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As technology continues to evolve, more and more businesses are adapting to the digital world and shifting to an online approach to business – and the accounting market is certainly no exception. Which is why paying close attention to website design for accounting firms is fundamental. Think about it: your website is often the first point of contact for your prospective customers and the online touchpoint for your returning clients, so it’s vital you make the right impression. Your website is essentially the window to your business, so it needs to be up to standard.

Aside from the above, strong website design can also have a positive impact on your SEO, help to build and maintain relationships with new and existing clients, build a strong brand image and provide a competitive advantage for your firm.

Several important areas must be addressed during the process of website design for accounting firms, some of which are outlined below:

  1. Strategy: as with any area of marketing, when it comes to website design for accounting firms, you should start by devising a clear strategy. To do this, you should look at answering the following:
    • What are your main goals? What are you hoping to achieve from your website?
    • Which direction do you want to head in from a visual perspective? Are there any particular areas you want to focus on?
    • Who is your target audience? How can you tailor your website design to meet their needs and expectations? 
  2. Usability: of course, one of your key priorities must be to ensure your website is easy to use; this should be for both the end-user and those adding content from the backend. 
  3. Responsive design: more than half of all web traffic now comes from mobile devices, so it’s fundamental you make use of responsive design to ensure your site is mobile-friendly. 
  4. Accessibility: the web is designed to be used by everyone, which means your site must cater to those with disabilities. Some examples of ways to make your site more accessible include:
    • Considering font size and styles
    • Ensuring your site is accessible for keyboard-only navigation
    • Considering colour contrast
  5. Visual design: good design will by no means guarantee a good website, however, poor design will most certainly have negative implications for your accounting firm. When it comes to reviewing the visual aspects of your website, you should consider:
    • Layout
    • Colour palette
    • Typography
    • Imagery

Whilst it’s all very well developing your website, to truly understand whether your changes have been effective, you must evaluate your design. As we’ve already mentioned, there are several key aspects of website design for accounting firms to consider, which means there are also numerous areas that need to be assessed. Some examples of how your website design can be evaluated include:

  1. Strategy: you must ask a range of questions, including:
  • Have you defined a clear purpose for your website? Is the current design fulfilling this?
  • Does your website make it clear you are an accounting firm? Are your services obvious to the end-user?
  • Who is your target audience? Have you taken this into account in your design?
  • Are there any specific actions you want your audience to take? Does your design encourage them to do so?
  1. Content: the content of your site is arguably one of the most important elements, as ultimately, it is what will help to build relationships with your audience and drive conversions. When assessing your content, you should consider the following:
  • Is it relevant to your target audience? Does it offer value to them?
  • Does your content help to satisfy your target users’ search intent? Is it easily accessible?
  • Is your text legible? Have you considered fonts, text size and colour? 
  1. SEO: this should be a key consideration when designing your website, as ultimately, it is what will get it seen by your target audience. Here you should ensure to address the following:
  • Optimising images with alt-text
  • Optimising any coding
  • Using relevant keywords
  • Ensuring you have a clear sitemap
  1. Visuals: when evaluating the aesthetics of your website, it is useful to consider the following:
  • Are your visuals (colour, imagery, etc.) aligned with your brand?
  • Are they consistent throughout your website?
  • Are they appropriate for your target audience?
  1. Usability: this is fundamental for any website design to be considered effective. Here you should consider:
  • Site speed
  • Navigation
  • Search functionality
  • Broken links
  • Optimising your site for use on mobile devices and different browsers

For more information on developing a digital strategy for an educational institution, please email or call 01628 783973.

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