November 10, 2021

Five Ways to Improve Your Accounting Firm’s Website


A website is a client’s first impression of you and your firm. It’s a window into your expertise. Somewhere for you to showcase your services, testimonials and other useful bits of information.

It’s universally accepted that in a digital-first world, a website is critical for businesses. But, a bad website can be more damaging to your firm than having none at all. A poorly designed website diminishes confidence in your brand, creating doubt about the legitimacy of your business. 

Continue reading to learn more about the importance of having a good website and find out how you can improve your accounting firm’s website design. 

The Importance of Having a Good Website

Potential clients will look up your website before buying your services, just like potential diners will check a restaurant’s reviews before eating there. If you don’t have a website, you risk losing out on business, with revenue taking a hit. 

Here are four key reasons to invest in a website for your accounting firm today:

  • Credibility. A high-quality website that clearly communicates your expertise can do wonders for your firm’s credibility. Without one, potential clients may question your legitimacy and switch to a competing firm instead.


  • Brand. A website can set you apart from your competitors if you use it to showcase your brand. By creating content that conveys your values and what you stand for, you can increase the chances of acquiring high-value clients.


  • Customer Service. Firms often get calls or emails from existing clients asking simple questions about opening hours, how to arrange appointments and other general queries about services. Having a website with all these details and an FAQ page can cut down the amount of time spent answering these requests. Clients will also benefit from around-the-clock answers to their questions, giving them a better experience and boosting satisfaction rates.


  • Updates and Announcements. Having a website is an easy way of keeping your clients in the loop about what’s new in the firm. For instance, if you begin offering tailored advisory services, you can announce this on your website and increase the chances of upselling. 

Five Ways to Improve Your Website

We’ve laid out five ways you can improve your website to get the most out of it and your online presence.


1. Make Your Contact Details Easy to Find

According to a survey conducted by Hubspot, 62% of people believe including contact details on your website is critical. However, many firms miss this vital detail.


To improve your website and ensure that prospective clients can reach you, make sure that your contact details are clearly presented on your website. This includes your address, phone number and email address. 


Consider creating a ‘Contact Me’ tab at the top of your website to make your details ‘findable’. If you have contact information hiding in the depths of your website, they may as well not be there at all. Clients like convenience — strive for clarity when building your website.


2. Add a Blog

A blog is one of the most effective ways you have to create and distribute high-quality content related to your services. When creating a blog, remember who you’re writing for and why you’re writing it to tailor your articles to your target audience.


A blog is also essential to making your website visible on search engines. The more blog content you create, the more opportunities you’ll have to show up in search engines and drive organic traffic to your website. Blogs are critical to strengthening your search engine optimisation (SEO) strategy. In other words, a blog is the most effective way of ensuring new clients find your firm organically.


3. Showcase Positive Client Reviews

When potential clients are deciding between your accounting firm and a competing business, client reviews are the first place they will look. By adding client testimonial pages to your website, you instantly build trust with prospects. 


Your website will then become a portfolio of successes. So, when you get testimonials, ask your clients for permission to use their name (and business name, for example). An anonymous quote doesn’t have the same effect as a glowing endorsement from a real person.


4. Let Chatbots Help

A chatbot can’t replace humans in offering stellar customer service or support. However, they are a good alternative for clients who don’t want to call or email and may be inquiring about services or simple FAQs.


Chatbots don’t require any coding skills. They are normally just a plugin for your CMS, making them accessible to every business. Chatbots are a way of getting information to clients easily and quickly. If they don’t have the answer, the issue will be escalated to a human member of the team to ensure client satisfaction.


5. Make Your Website Mobile-Friendly

A mobile-friendly website is one that is designed to work in the same way across devices. In other words, nothing becomes unusable when you switch from computer to mobile, and features like drop-down menus are limited on mobile as they’re harder to use.


Delivering a streamlined, high-quality user experience across all devices is crucial if you’re planning on converting potential clients. Most people have a smartphone to hand throughout the day. 

Prepare for the Future with INAA

Here at INAA, we connect accounting firms who aim to deliver quality professional services around a shared vision to make global business personal, and take personal business global. 

With every industry change, our collaborative association of international businesses is committed to being a part of the conversation around auditing and accounting.

Join today to start building powerful business relationships.

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