What's the purpose of your website? Is it to provide your contact details? Display your pricing and services? Showcase your brilliant financial skills and team? Provide links to useful resources and calculators?
You could answer yes to all of the above questions. But what factors are the most important to prospective clients? To answer that question you need to put yourself in their shoes.
What are prospective clients looking for when they visit your website?
First up it's really important to understand that your website visitors have extremely limited time and attention; they want to expend as little effort as possible in evaluating the relative merits of your firm. This means you need to make it as easy as possible for your visitors to understand what you offer and most importantly why they should choose your firm over alternatives.
How do you do that?
The answer lies in getting to the point. Quickly. Really really quickly. In fact, for the greatest success you must get to the point right on your home page – in your very first headline.
Here's an example:
You'll notice that the headline doesn't include any of the fails or clichés we often see on accountant websites such as:
"We're proactive" – that should be a given.
"We're professional and operate with integrity" – I would hope so!
"We're chartered accountants" – so what!?
"We have over 45 years experience" – does that mean you're a dinosaur and out of touch?
"Accounts & Tax" – pleeeeeeeease don't lead with a list of boring service categories. People already know what accountants do.
The measure of a good headline
One measure of a good headline is whether it prompts a response in your visitors to respond: "Wow, sounds great! How do you do that!?" – then they have to read more to find out whether it's true.
The goal of your home page is to capture attention with a valuable offer or promise and draw people in to read more.
Tips for creating your compelling headline
If after reading this you feel like your home page and headlines are weak and selling you short, don't fret, it's something that can be fixed quite quickly (especially if you have a PracticePlus website that makes updating your home page super fast!).
The first thing is to come up with the headline... and this could actually be a fun brainstorming session you could have with your team or marketing person.
And here's a tip, often I find that the seed ideas for your headline can be found in your existing About Us page on your website. Scan down the page and look for the most valuable benefits or promises that you're making. Also have a think about what you're most passionate about when it comes to delivering services to your clients.
It could simply be that you're hell bent on delivering compliance work within 21 days after receiving the information of a client. Or it could be that you love making businesses more efficient using Cloud technology.
With a bit of reflection and perhaps asking what your current clients appreciate about you, you can really start to nail down some great headlines that could transform your home page from "meh" to "Wow, how do you do that!".
Added bonus tip to power up your About page
Oh and here's an added bonus – any headlines that don't make the home page, consider them for sub-headings on your About Us page. Keep in mind that your About Us page is usually among the top 3 pages viewed by your website visitors, so it's vital you make it as compelling as possible – don't underestimate its power in convincing people that you're worth a call.
Need some assistance?
If after reading this you'd like some help to craft your headlines, home page, or even get a website that makes making changes like this super-easy please feel free to email me for a chat.