Impressive design will do little for you without good quality content.
The copy on your accounting website is vital. Your words are your marketing voice. You want to attract prospective customers by showing them what makes you different from your competition. A nicely designed website alone can’t do that. Here are some tips for making sure the copy on your site get’s noticed.
No Underestimation of Punctuation
Those grammar rules you learned so long ago STILL apply on the Internet. Do you know the difference between their vs. there vs. they’re? What about your versus you’re? If not, you will want to brush up, because being accurate adds credibility to your site.
I’m less likely to believe your promise of carefully filing my taxes, if you don’t remember which witch is which. You want to market yourself as a reputable and accurate accountant who goes the extra mile to get it right.
Put in the effort to read over your site, ask a trusted friend to check it for punctuation, spelling and grammar. Show your clients that you make the extra step and make accuracy a top priority.
Breaking Up isn’t Hard to Do
Even newspapers, known for their text-heavy pages, break up their paragraphs with spaces, bullet points, photos and graphics. The same should apply to copy on your website, perhaps even more so. Online readers are accustomed to glancing at headlines, and are often drawn towards small blocks of text as opposed to larger ones.
Writing paragraph upon paragraph of text without something to break it up will overwhelm your website’s visitors.
- Bullet point information that lends itself to being in a list.
- Don’t be afraid to hit the enter key each time you begin a new thought.
- If you’ve got a visual, throw a small photo or graphic icon on the page to break up all those words!
Some readers are turned off by a page of static text, no matter how well-written it is. Take that same page of text and jazz up the layout just by using some simple spacing.
Make Them Care
Why should your potential client care what you have to say? The answer should ring loud and clear throughout your copy. It’s not about all the tools you have on your accounting website. It’s about why those tools save your clients time, money and energy.
null Let clients know, for example, that a secure file exchange system means instant access to their tax documents 24/7. Now the client sees the value behind a service you offer.
Think about the “why should I care” idea each time you write about the services you provide. “What’s in it for me” is the main objection to any sales attempt. Put yourself into his shoes, and address this objection form their point of view.