Accountants websites – are they working?
I recently participated in a discussion on AccountingWeb where I questioned the value of including detailed technical and tax resources on accountants’ websites. My long-held view is that such resources are a waste of money. If I were a client, I would want to pick up the phone and get the answers I need. I would not expect to find them for myself, “on the website”.
However, since there are many providers of technical content and many accountants including their services on their sites, I wondered if I was alone in my view – so I created an online survey and asked for responses.
With only limited public awareness of the existence of the survey, I am pleased to have received 32 responses. I promised to publish the results and here they are (pdf format).
I believe that the results support my view including technical content on an accountancy firm’s website is not good use of the marketing budget. Some 24% of firms had no idea if clients or prospects ever used it and less than half (47%) thought that the cost of technical content represented value for money.
Looking at all respondents, including those who did not include technical content, only 16% of firms reported receiving more than “one or two” enquiries per month from their website. This, despite the fact that the overwhelming majority (85%) had refreshed the look and feel of their site recently (less than three years ago).
So, I stick to my view. Accountants need a professional web presence but only something that a prospect can use to “kick the tyres” before making contact to initiate a discussion. Existing clients will likely never visit the site, because they have no need to – and if you think tools, guides and calculators on your site will make them come you are deluding yourself.
Accountants, think for a minute – you are a supplier in your clients’ eyes. Now, thinking about yourself, when was the last time you checked out the website of the firm’s PI insurer or stationery supplier?
