Marketing and Websites For Accountants: The Official W4A Blog

Build the Perfect Website for Your Accounting Startup

Right out of the gate, all accountant practices must have efficient accounting websites, which helps create site visitor curiosity and client confidence. Much of the time less is more; you don’t always have to be complex in your design to start.

Your online presence is an essential part of your accounting company’s marketing strategy in today’s interconnected world. Right from the start, all CPA companies must have killer accounting websites, which builds prospect interest and customer trust. You don’t need complicated functionality though, most of the time simpler really is better. Launch even the simplest site, it will attract prospects and generate search engine authority. You may use as much time as you need to update and improve your website once you go live.

Choosing the Right Designer

In addition to the usual credentials like a great portfolio and a history of success, you should work with a company with extensive experience in designing great accounting websites. A CPA owned and operated solution provider will bring great ideas.

Find the Design that Works for You

Chances are that you already have some ideas about how you want your website to look, how your leads should interact with it, and the features you would like it to have. You should keep it simple and add only the most critical functionality for your company. You bring the risk of delay as a result of code errors and technical issues if you try to add too many features at once. You should start out with the basics, because if you don’t carefully manage the project scope, website development costs can add up very quickly. Keeping things simple surely helps you remain within scope and on schedule. And for your visitors, it additionally helps to create a clean first impression. Stay with your focus. Keep to your core elements and you will present a definitive image of coherence.

Focusing on essential features will also help your firm stay away from PR mistakes. Not making a cogent plan is the most frequent cause of online advertising campaign failure. Your business can prevent this by keeping it simple.

Use a Content Manager that Works for You

A CMS (content management system) is a piece of software that simplifies the authoring, publishing and editing for excellent accounting websites with out the need for hand coding. There are lots of types of CMS’s you can use, as they have been in use since the late 1990’s. You can pick a free open-source system such as Drupal or WordPress, you may purchase a proprietary system, or you can have a system written just for your company.

Ideally, you would want to find and work with a CPA site solutions provider that has a great CMS as part of its service offering. An open-source CMS, the next best option, will help your practice avoid monthly fees. This is not just a less expensive choice, but it also gives you a widely supported web publishing application with a large community of developers backing it. Frequently, the features and applications you seek have already been developed by open source developers.

Is a Template a Good Solution for Your Practice

This can save a startup a lot of money. Many great accounting websites are developed with pre-made templates. Templates help with keep costs to a minimum. To achieve economies of scale, many website providers offer templates. If your budget is limited, you’ll probably find that many Drupal and WordPress templates work well for great accounting websites. Your business may save both time and money with professionally created templates.

Be Ready to Grow

When your site launches, you will want to schedule some regular updates to keep your site fresh-looking. You may find that your website requirements can frequently unexpectedly change as your company grows over time; you might even decide to add new features. Well designed accounting websites easily adapt to these changes, ensuring flexibility and scalability as your business grows.

The Psychology of Accounting Website Design and Marketing

The connections between psychology and marketing might seem obvious enough, but the link between psychology and accounting is a little more obscure; at least at the surface . When it comes to your firm’s accounting website design, however, the psychology of the visitor is of paramount importance.

You’ll enjoy lots of surprising and profitable benefits when you exploit some simple psychological principles in your website design. You can not only increase the number of visitors to your site, you can also maximize your conversion rate.

Lots of studies have been conducted on the behavior patterns of prospects over the years. These studies closely examined people’s thought processes, browsing patterns, what they choose to view, how they process the information, where they click, and how they react to visual sensory data.

Keep It Simple
If your visitor is looking for particular information on a specific subject you’ll want to avoid offering too many options. Give them what they want right on the landing page, and use that as an opportunity to direct them to other areas of their site.  Studies indicate that if your visitor doesn’t find what they’re looking for within 30 seconds, they’ll most likely abandon your site to find the information elsewhere. That source might very well be one of your competitors’ websites. We definitely don’t want that!

It is better to offer enough interactive choices in your accounting website design that the lead can find what they seek quickly and efficiently, and that your prospect feels like they are in control when they visit.

Leave Plenty of White Space
White space refers to the area between your paragraphs. It’s the space on your page with nothing on it, and it’s pretty important.

When writing your website content, try to keep your paragraphs short. Though some studies indicate that long paragraphs let people read the information faster, people tend to prefer to read shorter paragraphs instead.

