Visit your site as if you just found it by doing a search on Google and you know nothing else about the company. What is your first impression? Does your site convey anything about you? Would you call yourself?

As an accountant, you are asking new clients to reveal to you very personal information. Your web site needs to convey a certain level of comfort with you, so that potential customers are willing to take the first step and open a dialog with you about your services.

Many of your customers will come to you because a friend or colleague of theirs recommend you. That recommendation is simply a vehicle that conveys trust in your firm. Your web site can also be that “friend” or “colleague”, and convey trust, albeit in a more subliminal fashion.

One way to convey trust is to make your site personal. Add a Meet The Team page, or Partner’s Bios section, complete with photo’s and descriptive paragraphs of each person’s professional history. But don’t stop there, we’re just getting started.

How about if each person shared their favorite books and movies? (Don’t forget to put those books on your recommended books online bookstore page!) While you are at it, talk about each person’s favorite sport or activity. Did anyone win a recent award, get married, have a baby? Anyone in your firm involved in community activities like coaching a little league team, volunteer at local shelters or organize charity events?

By showing your prospective clients a little about your personality, hobbies, and values you give them a chance to identify with you. Once potential clients feel comfortable with you they’ll take the next step and call, and you will already be one step closer to closing the deal.

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