by Erik Thomsen
Websites have become an integral part of just about every businesses. During the last few decades, websites have grown from being the frivolous tools of elite corporate bodies to one of the most powerful instruments in marketing so, as an accountant, you need to have a website.
Whether you get it designed by a professional web designer or do it yourself using a Content Management System like the ones provided by companies like Intuit and GoDaddy you will have colors throughout your site, including its background, the text, and its headlines and so on. Colors should be used properly because every color conveys a particular emotion.
Keep in mind these words of wisdom. An expert once said, “your website is like a brick wall between you and your client.” You should take the right steps to “tear down this brick wall” so as to create an impact on the visitors of your website. Your website should contain your logo, of course, but there’s much more to branding than just a logo. Your CPA website design should be done in such a manner that your site has an attractive layout and a color scheme the sends the right message to your prospects.
The Importance of a Good Color Scheme
Colors convey a lot. Colors psychologically impact the visitors to your site. When the colors you choose for your site melt into the theme of your profession, they can create a great connect between the potential clients and your business, but when they don’t the inconsistency can be jarring. At best this is off-putting, but at worst it can actually create feelings of distrust in your visitors.
Colors and Emotions
Colors are highly expressive and communicative. They provide ample scope for expression of emotions. Much of what graphic designers do is make small but significant changes to build upon the expressive strength of the colors. Your web designer should ensure that there is complete harmony between the colors and the theme of your profession. No space on your website will be without colors. Even the different shades of the same color can have different emotional impacts on the visitors.
Personalizing Your Website to Provide a Unique Identity to Your Business
Emulate CPA and accounting firms which have succeeded in personalizing the design of their websites by involving themselves completely during the design of their sites. These firms generally field unparalleled branding on their sites. You can actually enhance the quality of your relationship with your clients by exploiting the right colors on website.
The colors you choose can create a unique identity for your business. They will provide a subtle, almost subliminal, insight into the true nature of your business. In order to take full advantage of this unique attribute you need to clearly define the potential audience you want to reach. Identify what emotions you want them to have when they visit your site. This will help you to choose those colors that may inspire the visitors to have those specific emotions.
Ever notice that clearance sale tags are red? Red actually creates energy, a sense of urgency. It can even cause people’s metabolism to speed up. This is a BAD primary color for an accounting site as is it can create anxiety, but it can be a great way to influence a visitors actions on the site. Burgundy, on the other hand, creates a feeling of serenity. That’s why it’s so commonly used on cosmetics and hair care products.
The most common primary colors for any accounting website are blue (trust and security) and green (wealth and relaxation). Yellow (youth and optimism) is often used as well, most often in combination with orange (aggressiveness and enthusiasm). Black (power and authority) is often used to sell high end products, but I prefer to keep sites more down-to-earth. I find “power” sites can actually intimidate prospects.
Keep in mind that white IS a color for this purpose. White offers a sense of neatness, even purity or innocence, to a site. It implies organization and simplicity; powerful messages from an accounting firm. I like to use all the colors above, but I often make them “co-primary” colors to white.
The colors on your website and the way you combine them form a picture, and like any picture, they speak a million words. Use your creativity and look through your mind’s eye to imagine the emotions your visitors will have so that you can choose the most appropriate colors and transform your site into a great marketing tool.