Shorter paragraphs make your website content more visually appealing, and they enable your readers to digest the information you provide more easily.

Use Lists
Since the majority of your prospects are in a rush, they often don’t read entire paragraphs, but instead quickly skim the information. When you use thinks like bullet points or numbered lists, you help the prospect quickly skim the paragraphs.

Use lists to help highlight key ideas or major points. These help your reader find our main points quickly and easily.  They also allow you to pack a great deal more information into a very small space.

Grab Them with a Powerful Headline
For maximum effectiveness, your headlines should be attractive. You need to catch the readers eye. They need to see, at first glance, that they have found exactly the information they’re looking for.

They ought to be on your homepage, and all of your subsequent site pages as well. To capture the attention of your audience, use titles such as “Basic Tax Rules,” “Accounting Tips 101,” or “Better Bookkeeping”. Even though these are merely suggestions, the more catchy and the simpler the headline is, the better it will perform.

Use Headers
Break up your paragraphs with descriptive headers. This not only helps your visitor find the information he’s looking for, it also helps you put new ideas in front of them that may help them to explore new services you offer and new pages on your site.

Considering these ideas and using exploiting a few basic principles of psychology on your website design and in your other marketing materials will make a huge difference in the effectiveness of your efforts. You’ll get more visitors, better visitors, and they’ll stay longer giving you a better chance of converting them to clients.

Marketing Big on a Shoestring Budget

Marketing is one of the most important factors determining the health and continuing success of a business or organization.

A lot of people don’t like marketing. It costs money, and is often perceived as taking away from your profits, depleting capital, or sapping vital manpower. There is a long term gain, though, and if you’re on a tight budget there are a few critical budget friendly techniques to improve both accounting and customer acquisition.

  • Set yourself apart with incentives There is nothing a new or returning customer likes to hear more than the word “free” or “discounted”. Although this is sure to illicit a better response from customers, any one of your competitors can simply run a sale.
  • Sponsoring events run by other businesses can attract new customers to you, and very often only require a donation of the goods or services you already offer. In addition, running these events yourself will bring other sponsors to you–increasing your audience, as well as forging important partnerships.

These techniques effectively move your marketing expenditures to the back end of the sale. It’s an effective technique, but don’t rely on it too heavily. There are pitfalls in devaluing your own service.

There are many other techniques for marketing your accounting or CPA practice for little or no money down. My favorites involve exploiting techniques that require the smallest outlay of time on my part.

Produce and publish high value, shareable content.  Instructional videos and info-graphics for small business owners, distributed to the right networks, can boost your visibility and reputation.

If you can’t afford new content, try recycling old content. Review articles, blog posts, and studies. Give it your own spin. This is a cheap, easy way to put new content out there, and in many cases it’s a chance to build relationships with authors and influencers who’s content you’re boosting.

Finally, and most importantly, formalize a customer referral program. Your best customers will always come from word of mouth, so give your customers a good incentive to share you with their friends.

5 Warning Signs Your Client is Unhappy

Ever had that feeling where you really want to cut a client loose? Well, sometimes that’s a two way street. As an accountant, you are one of perhaps scores in your immediate area meaning a client can jump ship to another CPA at anytime.

Being able to identify an unhappy client before they dump you is a vital skill. It’s even more important in service based businesses like ours with recurring income. After all, retaining a client costs less than attaining a new one.

By identifying unhappy clients early you afford yourself an opportunity to repair the relationship. Here are some time tested ways to do that…

1. Survey Results
Having customers provide feedback is vital for you to improve every year as well as seeing your performance on average. Surveys provide a safe, even anonymous, way for clients to review your performance. Sure people will mess with you. Those responses will be easy to suss out, though. And the remaining results can be parsed together to provide a pretty good picture of your client’s satisfaction.

Non anonymous surveys, you can even call them “performance reviews” and ask your clients to fill them out annually, can offer even more client-focused and useful information. Read these carefully. People will often want to protect your feelings and may offer little more than passing references to problems that are really bothering them.

2. Social Media Ranting
Unhappy people will talk when they are unhappy a lot more than when they are happy. With social media integrating into society, clients will vent on the internet. Setting up a Google Alert for your name and company can let you address concerns immediately.

3. Stops Wanting To Meet With You
If a friend stops wanting to meet with you, would you be concerned? Of course, the principle also applies with clients. When a client starts to make up excuses that become frequent (only so many emergency situations one can have) then there is a cause for concern. Human behavior sees many people avoiding tough conversations, this client may well be waiting for communication to naturally fall off completely.

