mere 15 seconds on a site, meaning that it is critical that you have the right content to engage them in order to give you a better chance of conversion.
What do you do?
Users desire to find out what they can gain from working with you. Their starting place will most likely be your homepage, so make sure that it contains an informative summary of your firm’s aims and goals, as well as what you can offer potential clients. Key things to remember are:
- Keep text short and succinct – users don’t want to spend time reading an essay about your firm, so make sure that you get to the point fast
- Use keywords – if the visitor is looking for something in particular (a specialism, for example), they will scan over any text until they find what they are looking for. Ensure that you feature key phrases prominently.
Having a services page or a collection of pages allows you to promote your practice’s resources. Try to include every service you offer, no matter how big or small, as you never know what your visitor will be looking for. Adding additional descriptive text will help clients understand the service on offer, and also outlines your knowledge of the subject.
Where are you?
Potential clients will usually be looking for an accountant in their local area. In order to inform them of your location, utilise taglines and imagery to highlight where you are based. Well-placed taglines such as ‘your local accountant in Leicester’ or ‘accounting services in Leicestershire’ will alert the visitor to this information as soon as they visit your website. Additionally, using images of your local area and any nearby landmarks will help the visitor to familiarise themselves with your site, and may potentially reassure them that you are local and are available to assist them.
About your team
Adding a page containing insightful information about your employees adds personality to your brand image. This is the place to detail your team’s qualifications, interests and maybe even a photo. If potential clients have a basic knowledge of the accountant they are scheduled to meet with, they may feel more comfortable and prepared when they arrive at your office. Amongst all of the technical information on your website, it’s also refreshing to find out more about each team member.
Useful resources
Although the primary goal of your website is to advertise your firm, adding additional resources will enable your site to act as a hub of information for your clients. Becoming a trusted source of information could also encourage referrals if clients recommend the use of your website to their contacts. Returning visitors to the site making use of resources such as calculators, tax tables and the latest news will also be exposed to any other information you have recently published. Website visitors may then remember and favour your site when looking to make use of specific content.
Calls to action
A call to action is a prompt for the user to get in touch with you to make an appointment, or to discover more about your services. Displaying your contact details prominently throughout your website serves as a constant reminder to the visitor that you are ready and waiting to speak to them regarding their query. A simple and dedicated contact page is key to making sure visitors know how to get in touch, and where you are based. Additionally, adding a map (such as an embedded Google map) will also help the visitor to geographically place you and may potentially assist in their journey to your door.
Utilising a mixture of these methods may ultimately prove to be advantageous to you and your firm: increased website traffic indicates that individuals are keen to discover more about your business, and serves to aid your company in potentially gaining additional clients.
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