The soul-sapping, frown-making,money-losing...
...you get the picture
The soul-sapping, frown-making,money-losing...
...you get the picture
Accountants' websites built around you and your firm
Accountants' websites built around your Perfect Client
Perspective
Because it's all about us, 'we' is among the most common words that you'll find.
Result: Boredom
Feelings - Yours
We will tell you what we 'pride ourselves on' and are 'passionate about.'
Perceived as: Pompous
Tone - "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 touch
Jargon - 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
Perspective
When you focus on your ideal clients, the word 'you' effortlessly, outnumbers 'we'.
Result: Engagement
Feelings - Theirs
You'll read about your perfect clients' 'problems', 'hopes' and 'frustrations.'
Result: Connection
Tone - Personal
Describing the emotions your perfect clients experience creates an emotional connection. You demonstrate you understand them.
Result: Trust and Interest
Jargon - 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
W.B. Yeats
W.B. Yeats
David Maister
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.
Bring your character, style, and values to life, to open a window into the relationship you'll forge together.
When you demonstrate (not assert) your firm's character you attract people like you.
So your perfect clients think:
'They seem like our kind of people.'
So your perfect clients think:
'I can see us working with this lot.'
Drayton Bird
Websites for accountants: Tom's case study
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."
7 Goals Accountants and Freedom Fighters for small business owners
Author of Lingo, 'Discover your ideal customers secret language'
Courtesy of One Rabbit Marketing
Websites for accountants