Common mistakes accountants make on their website – and how to fix them. By Matt Ellis, from https://honcho.agency. Download The Perfect Accountancy Website Book here: https://honcho.agency/the-perfect-accountancy-website-book

1. …

2. Hello

3. Matt Ellis

4. Donny > Linc > Knuts

5. Mountain Biking

6. Formula 1

7. Music

8. Family

9. Designin’ since 1999

11. We create beautiful, functional,
mobile-friendly websites that attract,
engage and convert customers.

12. Great reputation

13. AstraZeneca

14. An X Factor Winner

15. An X Factor Looser

16. Guy Chambers
(Not Robbie)

17. YMCA

18. UK Space Agency
(I didn’t even know we had one)

19. Plus many others…
(150+ clients)

20. Why accountants?

22. …

23. 5 Mistakes Accountant
Websites Make
and how to fix them

24. 1. Your Homepage
Sucks

25. • Your homepage is the first page most
visitors are likely to go to
• 1st impressions count

26. Common Issues:

27. 1. Too much text
2. Does not explain the benefits
3. Has no clear ‘Call to Action’

28. 1. Too much text

29. People don’t read
websites they scan
them

30. Keep text short

31. 1. What do you do?
2. How do you make my life better?
3. What do I need to do next?

32. 2. Does not explain the
benefits

33. Explain the benefits –
not the service

34. How does this make
my life better?

35. Save time
Save money
Less stress

36. 3. Has no clear
‘Call to Action’

37. A simple way to
present that

38. The ‘Hero’

39. Accounting for
design agencies
We’ll help you save time and money
so you can grow your agency

40. 1. What do you do?

41. 2. How do you make
my life better?

42. 3. What do I need to
do next?
AKA ‘Call To Action’

43. Accounting for
design agencies
We’ll help you save time and money
so you can grow your agency

44. Remember!
People don’t read
websites, they scan
them

45. The ‘Grunt Test’

46. Accounting for
design agencies
We’ll help you save time and money
so you can grow your agency

47. Be clear.
Not cute or clever

48. F-Pattern

49. Accounting for
design agencies
We’ll help you save time and money
so you can grow your agency

50. Accounting for
design agencies
We’ll help you save time and money
so you can grow your agency

51. Call To Action Tips

52. Contrast

53. CTA x 2

54. Accounting for
design agencies
We’ll help you save time and money
so you can grow your agency

55. CTA x 2 + 1

56. Accounting for
design agencies
We’ll help you save time and money
so you can grow your agency

57. #DesignTips

58. Accounting for
design agencies
We’ll help you save time and money
so you can grow your agency

59. Download my
book for more

60. 2. Poor SEO

61. AKA:
You Don’t Get Any
Visitors Because
No-one Can Find You
Online

62. SEO =
Search Engine
Optimisation

63. SEO =
Does Google
Understand What My
Website Is About?

64. SEO =
Am I Giving Google
The Correct Information
So It knows What My
Site Is All About?

65. SEO is Complicated +
Mysterious 👻

66. #Fact
You need a content
strategy to rank on
Google

67. You need to think about
What would people
search for to find your
business?

68. #Fact
People use Google to
find answers to
questions

69. #Fact
People are looking for
your services

70. Examples:
Each month / Google / UK

71. “Accountants Manchester”

72. 450
Searches Per Month

73. accountants in london = 1200

74. accountants leeds = 250

75. Local Searches

76. local accountants = 700

77. accountants near me = 7000

78. EACH MONTH!

79. Google Search is a
massive opportunity

80. Crunch

82. 134,000

83. Your site can be fixed
(It’s not in print)

84. Step 1.
Install Google
Analytics

85. 200 Google
Ranking Factors

86. 2 Types of SEO

87. 1. Onsite SEO
2. Offsite SEO

88. 1. Onsite SEO

89. The DNA

90. Content

91. H1 + H2

92. Meta Title

93. Meta Description

94. Page Url

95. Image Descriptions
(Alt Tag)

96. ALL = DNA

97. WordPress
SquareSpace
Rocketspark

98. #ProTip
Don’t just rank for your
brand name

99. 2. Offsite SEO

100. Backlinks

101. More people talking
about you = More
important Google thinks
you are

102. Business Directories
Yellow Pages
Yelp
Foursquare

103. Write Guest Blogs
Local News Websites
Sponsor A Local Event

104. An Offsite Defo!
Google My Business

105. “Accountants near me”

