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The marketing department at Verve Group helps your accounting and financial planning firm to create a stunning website that speaks to your target audience. How does your existing website stack up? Self-test your website against our seven critical success factors listed below.
Are you a Count Financial Limited member firm? We're offering free website reviews for the month of June, follow this link to claim the offer.
What are the basic ingredients for a great website?
We won't bore you with the technical details that go behind the scenes in a website, but here we present to you the seven factors integral to the success of your website. Rate yourself out of 10 on each factor to find your total score out of 70.
CONTENT
How well does the content on your website speak directly to your prospects? Many accounting and FP websites simply list their services in bulletpoints... sounds familiar, right?
Every accountant and financial planner can list their services. It's not hard. But why would a prospect consider your firm over one of your competitors? You need to convey the value and of your firm in a way that will attract the right type of audience. There's no point in speaking technical jargon that people don't understand, either. If you are having trouble creating content, Verve Group can help.
IMAGES
The images on your website need to tell a story. Do the images depict what is being conveyed in the content? Do they relate to the audience you're targeting?
It's 2017, and there's no space for images that aren't easy on the eye. Stock photos can be used if they are carefully selected, but avoid the cringe-worthy images!
DESIGN/EYE-PATH
Recent online behaviour points favourably in the direction of 'longer' websites. This simply means that people will prefer to continue scrolling down the page, rather than click links away to other pages. You have social media sites like Facebook, Twitter, Instagram, LinkedIn (etc.) to thank for this one.
This means that the main ideas of your website should be included on a lengthy home page instead of twenty tabs going across your header menu.
People are lazy on websites. They don't want to search hard for information, and they shouldn't have to. Ensure that your website follows a good eye-path, so users don't have to dart their eyes all over the page to get the information they need.
LEAD GENERATION/CALL-TO-ACTION
How many lead generation strategies do you have in place? These might include:
email newsletter opt-in
downloads of fact files to capture email addresses
call-to-actions to make a phone call/email/book an appointment
How do you capture the people that visit your website and further engage with them?
How do you turn prospects into leads for your business? SOCIAL MEDIA CONNECTION
Does your website offer easy access to your social media platforms? This is a great way for people to remain engaged with your firm, so it's a great idea to make sure website users can jump straight to your socials. Your website footer is a consistent and conventional place to include links where people will expect to find them.
If you don't have any social media, there's zero points available for you here!
MOBILE OPTIMISATION
In regards to modern browsing behaviour, your website needs to be optimised for mobile to have the best chance of capturing new leads. Does your website look just as good on mobile as it does on website?*
*Hint: it should.
BRANDING
If someone visits your website and actively engages in your content whilst enjoying the user experience, but has no recollection of who your business is, what's the point?
In terms of branding effectiveness you need to include the unique aspects of your firm's brand consistently across your website. This includes verbal mentions throughout content, logo, and distinct colours. This helps to improve brand recognition and recall. So perhaps if your prospect isn't quite ready to do business with you now, they'll remember you down the track.
How did your website stack up out of a possible 70 points? If your firm is lacking in website strategy and design, talk to the marketing team at Verve Group today. Call Martin Pike today on 08 8120 4877 or email martin@vervegroup.com.au
Are you a Count Financial Limited Member Firm?
For the month of June only, we're offering complimentary website reviews for Count Financial Limited Member firms. If you're interested, follow this link to enter your details and we'll get back to you with a review soon!