Writing for accounting and legal websites

Pic courtesy of rgbstock
Pic courtesy of rgbstock

How do you write interesting contents for websites for accounting firms and legal practices?

Let’s state the obvious.
Both the accounting and legal will agree that at some point of their business, they would have realized that :

  • their website’s not generating anything. It’s just there for information and formality.
  • their website’s too boring. Often, it looks more like a hierarchical sitemap (imagine an organization chart where things start from the top, branching out into subsections beneath it, typically on subdivisions on “About Us”, “Products”,  “Services” which continues into subdivisions again)
  • it does not stand out from the crowd. There’s hardly anything unique about it. 

To begin writing powerful contents for these websites, let’s ask ourselves these 3 Magic Questions

  1. Who do you want to visit your website?
  2. What do you want them to do while they’re visiting your website?
  3. Why will they choose to visit your website instead of your competitors?

The quickest way to transform your website is to reframe your approach to the 3 Magic Questions:

Who do you want to visit your website?
To transform your website, you’ll need to identify your target group and write contents that’ll appeal, attract, convince and convert your target group. Web design, colours, fonts and all the aesthetic values, carefully crafted to appeal and please the eyes and most importantly, to establish that connection with your target group. Include other pertinent details, too. If multinationals are the ones you target, state your affiliates with overseas counterparts. If local conglomerates are your target groups, affirm your professionalism with your network and support from local authorities. These will draw your target group to you.

What do you want them to do while they’re visiting your website?
Imagine meeting a well-suited lawyer or accountant who’s giving a talk in a seminar about what they do. What’s your take away from the talk? Most likely, none. Because, there was no active engagement. No call for response.  What was heard could very soon be forgotten.  Their websites are built that way, too. A “one-way” medium to provide information to their visitors but nothing to solicit responses. You can change this by inserting a call for action on your website. Or, you can tweak the words on your website to implicit  responses.  Use better words. Instead of “Services”, use “Cases We Solve” or “Sectors” to “Industry Champions” or “About Us” to “About Our Clients”. These will draw their attention to you, arouse curiosity and spur a call to you.

Why will they choose to visit your website instead of your competitors?
A powerful way to do this is to get a good write up on your client’s testimonials on cases you’ve solved or get existing clients to let the world know just how good you really are! Period.

Don’t forget the next time you are crunching numbers or solving cases, give a thought about your website. Once done right, it’ll be a unique, interesting and powerful tool to generate revenue.

Related reads : 3 tips To Improve Law Firm Websites 

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