A First Impression Is The Key Component Of Decision Making

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A first impression is a key component in decision-making in the personal, professional and social aspects of our lives. A very important and widely used tool providing a first impression is internet websites. Team 1 reviewed the websites of two CPA companies for the purpose of comparing a “Big 4” company website to that of a second tier company. According to the AICPA, there are more than 46,000 accounting firms in the United States. Deloitte & Touche is rated the number 1 firm. The company began as separate companies: William Deloitte, Charles Haskins, Elijah Sells, and George Touche. The three companies eventually merged to become Deloitte & Touche, LLP. Elliott Davis, LLC is ranked number 51 of the top CPA firms. Elliott Davis…show more content…
As far as navigation goes, all links worked properly. Both had internal search engine boxes to aid in searches. Both also had the expected information for a CPA firm website which included the industries served and the services they provide: Tax, Assurance, Consulting, and International Services. Both connect with social media - LinkedIn, Facebook and Twitter - as well as include an Events Section, and Client Access Portals.
Consistently, in searches of CPA firms, Deloitte & Touche is listed first. Consumers often believe that the order in which companies appear in the search reflects the order of credibility or popularity. However, companies can manipulate their ranking in search engines. Search Engine Marketing (SEM) provides companies the opportunity to increase visibility and determine the location in which they appear in search engine results. In addition to buying ads that allow websites to appear at the top of searches, companies that use a lot of commonly searched words (keywords) on their websites increase the opportunities for the company to appear in different searches. The term “Big 4 CPA”, for example, provides a huge advantage for Deloitte & Touche. Also, a search for paid ads consistently resulted in deloitte.com showing up as a top ad. It is said that location is everything, but is that really true? Upon further examination of Deloitte & Touche’s website, deloitte.com, the basic design of the homepage appears generic, very plain
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