4. Asking For Sensitive Information
Has your client asked for a password or other credentials from you? Your alarm bells better be ringing. As an accountant clients generally only contact you when they ‘have’ to. If they start asking for information that they do not need daily, then they are likely in prospecting new services.

5. Stop Replying To Emails
In today’s world, everyone checks their emails every few days and generally replies within that time too. If a client does not respond to emails, especially when there is an explicit need for them to respond, there is likely an underlying issue which you need to address ASAP.

When dealing with clients, remember the customer is always right. Making an unhappy client happy is a strong signal that you care. Spotting these unhappy clients early can be tough. Be proactive, diligent and consistent with the above observations and you may be surprised by what you discover.

Turn Clients into Fans with Social Media

Social media has grown into one of the most important forms of advertising out there. With traditional marketing, such as print or television spots, you are able to produce an ad for a general age range and possibly gender, but outside of this, the information is produced and witnessed by individuals of varying demographics, many of which are not likely to purchase your products or services.

Social media, on the other hand, allows you to specifically target individuals who are in your demographic. By fine tuning your marketing, you can reach individuals who are more likely to utilize your offerings.

Of course, with social media websites such as Facebook, Google+, Twitter and others, it is possible for clients to follow your profile. There are many reasons why a client might follow you, but there are benefits for your own company as well.

Company Benefits
With your business, appearances matter. Showcase yourself as a strong, vibrant company. The stronger your business appears the more likely
prospects are going to choose your services. After all, folks want to be part of a successful, and profitable, company. With your social media numbers, the more followers you have the more popular and profitable your company appears.

Every accountant knows that business is all about numbers. Social media is no different. You’ve compared different companies before. It says something when one company has several thousands followers while the other has only a few dozen. Most prospects will gravitate toward the company boasting the better numbers. After all, if that many individuals already like the company, it must be doing something right.

Don’t be shy about building your social media presence. Ask your clients, vendors and friends to follow you.

This keeps them in contact with your services and products, but it also improves your numbers, which in turn can attract other possible clients to your business.

Customer Benefits
Give those who do follow you real value for their help. When a customer decides to follow you on any given social media website you have an opportunity to offer them a number of very real benefits.

Every time you post a new sale update or product release, your fans become the first to know about it. They get first crack at new offers. If you release special sales codes and advertisements through the social media website, they are more likely to purchase products from your business as they can save money.

When you post more general information with real value, they get a chance to pass it on to their clients and friends in turn, boosting their own reputation as well as yours. Keep this in mind when writing social media content. Give your fans content that make them look good, as well as yourself.

Rock Your Practice With Inbound Marketing

Just imagine driving to work every day knowing that you’re not going to need to spend your day networking for new clients. No more bulk mailings or flyers. No more cold calling new businesses in the area. When you learn how to take advantage of inbound marketing new clients come to you.

Inbound Marketing Benefits

There are a lot of reasons why, in today’s competitive market, it is vital to shift the allocation of your marketing funding from the costly and predominantly unsuccessful traditional pairing of interrupt and outbound marketing methods to the practice of inbound marketing.

The advantages of inbound marketing include:

  1. Lasting: Inbound marketing sources are indefinite.  As resources to your business, they are very powerful. A traditional marketing campaign takes a tremendous amount of time, energy, and cost to execute. These campaigns only exist for a short period of time. They have an expiration date. However, if you generate a whitepaper with the title “How to Successfully Engage an Accountant” it will generate website leads.  Even simply posting a link to your latest blog article is a powerful resource. The odds of a return on one article might be small, but down the road you’ll have 50. Then 200. Eventually the calls will start to become more regular.
  2. Elastic: By tailoring your calls to action to your desired market you can adjust your inbound marketing techniques.  This allows you to account for your prospects’ habits and changing/seasonal needs. You can create or outsource the authoring of blog posts and articles according to the demographics of your market.  You can also use outlets for social medial like Twitter and Facebook as it suits you. This creates a long-term, web-based channel with which a traditional interrupt/outbound marketing piece can never compete as their effectiveness dwindles over time.
  3. Economical: Because inbound marketing techniques are free beyond the labor cost of the author, an inbound marketing campaign is extremely cost effective. Outbound marketing assets last for only a couple of months.  They also cost thousands of dollars. You can launch an effective inbound marketing campaign yourself or with a part-time employee or even an outsourced inbound marketing specialist for a fraction of the cost.
  4. Adaptable: Once launched, if you find your techniques aren’t bringing results, it is easy to adapt an inbound marketing campaign.  This will bring quick results for your campaign. Making adjustments to an outbound marketing campaign can be enormously, sometimes even prohibitively, expensive.
  5. Focused: Outbound marketing projects your message to your audience. The problem is that they are not focused on your firm. For example, a prospect is listening to a radio station and hears an advertisement, interrupting their music. Inbound marketing techniques bring your message to prospects through their own free will. One example would be someone looking for a local accountant via a search engine.  They see your firm’s CPA website design via a search result. With an inbound marketing campaign, your message is delivered directly to your prospect.  There is never interference by a sales pitch or a marketing agency. This avoids the danger of a prospect feeling like they were duped by an outbound marketing promise.  With inbound marketing, the prospect has sought you out. Instead of interrupting their activity, you are encouraging them to find you.

