- Grow Your Accounting Business Online With WordPress
- Useful Tips For Improving Your Website
Grow Your Accounting Business Online With WordPress
The digital age has not only revolutionized businesses globally, it has also created significant challenges and opportunities for businesses offering accounting and financial services.
Challenges CPAs Face Online
Accounting businesses today must work harder than ever to remain competitive. Not only do they have to become actively involved in the communities and industries they serve, they must also develop a strong presence online. This includes having an effective website and learning how to better promote your business services online.
In addition to investing money advertising offline on newspapers, ads in industry publications and magazines, radio and television, etc., you will probably find that in order to compete, you will need to assign a greater amount of your marketing budget towards the development and management of a website that drives new leads, engages users, outranks the competition in search engines and helps increase your reach online.
This means that your website not only has to look professional, your web pages have to be fast-loading, and be easy to navigate, but even more importantly, your site’s needs will change over time and sections may need to be updated often. This requires the implementation of a sound website and content management strategy.
Another challenge that CPAs (and all other businesses) face with their websites, is that your site has an average of thirty seconds to help users find what they are searching for or they will leave and 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.”
Opportunities For CPAs
As well as facing many new challenges, there are also loads of online opportunities available for businesses in the accounting industry that are willing to adapt to meet digital challenges and can think outside the box about marketing their business better online.
This guide will help you uncover new ways to attract and engage new visitors and improve your accounting and financial business presence online.
As well as providing general website improvement tips, we also recommend that you consider using WordPress to power your accounting or financial services business website.
To learn more about the benefits and advantages of using the WordPress content management system, see these articles:
- Learn How A Poorly Constructed Website Can Lose You Prospective Clients And What To Do About It
- WordPress In Business – An Online Guide To Growing A Small Business Using A WordPress Blog
Useful Tips For Improving Your Website
This section explains ways to improve your accounting website and get better results. We will look at what web pages you need, what type of content works best for accounting and financial services websites, navigation structure, etc.
If you need website planning assistance, go here: A Practical Guide To Web Site Planning For Non-Technical Business Owners
Improve Your Website Pages
All business websites need several basic pages. Let’s review the pages your need and how to structure your accounting website for best results.
Products And Services
It’s essential to have a page that explains your services or products.
Your page will include all the services and products you offer, such as:
- Business accounting – planning, incorporation of companies, general accounting, payroll, financial statement compilation, bookkeeping, forecasting, financing, budgeting, strategic planning, consulting, etc.
- Taxation – preparation, planning, reviewing, auditing, advice, 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, asset transfers, etc.
- Lending and leasing
List all of the services you provide. Educate your visitors about the benefits of using your services and direct them to your contact or appointment booking page.
Who We Are
The ‘About Us’ page should give a description of your business and explain to visitors what your business stands for, its unique approach, community projects, etc.
Remember to also list any business awards, accreditations, recognitions, certifications, publications, associations, etc., that could be used to promote your company and position it above other competitors.
(List all of your industry awards recognitions, certifications, accreditations, publications, associations, etc. in your About Us page. Image source: deloitte.com)
Are you searching for cost-effective ways to sell more products or services online or get prospective clients to interact more on your site? Then help prospective clients get to know you, your team and your organization better.
People need to relate to your business. One great way to do that is to have a page that introduces your team. This page should include a photo and a mini bio. Since most visitors are probably not that well-versed in 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 your staff members on their social networks.
In this page, make sure to outline your person’s expertise and qualifications, why they are an invaluable asset to your team, and more importantly, how they will help add value to your clients’ business.
(Add a page that introduces your team to prospective new clients. Screenshot source: deepsky.com)
If you need help how to create and add an easy-to-update simple team members directory to your site using free plugins, refer to this step-by-step tutorial: WordPress Plugin Tutorial: Adding A Staff List Directory In WordPress
Work With Us
List any career opportunities within the company. It could include training offered, benefits, opportunities for advancement, social aspects of working with your firm, etc. You can also include information such as the job outlook and career opportunities in the accounting 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
Case studies and testimonials from past clients are a great way to show potential clients businesses minimise tax, increase profitability, or grow strategically. By adding a page with case studies and testimonials from previous clients, you will also help to provide visitors social proof online.
(Add a page with case studies and reviews from clients. Screenshot source: pcg-services.com)
We have written extensively on using client testimonials and client reviews get better results online. Go here to learn more about this: Convert More Visitors Into Qualified Prospects With Standout Testimonials
Contact Us Page
Having a contact page is absolutely necessary.
It should provide:
- Company Name
- Physical address
- Contact email address
- Google Map
- Web address
- Contact form
- Request for more information – contact details
- Social media web addresses
- Online chat feature (optional feature)
If your business operates out of several areas you will want to make that clear when showing your address and contact info.
Consider also including links to an FAQ section, main pages, special offers, support area, newsletter, blog, etc.
Add A Blog
A blog is a very powerful marketing tool for your business. Many blogging platforms are built around a content management system that is easy to use and allows you to easily promote your business by publishing content such as company events, company updates, useful articles, opinions and discussions, promotional videos, media presentations, etc.
