You can’t run a CPA practice in today’s world without having an effective website. That is the place where your prospects will go to see ‘the face’ of your firm, who the people behind it are and read about the experiences of others who have dealt with you. Not having an effective website that is not updated regularly is like telling your prospects and clients that you don’t care about your firm.
I have observed that a large percentage of CPA firms purchase a website from a service provider that sells generic website templates that simply don’t work in the real world. You want to advertise you are unique in your field, don’t you? But if your site is nothing but unique and looks cheap to boot – you will turn prospects away. Distance yourself from the crowd and be different from your competitors.
Here are the most common mistakes I see CPAs make with their website:
Too Much Information
Your website should not be like a brochure with technical information written in small letters. How many people really read those? Same goes for you site. It has to be built with the client in mind, as if the client is sitting in front of you and you are telling him/her about your practice. Cluttering your site with a lot of information will only tell them you have an information dump.
How Are You Different?
That is something you should pay attention to. Why will the prospect be better off with your firm instead of others? Your website needs to accentuate your strengths and uniqueness, not copy what your competitors have done.
You Talk Too Much About You
Too much “we” and you lose people because you talk about yourself too much. That is why people go to websites – to see how they can be helped. Talk about how your service can make their lives easier or faster and better.
Your Site Hasn’t Been Updated
You have to show that there are people behind your site, not just electronics. You can do that by updating your site and making it current. Your site needs to reflect the industry’s standards and be up to date on new technology and information.
There is No ‘About You’ Page
This is very important. People who are looking to hire a new CPA firm want to know that there are real people behind it. You have to establish a sense of trust, and you can do it in the ‘About You’ page. Make that page as personal as you can, never generic.
One of the most important things is people’s endorsements. Anyone can say his/her firm is the best in the world, but can you prove it with clients’ feedbacks? Prospects want to know what other people went through as they consider to hire you.
There is No Real Address
People want to do business with other people, not with logos. Not having a physical address on you site feels like it is a company that can disappear overnight. Street address, phone number, e mail address and even a Google Map embedded in your site with driving directions, will tell your prospects you are not afraid to look them in the eye.
It’s Hard to Navigate
People’s attention span is pretty short these days. If the navigation on your site is not intuitive and easy to follow, you will lose prospects that are frustrated with the process.
These are the most obvious trust breakers that drive people away from websites without the practitioner realizing what they are doing wrong. Make sure you are not guilty of any of them. More information on how you can create a killer website can be found here: www.CPAmarketingGenius.com