1 in 3 accountancy companies have websites which are virtually invisible in search results

Results from extensive research commissioned and published by Verbatim Telephone Answering Service, one of the UK’s leading telephone answering services have uncovered staggering statistics on accountants’ digital customer service.

Verbatim has discovered that one in three accountancy companies in the UK are virtually invisible in search engine results, and over 75% have failed to use social media to promote their business; Verbatim’s research highlights a stark picture for the industry. Verbatim’s report also highlights some bright spots and identifies some excellent examples of best practice to show what is possible.

What did Verbatim find?

Verbatim’s research has uncovered these worrying statistics:

• Despite over 95% of digital users regularly using social media, three-quarters of the accountancy companies we reviewed either didn’t have a presence on LinkedIn, Facebook or Twitter, or didn’t promote it. In most cases we found that those who did have a presence on one of the major channels would have a presence on all.
• 1 in 3 accountancy companies have websites which are virtually invisible in search results severely limiting their ability to be found by customers
• Only 8% of the accountancy companies we reviewed had web chat on their website, despite the fact that research has shown that 75% of millennials admit to avoiding phone calls.
• 81% of the accountancy websites we reviewed would be classed as ‘difficult to read’ even though the average reading age in the UK is nine.

1 in 3 accountancy companies have websites which are virtually invisible in search results severely limiting their ability to be found by customers.

Verbatim has discovered that not only are accountancy firms ignoring their Google ranking, but they are also ignoring the time it takes for their website to load on desktop computers and mobile devices. This means that consumers will take their limited time and attention elsewhere to quickly receive the services they need.

Despite over 95% of digital users regularly using social media, three quarters of the accountancy companies we reviewed either didn’t have a presence on LinkedIn, Facebook or Twitter, or didn’t promote it.

The majority of accountants have not stepped back and re-considered their broader digital presence and brand awareness in the context of a digital world and digital user journeys.

Verbatim’s research has found that in a world where customers’ expectations of customer service have been dramatically transformed, it is important to make sure that the content is helpful, the brand presence is strong, and that live customer service is available on these platforms.

Despite over half of all website traffic coming from mobile devices in 2022, 61.2% of accountancy websites do not load fast enough for customers on mobiles.

Verbatim has discovered that slow loading websites are driving customers away from the first click. Customers are waiting more than ‘breath’ for accountants’ websites to load and will return to their search results to find another company. Customers are now using mobile devices more than ever for the convenience of doing business on the go during a busy working day, which is why slow mobile speeds will frustrate and deter customers.

Verbatim’s report found that 92% of the accountancy companies don’t use web chat

Customers, especially digitally native younger ones expect to be able to select their channel of preference and like to communicate via a screen; Contact Forms often deter users, and many don’t bother and 75% of millennials admit to avoiding phone calls. Verbatim’s research has found that accountants are not embracing webchat despite its great customer service potential.

Overall Verbatim has shown that accountancy companies need to be embracing digital customer service. Read more about Verbatim’s findings in the full report here.