Recently I completed another website copywriting project for an Accounting Practice and in my research made some interesting observations.

I’m also the first to admit that the information below can be applied to almost any business website including Accounting Practices.

#1. City Skyline Banner images

I’m not sure why this is but eight out of the 10 Accountants websites I reviewed, had city skyline images in the banner or slider.

Based on my 30 years experience I think this is more a case of the other guy is doing it so it must be right so we’ll do it as well.

Clients who know me well understand my take on this.

Meaning the ‘WHO’ your product or service is for, is more important than ‘WHAT’ it is!

One thing I insist on drumming into my clients, marketing club members and so on over and over is to use images of who your products and services are for in all their marketing.

#2. Lack of personality

For whatever reason the majority of Accountants seem to be reluctant to let their personality shine through in their marketing. I find this a real shame because over the years I’ve met my fair share of Accountants and lots of them have great personalities.

Of course while many business may copy your USP, the one thing they cannot copy is your personality so make it personal and make it real.

Like I always say, people do business with people. And whether you’re an Accounting practice of 100 or 1, by letting some of your personality, values and beliefs shine through you’ll create engagement, attract more of the right type of clients and give your accounting practice a human face.

#3. FREE downloads without capturing people’s details  

I see a lot of this not only on Accountants websites but websites in general. If people are on your website and you’re letting them download a free report, checklist or whatever and you’re not capturing their name, email address and mobile phone number you’re missing the boat and the opportunity to create leads for your Practice.

Now this strategy has several advantages. First it is about welcoming people who want your free information into the reception area of your business. (In this case your reception area is your website so they can get a free whitepaper, report or whatever you’re offering)

It also helps those who download your free whitepaper to get to know a bit more about you, learn more about the specific topic your whitepaper is about and create leads for your Practice so you can follow them up.

So if you have currently have free information on your website and people can download it without them having to enter their details, I suggest you create an opt-in name capture page on your website today.

If you need further advice or help with getting an opt-in form on your website contact me at: or give me a call on 0412 288 339 and I’ll be happy to answer any questions you have.

#4. Lack of social proof

These days social proof is more important than ever. By social proof I mean a welcome video, case studies, video and text testimonials and reviews.

Depending on which statistic you read approx. 86% of smartphone users have performed a local search, looking for a service provider and 88% of those take action by contacting that business.

Also, more and more people are deciding to make contact based on reviews.

#5. Call To Action Above The Fold

The fold in a website just means it is the content the person sees onscreen before they have to start scrolling down.

Here’s an example of a call to action you could use if you had a free whitepaper on self-managed superannuation funds. 

Overwhelmed with all the legalities, paperwork and knowledge you need to know about self-managed superannuation?

 This must have information is full of the latest SMSF information to help clear up the confusion, improve your knowledge about SMSF and avoid costly SMSF mistakes.

 For a FREE copy of the (report name here) phone <XXXX XXX XXX> or download a free copy at <your website address>


One more tip – have more than one call to action in your copy and include your phone number on each page of your website.

If you’d like to capture more of your website visitors details, improve your website traffic, build your database and convert more prospects into clients call me on 0412 288 339 or email me at: Upon contacting me I’ll critique your website home page FREE. This is a $111 service but is FREE for a limited time.

ECMCEddie Bryant is an ‘”A-List” copywriter and marketer in partnership and connection with small business service professionals, Entrepreneurs and others hungry to multiply new and repeat sales, online & offline using direct response copy writing, marketing and personal branding.

In 2014 he featured in the Australian Entrepreneur’s book, was nominated for a Telstra Business award, has featured in the New Zealand Herald and since 2003 has been “Igniting Words Into Money With A Love Your Sales Copy Guarantee” under the Eddie brand.

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