It’s Friday and you know what that means! Yes, it’s time for my small business website design review and today we are focusing on an accounting and tax company, Alliance Tax Resolution Service. So shall we see how this company’s website fared in terms of the 5 business website design essentials? Let’s get started then!
(If you aren’t very familiar with those 5 essential elements, don’t worry and keep reading. I’ll describe them as we go through the site.)
Go through the site with me: http://alliancetaxusa.com/
The design of your website should immediately reflect what your product or service offers and be intuitive for first-time visitors to navigate. Alliance Tax Resolution’s website design gets a check for both of those must-haves. The colors used on their website (greens, blacks and reds) tie into their logo (in the top-left corner where visitors expect to see it) and unify the entire site. Their homepage is an example of effective eye trail (the path your eye takes as it examines the contents of a page). The site initially attracts your attention with a bold offer, then leads you down to the headline and subhead, then to the copy describing what they do and bullet points listing the benefits of their service. Very well laid out!
The main purpose of your website should be to turn visitors into leads by making them want to contact you. You then can nurture these leads into clients over time since you have all their contact information. Alliance Tax Resolution has some quality examples of lead-generating marketing techniques on their website.
This is what they do well:
1) A web form to capture contact information – Every page on your website should have a web form with an offer so a prospect can fill it out at any time, thus becoming a lead. Every page on Alliance Tax Resolution’s website has one, and it pops out with the bright blue color.
2) A valuable offer – You want to offer your prospects something with a high perceived value to entice them to contact you as soon as possible. Alliance Tax Resolution offers both a FREE consultation for filling out their web form and one year of service for FREE after 3 filed tax returns. They list the value of this as well, so prospects know exactly how much they are saving and are more likely to want to redeem that offer.
3) Testimonials from satisfied customers – Prospects are much more likely to believe the word of someone who has used a company’s service over that of the company itself. By including so many testimonials, plus pictures of the actual staff, Alliance Tax Resolution boosts their credibility in the eyes of website visitors.
SEO (Search Engine Optimization):
SEO is the practice of optimizing your website so that search engines can understand what your website is about and rank it for relevant keywords people might be using to search for sites like yours. The better your SEO, the higher your website ranks for certain keywords. Alliance Tax Resolution Service targets keywords like “tax services” and “tax return.”
The copy on your website should be concise and easy for your visitors to understand. The copy on this website is easy to read and describes how Alliance Tax Resolution benefits their clients. Sub-headlines throughout the page are used to break up the text so visitors can scan the page and quickly find information about the services they need. Sure, a few more bullet points throughout their website’s copy (like those on the homepage) would be ideal, but Alliance Tax Resolution still did a great job breaking down complex tax information into readable content!
Programming consists of all the coding that a visitor doesn’t see, but experiences when browsing the website (pages loading properly, links navigating to the correct place and pictures displayed properly). The programming on Alliance Tax Resolution’s webpage is top-notch! None of the links I checked were broken and all the pictures loaded quickly and properly.