Looked at more Accountancy services websites

Looked at more Accountancy services websites

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I have spent more time looking at UK accountancy websites. I noticed these websites, in the main, fall into two broad categories.

The first one is where their is a heavy emphasis on the owner/principal of the practice. His/her qualifications and experience are used as basis to give the practice credibility. Very much a personal service approach from the principal.

The other category is where no information is given about owner/principal. The key message "we provide a good service on the following". Here they are selling the system I think.

I fall in the first category. I am not sure if this is appropraite. As the practice grows it would be difficult for me to see all the clients. So may be the second approach for the long term would be better. Or is it the second category are playing to their strenghs QBE so leaving out the details about the principal?

For the long term which would be the way to go?

If I can bring in a totally different topic - fees levels on website (again). I am seriously thinking about stating this. Any views on downsides to this?

Thanks

Replies (20)

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By David Winch
19th Feb 2011 00:38

More Than Two Choices

How about a third option?

A website, or at least a home page, which is all about the good the clients get out of using you.  Written entirely from the client's perspective, showing that you understand their pains, fears, worries, anxieties and frustrations, that you know what keeps them awake at night, and that you have a strong affinity with them.

You could start by brainstorming at least fifty 'value outcomes' based on your wealth of knowledge of the pains they need your help with, and incorporate all of these into one page with the most compelling half dozen appearing 'above the fold'.

This would demonstrate your credibility and build trust far more than a CV of the owner/principal or a list of all the activities you could undertake if only they needed them.

Be revolutionary, be radical and stand out from the crowd.  As an example, there are 55 value outcomes on this page of my website http://www.davidwinch.co.uk/sws.htm .

David Winch

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By ShirleyM
19th Feb 2011 08:35

Fees on websites

I do not claim to have seen them all, but those I have seen seem to advertise low(ish) fees.

I can imagine this would pull in the price conscious clients, but then you have the difficulty of getting the clients to 'do their bit' so that you can maintain those low fees.

I, personally, think an accountant quoting mid-range to high cost services on their web-site would need a really good selling message to convince clients they would be getting good value for their money. This usually happens at the initial meeting but the website would have to explain it for you if it contains a fees list.

I may be a cynic, but when looking at supplier websites I am actually put off by the 'look how great we are and we will bend over backwards to help you ... all at low cost of course', etc, websites, so I avoid it for my own.

What is the answer ... I don't know, other than to try and tailor your website to the type of client you want to attract. I know that our existing clients rarely look at our web site, except maybe to find our phone no!

Edit: I am of the old school opinion that it is better to under-promise and over-deliver. When looking at web-sites that promise everything you just know you will end up disappointed .... or pay a lot!

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By cymraeg_draig
19th Feb 2011 09:37

Think about it -

How do prospective clients see it ?

A page making lots of promises says you're big headed.A page saying how wonderful you are says the same.A page of client testimonials only proves you've got a few satisfied clients.A page of fee levels says you're either cheaper or dearer than the guy down the road, nothng more. 

People are becoming immune to hard sell tactics and are seeing through salesmens tactics. I saw some recent research where it was shown that shoppers are no longer being pursuaded by the accepted tactics of supermarkets of putting convenience items (bread, milk etc) at the back of the store, and impulse buys near the tills. Similarly people are getting used to web sites and are no longer taken in by a flashy site.

Also, people don't read vast amounds of text, they are not interested. Nor do they bother watching boring video clips of someone droning on about how great their particular firm is (not). The average time spent on a web page is, I understand, something like 5 seconds, so if you want to get a message across you need to do it fast.

Keep it simple. Keep it short. Use simple eye catching graphics, and simple (no more than 6 words) messages.

The aim is NOT to get people to read your website - the aim is to get them to ring you.  Thats something most accountants forget when they turn their wensites into something to massage their own egos rather than a simple advertising tool.

 

 

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By Steve Holloway
19th Feb 2011 10:28

You really are the marmite of the accounting world CD but ....

today I like Marmite! I believe that you are correct in that consumers are becoming wise to the endless stream of marketing directed at them. I know I am not alone in deliberately rebelling against the over-sell. I will not shop somewhere that puts piles of cr## right where my trolley needs to go and websites get about 10 seconds to perform or I move on. Compulsory video intros and menu systems which omit the basic functions make me very intolerant as do flashy pop-ups all over the place. So keep it very simple with clear navigation but for me ... an indication of fees is an absolute must. I will not buy blind ... ever and I will not waste my time ringing you to find out. I am not looking for the cheapest but equally I do not want to waste my time if you are too expensive for my budget.

