Revamp your online presence: Why updating your website is critical in 2023
By Kristy Gusick, Align Marketing Group
April 25, 2023
Having a website is essential for any accounting firm. Your website serves as a virtual storefront, providing potential clients and new recruits with valuable information about your firm’s services and culture.
However, simply having an informative website is not enough. It’s crucial to keep your website up to date and relevant to stay competitive in your industry. We'll explore the five reasons why it is essential to give your website both a facelift (think graphic design) and an all-around upgrade (think better tools and structure on the back end).
1. Security
One of the most critical reasons to update your website is to ensure its security. Websites left for long periods of time without regular updates are more vulnerable to security breaches and hacks. Hackers often target outdated software or plugins, taking advantage of vulnerabilities in the code.
When a company has a security breech or leak, they risk losing credibility with their clients and even losing business. The fallout can include informing clients and partners of the hack and rushing to resolve the issue by meeting with the developer, changing passwords, etc. — all pretty stressful. Keeping your website’s software and plugins updated ensures that security vulnerabilities are addressed, and your website remains secure.
2. User experience
Your website should provide an optimal user experience for visitors. Investing in experts, like graphic designers and digital marketers, to assess and update your website will pay off by enhancing the user experience. When visitors experience fresh and modern content that is visually appealing and intriguing, they stay on the website longer and remember it better. Users are also more likely to return to a website that offers new, relevant content and resources.
Last year, I worked with an accounting firm who committed to a thoughtful website overhaul with their ideal client in mind. They refreshed branding graphics, revised the way that blogs and resources are offered, added sections and built functionality for prospective employees to learn about the firm’s culture and job opportunities. They’re very pleased with the new appearance and the results of new clients coming in!
3. Search engine optimization (SEO)
Search engines favor websites that are regularly updated with unique, relevant and high-quality content. Updating your website with new wording can improve your search engine rankings, making it easier for potential customers to find you. Relevant keywords and meta descriptions should be written into your site code to help improve your website's visibility on search engines.
Think of it this way: If you are not out there actively trying to expand your digital footprint, your competition is doing so and they’re taking space you could have had!
4. Branding
Your website is often the first point of contact with potential customers, and it represents your brand online before any human interaction does. A well-maintained and smartly worded website reflects positively on your brand, establishing credibility with potential customers. An outdated or boring website will give the impression that your business is not active, not current for 2023 or not invested in providing the best possible experience for customers.
Outdated branding can also result in business loss. A lack of clarity in describing services, for example, can turn away ideal clients and even bring in the wrong clients.
5. Technology
Technology changes so rapidly that we can’t just sit back and coast with existing websites for several years. Websites that don’t offer current functions that visitors expect can quickly feel outdated and disappointing. I recommend working with a savvy programmer to add new tools as necessary and ensure that the site remains compatible with new devices and browsers, providing a seamless user experience for all visitors.
While you can’t — and shouldn’t — jump on the bandwagon for every single new trend, incorporating modern and eye-catching elements can help you stand out from competitors and make a lasting impression on visitors. Look closely at your site’s performance metrics to help determine where you can get the most bang for your buck.
Revamping your website is much more than getting a new header image, font or updating the about us section. It’s essential to work through all five of these areas to help your accounting firm stay competitive and successful in today's digital marketplace.
Kristy Gusick is the founder of Align Marketing Group where she and her team specialize in helping accounting and financial advisory firms with their marketing and business development efforts. You can reach Kristy at kristy@alignmarketinggroup.com or at 651-592-4662.
