BLOG: Don't bury the lede

Your 'About' page is one of the most important pages on your website, second to your home page. It's where website visitors go to find out if you're the right accountant for them. Learn how you can make the most of this critical page on your website.

BLOG: Don't bury the lede

Don't bury the lede

The phrase "don't bury the lede" refers to the journalistic error of 'begining a story with details of secondary importance to the reader while postponing more essential points or facts'.

As an accountant you might think, "what has that got to do with my website?"

The answer is EVERYTHING. In fact it's this principle that drives a lot of what we do at PracticePlus. Let me explain.

Get to the point. Quickly.

What we find with MOST accountant websites we see is that the reader has to wade through several paragraphs of text before getting to the really important stuff. And in case you're wondering, the really important stuff is the 3 or 4 reasons WHY people should choose your accounting firm over others. So what you do differently, or what you do exceptionally well.

Here are three examples of websites that lead with their difference: 

In the last example, you might notice it's not so much about being different, but it's more about being clear on who you are and what you stand for. Do this well and you have a much better chance of attracting the types of clients that you really want to work with.

Where many accountant websites go wrong

Rather than using the space to talk about what matters most to website visitors, the About page often gets filled up with things that people already know or simply don't really care about. Things like:

  • We have 25 years experience doing tax, super planning and business planning
  • We are based in Sydney
  • We are responsive and proactive
  • Blah blah blah

It's boring and fails to make an emotional and personal connection with your visitor.

Remember your website is talking to people. People who have hopes, dreams, fears and disappointments - why not show them what their brighter future might look like if you were their accountant? Why not talk about how easy it is work with you, how it will be energising & fun, that you'll constantly find ways to add value to their financial world...

...or even if all you want to do is compliance work, that's okay. In that case you might focus on the speed of delivery and ease of communication, and show that you've made it super easy to submit end of year questionnaires etc.

And lastly, if you have no idea what makes you great in the eyes of your clients, then you need to ask them! It's easy. Create a simple survey and ask your clients questions like:

  • What are the strengths of [firm name]?
  • What are the weaknesses of [firm name]?
  • How would you rate our communications with you?
  • What one thing could we do better?
  • Would you refer us to your friends / associates? (Net Promoter Score)

Once you know the answers to these questions you'll have a much better idea of the kinds of things your About page should include because you'll know what actually matters to your clients

Oh, and the last question is the most valuable. For anyone who scores you a 10, then it's the perfect opportunity to ask two more questions:

  1. Can you write us a testimonial / case study we can use on our website?
  2. Can you give us 2-3 names of people who might value our services?         

Fixing your website

At PracticePlus we've been eating, sleeping and breathing accountant websites for over 6 years. We only build websites for accountants. We can help you find & create your points of difference and express them beautifully on your website so you can win the kinds of clients you WANT to work with. 

 Interested? Book a free consultation to have chat about your website with a free review of your About page to see if it's up to scratch.




Michelle Polglase PracticePlus

As General Manager for PracticePlus, Michelle is inspired by innovation and on a mission to provide the best website solutions for accountants and bookkeepers globally.