If you are a regular reader you will know I rarely include guest posts on my blog. In this tenth anniversary year though I have decided to stop being so precious. As long as the content is both directly relevant and useful to my audience and I agree with the advice and tips, why not?
In conversation with Peter Swead recently I realised his advice re accountants’ websites reflected views I have long shared. I’ve blogged on the topic before but am happy to share Peter’s ten website insights as they are bang uptodate.
Peter Swead’s top 10 recommendations for an accountant’s website to ensure it is effective at generating sales enquiries are:
1) Ensure your telephone number is on the top right of every website page.
2) Explain clearly and succinctly to potential clients how you can help – rather than the services supplied.
3) Keep text simple and short – no more than 200 words per page. Use simple English suitable for a 12 year old.
4) Break up complex information into bullet points so that it can be easily scanned.
5) Have the courage to be totally authentic – be the real you and set out what makes you special. That means no models or stock photos. Visitors want honesty – rather than beauty from your website. (Unless you’re also graphic designers!)
6) Ensure your website can be read and navigated on a mobile phone – without pinching.
7) Set up a Google My Business account. It’s free! Get a professional photographer to take pictures of the exterior of your premises, interior, staff and a group shot of staff and individuals.
8) Explain each service offered on a single page and then breakdown areas into sub pages – so that the VAT page could have pages on how you help with:
a. VAT returns,
b. VAT investigations,
c. Choosing the best VAT regime,
d. VAT book keeping,
e. VAT software (Xero / Act) supported
9) Be positive and explain how you help rather than what you don’t do.
10) Ensure your website pages load in 2 seconds. Every second of delay reduces the number of sales enquiries received by 7%
Each of the above points will provide an significant improvement to the cost-effectiveness of your website – but the total effect is compounded with each issue addressed.
For more information see http://paramarq.com/our-
I challenged Peter about the look and feel of his website as I felt that it didn’t look as good as many others I have seen. Was it a good enough advert for his business? I expected him to say that he hadn’t had the time to do much to it. Not at all. He keeps it simple and focused as he says he doesn’t want to reveal to his competitors all the techniques he uses to ensure that his clients’ websites are powerful drivers of sales.