Imagine you have brick and mortar location for your bookkeeping firm.
You want people to come in, sit down, have a chat with you, and sign on to become a client.
If people feel comfortable and begin to establish that K-L-T (know, like, and trust) factor when visiting you, they’re more likely to do just that.
If not, they’ll leave and probably even ghost you afterward and ignore your emails.
That’s where the design comes into play.
It’s like you have an office with the purpose of attracting high-ticket clients but the building is damaged, outdated, and cheaply furnished.
It will naturally make your ideal clients feel less comfortable, so they’re less likely to value your services and expertise, which will prevent you from closing the deal.
Your website design works the same way.
The importance of Website Design
- If the design is bad, they’ll run away from it and decide to work with someone else. The cycle repeats until you eventually go out of business.
- If the design is okay, you might have a chance. You’ll potentially do okay and attract clients, but they won’t be your ideal clients. And to be honest, most businesses are at this level. Attracting clients that are outside of their preferred niche, price range, or personality type.
- But 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 this in this example 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 that works to attract their ideal clients 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 launch a website that is strategically designed to attract your ideal clients online. With that said, here are 5 common mistakes on bookkeeping websites I see way too often.
5 common mistakes on bookkeeping websites
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 pages, 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 – 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 – 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 everyday terms and benefits that busy business owners can easily understand.
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!