The practice of inbound marketing can be a breath of fresh air from interrupt marketing for your prospect. It neatly avoids the complications associated with vying for attention in a very crowded space.  Outbound marketing can get on a prospects nerves far more easily than convert them. For them, it is a chance to find or interact with your firm effortlessly when they are LOOKING for you rather than bombarding them constantly in the hopes that the need for your services might eventually arise.

Winning Marketing Techniques for a Soft Economic Recovery

Today’s economic landscape is not as cheerful as we had hoped it might be. Despite a strong stock market the prospect base isn’t growing, and that’s leaving accountants having to compete for a limited client base. To make things worse, improving technology has more and more people doing their own taxes, leaving us in the awkward position of having to compete with software solutions for a dwindling number of customers.

For many clients this recovery has had little to no impact, but for others the last recession is still ringing like a warning shot across the bow. They are really worried about their jobs when the next round of mergers and acquisitions occurs. This is likely to happen fairly soon thanks to a windfall driven by recent corporate tax breaks.

Hard times are a problem for everybody, but they also offer opportunities.

Visit with your business contacts, new leads, and contacts that are well-connected and offer special considerations just for them. Stand out with your willingness to offer unique, highly personalized services.

Start encouraging your contacts to take advantage of 4th quarter tax planning sessions. An uncertain economy creates an opportunity to explain the importance of impact planning to your clients.

The key metric for measuring the impact of successful tax planning is, of course, money. Boosting client confidence has real value, too, however. Being aware of this and taking advantage of a clients desire to feel a sense of security offers a real competitive advantage for your business. Your leadership can give them real hope and confidence, even increases their dependence on you.

By offering your clients comprehensive financial services as part of their tax planning; investing, managing cash flow, and in some cases, planning an estate; you not only increase your billable hours. You also help your clinets reduce their day to day stress.  That’s how you turn clients into raving fans and generate referrals.

OK so you’ve planned your session. Now what?

  • Listen to and validate the concerns about the current economy. You don’t want to sound too optimistic or you will not seem realistic. Your client is not thinking optimistically.
  • Relate the client’s concerns to their situation in particular. A soft recovery affects everyone in different ways. It is not as effective to speak in abstract terms as it is to relate the economy to their particular situation.
  • Be realistic that filing taxes is nothing more than a fact of life. This shifts the client’s focus to their lives instead of the act of filing taxes.
  • Effective tax planning can bring a sense of security. You need to present strong guidance. One idea is to offer a CPA website reference library, that has coaching topics. This will aid you in providing a sense of direction for your clients and help to improve their lives.

 

Conducting tax and fiscal planning with well-connected customers is the most successful and inexpensive method of increasing your firm’s visibility within your local area. Your clientele will tell others how your practice did much more than just file their tax return. They will say that your business took the time to help them plan for the future and manage their lives.

An Accountant’s Guide to Starting Your Blog

There are a lot of people these days who’ll tell you blogging is dead. From a certain perspective that might be true. Blogs certainly don’t offer the same SEO value they used to and not many people pay any attention to RSS feeds anymore. That’s not all there is to blogging though.

Blogs still have marketing power, especially if you are actively marketing in social media. Blog articles make excellent shares on sites like Twitter, Facebook, and LinkedIn. They establish you as an expert in your field and give you a chance to put your brand in front of an audience.

The hard part is, of course, getting started… So let’s get you on the path.

