Because I help accountants get their marketing messages across effectively, I spend a lot of time looking at the websites of accountants and accounting firms around the world. (I know, it’s a rotten job, but somebody has to do it.)
It’s frustrating to me that so many firms make the same mistakes — mistakes that take away from the success of their sites. this month, I want to tell you about one that flies in the face of any firm’s claim to be client-centred or caring.
This is the true story of my own search for a particular service I was ready to buy. Like most folks, I began my search online, and I came across a site that claimed to offer the service I needed. they described their services, their experience, their client type, their length of time in business — but nowhere on the site was there any indication of human identity! No names, no pictures, no humans. Who are these people?
I clicked on the Contact Us tab. No contact information — just a web form inviting me to put in my contact information so that they could contact me! Are they crazy?
That’s like saying, “OK visitor, you have no idea who I am or if I am even a real person, but please give me your contact information on faith so that I can contact you (or not) at my convenience.”
Would you fill in their form? If they ever did contact you, how would you know it was them?
The Internet is so huge we no longer have words to describe its size. The competition for attention and business is massive now and growing every minute — no, make that every second. If people are actually finding your website, you’ve either been incredibly lucky (and don’t count on that continuing) or you’re doing something right. But if you’re not identifying yourself as a real human being with a name and a face, or even a group of humans with names and faces, you’re squandering the opportunity to make a a connection and possibly turn a visitor into a client.
I simply assumed these people were purposely hiding their identify for some nefarious purpose, and I surfed away as soon as I had enough material for this post for you.
Could this be happening to you?
By the way, most business people are too close to their websites to see their weaknesses. If you’d like to know how to improve your site’s performance, a website content audit might be the answer.
But if you do nothing else, make sure your site reflects some kind of human presence. Otherwise, why would anyone want to do business with you?