Blog Jun 19 2019 Tax Season Recovery Plan: Part 2 of 5 – The Path to Enlightenment (and the best website for your firm) Tax season may be over, but that doesn’t mean your marketing strategy is in a holding pattern until the leaves change colors. In fact, now is the best time to get your accounting website in tip-top shape. If the thought of getting out of your beach chair is too much to bear, don’t worry – there’s no need to do such an exasperating activity . Instead, start by reading the article below for some quick tips, then download our educational whitepaper, 12 Ways to Get New Clients from Your Accounting Website .
Maybe it’s the sun or the relaxation podcasts, but it occurred to us that the keys to creating a great website can be taken from some of life’s most valuable lessons.
Read on to be enlightened…
Lesson 1: Know what you want. Identifying what you really want from life is the first step in achieving it, and the same is true of your accounting website. To create the best accounting website, you need to first determine what you want out of it.
More clients? A specific clientele? If your goal is to attract more high net worth clients, your accounting website needs to convey professionalism, expertise, and trustworthiness. You must be the firm high net worth individuals would hire. If you want to be attractive to small businesses, select images and content that shows you understand their unique needs. Looking to increase year-round business? Make sure your content reflects all of the services you offer, and not just individual tax preparation.
Lesson 2: Be available. From popular psychology to Fortune 500 CEOs, experts all agree that being open to opportunity is essential to finding it.
So be available, and make sure your accounting website is too. According to the Global Web Index, 80% of Internet searches today are done on smartphones, which means if your accounting website isn’t mobile-friendly you’re closing the door on potential clients.
And, since search engines rank non-adaptive sites lower, you’re making it harder for prospects to find you online. Conversely, mobile responsive sites ensure a great user experience whether searches are performed from a smartphone, tablet, or desktop computer. Plus, since search engines give ranking priority to sites that are mobile-friendly, your firm will appear above the competition’s outdated static sites. Whether you want more clients in general, increased profitability, or year-round business, having a mobile-friendly site is essential.
Lesson 3: It’s ok to stand out.
Unlike middle school, where status quo was the way to go, standing out online is a necessity. With over 140,000 websites launched daily, your firm’s site needs to speak to both search engines and potential clients. Enter search engine optimization (SEO).
While SEO has several components, there are a few foundational pieces that are critical to implement.
The first is keyword integration into your website content. Keywords (words and phrases that potential clients may use when searching online for a business like yours) help identify your site to both online searchers and search engines. Your services of focus will drive keyword strategy. For example, if you want to increase profitability, your website content and associated keywords should highlight services that drive revenue.
NAP data (name, address, phone number) – is up next.
Keeping this information consistent and clear is essential to ranking well in local organic search results (what appears when a potential client searches for account + your city). You must include your company contact information (name, address, phone number and email) in your website header and footer. Another quick way to be sure you can be found online is to register your firm with Google My Business.
While it’s not the only search engine, Google is the most popular. The giant processes over 40,000 searches in the US every second, and by registering your business with Google, you make it easier for current and prospective clients to find you via Google search and Google Maps.
Lesson 4: Know your limitations.
You’re an accountant, not a web designer or online marketing expert, and that’s ok! Knowing what to take on and what to outsource is a prerequisite for success. One of the biggest mistakes accounting firms make when it comes to marketing their business online is to underestimate all that goes into creating a professional website. In addition to incorporating aesthetically pleasing elements that speak to your ideal clientele, successful websites are designed to convert visitors into clients. It takes the right combination of design, content, optimization, and maintenance to create a website that delivers ROI.
You can keep your newfound enlightenment (and that improved golf swing) while positioning your firm for success. The key is to ensure your website is working overtime – so you don’t have to.
Fill out the form below or reach out to an Internet Marketing Advisor today at 800-896-4500 to discuss how we can get your website in shape before it’s crunch time..