The 10 Biggest Mistakes to Avoid on Your Accounting Website

Just about everyone I know needs more customers. To that end, let’s take a look at the tried and true accounting web site. An article I wrote several years ago still rings true today, whether you use WordPress, have set up a blog for your main accounting website, or have a traditional website.

You CAN get more accounting business, more clients, and more profits from your accounting web site. But not if you make these common mistakes! See how you do with the top 10 biggest mistakes to avoid on your accounting web site in this article.


The 10 Biggest Mistakes to Avoid on Your Accounting Website

Twenty-four hours a day, seven days a week, and 365 days a year, your accounting website is presenting your company’s image and message to prospective accounting clients all over the world. With this phenomenal reach, you want to make sure your best image and best message are coming across.

Perhaps your accounting website is not generating the interest you’d like it to and you’d like to find out why. Maybe you’re just getting started in your new business and know you need a website to represent your business, but don’t know where to start. Possibly your accounting website is doing great, and you’d simply like to take it to the next level.

Whether creating a new accounting website or updating your existing accounting website, here are some common pitfalls to avoid.

1. Unprofessional or bland writing. It’s easy to get so wrapped up in the web design portion of an accounting website and forget about the words that go on the pages. Maybe the web designer does the design but not the writing. You might even find yourself writing the content at the last minute. Good writing is far more important than bling, and great copy from a professional copywriter will get your phone ringing.

2. Looking like all the other accounting websites out there. Your business has something unique and different to offer its customers. Is that evident on your accounting website? If not, you could be attracting the wrong type of customers, or worse, none at all.

When you hire a Webmaster, you’ll want to make sure that s/he will design your site for you and your customers and not for himself/herself.

Your accounting website will shine when it emulates your company’s personality.

3. Not maximizing the eight seconds you have. Web visitors – your potential prospects – will give you only eight seconds to wow them. Do you have your best stuff at the top of your home page? I mean the really good stuff, not just the stuff your mom is proud of!

You’ll want to capture the attention of potential accounting customers using the item that brings out the best in you. It might be a great tag line, a killer testimonial, a big award, a blue chip client list, or the like.

4. No credibility. Can web visitors check out your reputation on the web? You’ll want to make sure your accounting website comes as close as possible to feeling like a warm, personal visit with you. Do this by posting content that is designed to build your credibility.

As an example, this can include content that shows you have a track record of success: testimonials, case studies of current clients, and a client list.

If you have been mentioned in the press, include a press page on your accounting website that lists the newspapers, magazines, radio talk shows, and other places where you’ve been mentioned.

5. No way to capture interested leads. People warm up slowly. Your web visitors might be interested in you but are not quite ready to call you or buy anything yet.

You’ll want a way to keep track of these warm leads who will be ready to buy a few months down the road when they’ve gotten to know you better. There are several ways to gather leads from your website, depending on what you’re willing to offer them.

6. Not marketing your accounting website. If you’ve spent all your money doing everything right, but you don’t market your accounting website, you may not get any visitors.

You’ll need to spend at least a little time marketing your accounting website through offline and online methods. For example, add your web-site name to the bottom of every email that you send. You can do this automatically by modifying the signature file in your email software.

You may also want to delve into the more advanced fields of search engine marketing and optimization.

7. Under construction. Many people’s pet peeves is to click on a web page and see an “under construction” message. It’s inconsiderate of people’s time to lead them down a dead-end alley, plus your website screams the message, “This person can’t finish what they start.” I’m sure that’s not the message you wish to send.

8. Too much bling. In the name of being cute, many accounting websites display obnoxious moving parts, flashing signs, or vacuous videos. Did you know most people hate that stuff?

Bling doesn’t impress clients, except in three cases: kids’ sites, sites that sell luxury items, and entertainment sites. If you have one of those websites, then you need bling. Limited bling is OK, timeless style is better, and meaningful, benefits-filled content is best.

9. Nonworking links, typos, or other mistakes. A site filled with errors tells people that its owner probably makes a lot of mistakes when delivering services. Even if the message is compelling, the red flag is there for people to see. People’s intuition will tell them not to do business with you. A quick and thorough testing of the site will avoid this pitfall.

10. No goals. A lot of people come to me saying, “I want a website.” I ask them, “What do you want it to do?” And they don’t really know.

It’s important to think about what you want your accounting website to accomplish because that goal should be integral to the design of the accounting website. The best sites lead their visitors to a certain outcome that is beneficial for both themselves and their customers.

When you can overcome these 10 common problems, your accounting website can start to become a powerful and effective marketing tool for your business.