08 Jun 2016
From your business cards to your corporate brochures - your website address is present on all of your marketing materials, so your website should always be up-to-date and reflect the latest firm news. Most frequently, the first place people visit when searching for a firm is online, so it’s important that you make a great first impression. We’ve produced this checklist for you to make sure that you’re making the most of your site.
1. Is the information on your website correct?
Quite often, visitors to your site will want to know about your firm and how you can help them, so it is important to have this information easily accessible and correct. You should focus on your team page, services, news, tax resources, opening hours and whether you have included links to your social media channels. Remember to check for any references to tax years, as this information may now be outdated.
2. Is your website responsive?
The internet is no longer tethered to a desktop computer. People are searching for businesses on their mobile phones whilst on the move, or on a tablet while watching television. A responsive website automatically adjusts to be displayed on a variety of screen sizes, which results in a better and clearer experience for the user. Becoming mobile-responsive also improves your ranking on search engines such as Google and Bing.
3. Have you included your latest achievements?
Being awarded ‘Practitioner of the Year’ in your local area or working with a well-known client is a huge advantage to your firm, but if you haven’t publicised this, how do you expect to reap the benefits? Consider adding a special section to your news page, and a banner on your homepage to ensure that your awards of recognition are prominently displayed on your website. This may improve your chances to pull in new clients. Current customers should also be informed, as this could encourage loyalty and referrals amongst your existing clients.
4. Does your branding showcase your firm to its full potential?
Branding is the most important part of marketing as it depicts the style and feel of your firm. If your logo is outdated or if it doesn’t represent your firm and values correctly, prospects may make a swift decision not to pursue your firm further. Consider the use of colour, illustrations and, most importantly, fonts. A strong and modern logo forms the foundation of great marketing, and this, in turn, can be used to consistently style your website and other marketing materials.
5. Are your team photos and summaries up-to-date?
Taking formal photos of your staff members will give your firm an enhanced and professional look online. Remember to update staff descriptions with their latest achievements, including any exam successes and other areas of accountancy interest. Prominently displaying this information will enable your clients and prospects to discover more about the individual with whom they are meeting.
6. What are your competitors doing?
Have you had a look at your competitors’ websites recently? Can you learn anything from these to improve your offering and become more alluring to potential clients? Competitor research is a great tool to fine tune your communications and get ahead of your competition.
7. Are you sharing useful content?
Offering useful and informative content will reinforce your firm’s presence amongst current and potential clients. Firms that ensure that their website is up to date may be more attractive to new clients over competitor firms, as they may be regarded as more knowledgeable about the latest tax and financial news. Including website resources such as factsheets, calculators and tax tables makes your site a useful hub of information for all. If you are able to produce company-specific, informative documents, make them available to download on your website to showcase your expertise.
Practice Track Online provides a complete, tailored website service for accountants. We build, host and maintain bespoke, responsive websites exclusively for UK accounting firms. Our sites include a tailored design, client content, SEO and ongoing customer support – all from just £149+VAT per month.
For more information, please contact 0800 181 343, or email info@practicetrackonline.co.uk.
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