Web redesign is about more than marketing
A while back, we blogged about the changes we’re seeing to accountant’s websites as they begin to work with clients in new ways. We’re seeing this more and more. At the NZ edition of Xerocon this year, Gold Partner Laurenson Chartered Accountants won a draw to have a web redesign by the team at Mogul. Their in-depth case study is a great example, highlighting the process they undertook to reflect new ways of doing business.
Using photographs of real people dealing with real clients really jumps out in this case study. Stock photos have no place in the age of social media as individuals emerge from behind the brands. Kudos to Mogul and Laurenson for being brave and leading the charge on this in the accounting profession.
The way Laurenson are using their website to communicate, highlights a bigger shift in the vision (and back-end processes) of accounting practices globally. Accountants are repositioning themselves as approachable, human, business advisors. They want to regularly work alongside clients – instead of just once-a-year compliance work.
Hopefully, seeing this change to accountants websites will make small business owners pretty excited. It signals an undercurrent of more proactive business advice heading their way. Small business are such a big contributor to GDP, that governments should be pretty interested too.
If you’ve been rebranding, going through a web redesign, or changing your approach as a practice, we’d love to hear in the comments below how you’re communicating that to clients.