Some get it spectacularly right ... Amazon is one. Buying from them is a pleasure in terms of ease and subsequent service. The software they have that links in to 'people who bought this also liked this' and 'x% of people who looked at this ended up buying x,y,z' is pure genius. So its not that I can't be sold to but I want to be trated as an adult and given all of the information.

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By cymraeg_draig
19th Feb 2011 10:36

.
You really are the marmite of the accounting world CD but ....today I like Marmite!  Posted by Steve Holloway on Sat, 19/02/2011 - 10:28

 

I'll settle for that Steve - after all Marmite has been very succesful :)

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By petersaxton
19th Feb 2011 12:01

Profiles of all your staff is best

I think you are wrong when you say that a website is based on one person or it is based on none.

I think when you see a website based on one person that’s because it may be a one-person based accountancy firm.

I’ve seen other accountancy firm websites which have several staff and they have profiles of all or most of the staff. You get a feel of the people in the firm and of the firm itself.

I am always suspicious of firms that don’t give any indication of who works there. When they give promises it is relatively meaningless.

Why do you think that if you have more than one person in your firm either now or in the future you can’t give information on your staff? You can change websites as new staff join or staff leave.

I disagree with putting fees on websites because it’s difficult to take into account of all the variables. I can see it from a customer point of view but they should be able to judge whether a firm is likely to be in their price range. If they don’t have a clue they should talk to some firms to build a picture rather than expect to get it from a website. Accountancy is a very personal and unique service and fees can’t be quoted in a fair way. If you put a range of fees people will always want the bottom of the range whether it is relevant or not. See ShirleyM’s comments about her system – she has a fantastic way and you can come up with something similar with a checklist.

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FT
By FirstTab
19th Feb 2011 12:32

Clients Perspective - Transparency

Thanks for the response -really helpful.

Perhaps I am asking the wrong audiance - accountants. We have our self interests at heart.

I should be getting the clients perspective? I will ask all my clients. I know they have also have their self interests.

One of the key area of information clients want to know are the fees. I feel fees with correct information on the website will cut out a lot of time wasters. It is important to state very clearly what the fees includes and what it does not. In addition to make it claer that the fees levels will be confirmed through further discussion.

Please keep the comments coming.

 

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By Steve Holloway
19th Feb 2011 12:43

I disagree Peter ...

but clearly it is entirely a personal choice so there is no right or wrong. You say people pick the bottom of a range ... not in my experience ... they pick the middle as it is just human nature. I also disagree that each client is too unique etc ... I have been quoting fixed fees over the phone / on my website etc for 10 years and I would say I am right 90% of the time. On the other 10%, I either change it in year 2 or prior to starting work in year 1 if it is totally at odds to what I have been led to believe. I think most experienced accountants could do this without breaking sweat.

The point I was making, however, is that I am absolutely convinced (beyond any doubt) that potential clients want to see outline fees before they consider contacting you. If you don't have them on your web-site then you will never know how many clients have moved past to a rival who does.

 

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By petersaxton
19th Feb 2011 13:07

Steve

I've looked at your website.

On the main point First Tab was discussing, I like it. It gives an indication of the person a customer will be dealing with.

I am also convinced by your argument and the fees you quote. I thought my fees were low but yours are lower than mine!

The main fees that vary from mine is when a person has property income and a small limited company.

I tend to treat a tax payer with property income similarly to a small self employed person. Their records tend to be less complete than the spreadsheets of a self employed person.

The small limited company - the top end would be what I would charge for an average small limited company.

Your fees don't mention bookkeeping, VAT returns and payroll. Do you charge extra for these?

I accept that your location will affect your prices.

I see that you are not VAT registered. That must mean your fees are under £70k per year and also you don't have the advantage of setting off any VAT spent on computers, software, etc. Do you find that a lot of your clients are not VAT registered?

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FT
By FirstTab
19th Feb 2011 13:11

Profiles of staff/owner

Good point Peter about profiles of staff. I did not think of it that way till I read your response.

One point I was thinking about is where clients are used to getting the owners attention, as the practice grows worked is passed to staff. Clients may well think that they are no longer of value to the practice. They may go elsewhere. My current model like any other small practice they get me. They have bought me.

My comments about putting profile of  the owner would not make a difference to the point I made above.

I think websites that do not have profiles are selling their systems rather than the owner? This then makes it a better way to go for a growing practice?

