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The evolution of automated website building tools is astounding. Just a few years ago, when we started reviewing such products that are geared primarily for accounting firms, most were very much cookie-cutter machines that produced generic websites that often looked the same as every other one produced using the same tool. Likewise, there was a dearth of automated content that firms could have on their websites without having to perform a lot of work.
This essentially left firms with the option of hiring outside web development firms, settling for a cookie cutter site, or trying to develop and manage their own site manually. Most accountants are not web developers, of course, so certainly many quality issues arose, not to mention the time it took away from billable engagements.
We've come a long way, even in just the last few years. Several website development options are now specifically designed for accountants. And they are not only easy to use, but also offer truly professional design, both from a technical and aesthetic aspect. Many of these systems also provide excellent content options, from periodic newsletters and articles on tax and financial matters that automatically post to the site, to financial calculators and other features. Remember, having a stale website with no client-focused content is about as useful as a phonebook ad. The phonebook serves a purpose, but valuable content, advice and tools can keep you on a prospective client's radar and can also help steer existing clients toward additional services.
Another major development has been the continued growth of secure client collaboration tools, specifically client portals and online tax organizers. These allow clients to upload financial documents and other materials. They also provide firms with the ability to allow clients access to some of their prepared files and documents, lessening the need for paper copies and wasted time. Remember, this saves the client time, too — a win-win.
All of the website development tools reviewed here are specifically geared toward use by accounting and tax firms, offering varying degrees of content as mentioned above, as well as additional tools such as personalized e-mail, tax return status lookup for clients, and a variety of marketing tools. Most of the options in this review are do-it-yourself (DIY) systems with automated content and tools. However, two can be totally hands-off, with the vendor providing all setup, maintenance and editing of the websites. I make no judgment call on which of these methods is better as this will depend on the preference of the firm. While hands-off systems require less work from the firm, they can have a slightly higher price tag. And while the firm doesn't have to perform the edits it requests, it may have to wait a little longer to have the vendor make the changes rather than have someone in-house available to do it. So find out what your firm considers the most important factors and how involved with the system you would like to be. But don't worry, even the DIY systems covered here shouldn't require more than 30 to 60 minutes to initially set up the website, and perhaps 15 to 30 minutes per month to perform minor edits.
The website building solutions reviewed here were evaluated on the factors outlined below. A summary section also concludes each review, identifying the key benefits of the system and providing an assessment of what types of firms would best benefit from its use. An executive summary and summary chart cap this review section off on page 20.
Website Setup/Maintenance: What features aid in the setup of the site, and what kind of templates are available for its design? Fewer templates and customization options can result in websites that can look and feel the same as every other one the system produces. Additionally, this section looks at the ease with which customization and edits of the website can be performed.
Automated Content: What articles, newsletters and financial tools are available to easily place on the website without having to maintain or update it? This content keeps the website fresh and informative, which can keep visitors coming back. That of course, can result in more engagements.
Visual Quality/User Navigation: The appearance of a website and its navigation flow are important factors. Websites for professional firms should likewise be professional and should reflect the atmosphere of the practice. This section also looks at the available templates and how the system incorporates firm logos and other image files.
Special Features/Tools: Extra gadgets. Here I look at the additional functions that are available, from e-mail, to domain registration and other tools.
Site Marketing: How well does the site reflect the firm? There are still a couple of site building tools that put their brand logo on the websites, but for the most part this has faded away. Also, what tools for mass distribution of newsletters are available, and does the system provide statistics on website visitors?
Support: If trouble arises, how easy is it to find the solution, whether through an online support center, a Help utility or through live technical support?
author: By Isaac M. O'Bannon