Matt Ellis Honcho Sm No Bg
Matt Ellis 28th April 2018

The Wikipedia article says that the hero image is just text and image. 

But for the perfect accountancy site, we’re going to add one extra element to ours.

It’s called a ‘call to action’.

The Perfect Accountancy Website Call To Action

If you’ve never heard that phrase before, a call to action is an element intended to direct the visitor towards performing a specific act – typically in the form of an instruction.

In this case, the call to action will be a button with an instruction, telling the visitor what you’d like them to do.

You’ve told the visitor what you do and how it’ll improve their life (the internal problem). Now you need to tell them what action they need to take next to become your client.

The call to action button on the hero could be:

  • Call us now
  • Sign up to our newsletter
  • Request a callback

The call to action should give a clear and specific instruction, following on and related to the text above it.

Don’t assume a visitor will ever know what to do just by reading the text. You’ll need to guide them and tell them what to do.

Now, a little bit of science. Pay attention class!

When people look at a website on a desktop or laptop computer, their eyes track across the page in an F shape pattern. From left to right, top to bottom.

To reinforce the importance of your call to action, it’s sometimes appropriate to have two identical calls to action visible in the same view.

The Perfect Accountancy Website Hero F Pattern

If your primary call to action is ‘Email us’’ – then it would be fine to have this call to action in the hero section, and again in the navigation.

Placing the call to action in the main navigation will mean that it’s visible on all pages of the website – and will reinforce the ‘call’ to the visitor to email you, no matter what page they navigate to on the site.

Having two call to action in the same place at the same time is fine. But don’t have too many different instructions.

Giving the visitor too many options will confuse them and they may end up making no decision at all.

In Sainsbury’s, if I only had the choice of 1 red and 1 white wine – I could make a quick decision. Easy! But being spoilt with literally hundreds of options makes my brain hurt. Only the fear of coming home to my wife without wine motivates me to make a choice.

If you absolutely do need to use multiple calls to action, you can give emphasis and weight in the design to specific ones.

A use case for this scenario would be – if you wanted visitors to get in touch via email or phone but you’re a smaller accountancy firm and didn’t have a specific person to man the phones.

You could give visual weight to the ‘Email us’ call to action so that the majority of visitors got in touch via email. That way your team could reply when it suited them instead of being interrupted from their important work each time the phone rang.

The Perfect Accountancy Website Call To Action Buttons

Don’t offer a ‘Free Consultation’ as a call to action – everyone does that. And be careful using the word ‘Free’ – it just smacks of sales. Like the ‘we’re different’ tagline – it’s one of the most overused calls to action phrases that visitors have become numb to.

As a side note regarding the F pattern: Even though the visitor’s eyes will look at your logo first, your logo should not be the most prominent element on the website.

It very tempting to make the logo large and stand out. But look at websites like Apple, Nike and Disney – their logos on their websites are small and confident.

Having your logo too big can distract visitors eyes from the call to action and can also come across as insecure and needy (or a bit shouty!).

Initially, visitors (your potential clients), don’t care about your logo – they care about how you’ll improve their life – so make that the priority and don’t let your logo distract from your main message or visually compete with your call to action.

The call to action should be the clearest – most contrasting thing on the hero section. The visitor shouldn’t need to guess where to click or what the primary thing is you want them to do.

The Perfect Accountancy Website Call To Action Button Contrast

If your main brand colour is purple – use yellow for the button – a colour from the opposite side of a colour wheel, to give the button the most impact.

The Perfect Accountancy Website Book Cover

The Perfect Accountancy Website eBook

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