By Tom Warthen – President, ProSite Web Design LLC – www.websitedesignersdc.com
According to the last US Census, there are roughly 1.7 million accountants working in the US.1 That means your potential clients have a lot of professionals and competitors to choose from. If they go online to find an accountant in their area, or research your company (and that’s something that more than three-quarters of all Americans do regularly2), what will they find?
In other words, what makes your accounting website stand out from the others?
If you don’t know the answer to that question, then it’s time to make some changes. Here are a few ways you can make your site more valuable – both to you and your potential clients:
Target a certain kind of client.
If you have taken the time to read this article so far, then there is a good chance that you are an accountant who would like to find more customers over the Internet. That’s a good example of focused marketing, and something you should practice on your accounting website.
Whether you’re trying to draw business clients, individuals, or a mixture of the two, identify segments of the market that you work well with and target them specifically. You can’t be everything to everyone, but you can build a thriving practice by focusing your efforts.
Put everything in an easy-to-find place.
There are certain things your clients (and people looking for accounting information in general) are likely to be looking for. These include forms, links to IRS publications, online calculators, and so on.
It might make sense to incorporate some of these items into your accounting website and make them usable or downloadable. For others, you might want to link to government pages or other resources. Either way, by having your site be an easy-to-use resource for information, you give current and potential clients a reason to come back time and time again.
Be a resource for information.
Speaking of information, what people need most isn’t another form or guideline, but better explanations about how to use them, or even what they mean in the first place. If you can start providing straightforward pieces of insight (or at least small topics to get people interested in your services), then you will have positioned yourself as an expert in the field.
Your accounting blog is a good place to accomplish this. According to one study, more than half of US businesses with blogs had acquired customers through them.2 Why not use yours to show off your expertise, grab some search engine traffic, and find new sources of business?
Give out timely advice.
As every accountant knows, there are times of the year (like tax season) when clients are bound to have lots of questions and go looking for accounting websites. That means there’s a big opportunity for you to help them and get your name out there at the same time.
Because tax regulations and issues change from year to year, there shouldn’t be any shortage of new material if you want to share what you know. And the more you do it, the bigger results you are bound to see from your online marketing plan.
To find out how to get the most out of your website contact us today to get started.
Tom Warthen is the President of ProSite Web Design LLC and has been helping businesses looking for a high return on their online marketing investment since the early days of the Internet in the 1990s.
Learn more about how ProSite Web Design can apply their formula for online marketing success to your company to power your business, consistently attract clients, and accelerate your profits – visit http://www.websitedesignersdc.com.
1. “Number of Accountants in the US” 15 Feb 2010. Web. NumberOf.net. 16 January 2014. http://www.numberof.net/number-of-accountants-in-the-us/
2 – Marta Kagan. “12 Mind-Blowing Statistics Every Marketer Should Know” 1 April 2011. Web. HubSpot. 23 Aug 2012. http://blog.hubspot.com/blog/tabid/6307/bid/11414/12-Mind-Blowing-Statistics-Every-Marketer-Should-Know.aspx