3 Ways to Improve Your CPA Firm’s Website
CPAs excel at providing exceptional service once our clients are in the door – but actually getting them in the door is another story.
With the advent of social media and the ever-important search engine rankings, CPAs may find the world of marketing more challenging.
Your company website is your #1 marketing tool.
Think about it – when you need something, what do you do?
You Google it (or at least most people do).
If you click on a website in the search listings and you don’t like what you see or are confused – you bounce. You leave the site, which is what many of your potential customers are doing if your site isn’t up to par.
Let’s say that a potential client lands on your website.
What do they see? Do they know what to “do” once they land?
Here is a truth you need to accept: your website isn’t about being pretty, flashy, informative, trendy, etc.
It’s about the conversion.
Site Visitors + Leads + Conversions = Increased Revenue
Here are three action steps to help you increase your website conversion rate:
Step 1: Remove the Clutter.
When people land on your site, they don’t need to see that you are on Facebook, that you have a blog, or your CPA firm profile. Removing the clutter on your site helps the visitor understand you more clearly.
Conversion only happens with an action, which brings us to the next step.
Step 2: Create a Call to Action.
Going back to the question: What do you want them to do?
Make your company phone number stand out – and make SURE it’s mobile-friendly so when they’re driving around town and realize tax day is coming up and they panic and need a CPA to call, that they can easily do so on their phone just by clicking your number.
This may sound outlandish, but if the #1 thing you want a visitor to do is call, then remove everything else on the page that gets in the way of that action.
Maybe your CPA firm website is simply 3-5 bullet points of the services you provide.
Keep it Simple. Figure out what you want a visitor to do and then remove all obstacles to that action.
Step 3: Make it Search Engine-Friendly.
The title of your website (what appears at the top of your browser when you visit your page) is very important.
This is extremely basic – but there are many sites out there that still have “Home” or “Index” as their title or maybe their firm name.
Ask yourself: What would someone Google if they were looking for your services in Austin, Texas, for example?
- “Austin TX CPA”?
- “Austin Texas Accountant?”
- “CPA Austin Texas”?
Do some research to fine tune the verbiage.
Try this: Austin TX CPA | Austin Texas Accountant | (CPA Firm Name)
In closing, many firms are successful in spite of their poor web presence.
Whatever you do – make sure you ask customers how they heard about you and track it. Without tracking, you’re flying blind.
Jeff Elliott, CPA, CGMA, Another71.com. A site founded in 2008 that helps accountants pass the CPA Exam.
Website marketing image via Shutterstock