Key Tips for your Accounting Web Site
Whether you are looking to refresh your exisiting accounting firm web site, or perhaps your firm is just starting up — you need a web site.
And gone are the days when a simple site listing your location and office hours is good enough. First off, Google Places for Business does a great job for that. I’ll blog on Google Places soon!
The reality is, your accounting web site is a silent salesperson. Potential customers will typically visit 3 web sites before making their contact decision – you need yours to stand out.
In this article, I’m going to cover your accounting web site’s text content — not so much the visual design or anything technical.
How will your accounting web site stand out?
Here’s some thought starters for your content:
- Your Services
This is the cornerstone of your site’s content — clearly list your firm’s services and expertise. If you specialize in any areas, be sure to highlight it. And don’t go skimpy on the details…remember, you are presenting your accounting web site to both actual live visitors, and also search engines. Search engine spiders need to read plenty of words on your site, to ‘know’ what your site is about, and potentially assist your rankings
- Your Staff
The goal of this part of your accounting web site is not to describe who works there — though it will do that. The actual goal is to establish credibility. Write short biographies for your partners and staff. Highlight any special qualifications and accomplishments. Take the time to make them look fantastic, and personable.
- Case Studies
A well-written case study (or five) will help immensely. First off, it’s great keyword content for SEO purposes. More importantly, it will outline your firm’s accomplishments under special (sometimes challenging) circumstances. Try to include case studies coovering a cross section of business sizes and industries — your goal is demonstrate your accounting skills and tax strategies across a broad range of scenarios.
- Lead Generation / Call to Action
We want to make it easy, obvious and compelling for your site visitors to contact you. Let’s give them a reason. Perhaps a brief form they can complete which asks all the basic questions needed for someone from your firm to call with a personalized quotation. Or a promise to contact them within x hours if they contact the firm.
- Share Something
In today’s online world, those who volunteer information stand apart. People appreciate that generosity and are likely to feel compelled to contact you. Perhaps you can include some helpful checklists, or a listing of key tax dates…or a blog / news section, including the latest tax updates for your jurisdiction. Provide your opinion on these updates…and most importantly, how these rulings and/or new tax code changes will impact your clients.
That’s it, a start on what type of content you should have on your accounting web site. Whether you write the content on your own, or hire out the writing (recommended!), these are the key areas to include on your accounting web site.
March 27, 2017