ur research shows that accountants' branding and websites tend to be quite similar. From the colour palettes used in their brand identities to the way their websites look and feel, our research highlights a lack of differentiation in the way accountants present themselves online. If you're considering rebranding your accountancy practice in order to modernise your firm in the eyes of your prospects or to position your firm away from that of your competition, these pointers can help your practice stand-out.
An emotive or evocative name can inspire confidence in your clients, garner attention and attract a new customer demographic and a new breed of talent to your workforce. Your company name is the first thing a prospective client should remember about your business and therefore should be short, memorable and interesting. Get these things right and you're taking the first steps to stand out from your competition.
Logo and brand identity
There's little excuse for your logo and brand identity to be using the same colour pallets and serif typefaces that most accountants still use. When done right your brand identity (along with your name) should prompt an emotional response with your audience. Does your branding position your accountancy practice correctly in the eyes of your potential clients (and against that of your competition?)
Brand identity tips:
Our research into accountants branding showed that there are a small handful of phrases used over and over again on accountants websites. These phrases tend to inform the viewer that this firm of accountants works with businesses large and small. They do little to articulate a true positioning for the firm and therefore do little to inform the prospect of why they should choose that firm over another. If you're using terminology in your positioning statements such as ' pro-active', or 'a wide range of services' you're inviting your viewer to look at your competition for a less vague explanation of exactly what is they do for customers like them.
Positioning statement tips:
If you're using terminology in your positioning statements such as ' pro-active', or 'a wide range of services' you're inviting your viewer to look at your competition for a less vague explanation of exactly what is they do for customers like them.
You've heard the cliches about websites... they're all true... Your website really is is the hub of your marketing efforts, your shop window, your chance to make that all-important first impression... Make it count. At the very least your website should be secure (i.e. it should have https:// at the beginning) and it should work on mobile devices. If your website doesn't tick both of these boxes at the very least your audience will look elsewhere. On accountants websites, we frequently see crowded, poorly designed homepages, with far too much information on the screen. This is confusing for the site visitor, as they will not know which bit of information to absorb first. Download our Website Guide for accountants for more info on this topic.
Don't overcrowd your website homepage with information, consider what your core message is and make sure that this message 'comes through' to the reader
Very few accountants invest in ongoing content creation (such as blog articles, or infographics) but by developing and publishing content specifically targeted to your audience you will go a long way to differentiate your practice and you will be considered an expert in your field. Content such as blog articles not only give real substance and quality to your social media efforts, it also drives people back to your website and helps your rank in Search Engine Results Pages for your chosen niche (if you choose to niche).
Content creation tips:
Social media marketing
Social media marketing should be used to develop brand awareness, bolster your credibility as experts, and distribute your thought leadership. Any content you create, such as blog articles for your website, should be distributed via your social channels to drive traffic to your website. You can also use social media to show the 'human' side of your company, helping your firm portray itself in the manner you'd wish to be perceived, e.g approachable, on-the-ball, knowledgeable and helpful. Download our Social Media Guide for Accountants for more info on this topic.
Social media marketing tips
Attracting younger talent is a challenge for all professional service firm, and especially for accountants. Think about why a young person would want to work at your firm. How does your company come across to someone in their late teens or early twenties who is looking for a career in accounting? Are you modern and fresh? Does your brand identity and even the content you produce resonate with them? Do you have a 'Work with us' page and does it make a compelling case? Do you talk about the benefits and progression a young worker can expect through a fulfilling career?
Employer branding tips