Grow Your Accounting Business Online With WordPress

This article focuses on helping accountants and financial service professionals grow their business online and contains useful information on ways to improve the effectiveness of your accounting or finance-related web presence.

Grow Your Accounting Business Online With WordPress

How To Successfully Grow An Accounting Or Financial Services Business Online Using WordPressThe online economy has not only revolutionized the way business is done worldwide, it has also created a growing number of challenges and great opportunities for the accounting and financial services sector.

Online Challenges For Certified Public Accountants

Accountants today must work harder than ever before to remain competitive. Not only do they have to be fully involved in the communities and industries they serve, they must also develop and maintain an active presence online. This includes having a website and searching for better ways to grow your business services online.

As well as investing dollars advertising offline, you will probably find (if you haven’t already) that in order to remain competitive, you will need to invest a greater part of your marketing budget to developing and maintaining a website that will bring in leads, engage users, outrank the competition in search engines and social media, and help you create wider reach online.

This means that your website not only has to look professional, your pages have to be fast-loading, and your website has to be easy to navigate, but it’s also important to keep in mind that your site’s needs may change in time and some areas will need to be updated frequently. This requires the implementation of a sound web and content management strategy.

Another difficult challenge that accounting businesses (and most businesses) face, is that your site has an average of thirty seconds or less to help visitors find what they are looking for or they will go elsewhere.

“Websites have evolved into central information hubs where service information is still present but enhanced with web portals, hyperlinks to state and federal sites, and a variety of free tools.”

Michael Alter, http://www.accountingweb.com/technology/accounting-software/tips-for-improving-your-website

Opportunities For CPAs In The Web Economy

As well as facing many business and technology changes, there are also plenty of online opportunities available for businesses in the accounting profession that can adapt to meet the demands of the online economy and think strategically in terms of marketing their services better online.

The article below will help you uncover opportunities to source more clients and build more online credibility for your business.

Useful Info

As well as providing general website improvement tips, we also recommend that you consider using the WordPress content management system to power your accounting business website or blog.

To learn more about the benefits and advantages of using the WordPress content management system (CMS), go here:

Useful Tips For Improving Your Accounting Website

This section explains how to improve your accounting website and get better results. We will look at what pages a financial services site needs, what content you need, your layout and navigation structure, etc.

If you need assistance or help planning your website, see this guide: A Practical Guide To Web Site Planning For Business Owners

Your Website Pages

Professional websites need some essential web pages. Let’s take a look at these.

Your Services

You need a page that describes your products and services.

Your page should include all the services and products you offer, such as:

  • Business accounting – planning, company formation, general accounting, payroll, financial statement compilation, book keeping, financing, budgeting, forecasting, strategic planning, consulting services, etc.
  • Taxation – preparation, planning, reviewing, auditing, advising, problem resolution
  • Investment strategies
  • Corporate accounting
  • Wealth creation
  • Superannuation/retirement plan (401k) advice
  • Audit risk assessment and assurance
  • Quickbooks – setup, training, tune up, and support
  • Specialist services – mergers, acquisitions, information technology, secretarial, rentals, trusts, fiduciary accounting, succession planning, selling businesses, transfers, etc.
  • Lending and leasing

List all of the services you provide, not just the ones you specialize in. Educate your visitors about what these services do and direct them to your appointment booking page.

About Us Page

This page should give a description of your business and explain to visitors what your business stands for, its unique approach, philanthropical activities, etc.

It’s important to also mention any business awards, recognitions, accreditations, certifications, publications, associations, etc., that you can use to promote your company and position it above your competitors.

List all of your awards accreditations, certifications, recognitions, associations, publications, etc. in your About Us page

(List all of your awards accreditations, recognitions, certifications, publications, associations, etc. in the About page. Image source: deloitte.com)

Your Team

Are you looking for quicker, easier and cheaper ideas to sell more products or services online or get prospective clients to engage more on your site? Then help your visitors get to know your organization better.

People need to relate to your business. A great way to do that is to have a page that introduces your team. This page should include a photo and a brief bio. Since most visitors won’t be familiar with accounting terms your descriptions should tell who they are and what their specialties are. It should also explain what those specialties mean. It should also include social buttons so your prospective clients can follow some of your team members on their social pages.

On this page, make sure to highlight your staff member’s experience, why they are an invaluable asset to your team, and more importantly, how they can help add value to your clients’ business.

Make sure to add a page that introduces your employees to prospective new clients

(Make sure to add an employee description page. Screenshot source: deepsky.com)

To learn more about how to easily add a simple and easy-to-manage directory of employees in your web site using free WP plugins, go here: How To Create A Simple Staff List For Your WordPress Site

Recruitment Page

This is a listing of career opportunities available within the company. This page would include training offered, benefits, professional development, social aspects of working with your organization, etc. You should also include stories of recruits who have risen within your firm and information such as the job outlook and upcoming career opportunities in the accounting and financial services industry.

Maintain a positions available section in your page. If there are no positions currently available, consider inviting people to return periodically to this page, subscribe to your newsletter, follow you on social media, etc.

Testimonials

Case studies and reviews from clients are a great way to show potential clients what kind of accounting solutions you can implement to help solve their problems. By adding a page with case studies and reviews from clients, you are also helping to establish social proof.

Add a web page with reviews from clients and case studies

(Add a web page with case studies and reviews from clients. Screenshot image sourced from: pcg-services.com)

We have written a comprehensive article on using case studies, testimonials and reviews get better results online. Go here to learn more about this: Learn How To Improve Your Visitor-To-Lead Conversions With Compelling Testimonials

Contact Page

Having a clean contact page is crucial.

