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• Out of date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
Recommended
