Websites for accountants that attract...
Joy to work with, Heaven sent clients
High margin, High fee, Respectful clients
And repel the bad fits
The soul-sapping, frown-making,money-losing...
...you get the picture
Websites for accountants that attract...
Joy to work with, Heaven sent clients
High margin, High fee, Respectful clients
And repel the bad fits
The soul-sapping, frown-making,money-losing...
...you get the picture
Swap the logo on most accountants' websites, and
no one would notice.
Swap the logo on most accountants' websites, and
no one would notice.
websites for accountants
use the same language,
the same imagery,
and make the same claims about the same services
So even the wisest client
can't see the difference they're searching for
Accountants' website designers
build websites around
accountancy firms.
. . .
To attract your perfect clients,
you need to build your website
around them.
Building your website, around your accountancy firm
makes you
Invisable
Firm Focused
Accountants' websites built around you and your firm
Vs
Perfect Client Focused
Accountants' websites built around your Perfect Client
Websites for accountants: Language
Websites for Accountants:Language
Firm focused
Perspective
Because it's all about us, 'we' is among the most common words that you'll find.
Result: BoredomFeelings - Yours
We will tell you what we 'pride ourselves on' and are 'passionate about.'
Perceived as: PompousTone - "Professional"
We communicate with a professional tone and formal language. We 'assist' our clients with the 'timely execution' of their financial tasks.'
Perceived as: Out of touchJargon - Yours
We use our jargon, so we will tell you how we 'facilitate' our clients' growth potential with the application of 'cloud accounting' and 'advisory' services.
Perceived as: Self-centred
Perfect Client focused
Perspective
When you focus on your ideal clients, the word 'you' effortlessly, outnumbers 'we'.
Result: EngagementFeelings - Theirs
You'll read about your perfect clients' 'problems', 'hopes' and 'frustrations.'
Result: ConnectionTone - Personal
Describing the emotions your perfect clients experience creates an emotional connection. You demonstrate you understand them.
Result: Trust and InterestJargon - Theirs
You'll find jargon here too, but it's our perfect clients'. So you might read about 'getting off the tools' instead of 'working on the business, not in it.'
Perceived as: Understanding, Expertise
Think like a wise man but communicate in the language of the people."
W.B. Yeats
Think like a wise man but communicate in the language of the people."
W.B. Yeats
Join the campaign against Calculators on accountants websites
Shame on you lazy website designers
'While most providers sell on the basis of technical competence,
most buyers buy on the basis of emotion.'
David Maister
Why your website needs the P.L.US Factor ©
Perfect clients understand the best results come from working with "People Like US."
Capability and expertise are widely available, but connection and understanding come at a premium.
If your firm's character, values, and style don't shine through, you're just another service provider.
Passing the P.L.U.S. factor test does more than attract your perfect clients. It saves you trouble down the line by repelling the bad fits.
People
Bring your character, style, and values to life, to open a window into the relationship you'll forge together.
Like
When you demonstrate (not assert) your firm's character you attract people like you.
u
So your perfect clients think:
'They seem like our kind of people.'
s
So your perfect clients think:
'I can see us working with this lot.'
'Years ago Ogilvy's did research into which pictures work and which don't.
Those that work relate to the subject or better still demonstrate the benefit.
The others are either a waste of space or, even worse, downright confusing.'
Drayton Bird
Join the campaign against calculators on accountants websites
Shame on you lazy website designers
Join the campaign against calculators on accountants websites
Shame on you lazy website designers
Websites for accountants: Tom's case study
7 Goals Accountants & Freedom Fighters for small business owners
Tom had already built and sold a successful practice. So when he created 7 Goals it was always going to run on his terms.
Tom only works with clients he likes.
Patrick spent hours listening to Tom's vision to understand his worldview and the people he wanted to help.
Eventually, they talked about the website. The result backed up Tom's story and his beliefs:
"I had a very clear idea about what I wanted that website to look like. We ended up with something completely different."
"The feedback I've had is that it really reflects their (Tom's perfect clients') pain."
Tom's thoughts
7 Goals Accountants and Freedom Fighters for small business owners
Reviewed by Jeffrey Shaw
Author of Lingo, 'Discover your ideal customers secret language'
When you build your website around your business
you end up focusing on 3 specific areas
and end up with something like this:
Courtesy of One Rabbit Marketing
Websites for accountants