It should provide visitors with the following information:

  • Name Of Your Organization
  • Address
  • Telephone
  • Facsimile number
  • Email
  • Google Map and directions
  • Website address
  • Contact form
  • Request for information – who to contact
  • Social media links
  • Online Chat/Skype (optional feature)

If your business services different locations you will want to make this clear when displaying the address and contact info.

You could also include links to an FAQ page, useful pages, special offers, helpdesk, newsletter, blog, etc.

Add A Blog

A blog can be a very powerful marketing tool. Most blogging platforms typically comprise of a content management system that is simple to use and allows you to promote your business using timely content such as announcements, updates, training articles and tutorials, informative posts, how-to videos, media presentations, etc.

If you already have an accounting website, then consider adding a WordPress blog to promote your organization.

If you don’t have a website yet, or your existing accounting website is hard to keep updated with new content or not giving you the results you want, then WordPress can be used both as your website and blog.

Important Info

Very few people know that WordPress can turn your web presence into an automated traffic machine that can instantly attract new targeted traffic to your business, simply by publishing new content to your website on a regular basis.

An expertly configured WordPress site can automate your traffic generation

(An expertly configured WordPress site can automate your traffic generation)

For more details: WordPress Web Site Traffic Blueprint – Learn How To Create An Automated Traffic Generation Machine With WordPress

Legal Information

Having a website that complies will all legal requirements online is extremely important, not just for building trust and credibility with prospective clients, but also to ensure that you are not contravening any laws or regulations in whichever area you provide services to.

Adding some or all of the following legal pages to your accounting or financial services website will help keep you out of trouble with most regulatory authorities, third-party service providers (e.g. Google), and other potential sources of legal threats and inconveniences:

  • Contact Page
  • Privacy Policy
  • Terms And Conditions Of Use
  • Website Disclaimer
  • Affiliate Agreement
  • Anti-Spam Policy
  • Compensation Disclosure
  • DMCA Notice
  • Earnings Disclaimer
  • External Links Policy
  • Health/Financial Disclaimers
  • Refund Policy
  • Video/Audio Terms
  • etc.

Go here to learn more about adding legal pages to your site: How To Add Legal Pages To Your WordPress Site

How To Improve Your Web Content

In today’s ultra competitive digital economy, the sooner you begin to publish great content on your site, the quicker you will begin to differentiate yourself from the competition.

Providing great content with useful advice and tips will get your readers to share your web pages online and come back for more. This is a great way to inform and teach site visitors and prospective clients about your business.

For example, for an accounting business, topics can include the following:

  • How balance sheets work
  • Profit & loss statements
  • Directors’ duties and legal responsibilities
  • How to present accounts for fundraising activities
  • Cashflow planning
  • Maximizing business insurance cover
  • Risk prevention
  • How to structure a self-managed retirement fund
  • Things to look for when … (e.g. purchasing vs leasing, claiming business expenses, etc.)

You can also create a series of informative articles that will help your your readers gain a better understanding of your services, such as forensic accounting, tax accounting, business budgeting, reducing business debt, understanding financial concepts, etc.

Remember to use keywords and terminology in your content that readers would search for online.

Important

We recommend subscribing to our Content Marketing Email Training Series. You will receive a comprehensive series of training emails with easy-to-digest information that will show exactly how to drive more traffic to your site, save money creating high-quality content for your visitors and grow your business online using content marketing. It’s not only a great course with loads of useful information, it’s also 100% FREE!

Ways To Improve Visitor Experience

Improving user experience (often referred to as UX) will help you keep visitors coming back and using your site. This section will show you ways you can improve your visitor engagement and user experience.

RSS Feeds – Content Syndication

An RSS feed provides many benefits for your website.

If you provide useful information, other sites may want to syndicate your content.

Some of the benefits of syndicating your content to other websites using RSS feeds, include:

  • All of your updates are kept in one place
  • Content distribution doesn’t rely on email
  • RSS feeds can be shared
  • RSS feeds allow users to subscribe
  • An RSS feed provides links to your site
  • Feeds can be submitted to RSS directories
  • There are various ways your readers can receive your content (e.g. view your content on their mobile device using different applications)
  • It’s built into WordPress

There are also benefits when it comes to providing great information on your site from other sites, such as the fact that you don’t have to write, manage or update the content.

You can find RSS feeds with loads of useful content for your website by visiting sites of tax-related government departments and key industry bodies.

For example, here are examples of feeds you may want to consider adding to your website:

RSS feeds can help to improve your accounting site's UX.

(Using RSS (Really Simple Syndication) feeds can help to improve your accounting site’s UX.)

Checklists And Forms

Checklists and forms are a great way to increase visitor engagement, add value to your visitors and set yourself apart from the competition. Checklists and forms can provide visitors with useful instructions and resources to complete a task. They can also be great business planning tools.

You can provide forms and checklists (or links to these) covering a range of subjects such as:

  • How To Set Up A Company
  • Rental Property Worksheet
  • Fundraising Governance Checklist
  • Disclosure Requirements
  • Individual Tax Checklist
  • Trust Tax Checklist
  • Income Tax Variation Forms
Other Tools

Providing unique online tools, gadgets and applications for businesses (or links to these tools) on your website can help increase visitor engagement and significantly add value to your users. Calculators, such as loan and tax calculators, are useful tools for accounting websites. Other applications can include time cards, or retirement and interest calculators.

In part two, we take a look at a number of WordPress-based tools you can add to your website that can help to improve your seo, increase user engagement and generate more traffic to your business.

A Complete Step-By-Step Guide On How To Grow An Accounting Or Financial Services Online Presence Successfully With WordPress

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This is the end of part 1.

To view Part 2, click here:

Practical Tips

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