How to create a brilliant website

Sue Davenport

Webinar originally broadcast on 18th April 2012 by AVN – helping accountancy practices

become more successful and enjoyable to run

Ellen Woodbine

Agenda

• Why have a website?

• Your target audience and MWA

• Web design and functionality

• Website content ideas

• SEO and web analytics

• … the one thing you MUST have on your

website to maximise success

Why have a website?

• ‘Shop window’ for your practice

• Immediacy of search

• Open 24/7

• Allows frequent updates

• Sells your services

Recognise these issues?

• Boring design

• Out of date

• Poor navigation

• ‘Us’, not ‘you’

• Wrong audience

• Too much text

• Inconsistent style

• Links not working

• Phone number hidden

• No testimonials

• Too much jargon

• No videos

• Latest News not updated

• No analytics

Your target audience

• ‘Ideal client’ profile

• What do prospects need to know?

• What do clients need to know?

• Future team members?

• Other visitors

Your MWA

• Most Wanted Action

• Identify it

• Make it obvious to visitors

• Every page

Find out how your business compares to hundreds of other businesses in YOUR industry!

Web design

• Design is subjective

• Should reflect your brand/personality

• Do your research

• Competitor sites

• Other professional sites

• Likes and dislikes

Logo removed

name removed

name removed

details removed

Typical design

Alternative?

Website functionality

• AIDA

• Content Management System (CMS)

• Navigation

• Searchability

• Contact / call me back

• Location map

Website content

• Written for the visitor – not “us/we”

• Solutions – not services

• “Above the fold”

• Not too text-heavy – use images

• Easy to navigate – plenty of page links

• External links – when to use

Website compatibility

• Different browsers

• Mobile navigation

• Test

Search Engine Optimisation

• Keyword research – Google Adwordshttp://adwords.google.co.uk – click ‘get keyword ideas’

• Keyword-rich text, titles and descriptions

• Keyword-rich URLs / page links

• Social bookmarking

• Image alt tags

• Regularly update content

Website Analytics

• Google Analytics – free http://www.google.co.uk/analytics

– Unique visitors

– Average pages per visit

– Average time on site

– Traffic source

– Bounce rate

– Search keywords

– Goal conversion

Includes ready-to-use systems, checklists and an action plan

Normally sold for £195

Just £145 if you order today

http://www.myaccountantsclub.co.uk/shop/Webinarwebsites

Set-up normally £1500 + VAT

Just £995 + VAT if you register today

A simple solution

Free trial - visit www.avnwebsites.co.uk

Fully customisable

Full list o

f tutoria

ls and

support forum

• Use video• YouTube belongs to Google – searchable

• Embed keywords

• Adds interest

• Human element

• More powerful testimonials

Top Tip!

Your questions

If you think of any more questions following the webinar please post them on the Discussions board on our LinkedIn group – search for:Marketing Solutions for Accountants

Thank you so much for watching our webinar.

For more AVN webinars for accountants please visit

www.avn.co.uk/webinars

How to create a brilliant website

Sue Davenport Ellen Woodbine