Optimize your accounting firm’s website so it most effectively attracts and engages potential clients. Optimization techniques include using keywords, creating a site design that engages potential clients and reinforces your brand image, and offering valuable content that reflects the value of your services.
Use Keywords for Search Engine Optimization
People have to find your website before they can be impressed by it. Most site visitors come to your site through a search engine such as Google. A key to making sure your site shows up high on page one of search results is having it “search engine optimized.” Your website is considered optimized when it shows up within the top five or 10 results when someone does an internet search related to your business, such as a search for “tax preparation services” or “business accounting.”
Keywords are essential for good SEO. They are important words or phrases that are relevant to your business. You can identify the most important keywords for your business by thinking about internet searches your target clients might make. For example, if a primary service your firm offers is “cash flow management services,” then that’s an important keyword phrase for your site. One keyword many businesses overlook is their location. People often include locations in searches to get more specific results. For instance, someone might search for “tax preparation services Ontario.”
Use your top keywords throughout the main elements of your website, such as page titles, subheadings, content, and meta descriptions, which are the short descriptions that appear in search result listings.
Design Your Website to Be User-Friendly
Your website is the face of your business online, so its appearance should accurately reflect your desired brand image, what you want people to associate with your business. If you want potential clients to see your firm as laid back and relaxed, then the appearance, or the colors, design style, and layout of your site, can reflect that easygoing style. But if you’re aiming to be seen as an upscale boutique accounting firm serving only the wealthiest clients, your company logo, colors, everything about your website’s appearance, should be designed to hammer home that clear picture of upscale exclusivity. For example, include professional photos of key executives, not photos snapped with a smartphone, and have the executives photographed wearing expensive clothing.
A key to effectively engaging website visitors, and eventually converting them to clients, is designing your site to be as user-friendly as possible. Make it simple and easy for visitors to navigate their way around your website and find the exact information they want. It may sound almost unthinkable, but some websites make it nearly impossible to find their contact information. Make “Contact Us” a prominent tab located near the top of your home page so it’s immediately visible whenever someone comes to your site. Put a link to your contact page on every page of your website, and offer visitors choices of how to contact you, such as email, online chat service, telephone, and physical address.
Provide Valuable Content
Online marketers often repeat the phrase, “Content is king.” Regularly adding new, unique, and helpful content to your website enhances your SEO. It’s also an effective tool for drawing potential clients back to your site repeatedly, engaging them and building relationships, and showing them the value of your expertise and your firm’s services. You can offer content in the form of interesting fact sheets, frequently asked questions, client testimonials, and articles with useful information. Authoring articles about accounting services helps you build relationships with clients and also enhances your online profile as an expert accountant.
Using these optimization strategies helps you grow your accounting business by attracting visitors and offering them helpful content related to your services.