If you already have an accounting website, then consider adding a WordPress-driven blog to promote your firm.
If you don’t have a website yet, or your existing accounting or financial services site is hard to add new content to or not delivering you the results you want, then WordPress can be used both as your business website and blog.
Very few people know that an expertly configured WordPress site can turn into an automated traffic machine that will begin delivering targeted visitors to your site, simply by publishing regular content to your website.
(WordPress can automate your traffic generation)
Legal Info Pages
It’s vital for accounting businesses to make sure they have a compliant website, not just for building trust and credibility with prospective clients, but also to ensure that you are not breaking local, regional or federal laws or regulations in whatever region you provide services to.
Depending on the products and services you provide, adding some or all of the following legal pages to your website will help you stay out of trouble with most regulatory authorities, third-party service providers, and other potential legal threats or inconveniences:
- Contact Us
- Terms And Conditions
- Website Disclaimer
- Affiliate Agreement
- Anti-Spam Policy
- Compensation Disclosure
- DMCA Notice
- Earnings Disclaimer
- External Linking Policy
- Financial Disclaimers
- Refund Policy
- Video/Audio Terms
- and others
Go here if you would like to learn more about adding legal pages to your website: Why You Need To Add Legal Pages To Your WordPress Site
Improving The Content On Your Site
In today’s highly competitive global economy, content marketing has become one of the key differentiators for businesses.
By committing to providing great content with information and tips, you will get your visitors to share your web pages online and come back for more. Using content is a great way to inform and educate site visitors and prospective clients about your business.
For example, for an accounting or financial services business, topics can include the following:
- Explanations of balance sheets
- Understanding profit & loss statements
- Duties and legal responsibilities of company directors
- How to present accounts for fundraising activities
- Cashflow planning tips
- Maximizing business insurance cover
- Protecting revenues
- Tips on structuring your self-managed retirement fund
- Things to look for when … (e.g. purchasing insurance, setting up payroll systems, etc.)
You can also create a series of educational articles that will help your your prospective clients understand your services, such as finance accounting, small business accounting, tips on using office accounting software, reducing debt, understanding financial concepts, etc.
Remember to include the same keywords in your content that readers will be searching for online.
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 teach you how to drive more traffic to your web site, save money creating high-quality content for your site visitors and grow your business online using content marketing. It’s not only a great course with loads of useful information, it’s also completely FREE!
Ways To Improve Visitor Engagement And User Experience
Improving your user experience (often referred to as UX) will help to keep visitors coming back and engaging with your site. This section will show you different ways to improve visitor engagement and user experience.
Syndicating Content With RSS Feeds
RSS (Really Simple Syndication) feeds can help to improve your visitor engagement and user experience in a number of different ways.
If you provide content that adds value to others, other businesses may want to syndicate your content to their visitors.
Some of the benefits of syndicating your content to other businesses using RSS feeds, include:
- All of your content updates are kept in one place
- Doesn’t rely on email
- Your feeds can be shared online
- Users can subscribe to your RSS feed
- It provides links to your site
- RSS feeds can be submitted to RSS directories and aggregators
- RSS provides a number of ways for readers to receive your content (e.g. users can read your content on their mobile device using different applications)
- It’s built into WordPress
There are also a number of benefits when it comes to providing great content on your website 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 by searching online for finance and tax-related government departments or respected industry bodies.
Below we have listed examples of feeds you could consider adding to your site:
- Taxation Policy Center: http://www.taxpolicycenter.org/press/rss.cfm
- Australian Taxation Office: https://www.ato.gov.au/RSS-news-feeds.aspx
- Canada Revenue Agency: http://www.cra-arc.gc.ca/rssfeeds/
- UK HM Revenue and Customs: http://www.hmrc.gov.uk/rss/rss.htm
- South Africa Revenue Service: http://www.sars.gov.za/Pages/RSS-Feeds.aspx
(Using RSS feeds can help to improve your accounting website’s user experience.)
Adding checklists and forms to your site is a fantastic way to increase visitor engagement, add value to your audience and set yourself apart from the competition. Forms and checklists can provide users with useful step-by-step instructions and resources to complete a task. Forms and checklists can also be great business planning tools.
You can provide online or downloadable forms and checklists (or links to these) covering a range of areas such as:
- How To Set Up A Company
- Negative Gearing Worksheet
- Not-For-Profit Governance Checklist
- Disclosure Checklists
- Company Tax Checklist
- Self Managed Super Fund Tax Checklist
- Income Tax Variation Forms
Providing unique online tools and applications for businesses (or links to these tools) on your website is a great way to increase visitor engagement and add significant value to your target audience. Calculators, such as loan and tax calculators, are useful tools you can add to accounting websites. Other tools could include time cards, and retirement and interest calculators.
In the next section of this guide, we look at a number of online tools you can use in your website using WordPress plugins and themes that can improve your search engine optimization, improve user engagement and generate more web traffic to your business.
This is the end of section one.
To keep reading, click here:
- Tips For Certified Public Accountants – How To Improve SEO, Improve User Engagement And Generate More Visitors To Your Site Using WordPress Plugins
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