I was recently asked by an accountant whether it matters that his firm has a boring website and boring branding? The individual in question does not come across as boring themselves.
In typical accountancy fashion, I responded: ‘It depends…’.
I believe that firms that are keen to attract business from people who search online for an accountant need to have an attractive compelling website that make it both appealing and easy to get in touch. Or at least that those firms which do this will convert more visitors than those with boring looking websites.
Nb: The look and feel of the website is also relevant to accountants and firms where prospective clients look them up online. This typically happens after an existing client, business or networking associate has recommended or referred the accountant or firm to the prospect. (More tips on accountants’ websites here>>>)
I also believe that accountants who attend networking events and give out boring looking business cards need to be particularly memorable, special and distinct in themselves. Otherwise there is less chance of the people they meet wanting to follow up with them. And networking without following up is invariably a waste of time. The more you can tip the odds in your favour here the better. And quality business cards that stand out can only help. (More tips on accountants’ business cards here>>>)
On the other hand…
Existing clients will be less interested in the firm’s website and branding than in the individual accountants with whom they are dealing. Other partners in the firm may perceive any changes to the website and branding as a costly exercise that will not improve the bottom line. This may be true in the short term. And, of itself, such changes will not achieve anything. They would need to be part of a review and upgrading of the firm’s marketing activities, messages and ambitions. Should the more standout partners and members of staff push for this? It depends… ;-)