Is Your Tax Accountant Website for Clients or Prospects? Or Both?
One of the first issues that CPA and Tax Accounting firms need to address when planning their website design and content is to determine their targeted audience. If the website is primarily designed for prospects, then being more focused with the content and search keywords would lower bounce rates and increase leads to the website.
When meeting with a client, I first ask them what market they serve. Many professionals rattle off 10 different services that most CPAs or Tax Accountants are capable of. I proceed to ask which service they would like to grow and is the most profitable for them. That usually narrows down the response. The more focused you are in your branding or targeting a niche... the more qualified the visitors.
Let's say that you really want to grow your outsourced QuickBooks Accounting services. You should make sure that clients who are searching for this service see the benefits and your expertise when visiting your site. The more focused and relevant your message, the higher your conversion rates.
Now don't get me wrong. Your website might be built more for your existing client base and driving referrals than trying to pick up new clients on the Web. With that type of marketing, we are more focused in giving our existing clients easy access to important information, time-saving, secure document sharing and automated e-mail newsletter articles that will benefit them. You want your clients to be serviced well so that they don't start feeling unappreciated. A loyal client is your biggest asset and current technology makes it very easy to stay top-of-mind.
Whatever your objective is, it should be the first thing you decide on when designing your site. A hybrid approach can also work with careful planning. If you have questions on what type of approach will work for you, please call me at 1.800.442.2477 x222 for a free marketing consultation.
Lee Reams II
I am a marketing junkie who has spent the last 20 years developing and executing "best in class" word-of-mouth marketing campaigns. With over 10,000 happy clients I think we are on to something. The explosion in web marketing and social media have redefined the way independent professionals market their practices. Follow my blog to see if you can take some of our actionable ideas to market your own practice.