Before we start, let’s make sure we understand who we’re writing for. It’s important that we post to the needs of our intended audience, so let’s examine why people might need us.

Businesses are audited regularly to guarantee compliance with accounting regulations. Public companies are held accountable to the Public Company Accounting Oversight Board. People look to you to make sure they are fully compliant with these ever-changing rules and regulations.

You are also vital during tax time, as you help individual taxpayers file their tax papers on time, finding every last credit they are entitled to so that they receive the largest possible return (or make the smallest possible payment).

Finally, many business owners look to you as an informal partner, helping them identify and maximize areas of profit.

Offer Your Readers Value

Your blog should contain useful, relevant information pertaining to the practice of accounting. It should present clearly how your firm benefit the reader. Provide real information about your accounting services. Demonstrate how you have made your clients successful.

This is an excellent opportunity for client testimonials. Many people think that accounting work is flavorless and uninteresting. A blog is an excellent opportunity to use humor to present your CPA website in a colorful manner.

Avoid the temptation to skew your content too heavily towards businesses unless you’re in the enviable position of being able to turn away individual clients. Even decision makers for large firms will be interested in saving money for themselves and their families, so you can’t go too far wrong posting about individual accounts even if what we all really want are business clients.

Your blog should be fun and easy to read. Write clearly with proper formatting and good grammar. Make it interesting for the reader. If your blog is written too formally or if you get too verbose your readers will lose interest.

Use bullets and charts to condense information and shorten your post.

Your post should be:

  • Short and on-topic.
  • Clearly and concisely written.
  • 450 to 700 words long.
  • Composed of short, easy to read paragraphs.

Using pictures to illustrate your point is a good idea but don’t use oversized images that slow down your pages load time.

Videos are also an excellent way to add visual appeal to your blog posts.

Make it Interactive

Use your blog as an interactive discussion platform, where your audience is invited to ask questions and leave comments. It is a great feeling to receive blog comment notifications in your email. Each comment is an opportunity to create interaction. It could be a client complaint that needs to be addressed or a compliment that you can use as a client testimonial. Either way, it is important for your audience to know that you value their feedback and hence their loyalty.

Links to external sites containing CPA materials are a great way to build authority. You can also use your blog to market your other blogs. It is a good advertising opportunity.

As a first time blogger, starting a blog can feel like an overwhelming process. Stay focused, keep your posts short, and keep it relevant. Make sure your posts have no errors in punctuation, formatting or grammar. Make your point and talk to your audience naturally. It will take some time to begin a steady community, so be patient, relax, and relish the process.

Getting The Most out of Your Accounting Website

For a modern accounting practice, a good website matters. Your website plays an important role in both prospecting for new clients and retaining existing ones. You can’t just put together a web page with your contact details.  Think broadly. Develop a site that adds value to your practice.

Here’s how…

Can Prospects Find your Site?
The major search engines, Google, and Bing, crawl your site automatically.  They’ll index your both your overall site and your unique pages individually. They’ll explore each one to determine the relevance of each page to specific search terms.

One key metric that will determine your pages’ relevance to specific search terms is the frequency and manner in which those “keywords” appear on your page. Another is the manner and type of information being presented.

Google is getting pretty good at reading content for context, so be aware that when you use a page to sell your services you’re going to be under a lot more scrutiny than you would be if you just used your page to provide visitors with information.

A good website will need both kinds of pages, of course, but Google will turn a much kinder eye to your site if you concentrate on giving visitors useful information.

Looks Matter
Your visitors will form an impression about your practice from your website design.  Make that first impression a good one. Your design doesn’t need to be extravagant (in fact it probably shouldn’t be) but it should be attractive.

Think of your site as your online lobby. Keep it neat, friendly, professional, and welcoming. Use your site as a showcase for your expertise and highlight your firm’s areas of expertise. If your practice specializes in audits or construction accounting make sure your website makes that clear.

Unique Graphics Make an Impression
Lay off the text. Stick to short, succinct paragraphs that convey your message quickly. Fill the remaining space with eye catching graphics that make your reader feel comfortable and at home.

Talk to People
Encourage dialogue with your visitors by creating a community and asking for feedback. Offer them a newsletter. Make sure they have a quick, easy way to directly contact your office.

Post feedback forms, read them, and reply to them. Answer feedback directly and take even small complaints seriously. Even negative comments, if addressed professionally and quickly, can have positive results.  Attentive interaction can quickly turn a critic into a fan.

