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Accountants told to take heed of new consumer trends


Accounting firms need to ensure their websites are optimised for use on mobile devices as mobile continues to outstrip desktop for internet use.

By Lara Bullock 8 minute read

Mobile technology has well and truly overtaken desktop computers as users’ choice of device to access the internet.

Last year Zenith Media predicted that 79 per cent of internet use will be on smartphones and tablets in 2017, up from just 40 per cent in 2012.

With this trend showing no sign of slowing down, accounting practices need to ensure their websites are optimised for mobile access, according to Intuit business development manager Trent McLaren.

“Everything is more mobile-driven these days, so we're seeing websites formatted to suit mobile devices,” Mr McLaren said.

“There are firms that might have just done their website only a year or two, or three years ago, and they're realising now they need to keep updating it.”

Mr McLaren said there are a number of reasons why this is important. Firstly, it’s necessary to rank well on Google search results.

“If an accounting firm’s website isn't mobile-compliant, Google will then penalise their website by not showing it as high in ratings,” he said.

“A really key part is when you’re trying to sell your services, if people can't find your services easy enough then it's really difficult.”

Secondly, it’s important to ensure the user has a good experience on the website as that has a huge impact on attracting clients and winning new work.

“It’s more important to have a mobile-first web experience, otherwise it’s not seamless or easy for these customers who are trying to zoom in,” he said.

Speaking to Accountants Daily, QuickfFee general manager Michael Kelly agreed.

“I would argue that your mobile site is probably more important than your desktop site because there are more people accessing the internet through their smartphone than they do on their desktop,” Mr Kelly said.

“It's a convenience thing. People have a lot less time now, but they have their smartphone on public transport. They use it as a break, so you absolutely need to be optimised for mobile.”

Lara Bullock


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