A well-constructed, informative Web site for a professional practice can be a useful in gaining new clients. Missing an opportunity however, many CPAs, doctors, attorneys and other professionals give little thought to the Internet as an avenue for marketing their services. Even when professionals do have a Web site, they may give it infrequent attention. A site makeover could be well past due.

If you're among the previously mentioned group, anything from a few cosmetic upgrades to radical reconstructive surgery might be necessary to make your Web site more appealing and helpful to people likeliest to set an appointment. Before giving your site a facelift though, find out what kind of information interested individuals want from your Web address.

Survey your clients
An online survey will help you identify the content that site visitors deem to be of the greatest value. Such a survey can also help identify existing elements in need of improvement and those that should be eliminated. But you should also survey people who don't visit your site. Starting with your existing client base, a targeted direct mail survey (including a business reply envelope or postcard) is probably the simplest approach.

Ask if clients are primarily interested in getting information that will help them decide if your services are in line with their needs --- including your experience and training, or areas of expertise. How comfortable might they be filling out online forms such as those required prior to enlisting your services? Would they like to set or cancel appointments online? It would also be a good idea to find out what sort of computer systems they own, what plug-ins they have, and the speed of their Internet connections to help you decide how many “bells and whistles” to incorporate on your site.

Building a better site
Customer feedback may help you determine content, but it won't cover all your bases when planning a site redesign. Even though professionals typically take a narrower approach to advertising than retail businesses, your promotional messages should still have a very similar look --- through such elements as the typeface you choose, your logo, your slogan or colors. Aesthetically, give your Web site first-glance consistency with other advertising you do. Think of it this way: if every word at your URL were in a foreign language, would someone familiar with your practice know the site yours is by the look alone? If so, then you've met the first-glance consistency requirement.

Web design experts agree that site visitors should be able to tell immediately what kinds of services your practice provides. Another critical Web site prerequisite is contact information, including a phone number and street, mailing and e-mail addresses.

Here are a few other tips for revamping your Web site:

• Make your site user-friendly with easy to understand menu options.
• Eliminate dead-ends.
• Anticipate mistakes that a visitor might make (particularly if filling out forms, setting appointments, etc.) so the site minimizes the user's investment in time and effort.
• Go for an uncluttered look and be frugal with both copy and graphics. Unless content adds to user satisfaction or comprehension, leave it out.
• Make sure links are active and Web applications function as promised.
• Proofread for misspelled words and poor grammar.

Back to Notions: Summer 2007