The challenges of your website re-design project

I always feel a huge amount of responsibility when overseeing the re-brand of our website (which seems to come round all too quickly, every two years) because it’s so important to me that I get the tone and the ‘look and feel’ exactly right. It’s challenging, but also very satisfying once accomplished.

My plan of action always starts with some research looking at trends in our industry, but then extend that out to the general marketplace. It's amazing what great ideas from different sectors you can find, because you may be able to apply or adapt those to your own sector. I then pitch these new ideas to the partners (some they love, others, not so much...). The next step is to map out my new vision, and how I am going to position our firm strategically.

Whilst scouring the internet, I have noticed a huge shift in the way accountancy firms want to look visually, and how they want to promote themselves online (an attempt to shake off the more traditional image of what a ‘perceived’ accountancy firm looks like perhaps?).

It’s a seismic shift both aesthetically (creating more colourful & far quirkier imagery), and revealing a more sensitive side where the tone is becoming more conversational showing more empathy towards a prospective client’s situation. Being much friendlier and approachable to create a stronger bond (it's about nurturing that relationship over a much longer period). Keeping interested prospectives returning to your site is equally important, and offering 'shiny' money saving tips, advice & free downloads is an essential part of that.

I’m delighted this sea change is happening. Not only is it great to see accountancy firms trying to break the mould and be inventive, but on a personal level it has made me raise my game making sure our strong brand values resonate through every area of our new website, and beyond!

 A few tips to help you with your re-brand

Do your research and collect ideas. Finding (a) website(s) design(s) you admire is nothing to be ashamed of, just make sure you put your own unique spin on yours!

1. If searching for inspirational ideas, please read “Steal like an artist” by Austin Kleon. It’s a great book to help kick start your creativity!
2. Giving your designer a vision of how you want your site to look, means you can have very open and positive discussions about ideas and layout. This will help speed up the whole process.
3. Write a ‘user experience’ (in a word document) laying out your vision and design, and the journey your visitor will take through your website. I found doing this means you can iron out any deliverable issues before your designer starts work. (It can be quite time consuming, but by providing your designer with ‘your vision’ it leaves less room for delays, errors or confusion). 
4. Defining a stronger visual presence for your business allows a more consistent brand message, which can flow effortlessly through all areas of your marketing output: social media, video, and email marketing etc.
5. Going through a complete re-brand and defining your core messaging helps to sense check who you are as a business, the prospective clients you want to target and re-establish yourself as a market leader. 

You will feel a great sense of achievement, and the process will allow you to re-engage and get excited about your brand all over again! 

Look out for our updates as we will be launching a very different looking website on Monday 29th April - and your feedback will be most welcome!