Let’s imagine for a second that you have a physical location (outside of your home office) for your bookkeeping business.
You’re going to want people to come in, sit down, have a chat with you, and sign on to become a client.
If people feel comfortable in your office, can relate your services to the solution to their problem, and begin to establish that K-L-T (know, like, and trust) factor when visiting you, they’re more likely to want to work with you.
If not, they’ll leave and probably even ghost you afterward and ignore your follow-up emails. We don’t want that.
That’s where the design comes into play.
If you have an office with hopes of attracting high-paying clients but the building is damaged, outdated, and cheaply furnished, it will make your ideal clients feel less comfortable.
This uncomfortable experience will make them less likely to value your services and will probably lead to them doing business with another bookkeeper instead. – One with a much nicer office.
Your website design works the exact same way!
The Importance of Website Design for Your Bookkeeping Business
- If the design is bad, potential clients will click away from it and decide to work with someone else. The cycle repeats until you eventually go out of business. – Harsh but true.
- If the design is okay, you might have a chance. I’m sure you’ll do okay and attract clients, but they probably won’t be your ideal clients. And to be honest, most bookkeeping websites I’ve seen are at this level. Attracting clients that are outside of their preferred niche, price range, or personality type because of a DIY design without a proper strategy.
- If the design is REALLY good, and super appropriate for what you’re trying to achieve and exactly who you are trying to reach, like in these examples here, then you increase your chances of success drastically. – This is a lot rarer to see out there because many new bookkeepers see designing a website as a simple task that can be achieved without proper research, planning, and strategy.
With the countless number of DIY website builders and tutorials online, it’s easy to fall victim to this way of thinking.
As simple as it can be to build a website, the truth is that building a website that works isn’t easy.
(Side note: There’s actually a lot of science behind website design and how it influences visitors to take action but I’ll cover that in another post.)
That’s what I’m here for, to help you build, grow, and scale your bookkeeping business with a website that is strategically designed to help you attract your ideal clients online and generate leads. With that said, here are 5 common design mistakes on bookkeeping websites I see way too often.
Here are 5 common mistakes to avoid when designing your bookkeeping website:
Too many words.
Less is more.
Focus on communicating the value of your services clearly in as few words as possible. Your website is a marketing tool with the purpose of attracting your ideal clients and getting them to take the next step to work with you.
Every sentence you write should have that objective – to convert website visitors into leads. Try not to get sidetracked and include unnecessary information.
Too many tabs or menu items in the navigation menu.
Home, Services, About, Contact, and a Blog.
These are the standard essential menu items every bookkeeping website should have. More than that can quickly overwhelm and confuse potential clients.
If you have additional links, it’s recommended to add them to the footer menu of your website at the bottom of your page. Think of this as your “junk drawer” where all secondary pages go.
Not enough CTA (call-to-action) buttons.
Donald Miller, one of my favorite business coaches and authors compares CTA buttons to cash registers in a grocery store. It’s a way for potential clients to “check out” and start working with you.
If your website visitors have to waste time searching for a way to do business with you, they will most likely take their business elsewhere.
Having a CTA on every primary page/section (especially on the main section of the homepage) is essential to give potential clients a clear path to begin working with you.
Images lack human faces.
Show your face.
For some reason, many solopreneurs and small business owners avoid including pictures of themselves on their websites and choose to use generic stock photos instead.
While stock photos can definitely enhance the look of a site when used in moderation, a professional headshot of yourself or your team is essential to establishing and nurturing the know, like, and trust factor.
People prefer to do business with people they know, like, and trust, not faceless companies hiding behind stock photos of calculators.
Talking about features instead of benefits.
Your potential clients don’t care about the nitty-gritty bookkeeping details. They care about themselves.
I’m not a bookkeeper anymore. I went through the Bookkeeper Launch course and studied Accounting in school but realized it wasn’t my passion.
Your potential clients aren’t passionate about it either and many of them don’t have an accounting background so don’t fully understand terms such as reconciliation, categorization, chart of account setups, accounts receivable/accounts payable, etc.
So, instead of explaining your services in bullet points of terms that only other bookkeepers and accountants understand, break your services down into clear and simple terms and benefits that busy business owners can easily understand.
Website Audit Guide
Looking for more website tips? Download my free website audit guide that covers six key areas that you should focus your attention on, to ensure that your website delivers success to your bookkeeping business.
Advice from Heather
Heather Boyer, founder, and copywriter at Pukkapith Content put together an insightful video on this topic in more detail and shares ways to prevent making these mistakes on your website in her video below.
As you watch the video, be sure to take notes you can refer back to as you work on building or revamping your website so you can prepare to launch a website you can be proud of.
Or, if this sounds overwhelming and you would rather outsource your website project, reach out to either one of us and we can tackle your website project together! We’re always happy to help!