Yesterday, I touched on the topic of Websites for Accountants; and today, I'd like to go a bit more in-depth.
Most Accounting websites are simply "brochure" type websites that can trace their origins back to 1999 or so... And while having a website is better than nothing, having the right type of website; that attracts the clients that Pay, Stay and Refer, is like having a profit producing oil well, pumping away in cyber-space.
Myth 1 - Content
Myth: Most people believe that "content is king" - and that they should include as much relevant content about the services they provide as possible to make their website look comprehensive.
Fact: While it's important to list your services; the content or description of your services doesn't matter much. Rather, the better way to get clients to call your firm is to connect to their problems or pain.
In other words; a paragraph about tax preparation services is content; but every CPA or Accountant does that. Rather, a page explaining how you protect your client from the greedy clutches of the tax man, and how you help people save their hard earned money (pain & benefits) is more effective at converting looky-loo eye-balls to dialing digits, and increased sales. Throw in a few testimonials and you have the golden ticket!
Myth 2 - Capture:
Myth: Website visitors are annoyed with "opt-in" lists, or name capture devices on websites.
The truth is, when you offer something of value to a website visitor; you're "paying it forward." Give a freebie with good value in the form of information such as a free report or white-paper tailored to the visitors needs. Then visitors actually appreciate giving you their contact information in exchange for helpful information. Just make it just as easy for them to "opt out" of your mailing list if they choose. And as long as you don't abuse your email list, future contacts with the prospect or customer should be welcomed.
In fact, chances are, you're not contacting your current customers enough anyway.
I've got to run off to a meeting right now; but stay tuned for more Website Marketing Myths Exposed in the coming days...
Dedicated to your practice development,
P.S. If you have questions regarding this subject, or want to make a suggestion for future posts, feel free to use the comment functions below!
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I just realized that a lot of you have questions about marketing accounting firms on the internet...
So, instead of just emailing me (which you still can do by emailing firstname.lastname@example.org ) Go ahead and post a comment or question here on the blog. Let's get this conversation started!
One of the most frequent questions I get here at the CPA Marketing Center is:
"What's the best way to market my firm on the Internet?"
The answer is fairly simple:
The best way to market your firm on the Internet is: to do it better than your competition.
What I mean is that quite likely; your marketing focus should be local or regional; and in most markets, all you have to do to get more qualified leads from your Internet marketing efforts is be better than your competition. And that's not hard to do.
Luckily, most CPAs and Accountants do a poor job of marketing their firms on the internet. So it's not hard to do better than the competition.
There is quite an industry in providing "template" or "ready-made" websites for CPAs and Accountants. Many practitioners use pre-packaged and pre-designed websites where all you have to fill in a few forms, and presto, your website is up in about 30 minutes. Tempting, because it's quick and fairly inexpensive.
But you get what you pay for...
Smart Accountants realize that marketing for their firm is an Investment; not an expense. Marketing your firm is an investment in the future of your firm, and done properly will provide a steady stream of qualified prospects; prospects who are pre-educated to your firm's benefits, and therefore more likely to become great clients for your firm who: Pay, Stay, and Refer.
In future articles, I'll be sharing more marketing tips for your accounting firm; to help you stand above the competition...
And stay tuned for a very important announcement of a Free Webinar specifically on marketing your Accounting firm on the Internet.
Dedicated to your practice development,
David S. Rachford, CPA-Inactive
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