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By petersaxton
19th Feb 2011 13:31

People and systems

I'm just suspicious of websites that don't tell you anything about the people in the practice.

I better get a photo to put on my website when I revise it - I'll have to dig one out from 20 years ago!

What's a system? Can't somebody who is profiled on a website have a system that's just as good if not better?

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By Steve Holloway
19th Feb 2011 13:31

Thanks for the feedback Peter ....

yes fees are due to change quite significantly (very) shortly following the recent survey results! I am adrift on the lower end of both SE & Ltd Co. clients. I don't quote PAYE & bookeeping as I don't do them ... I simply refer to a few providors I like who cross refer to me in return. My turnover is below £70k and I deregistered about 3 years ago. Probably only 10-15% of my clients are non-VAT registered but an awful lot more use the flat rate scheme which amounts to the same thing in the client's eyes. When I deregistered I put fees up to balance the VAT reduction. When I put my fees up in April I will still be under the limit (albeit not hugely) so I hope that the annual limit continues to increase at least with inflation or I could end up stuck for annual increases / new clients!  

 

 

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By DealKent
20th Feb 2011 16:57

Website

I thought that from your other post for a block of fees that your site was doing OK anyway so why change it????

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By petersaxton
20th Feb 2011 17:06

OK is not enough

For First Tab at least.

I don't see there's anything wrong with trying to improve something that is OK or even quite good.

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By morgani
20th Feb 2011 21:28

Why follow trends

As you have pointed out most (not all for those who are different) accountancy websites have set ways and I often find set out in the same manner with all services listed from VAT to management accounts to payroll.

I personally have a home page and then my services are based on each client i.e. self employed, partnerships, Limited Companies.  I then have a guide to minimum fees based on minimum transactions.

I don't find the clients I gain are overly price sensitive.  I get the type of clients I want and they often comment that the website conveyed what I wanted (being a friendly and relaxed atmosphere).

This has served well since the website re-design last year and with the outlay of the website and a targeted adwords campaign most new clients come via the website and Google.

I believe it does filter out those not really interested and those not suited to the way we want to do business.

The ROI for last year was nearly 10x and is looking very good for January and February so far which has brought 16 new enquiries.

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By cymraeg_draig
20th Feb 2011 22:34

Clowns ?????

One of the best ways to get attention (and that is what your website is intended to do) is to use a theme, and comedy is the best theme there is. 

 

Think about it - which adverts do you actually watch and remember ?  I bet its the funny ones.

 

 

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Teignmouth
By Paul Scholes
21st Feb 2011 06:23

Some extra thoughts

If your website is designed primarily as a marketing tool towards potential clients (aka an advert) then I agree with the points made above that you need to keep it simple and to get your message across in a few sentences &/or graphics.  Some of the new "mass market" firms do this well with their straplines declaring a cheap monthly fee to cover everything and the provision of one person who will be dedicated to your affairs.  What more does the punter want?

However, just because we now have far more control over our adverts and can change them by the hour, making them far more flexible and powerful than the traditional paper ad or brochure, they are still just adverts.

My experience of gaining new clients still matches the traditional model, ie that taking on a "cold" client entails far more investment time and carries a far higher risk of failure than taking on a client through personal recommendation.  Consequently, the alternative school of thought is that, whilst you obviously need your straplines for potential cliants, you are better off targetting your website primarily towards your existing clients, providing a top up on your one to one services.

The OP wrote not so long ago about the struggle leading up to the January deadline and has since written about his/her inability to switch off from work, this might suggest that the last thing that's needed is an influx of cold clients lured by inviting straplines?

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By petersaxton
21st Feb 2011 07:11

Don't forget the intern

But now he's got an intern to do a lot of work.

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By pauljohnston
22nd Feb 2011 10:44

Putting fees onto a website

This looks to be an interesting senario.

 

Last week I had a lady photographer starting her business and we discussed this point.  If her fees were lower than the competion she hoped to get the business.  I pointed out that this meant she valued her services less than others who had prices on websites.  This did not go down well particularly as she told me that other photogrphers were cr*p earlier in the converstaion and she took the point.  What did come out of our converstation was that if we had put our prices on the wbsite she would have not come in for a meeting which is always free at my office.

Having had the meeting she said that she felt that the service we offered was the one for her albeit more expensive than others.

There is not a right or wrong answer to prices on websites for accountants - it is just where you want to be and what you want to offer....

 

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By chatman
23rd Feb 2011 22:13

Cr##

Steve Holloway - When you said cr##, did you mean ##ap?

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