Getting accounting leads to your website is an accomplishment on its own, but it’s just the first step in the sales conversion process.
Once they are there, you have to wow them with your content long enough to get them interested in your services, because once they are interested, you’ll (hopefully) have the opportunity to pitch your services.
However, for many accounting firm owners, this is the point in the sales conversion process (or accounting firm sales funnel, as we like to call it) where they struggle. They get potential clients to their site, but can’t get them to stick around long enough to see their value.
Here are some of the most common reasons leads are leaving your website and a few tips to get them to stay.
1. You’re Giving Them Too Many Options
“Click Here”
“Contact Us Here”
“Download Our Guide”
“Check Out This Resource”
“View Our 300 Services”
The options are endless! But that’s the problem. Giving visitors too many choices is turning them away from your website. They see all the places you’re drawing their attention to, decide it’s too much, and search for the “X” as fast as possible.
Instead, try to include one, simple call to action. A “Contact Us” will do wonders. This gets them to reach out to you, which is (most likely) the ultimate goal of your site.
Remember, it’s okay to have multiple call-to-action buttons on your site, just make sure your messaging is consistent and not too overwhelming.
2. Your Content is Hard to Read
Content is the most essential piece of your website. It’s what you use to grab attention and explain to your visitors how you can be of value to them.
We know you have a lot to say, but if your content is hard to read, leads will leave your site.
Here are a few simple tips for producing better website content:
- Create content with your visitor in mind i.e. how you can help them reach their goals.
- Don’t just focus on the home page. Content is essential on every page.
- Do not copy and paste content from other websites. Sounds like a no-brainer, but many firms are guilty of this and it dramatically impacts your organic reach.
- Keep your copy short and sweet. Use headings, subheadings, and short (one to two sentences) paragraphs.
3. Your Website Has Too Many Pop-Ups
Pop-ups can be a great way to get leads to sign up for your newsletter, receive free tools you’ve created, or reach out to you, but too many is the fastest way to push visitors away.
Use pop-ups sparingly and intentionally.
For example, a popup for a free cash flow projection tool on the home page may be too forward. However, that same pop-up on your resources page would be more logical and lead to more sign-ups, considering the visitor was already interested in your resources.
4. Your Pictures are Loading Too Slowly
You’ve heard the saying “a picture is worth a thousand words”, and there’s plenty of truth in this for your website. However, if you want them to speak for your accounting firm, you need them to load quickly.
Leads will turn away if your pictures are slow to load. This same issue knocks your website down in search engine rankings, driving away the possibility of more organic reach.
To avoid this, reach out to your website builder to see what you can do to improve your loading speeds.
5. You Have Too Many Ads on Your Website
Ads can be a great way to make a little extra passive income, but let’s face it, they are tacky and send leads packing.
If you insist on including ads on your website, keep the number low and place them in areas that won’t distract visitors from receiving your message.
6. Your Website is Difficult to Navigate
Usability is another important factor in keeping leads on your website. You want them to be able to navigate it easily to find what they are looking for.
You should also make it a point to have a mobile-responsive website. Just over 59% of all website traffic comes from mobile devices.
If your site is impossible to navigate or doesn’t work on a mobile device, visitors are going to leave immediately.
7. Your Website Auto-Plays Audio
There aren’t too many things more annoying than opening a website and hearing a video blasting in the background. Especially, if they have to scroll through your home page to turn off the sound.
This isn’t to say videos are bad, in fact, they can be very beneficial. However, do not allow them to auto-play as soon as a lead visits your site.
If you include a video, give visitors the option to play the sound on their own. This will keep them on your site longer.
8. Your Website is All About You
Many websites make the mistake of talking all about themselves and their features rather than the benefits they provide.
Your website visitors will stay if they feel an immediate connection. That connection is made when they feel like what they’re reading is speaking directly to them.
Website copy should start with your ideal client, the problems they have, and speaking to solving those specific problems.
Then, if your ideal client happens to be on your site, they will feel like you’re speaking directly to them!
9. You’re Not Educating Your Visitors
Some website visitors are only browsing. So if everything on your website is about selling your services, and every call to action is to set up a discovery call, those who are browsing will leave.
It’s better to have an active blog full of educational content. Maybe the website visitor isn’t able to move forward with services now, but they’d be interested in downloading a guide or receiving regular emails.
Now they’ve taken action, are connected with you, and are much more likely to work with you when they’re ready.
Get Accounting Leads to Your Website and Keep Them There
You’ve already done the hard work of getting leads to your website, now it’s time to make sure they stay!
If your website is struggling with any of the common mistakes above, don’t hesitate to make corrections. We suggest reaching out to an expert (like Full Stadium Marketing) to ensure your website is built for converting leads into clients.
Contact us today to learn how we can help you fix your site, generate accounting leads, and grow your firm!
