Marketing and Websites For Accountants: The Official W4A Blog

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.

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