Who is your target market? Most practices aren’t focused. They presume that potential clients already know everything about their business. Most accounting practices have core expertise in Tax and Auditing. Others add specialty areas of wealth management, collaborative accounting, valuation, and more. Your web site needs to be part of your marketing engine and it needs to speak directly to your target audience. Consider your web presence today; If you have a poor website, outsiders will perceive that your services are poor, too.
You need to focus, think about this, do you work with lots of corporate clients or maybe manufacturing, farming, SME or start-ups? Who are the clients that bring in your most business? You should aim your website and business to attract more of these clients. Let’s say your top five clients bring in €25k per annum to your business. What would your business look like if you added another five or ten clients like them? Would another €25k to €50k every year make a big difference to your business?
The quality of your website greatly impacts your business so it’s important that you have a professionally designed site. As mobile search becomes more popular, not only does your website need to display correctly on desktop but cater for the mobile user too. You need to provide an overview of your practice including its origins, areas of expertise, the types of clients you look after, and your core values and vision.
You should also include details on the unique service offerings that you provide which differentiates you from other accountants. It’s very important that you make it easy for clients and potential clients to get important information 24/7. This means any spreadsheet calculators, reports, mileage and expenses templates should be easily available from your website.
Your website provides ongoing content, you should also consider sending regular emails to your clients and other business contacts advising them of the new content added to your website. This could be a quarterly newsletter, or a series of articles added which are linked back to your website.
This encourages clients and others to regularly access your site, which increases site traffic, and also serves as a powerful marketing tool. You should aim to increase your touch points with your clients from once a year to every quarter and also at budget time. Send out a branded newsletter and budget summary. These are a great way to keep in touch with your clients.
Your website is a direct extension of your brand, and if you aren’t taking steps to improve your website, you may unknowingly be leaving revenue on the table. Your website is the top tool in your sales funnel, and it gives you an opportunity to start nurturing a relationship with a potential customer.
By not having a website, it hurts you and your business. If potential clients can’t find information about you, they lose trust in your business.
While tax season is a busy time of year for accountants, it is also the most important time to have a modern website. This is when people are searching for an accountant.
Testimonials are the best way to create emotional appeal because they come from real people. By displaying them, you give your potential clients the opportunity to discover and connect to the actual stories of people who are or were in the same situation as them.
Ask some of your best long-term clients for a few sentences about the service you offer them. Try to get a testimonial from each different segment of your client base (e.g. SME, start-up company, corporate, etc). Include their name and also write their location and profile, e.g. Stephen O’Sullivan, Director of Splash Marketing, Kerry, etc.
Also link to their website too if applicable. This additional info makes the testimonials much more believable and real.
Include a section, which profiles your staff from the partners. Write a mini biography on each staff member, including his or her qualifications and expertise.
This type of information allows existing clients to become more familiar with the staff that they deal with on a regular basis and is also essential in establishing the credibility of the firm to prospective new clients.
Link each staff member to their individual LinkedIn profile to further push the people-first approach of your website.