Websites for accountants that attract...
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
There's a fundamental problem with
websites for accountants
There's a fundamental problem with websites for accountants
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
So even the wisest client
can't find 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
average clients buy services,
perfect clients want relationships
that solve their problems.
Website design for accountants
Firm Focused
Accountants' websites built around you and your firm
Vs
Perfect Client Focused
Accountants websites built around your Perfect Client
Websites for accountancy firms: Language
"According to my research, 98 out of 100 websites are not speaking the lingo of their ideal clients."
Jeffrey Shaw
Author of Lingo: Discover Your Ideal Customer's Secret Language and Make Your Business Irresistible
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
Web design for accountants
Who's your perfect client?
Martin, Chartered Surveyor
Wants to expand and open a new office.
Tom, Construction
Needs to get off the tools.
Vanessa, Property Developer
Needs capital for a new opportunity.
Mike, Shop Owner
Facing a major, unexpected tax bill.
Libby,Boutique Hotels
Cash-flow problems keep her up at night.
Dan,Tech Start-up
Feels he's lost control over the finances.
Tara, Gym Owner
Needs help controlling operational costs.
Nat,Creative Agency
Admin and paperwork are out of hand.
'While most providers sell on the basis of technical competence,
most buyers buy on the basis of emotion.'
David Maister
The P.L.US Factor©: Your Competitive Advantage
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.'
Accountants website design
Breaking Free from Visual Clichés
The Problem with Accounting Website Imagery
The accounting profession has fallen victim to visual monotony. When potential clients visit accountants websites, they're bombarded with the same tired imagery that fails to communicate value or differentiation.
'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
Don't let your images scream:
"We are just another firm of accountants!"
The Calculator Conundrum
This outdated visual cliché perpetuates the bean counter image of the profession that still holds true for many business owners.
The focus on basic arithmetic rather than strategic financial guidance makes you inter-changble, replaceable, nothing more than a commodity service.
Your perfect clients aren't looking for someone to punch numbers—they want a relationship with a trusted advisor who understands them and their business challenges.
Why you need to get images of calculators off your website
Charts, Graphs, and Other Visual Offenders
Similarly problematic are the ubiquitous charts and graphs that dominate accounting websites.
While data visualisation has its place in client communications - and perhaps sparingly, on the relevant the page of your website - using these images as your primary visual identity suggests a focus on reporting rather than advising.
Stock Photography Pitfalls
Perhaps most damaging is the lazy reliance on generic stock photography featuring:
Join the campaign against calculators on accountants websites
Shame on you lazy accountants website designers
Join the campaign against calculators on accountants websites
Shame on you lazy website designers
The Client Journey Approach
Beyond the Website: Creating a Digital Client Experience
Your website isn't just a digital brochure—it's the beginning of a relationship. Perfect clients expect a seamless experience from first impression to ongoing partnership.
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
Perfect client attracting websites for accountants