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?

Looks like users who have previously signed-up to play with Xero on a free trial will have received this email this morning.  Clearly, the marketing ploy is to prompt fence-sitters to make the switch before the start of their new financial year, which for most businesses begins 1st April.

The offer has 43 days to run, so represents a saving of about £26 for a business using Xero’s “Medium” plan.  Is this enough of an incentive?  Personally, I am not convinced but it is a clever way of getting into the inboxes of prospects without looking spammy.