Know-How Exchange : Website Critique

It's unclear exactly why someone would choose your services, since many of the things you offer "the other guys" also offer.

Your call to action is "Call Us Now!". But why should someone call you now? What's the reason for NOW? What's a pressing/urgent problem that your prospects need help with that you can solve easily for them?

Pleasant appearing site that has the standard more-of-the-same information but lacks marketability and interest. Full of platitudes.

1. Home page - no "grab and hold me" statement that says why they should look at Aardvark further. What is is your unique selling position? Can you QUICKLY and CLEARLY find it on the Home page? Home page content is repetitive (services on the left and services on the right). Gives me the impression you're a start-up with no track record (as Aardvark). About page doesn't add anything to change my impression.

2. No trust building - icons of secure transactions, privacy, terms & conditions, testimonials, credentials, staff information, associations, notable clients, etc.

3. No "why are we better" than XYZ Accountancy. Maybe focus on this from your Mission page "large enough to offer a full array of accounting, taxation, and consulting services, but small enough to know you on a personal level"

4. On the home page - consider briefly identifying specific problems, then your solution (and direct them to the section on the Services page) - like "Starting a New Business RIght !!!! We'll show you how. . . . "

5. Many of your graphics appear as red "x"

This should give you a starting point.

Bob

Your call to action is very specific and clear. Free is such an overused word on the internet that most people ignore it. Visitors are pretty savvy enough to know that "free" usually means there will be come cost to them eventually. So you will have to come up with something more effective than the word "free."

Upon reading your home page, which is the page that people will make a determination if they want to delve more into the site, I noticed the text in the main body of the site as well as the sidebar is identical. I clicked on the text in the sidebar, thinking they would link me to a page that would elaborate on that bullet point, but there is no active link.

Content is what will bring readers back over and over, as well as answer the "calls to action." Once you've established yourself as a thought leader in your chosen field, you will earn credibility that will not only bring you customers you've won over, but referrals from those same customers.

I don't know about Ireland, but in the US, this is the height of tax season. If your firm is involved in tax preparation, this is the perfect time to share some little-known deductions that visitors might be entitled to. That, in and of itself will definitely encourage visitors to want to learn more from you and make the call, send an email, etc.

I found the home page a bit too busy. I agree how the list of what you offer shows up on both left and right side of the page. I'd prefer a bit less details, but some sort of 1-liner that says who you are.

The call to action at the bottom seems to be decent. Of course, I agree that there isn't the time pressure part listed there to make someone call now. But they may already have that time pressure if they had a reason to search out your site.