I've continued looking at accounting firm websites, and one thing keeps standing out. A lot of firms explain what they do, but not who it's for. As someone visiting the website for the first time, it's surprisingly hard to tell whether the firm works with small businesses, startups, contractors, or larger companies. I think that's a missed opportunity. People usually come to an accounting firm's website because they already have a specific problem. They want to know if the firm understands businesses like theirs. A list of services doesn't answer that on its own. Context does. The more websites I look at, the more I realize that good design isn't about making accounting look more exciting. It's about making expertise easier to understand.

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