Provide Opportunities for Learning
It is a good idea to use your website to offer something of value to your visitors.  As an accounting professional you are responsible for educating your patients their taxes and fiances, anyway. Put that information on your website, too.

Play the Long Game
It’s likely your best long term prospects aren’t looking for a new accountant right now. Never allow leads to grow cold. Nurture relationships with people even if they’re currently happy with their accountant or CPA.

Things change over time. Market research shows that the average client/accountant relationship lasts seven years. That means, down the road, pretty much everyone you meet is going to need a new accountant eventually. Use email marketing, your newsletter, and interactive site content to keep these leads warm.

In a few years when their accountant moves, takes a new job, or retires you want your brand to be the one that prospect thinks of first.

Share the Love
Ask your clients and friends to talk you up on social media sites like Facebook, Twitter, and LinkedIn.  Sharing is easy with modern technology, and most people will be happy to help you out.

There are many social media sharing tools you can offer on your website. Include “share” and “like” buttons.

Use social media to promote new site content and blog updates.

A quality CPA or accounting website can help you increase your client satisfaction, cross-sell off season services, and manage your practice more efficiently but  your websites main job will always be helping you find new clients. Looks matter, but your practice’s value message is far more important and that’s the real secret to converting website visitors and networking prospects into clients.

The Language of Visual Design: Using Color to Send a Message

When designing a website for your CPA or accounting practice make sure the colors you choose aren’t contradicting your content. Colors send powerful subliminal messages, and if you combine your message with the wrong color choice you may very well find yourself sending the wrong signals to your prospects and clients. On the other hand, stick to a few simple rules and your color use will reinforce your message in a powerful way.

Use a Color Theme That Catches Attention
The benefit of accounting website templates is that they’re easy to individualize with your own style. Your site’s background color is one of the elements that can and should be tweaked when giving your site a personal touch. Why? Because the color of the background immediately conveys your level of expertise and trustworthiness.

What Colors Say About You
Colors have meanings, and it’s important that this meaning not contradict the message you want to send out to your prospects. Not all colors are suitable for use in a CPA or Accounting website while others may be perfect but are so overused they may interfere with your attempt to create a unique brand.

Recommendations:

Blue: Everybody loves blue. It’s everywhere, and not just because it’s a soothing color that reminds us a clear summer sky. Blue’s is also a great messenger for almost any business. Psychologically it suggests steadiness, professionalism, and seriousness.  The only downside to blue is it’s popularity. If a lot of local accounting firms are already using it you may want to turn to a different color.

Green: Green’s another good choice for an accounting firm. Like blue, it sets people at ease. From a messaging standpoint it symbolizes money and health, which gives the message that you will help a business become healthy and profitable.

White: White is, perhaps, my favorite color for a professional service. This is perhaps the most under-appreciated color in design. White is a perfect color for almost any website because it represents simplicity, something that helps reduce the anxiety of prospective accounting and CPA clients. White gives you a clean, simple background that makes your entire site feel welcoming and approachable.

Black: Black can be a useful color, but use it with a modicum of caution. Black gives the clear message that you’re serious about your work and will be a reliable service provider. It also suggests a level of elegance and grace that might actually intimidate some visitors.

Other Suggested Colors

  • Gold: Wealth, divinity.
  • Silver: Purity, honesty, integrity.
  • Burgundy: Nobility, status.
  • Orange: Newness, youth, renewal, energy.

Text Color
Once you decide on the background color for your website, you need to pick the text color, too. Make readability your primary concern. Check out a variety of accounting website templates to get a range of ideas before picking a color scheme.

Most companies’ websites have either a black or white background. The most popular combination of background and text color is a white background with black text. It’s an old classic; reliable and clean. My favorite design scheme is black text, white background, and a color theme for headers, borders, cells, and highlights.

If you decide on a black background, you must use brightly colored text – but not too bright, which can blur edges. A medium blue could be the best choice for this background.

Red
Red is a fascinating color. Red implies energy, urgency, and danger. It makes a poor theme color for an accounting firm, but it is an unparalleled choice for “Call to Action” links. Reserve use of this color only to the most important links on your site. It catches the eye and inspires action.

The Bottom Line
A good user experience is the key to good website design. Above all else the website must be readable and convey a clear, consistent message. Your color choices are key to When you’re thoughtful about the color combination to use, you increase the odds of publishing a lead-generating website for your practice.

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