106. Other Google
Ranking Factors

107. Speed
https://developers.google.com/speed/pagespeed/insi
ghts/

108. Mobile-Friendly
https://testmysite.withgoogle.com/intl/en-gb

109. SSL 🔒

111. SEO Resources
https://backlinko.com/google-ranking-factors
https://trends.google.com/trends
https://ahrefs.com/academy/
https://answerthepublic.com/
https://neilpatel.com/ubersuggest/
*** Blogging for Business – Ahrefs Academy ***

112. 2. Bad Content

113. Homepage
About
Team / Bio
Services
Contact
Blogs 😱

114. Content Tip
Use short headlines
(Remember the ‘Grunt Test’)

115. Content Tip
Use short paragraphs
(People don’t read websites – they scan them)

116. Content Tip
Break up content
with images

119. FREE images!

120. https://www.pexels.com/
https://unsplash.com/
https://www.canva.com/

121. About Page

122. About Page
Not about you

123. About Page
The ‘We’ Check

124. About Page
Team / Bios

125. People buy from people

126. You want people to
read this

127. Too long = 😵

128. Add personality

129. 3 paragraphs

130. Bio
1. Who you are and
what you do

131. Bio
2. Relevant
achievements

132. Bio
3. Fun or personal

133. F1… or others

134. #ProTip
Use a good photo.
Not a selfie

135. Resources
Building A Story Brand – Donald Miller
BAMF – The Copywriting Bible
Plenty of Clients Manual – Dov Gordon
Copywriting – Nick Kolenda

136. 4. Bad Design

137. Content is 🤴

138. Bad Design
+ Traffic
= OK
(something to work with)

139. Pretty Design
+ No Traffic
= Fail

140. #DesignTip
Embrace Design
Norms

141. #DesignTip
Use Quality Images

142. #DesignTip
Choose a Legible Font

143. #DesignTip
Use Good Font Sizes

144. Mobile + Desktop

145. #DesignTip
Don’t Use Too
Many Fonts

146. #DesignTip
Design for the type of
clients you want

147. Resources
Don't Make Me Think – Steve Krug
Nick Kolenda – User Experience

148. 5. They Don’t Capture
Leads

149. Getting traffic
but no leads?

150. Give them something
of value

151. ✨Lead Magnet✨

152. Give something
of value… in exchange
for their email

153. Checklist
Video Course
Webinar
Whitepaper
Or…

155. “7 accounting tips for
your business”

156. “8 accounting secrets
for small business”

157. Super powered
when niched

158. “7 tax saving tips for
design agencies”

159. “8 accounting secrets
for design agencies”

160. Promote them
everywhere!

161. Homepage
Social Media
LinkedIn
Adwords
Direct Mail

162. Specific landing page

164. The Process

165. 1. Create a Lead
Magnet

166. 2. Use email marketing
software

167. MailChimp
ActiveCampaign
Campaign Monitor

168. 3. Create an Email
Sequence

169. They’ve seen the value ✅
Given you their email ✅
Pre-qualified themselves ✅

170. Email #1 Value
Email #2 Value
Email #3 Value
Email #4 Offer + CTA

171. Yes / No

172. Yes = 🎉

173. No = Repeat

174. Recap!

175. 1. Have a clear message
2. Let Google know who you’re writing for
3. Write engaging content
4. Make it look great
5. Capture emails

176. Get the book

177. 🎉 FREE 🎉

178. honcho.agency/
the-perfect-accountancy-website-book

179. Conclusion

180. Your industry is being
thrust into a digital age

181. Transitioning from a
high street business
into a digital business

182. Up your digital game!
Or get left behind.

183. You’re in luck! 🍀

184. The standard is low

185. This is an opportunity to
smash it

186. Go and do it! 👊

187. …

188. Matt Ellis
Email – matt@honcho.agency
Twitter – @MattAEllis
honcho.agency/
the-perfect-accountancy-website-book