As our team began work on the development of CountingWorks PRO 3.0 in 2020, we knew one of our top priorities was to completely rethink our site editor and the websites we create for tax and accounting pros.
Through this process, we doubled down on our commitment to web design that matches the professionalism and trustworthiness of our clients.
While there are many aspects of our site editor and website designs that were revamped as part of CountingWorks PRO 3.0 – stay tuned for more on that soon – there were four areas we want tax and accounting pros to recognize the importance of:
A study by Google had two key findings:
TL;DR: The simpler your website design, the better.
There are a few principles that back this up:
In a joint study by Harvard University, University of Maryland, and University of Colorado, researchers couldn’t find any universal design guidelines among various demographic groups. The only thing that was universal was “that a more visually complex website had less visual appeal.”
(While we’re talking about visual website design here, it’s worth noting that simple copy – i.e., any text on your website – also performs better than complex paragraphs. No one will read a long-winded description of your offerings in detail.)
If you were to think back to the early days of the internet – when websites were a new phenomenon and “user experience” hadn’t entered our vocabulary yet – you could probably picture what an obnoxious site looked like. Tons of clashing colors, perhaps even some flashing on the page – enough to give you a headache.
That principle still holds true today. Color can be used “to attract attention, express meaning, create desire, drive conversions, and even earn a customer’s loyalty” – that’s a lot riding on a seemingly simple choice.
Here’s a quick description of the science behind how humans perceive color:
“Basically, your retina converts visual information from the real world into electrical impulses. Those impulses are then routed through the appropriate photoreceptor cells to transmit color and light information to the brain.
The more color and light variations on the page (i.e. the greater the visual complexity), the more work the eye has to do to send information to the brain.”
In the same way that you don’t want to make it difficult for a client to work with you (i.e., easy onboarding, simple contact options, packaged pricing), you don’t want to make it hard work to look at your website.
When you’re deciding which colors to choose for your website, consider the color wheel.
Source: Studio1 Design
Some good combinations include:
Some web design experts suggest having 3-6 colors in your chosen palette:
Believe it or not, showing human faces on your website will make you seem more human to your site visitors. This is one of the best ways to increase conversions.
Here are some stats to back this up:
Include pictures of yourself, your team, or even stock images and your design will be drastically improved.
You don’t just need to target your niche within the copy on your website. You can also cater to your ideal clients within the design itself.
Consider whether your optimal prospect would want to see hard numbers and facts, or if they might be more drawn to the aesthetics and style of your site.
The industries you’re targeting should always be top of mind as you go through the design process, whether in the images you choose or the proportions of copy to empty space.
This may all seem like a lot to consider, but the important thing to remember is that less is more. Don’t overthink your design – after all, simplicity is the goal here.
Our CountingWorks PRO 3.0 site editor makes it a breeze to design your tax and accounting website in just minutes. The intuitive platform will guide you through choosing a design, theme, images, color palette, copy to match your specific service areas, and more.
Check out a preview of one of our new sites below, and contact us to get started.
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