It's not easy to catch someone's attention in a today's world. They understand their best chance lies in focusing on the problems and fears of those they're trying to reach. It seems obvious now, doesn't it?
Now look at your website headline. Are you following their lead, or is it all about you? To understand the neuroscience behind capturing attention, click here.

Both adverts start with a business owner's problem and the feelings it provokes. They delve deeper into their struggles and emotions before their software casts them aside.
Like many TV adverts, they follow the classic narrative arc laid out by Gustav Freytag, a 19th-century German novelist and playwright. They follow the format because IT WORKS.

It's all about their customers, not their products. They don't talk about features and benefits because they know potential customers aren't interested in them. They are only interested in what it can do for them.  Now pull up your website homepage and count how many times you've used the word 'we' compared to 'us.'

Both QuickBooks and Xero help their customers with, cashflow, invoicing, recording expenses, saving time.......
But they understand the more claims they make, the more they dilute their appeal. So instead they narrow their message to a specific issue.
Xero focuses on 'keeping your business finances running smoothly.' QuickBooks on Debby 'seeing her finances in real time', so she doesn't lose track of suppliers' invoices.

Only 16%* of the accountancy websites we researched, led with client-focused headlines.
More popular were unsubstantiated brag and boast claims - 'Meet the Super Accountants', 'Leading Firm' etc, or puns and slogans - 'Different because you are', 'By your side on your side'. 

A website visitor knows a couple of things when clicking on an accountancy website:
1) These people are accountants.2) They provide accountancy services.
Yet, beyond the headline that's often the first message they find. That plus the standard claims of expertise and superior service, usually dismissed with a: 'they would say that wouldn't they!' 

QuickBooks focused on building tension, failing to mention their product until 23-seconds, into a 30-second ad!
Accountancy websites take the opposite approach. Most homepages are 100% firm focused. But do potential clients care about what you 'pride ourself on...' or 'are passionate about...'?

Rarely does an accountancy firm's website focus on a single benefit or point of difference.
Most throw a wide net for fear of missing any potential client.
Claims of 'Technical Excellence', 'Exceptional Client Service', 'Superior Insight' fight for attention next to 'Unique Approach'....
By positioning themselves as all things to all people, they kill any possibility of differentiation.