Balancing the Books and Boosting Conversions!

Today, I’m reviewing the website of Point Accounting, a firm that's fantastic at helping entrepreneurs and small businesses manage their finances. Here are my thoughts on their site’s design and functionality, focusing on desktop and mobile experiences.

Desktop Review:

No Phone Number Above the Fold

Problem: The absence of a phone number in the header is a notable gap. Research from HubSpot shows that 60% of customers expect to find a contact number on a homepage, especially for service-based businesses. Accountancy is a profession where clients may need immediate support or reassurance, and a phone number is often the fastest route to establish a personal connection. In fact, Forrester reports that 73% of customers are more likely to recommend a business with friendly customer service, which can often start with a quick phone call.

Proposed Fix: Add a click-to-call phone number in the header. This small adjustment reassures visitors that they can speak to someone directly, giving an impression of accessibility and personal touch. If managing calls is difficult, consider a call-handling service, which still provides a human connection without needing to handle calls in-house. This small change could increase conversions by as much as 30%, according to KoMarketing’s studies on B2B websites.

Headline Lacks Clarity

Problem: The headline “Finally, Expert Accounting that Gets You Success, Once and for All” is somewhat vague. Research by Nielsen Norman Group suggests that website visitors only read about 20% of the content on a webpage, and headlines need to immediately convey the specific value of the service. “Success” can be interpreted in numerous ways and might not directly align with what prospective clients are seeking in an accountant, which is more likely to be financial peace, tax savings, or compliance certainty.

Proposed Fix: Clarify the value proposition in the headline. A more specific approach, such as “Take Control of Your Finances with Expert Accountancy” or “Simplify Your Financials—Accounting You Can Trust,” speaks directly to client pain points and highlights the solutions your service provides. A study by Marketing Experiments found that clearer messaging in headlines can increase conversions by up to 20%. Additionally, specificity helps build trust and sets clearer expectations for your visitors.

CTA Language Mismatch

Problem: The primary CTA, “Book a Discovery Call,” leads to a general “Get in Touch” form. This can cause cognitive friction, as users expecting to book a call are now faced with a more ambiguous form. Research from ConversionXL highlights that even minor inconsistencies in user experience can lead to a drop in form submissions, with mismatched expectations reducing conversions by up to 15%.

Proposed Fix: Align the form content with the CTA. Rename the form to “Book Your Discovery Call” and streamline it to collect only essential details (e.g., name, email, and perhaps a preferred date/time for the call). Alternatively, use a scheduling tool like Calendly, which lets users pick a time for the discovery call without unnecessary back-and-forth. This can reduce drop-off rates by as much as 40%, according to HubSpot.

Testimonials Presentation

Problem: The testimonials on the page are just plain text, which can feel impersonal. Studies by BigCommerce show that adding photos or avatars alongside testimonials can increase trust and conversion rates by up to 25%. People are more likely to trust reviews when they feel authentic and tied to real people.

Proposed Fix: Embed Google reviews or use screen grabs of actual reviews that include names, images, and ratings. This adds visual trust cues, increasing the credibility of your business. Social proof is incredibly powerful—research by BrightLocal shows that 88% of people trust online reviews as much as personal recommendations. Including these elements will make your testimonials more relatable and trustworthy.

Contact Form Design

Problem: The contact form at the bottom of the page asks for unnecessary details like “subject”. This creates friction, especially when users are simply trying to book a discovery call. Research from HubSpot shows that simplifying forms by removing unnecessary fields can increase form completion rates by up to 50%.

Proposed Fix: Simplify the form by reducing the number of fields. Remove non-essential fields like “subject” or replace the entire form with a scheduling tool like Calendly. This will allow users to book a specific time for their call, reducing back-and-forth and increasing the likelihood of form submissions.

Placeholder Confusion

Problem: The placeholders in the form (e.g., “John Stuart” for name) might confuse users, making them think the form is already filled out. Nielsen Norman Group advises against using specific placeholder names in form fields, as it increases the cognitive load and can lead to form abandonment.

Proposed Fix: Remove the placeholder names. Instead, keep the form fields simple and clear, using short descriptions like “Enter your name” or “Your email address.” This ensures that users aren’t confused and can quickly fill out the form.

Mobile Review:

No Phone Number

Problem: Like the desktop version, the mobile site also lacks a phone number. Mobile users, in particular, often prefer a quick call-to-action via a phone number. According to Google, 61% of mobile users prefer to call a business when they’re in need of immediate support.

Proposed Fix: Add a click-to-call phone number in a sticky header or at least ensure it’s visible above the fold. This will make it easy for mobile visitors to get in touch with your team directly, reducing friction in the user journey.

CTA and Form Language Mismatch

Problem: The “Book a Discovery Call” CTA still leads to a “Get in Touch” form, which feels inconsistent and can deter users from completing it. Hotjar heatmaps show that such inconsistencies can result in a 20% reduction in form completions.

Proposed Fix: Ensure that the mobile form language reflects the CTA. Rename the form header to match the promise of the “Book a Discovery Call” button, and simplify the form fields as per the desktop suggestion.

Lack of Mid-Page CTAs

Problem: After the “Payroll and Sales Taxes” bullet point, there’s a significant lack of CTAs. This forces mobile users to scroll down through a lot of content without having the option to take immediate action. Studies show that mobile users are more likely to abandon a site if they have to scroll too far without finding a clear next step.

Proposed Fix: Add mid-page CTAs at regular intervals, especially after key value propositions or service listings. This keeps users engaged and offers multiple opportunities to convert without having to scroll back up.

Image Placement and Size

Problem: The images of the team and accreditations are quite small and poorly placed on mobile. They don’t provide much visual impact and may not contribute meaningfully to establishing trust.

Proposed Fix: Move the certification badges higher up on the mobile page, ideally just below the first CTA. Increase the size of the team image and place it prominently near the “About Us” or testimonial section to humanise the brand and create stronger personal connections with potential clients.

Trust Badges Placement

Problem: Certifications like Xero, Dext, and QuickBooks are currently too far down the page, making them easy to miss. ConversionXL research suggests that trust signals such as certifications are most effective when they appear above the fold, where they can immediately boost credibility and reassure visitors of your expertise.

Proposed Fix: Move the certification badges to a position just below the main CTA button. This will increase visibility and provide immediate authority to first-time visitors. According to a TrustPulse study, placing trust badges early on can improve conversion rates by up to 42%.

Form Compression

Problem: The mobile form requires scrolling to see the entire form, which can be frustrating for users and may increase abandonment rates. According to Statista, 85% of users expect forms to fit within a single screen on mobile.

Proposed Fix: Compress the form so that all the fields, along with the CTA button, are visible on a single mobile screen. This eliminates the need for scrolling and makes it easier for users to complete the form, which could increase submission rates by up to 22% (Formisimo).

By addressing these issues, Point Accounting should be able to make a significant impact on its website’s user experience and ultimately, its conversion rates. 

If anyone wants a review of their own site or funnel, drop a comment, and I’ll be happy to help!