Here is our philosophy on what makes an excellent website.

1.) CREDIBILITY

Between 50-70% of your website visitors were not referred to you. They found you by Google or another marketing channel. This means they don't know you, they don't like you yet, and they certainly don't trust you yet. That's exactly what they want to decide in about 9 seconds when they hit your homepage. They knowingly or unknowingly ask "Is this firm competent to solve my problem(s)?" ,"Is this a firm whom I can trust my money and livelihood?", "How easy is it to business with them?"

Stats overwhelmingly show they are looking for trust factors like reviews, case studies, certifications, associations, and especially something that ties you to the local community. The page with the third most traffic is almost always the "about us" page, why? Because they want to know who you are and what your firm stands for.

2.) COMMONALITY

We need to say it again, what prospects are looking for when they come to your website is confirmation that you can solve their problem(s), that they can trust you, and that they will have a fairly painless experience. Though most don't realize it, prospects are scouring your website to find commonality. They are seeking answers to questions like "Who has this firm done business with?" ,"Do I know any of their clients?" ,"What have they done for my community?" Other commonality things they are looking for are Alma Mater, Fraternity/Sorority, Military, Civic Clubs, etc. The first step to liking and trusting someone is finding commonality.

3.) APPROACHABILITY

Unfortunately we have all been beat down in the past and we have a little anxiety when we go out of our comfort zone, especially with legal things like taxes! After they feel confident that you are competent and trustworthy, the next hurdle is to get them to actually contact you. In most cases that's either a form fill, appointment calendar, phone call or text.

Your phone number should be prominent on every page, in addition to other contact information including your business address, business hours, and other ways to contact you. We strongly recommend you use a local phone number and not a toll-free number. There really is no reason for toll-free numbers anymore. Millennials do not even know what they are. In fact, recent studies from Google Ads show that a local number will convert over 30% better than a toll-free number for accounting firms. No one wants to talk to a CPA in New York City, even if you live in New York (just kidding).

Live chat and chatbots help prospects feel comfortable so that they can approach you with questions. It is akin to walking into a box store and someone asking you if they can help you. Most of the time, you do not need their help, but when you do, you are glad they are there. You should also have a call tracking phone numbers which allow for texting. Prospects text questions all the time. Make it as easy as possible for prospects to get ahold of you. You must be approachable.