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5 Mistakes Accountant Websites Make
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- 4. Donny > Linc> Knuts
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- 11. We create beautiful,functional, mobile-friendly websites that attract, engage and convert customers.
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- 14. An X FactorWinner
- 15. An X FactorLooser
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- 18. UK Space Agency (Ididn’t even know we had one)
- 19. Plus many others… (150+clients)
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- 23. 5 Mistakes Accountant WebsitesMake and how to fix them
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- 25. • Your homepageis the first page most visitors are likely to go to • 1st impressions count
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- 27. 1. Too muchtext 2. Does not explain the benefits 3. Has no clear ‘Call to Action’
- 28. 1. Too muchtext
- 29. People don’t read websitesthey scan them
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- 31. 1. What doyou do? 2. How do you make my life better? 3. What do I need to do next?
- 32. 2. Does notexplain the benefits
- 33. Explain the benefits– not the service
- 34. How does thismake my life better?
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- 36. 3. Has noclear ‘Call to Action’
- 37. A simple wayto present that
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- 39. Accounting for design agencies We’llhelp you save time and money so you can grow your agency
- 40. 1. What doyou do?
- 41. 2. How doyou make my life better?
- 42. 3. What doI need to do next? AKA ‘Call To Action’
- 43. Accounting for design agencies We’llhelp you save time and money so you can grow your agency
- 44. Remember! People don’t read websites,they scan them
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- 46. Accounting for design agencies We’llhelp you save time and money so you can grow your agency
- 47. Be clear. Not cuteor clever
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- 49. Accounting for design agencies We’llhelp you save time and money so you can grow your agency
- 50. Accounting for design agencies We’llhelp you save time and money so you can grow your agency
- 51. Call To ActionTips
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- 54. Accounting for design agencies We’llhelp you save time and money so you can grow your agency
- 55. CTA x 2+ 1
- 56. Accounting for design agencies We’llhelp you save time and money so you can grow your agency
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- 58. Accounting for design agencies We’llhelp you save time and money so you can grow your agency
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- 61. AKA: You Don’t GetAny Visitors Because No-one Can Find You Online
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- 63. SEO = Does Google UnderstandWhat My Website Is About?
- 64. SEO = Am IGiving Google The Correct Information So It knows What My Site Is All About?
- 65. SEO is Complicated+ Mysterious 👻
- 66. #Fact You need acontent strategy to rank on Google
- 67. You need tothink about What would people search for to find your business?
- 68. #Fact People use Googleto find answers to questions
- 69. #Fact People are lookingfor your services
- 70. Examples: Each month /Google / UK
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- 73. accountants in london= 1200
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- 77. accountants near me= 7000
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- 79. Google Search isa massive opportunity
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- 83. Your site canbe fixed (It’s not in print)
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- 86. 2 Types ofSEO
- 87. 1. Onsite SEO 2.Offsite SEO
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- 98. #ProTip Don’t just rankfor your brand name
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- 101. More people talking aboutyou = More important Google thinks you are
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- 103. Write Guest Blogs LocalNews Websites Sponsor A Local Event
- 104. An Offsite Defo! GoogleMy Business
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- 114. Content Tip Use shortheadlines (Remember the ‘Grunt Test’)
- 115. Content Tip Use shortparagraphs (People don’t read websites – they scan them)
- 116. Content Tip Break upcontent with images
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- 123. About Page The ‘We’Check
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- 125. People buy frompeople
- 126. You want peopleto read this
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- 130. Bio 1. Who youare and what you do
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- 132. Bio 3. Fun orpersonal
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- 134. #ProTip Use a goodphoto. Not a selfie
- 135. Resources Building A StoryBrand – Donald Miller BAMF – The Copywriting Bible Plenty of Clients Manual – Dov Gordon Copywriting – Nick Kolenda
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- 138. Bad Design + Traffic =OK (something to work with)
- 139. Pretty Design + NoTraffic = Fail
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- 146. #DesignTip Design for thetype of clients you want
- 147. Resources Don't Make MeThink – Steve Krug Nick Kolenda – User Experience
- 148. 5. They Don’tCapture Leads
- 149. Getting traffic but noleads?
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- 152. Give something of value…in exchange for their email
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- 155. “7 accounting tipsfor your business”
- 156. “8 accounting secrets forsmall business”
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- 158. “7 tax savingtips for design agencies”
- 159. “8 accounting secrets fordesign agencies”
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- 165. 1. Create aLead Magnet
- 166. 2. Use emailmarketing software
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- 168. 3. Create anEmail Sequence
- 169. They’ve seen thevalue ✅ Given you their email ✅ Pre-qualified themselves ✅
- 170. Email #1 Value Email#2 Value Email #3 Value Email #4 Offer + CTA
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- 175. 1. Have aclear message 2. Let Google know who you’re writing for 3. Write engaging content 4. Make it look great 5. Capture emails
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- 180. Your industry isbeing thrust into a digital age
- 181. Transitioning from a highstreet business into a digital business
- 182. Up your digitalgame! Or get left behind.
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- 185. This is anopportunity to smash it
- 186. Go and doit! 👊
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- 188. Matt Ellis Email –matt@honcho.agency Twitter – @MattAEllis honcho.agency/ the-perfect-accountancy-website-book
Editor's Notes
- #10 2013 set up Honcho
- #13 Referrals The first business cards
- #31 Mental investment Bored Switch off
- #32 I’ll show you how to do that simply later
- #34 I don’t really care HOW you do it Don’t BORE me with technical details Just tell me HOW IT MAKES MY LIFE BETTER
- #36 Or something else. You know the benefits of what you do better than anyone
- #37 I need an accountant You save me time What do I do next?
