Expert insights and advice for ambitious financial businesses

Does your accounting website only look good?


It’s all well and good having a website which looks elegant, sleek and modern and, as website nerds, we appreciate good aesthetics on an accounting website. 

Animations, high quality images, clean layouts really gets the blood pumping for web designers. But all of these things aren’t the point of a website.

Wait. So the point of a website isn’t to look as cool as possible?


Unfortunately not and while we try to create websites which are cool, our main aim is to create websites that are effective for accountants.

So that fade-in effect isn’t making my website effective?


Yes and no. Cool effects make a website look professional and subsequently more trustworthy, but no one ever used an accountant’s services because of an effect, no matter how cool it is.

So how can I make my accounting website effective?


An effective website takes prospective customers on a journey, which begins as soon as you click on the homepage. There is a clear structure in place of where the user will go next, where we want them to end up and how they’ll get there.

A website needs to have a goal in place. What do you want the client to do when they go on your website?

We like to decide what the end goal is and work backwards. For most accountants, they want potential clients to either book a phone call where the clients can discuss the problems they are facing or fill out a form stating their problems for the accountants to get back to. Both of these will usually be on a Contact page to give users a choice.

This is how we turn potential clients into actual clients.

So now we know we want to get our website visitors to the Contact page to book a call or fill in a form. Now how do we get them to that Contact page?

We like to add buttons throughout the website which link to the Contact page. These are called Calls to action. We want the user to act and they won’t act unless we tell them to.

Some people will read your heading and be convinced immediately that they want to speak to you on the phone and book a call with you. Others will want to read every word of your website before booking a call. 

We need to realise that not everyone’s journey from your homepage to the contact page will be the same and we should cater to every kind of journey. We don’t want the person who is ready to get on a call with you after reading your headline to have to read the whole website before he can book a call. While we also don’t want the person who needs detailed information to only be able access the contact page from the homepage.

This is why there should be calls to action throughout the website.


I see a website like a spaceship. As the spaceship goes into orbit, many parts of the spaceship fall off – these are people who have already been convinced but your website’s content and have made their way off the spaceship into your contact page. While the parts that are still on the spaceship need more information before they book a call with you. 

It’s impossible to know exactly when a person will be convinced to go to the contact page, but what we do know is that when they are convinced, they will know what the next step is and they will know how to do the next step.

If you look around this webpage you will see calls to action on the header, in the footer, on the sidebar and another one in the next paragraph!

If you would like your website to become more effective and generate more leads, book a FREE consultation call with us at Accountac and we can discuss what options are available to you to make your website attract more clients.

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