We love the fact that the main Hero image is a real photo, not an airbrushed stock photo. I spoke with Margaret Holmes from Engine Room who, while not the biggest fan of seeing her own face front and centre on the Homepage, acknowledges that it often comes up in conversations at seminars and events.
Engine Room's 'WHY' is they believe that successful businesses are essential for the economy and for New Zealand. This is what drives the team, and they are happy to talk about business and how they can help. So they don't talk accounting and tax; they talk business. And having real people featured on the website is relatable:
"Real people, in business, can help yours be a better business"
Margaret also finds they punch above their weight and are competitive against larger firms. Authenticity pays off.
A marketing plan is essential for a accounting firm, and Margaret is a convert to inbound marketing. The team have integrated their website with Hubspot, and experienced huge success with this intelligent automation platform. A huge advantage is the comprehensive analytics available, giving insight into the effectiveness of targeted activity. Margaret says that resourcing a marketing function is no longer optional for an accounting practice, and having a great website is the key to your market positioning.
Your Homepage is the first port of call for prospective customers and returning clients. If your office is full of 20 year old models then you can get some great 'thumbs up' shots, or perhaps enthusiastic 'fistpumps' in various locations. If not, consider investing in 'real' shots that do actually represent your firm in action.
Engine Room consistently get comments on their website and that personable Hero image.
It's great to get feedback that your website resonates with your clients. Consider how your online presence showcases your business and your team, and be authentic to your brand.