Forums: Discussions for entrepreneurs and small business.

I have finally stepped beyond a template and gotten a professionally developed site up.  I came up with the general navigation but the company I worked with did the layout, etc.  I am an accountant that focuses on provided tax preparation, tax planning, and general accounting services for small businesses as well as tax planning and tax preparation for higher-end individuals.  I am not competing with H & R Block and the like but instead with CPAs.  I am using my site for a couple of different purposes and would appreciate a critique in the effectiveness of it for these purposes:

1.  As a 24 hour sales pitch for me for people that I meet, have my business card, and want to find out a little more what I am about.  Basically a tool to help to get them to know, like, and trust me more.  I hope to get them to at the info and take a call to action to call or email me.

2.  As a tool for people searching on the internet for an accountant or tax preparer in my local area (Wilmington NC).  After that, the purpose is similar to #1 except the work is a little harder as this may be their first exposure to me.  SEO is obviously important here.

3.  As a place where knew business owners can learn things via white papers.  In order to get them, they have to provide me with email contact information.  I don't do a hard sell from there but do stay in touch and try to provide them with proof of the knowledge and value I can provide via my monthly electronic newsletter.

Here is the site:

http://www.wilmingtontaxesandaccounting.com

Thank you very much for your time.

Hi Adam,

Nice looking site.  

Text content: At first glance my impression is there a lot of text. One of the most difficult parts of creating a web site is to get your marketing message communicated in an effective manner.

Many web sites duplicate their written material/brochure. This approach ingores the fact that most people do not read a web page, they scan it. If a web page presents a lot of text, the viewer may even choose to move on.

If you must have a lot of text, you should at least use paragraph headings (discriptive of the paragraph) so the view can scan the page and lock on to what they seek.

However, it is more effective to use less words and strong marketing message and call to action(s)... with links to "more information" (if needed).

Even your "reasons that I am more than just an accountant".. should be cut down to the top (most important) three or four.

Home page - this page should present your most improtant marketing message and call to action.

What's New section - This is a nice feature and client testimonials are critical to compete in your marketplace.

Suggestion - You mention your "blog" in this section, but there is no link provided (except as a sub-menu of the about us menu item). You should make it easy for the viewer to find things.. so add a link to your blog in the What's New section.

SEO/coding - There is a fair amount of java script code in your html page, I'd suggest putting that into a javascript file and calling it from the html instead.

Marketing/Competition - If you are competing with CPA/firms, you'll need to explain/justify why people should use you rather than a CPA. Also, it appears that you are the only staff/person.. if this is true, that might be a concern for potential clients, if not you should certainly communicate your firm's capabilities.

Your site does not convey a sense of personal connection. That maybe your marketing approach, however, you might consider that making your site more "personal". For example: Smith, Sullivan & Company .

 

~Roland

 

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Roland,

 

Thanks for taking the time to review the site and to provide comments.  They are much appreciated.