- #39 Us WEB DESIGNERS call the HERO. WIKI Page
- #40 Top of website All above THE FOLD EVERYTHING is intensional. No fluff.
- #44 1. What you do 2. How you make life better 3. What to do next
- #45 There’s a test YOU can try GRUNT
- #46 They’ll switch off if there’s too much text
- #47 5 second test! Close laptop Do they REMEMBER the 3 POINTS?
- #48 With all your text be CLEAR NOT CLEVER. The QUICKER some can UNDERSTAND what you do THE BETTER Explain at LOWER LEVEL – NOT EXPERTS NEGATIVE CONNOTATIONS if people struggle to understand
- #49 Now some science. EVERYTHING in that position for a REASON Eye tracking
- #53 CTA the brightest thing
- #54 F pattern
- #56 Do you want CALLs or EMAILs? Small team = Emails? Dedicated sales people = Calls?
- #57 Do you want CALLs or EMAILs? Small team = Emails? Dedicated sales people = Calls?
- #59 1. Faces! Success / ASPIRATIONAL. Real Client. Not Cheese. NEVER BUILDING! 2. Accreditations / Software – I use XERO. PIGGY BACK. 3. Small LOGO. Not shouting. Ooze Confidenct. About the MESSAGE. See Nike / Disney.
- #60 Whole Chapter on HOMEPAGE 1. FEAR 2. Why people BUY > INTERNAL and EXTERNAL NEEDs. – People think it’s external (I NEED AN ACCOUNTANT) – Really is INTERNAL (I WANT TO SPEND MORE TIME WITH THE KIDS!) 3. Testimonials. Keep them SHORT. STORY. Write yourself! DON’T MAKE UP, 4. PLAN. Mental stepping stone. LOSE Anxiety + FEAR
- #63 Other ways to get traffic to your site… 1. Adwords / PPC 2. Social Media 3. Offline Ads / Print 4. Networking – DIRECT
- #64 Or…
- #66 SEO bad reputation Snake oil. It’s not. It’s easy-ISH. But has to have THOUGHT / STRATEGY. CAN NOT be an afterthought.
- #67 But what is a content strategy? Simplify it for you
- #69 A really good way to look at it is THIS.
- #70 If you’re an accountant THIS IS TRUE.
- #72 GUESS how many searches per month?
- #77 I’m going to show you a MUST for this soon.
- #78 Is NATIONAL, though.
- #79 People are searching for you! NOT just about going to BNI. People can come to you.
- #80 Hardly anyone is doing it right. Except…
- #81 Content marketing Digital strategy
- #82 GUESS How much traffic per month? QUESTION! Do you know HOW MUCH TRAFFIC YOUR Site is getting? Don’t ask for numbers. Too revealing.
- #83 how to set up a limited company? What is a p60? What tax do I pay on dividends? …The good news is NO ones doing it well yet (Except Crunch) Your site can be fixed!
- #90 All these elements should contain KEYWORDS
- #98 If your on a CMS. Should be able to edit this yourself
- #99 VERY COMMON MISTAKE! Unless you’re marketing to GET YOUR NAME out. Pointless. Remember: GOOGLE FOR QUSTIONS!
- #100 Onsite is CONTENT. Easier to control. Accountants NEED TO ALSO DO OFFSITE TO WIN!
- #103 Low hanging fruit! Easy! Just time.
- #104 DOMAIN RATING! Juice Passes down. MORE AUTHORITY / Rank Higher!
- #105 For local searches you NEED this! Tell Google where you are!
- #107 You need to nail!
- #108 GOOGLE love faster sites! (You vs Them) 1. Images 2. Self hosting VIDEO. Bad. Use YouTube / Vimeo 3. Bad DEVS 4. Crap hosting. If you’re paying 3.99 a month – SHARED with 50 other websites.
- #109 Google is mobile-first. Show your mates IN A PUB
- #110 [[ Example on next slide ]]
- #112 My mailing list – step by step guide.
- #114 Typical website setup
- #121 REAL IMAGES ARE BEST! $$$ No excuses not to use good images.
- #123 How do you MAKE MY LIFE BETTER Don’t drone on about being established in 1978, who the owners where.
- #124 Open the page. Search the page for ‘WE’. Is it too much?
- #134 Amazed at the number of people commenting about F1, MTB or BASS BUILDS RAPORT I’ve had a video on YOU’VE BEEN FRAMED. Wanna SEE IT?
- #135 Be honest with yourself. Do you look like a criminal?
- #136 LEARN TO WRITE!
- #137 What does it say about your business? CHEAP / EXPENSIVE / QUALITY? Same as BRANDS / FASHION Mercedes VS Kia. Fonts, colours. KNOW YOUR TARGET.
- #138 Always true!
- #140 Ultimate Website Fail
- #141 Don’t use whacky design. PRICE STORY! DON’T MAKE ME THINK! See BBC See Facebook £1,000,000 R&D budget.
- #147 Construction Firms? IT Workers? RIFF ON THIS Design Agencies! BE PIXEL PERFECT!
- #150 Could be a CONVERSION RATE OPTIMISATION issue? Remember the CTA button? Or TEXT / COPY?
- #154 Whatever you feel most comfortable with
- #155 It can work really well. OPEN DOORS I AM HERE BECAUSE OF IT
- #156 Some examples… But the POWER is in the NICHE!
- #161 For example….
- #162 RIFF ON EACH
- #166 The HARD bit!
- #173 You’ve got a lead / client!
- #174 Run another campaign Use SEGMENTS in Mailing List
- #178 For now… Print coming soon