Accounting Websites - 6 Principles of Great Design

Usability, utility and efficiency determine success of a website. That said, here are a series of core fundamentals that all successful websites accomplish within their design.

Your Websites Purpose

The purpose of most accounting websites is often two fold, quickly educate prospects about your firm, core firm capabilities while providing a gateway of tools that existing clients need. For tax accountants, most of the effort should be on quickly communicating the firm's expertise, enhancing firm reputation, and generating leads. To a lesser degree, it should provide tools that existing clients need to accomplish their task (e.g., exchange files securely, process payroll, etc.).

In other words, 60-70% of your firm's accounting website focuses on marketing and 30-40% is efficiency and tools.

Before getting into the principles of great website design, let's cover some ground rules to get everyone on the same playing field.

Website Visitors Want Immediate Answers (don't make them read text)

Visitors to your accounting website want immediacy. They glance and are trying to avoid reading. They glance and draw impressions from the page they land on. Often, they don't land on your home page, they start from the page the search engine serves up which matches their keyword search. If they don't like this page, they will often hit the back button.  You have one shot create an impression and it is typically not the home page where they land (below is an interior page with several efforts to create a lead).  

Website visitors scan in two patterns. The first pattern is F where they scan across the top navigation and down the left hand side. The second pattern is a Z pattern where they scan across the top navigation and then down at a 45 degree angle.

Website visitors don't read. They want instant gratification or will hit the back button. You have 2-4 seconds to make an impression.

In my opinion, here are the core principles for great accounting website design.

1. Each Page Needs to provide Immediate Answers

Each core page needs to provide multiple calls to action (phone number, consultation request, etc.) if the prospect decides this page is a fit. Do not make the prospect read 2-4 pages to answer their question.

Said another way, your website needs to answer questions immediately.

2. Navigation and website architecture must be intuitive and fast.

Website navigation needs to be easy and fast. Regardless of the page they land on, one click needs to answer their question. Otherwise, they are gone. 

Images are faster than text so use images to convey your story and create the right impression. If they like the images, then they may read the text. Most will avoid the text.

Website architecture also makes the job for search engines easier by having pages specific to their questions and key word searches.

3. Mobile first, desktop last.

With cell phones, your message must be simple and effective on cell phone screens. Don't rely upon desk top monitors to deliver your full message.

4. Compelling and effective writing.

Straight forward writing is best. Explain what you do in plain-English text. Avoid using accounting jargon and technical speak. Explain and guide the prospect to act.  Below is a term that is hard for prospects to understand (1031 exchange, Qualified Intermediary, etc.).  

5. Keep your message simple (KISS).

Strive to explain what you do in simple language. Avoid complexity.

6. Tell your story.

After following these design principles, the About Us page(s) needs to close the deal with pictures of your team and well crafted bio's. In other words, 80% of the website is focused on what you do but the About Us section is your window to connect with the prospect. Both visually and with bio's of the key players. 

Most small accounting firm websites fail to tell their story and wimp out on the About Us section by not providing pictures of key staff members, and totally lack any personal touch,  By default, many accounting firms will have a lame core values page (e.g., Mission, Values) with zero pictures and depth.  Below is an example of an About Us page with no pictures of key staff, no bios, no local pictures and a lame Our Values statement (borrowed from their website provider).