- Grow Your Accounting Business Online With WordPress
- Ways To Improve Your Website
- Basic Pages
- Tips On How To Improve The Content On Your Website
- Tips For Improving Visitor Engagement And User Experience
Grow Your Accounting Business Online With WordPress
Accountants today face a growing number of challenges.
Challenges Professional Accountants Face Online
Accounting businesses must work harder than ever to remain competitive. Not only do you have to participate in the communities and industries you serve, you must also develop and maintain a strong presence online. This includes having a dynamic web presence and searching for better ways to grow your business online.
In addition to investing money in offline marketing activities, businesses in the accounting industry are now finding that increasingly larger amounts of their budget will need to be directed to develop and maintain a website that will bring new clients, engage users, outperform the competition in search engines and help create a wider amount of marketing reach online.
This means that your site not only has to look great, load fast, and your website has to be easy to navigate, but even more importantly, the needs of the website may change over time and many areas may need to be frequently updated. This requires implementing well-planned web and content management strategy.
Another challenge that accounting organizations face, as all other businesses do for that matter, is that they have only about thirty seconds to provide users with what they are searching 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.”
Opportunities For Accountants
As well as facing significant business and technology changes, there are also loads of online opportunities available to accounting companies that can adapt to meet digital economy demands and who can think outside the box about improving their online marketing skills.
This detailed guide will help you uncover opportunities to increase web traffic and create significant improvements in your business results online.
As well as providing practical tips and information on cost-effective ways to improve your accounting website, we also recommend that you consider using WordPress to power your accounting or financial services business website or blog.
To learn more about the benefits and advantages of using the WordPress content management system, see these articles:
- Why A Poorly Constructed Web Site Can Cost You Potential Clients
- A Beginner’s Guide To Growing Your Successful Business Using WordPress
Ways To Improve Your Website
This section covers ways to improve your website and get better results. We will look at what pages your website needs, what type of content works best for accounting and financial services sites, your navigation structure, etc.
If you need website planning assistance, go here: How To Plan A Website - A Comprehensive Blueprint For Non-Technical Business Owners
Professional business websites need several essential pages. Let’s go over the pages your need and how to set up your accounting or financial services website for best results.
Services And Products Page
It’s essential to have a page that explains your services and products.
Your page will include all the products and services you offer, such as:
- Business accounting – planning, formation, general accounting, payroll, preparing financial statements, bookkeeping, budgeting, forecasting, financing, strategic planning, consulting, 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 a business, transfers, etc.
- Lending and leasing
List all of the services you provide. Educate your visitors about the benefits of using these services and direct them to your contact or appointment booking page.
The ‘About Us’ page needs to describe your business and explain to visitors what your business stands for, its unique approach, community involvement, etc.
It’s important to include any accounting awards, certifications, recognitions, accreditations, associations, publications, etc., that can be used to promote the company and position it above your competitors.
(List all of your professional awards accreditations, certifications, recognitions, publications, associations, etc. in the About Us page. Screenshot image source: deloitte.com)
Meet Our Team
If you are searching for ways to sell more products or services online, then something you can do, is help your visitors get to know, like and trust your organization better.
Your business needs to be relatable. A great way to do that is to have a page that introduces your team members. This page should include a photo and a brief biography. Since most visitors are probably not familiar with accounting terms your descriptions should tell who they are and what their specialties are. You may also want to explain what those specialties mean. This page should even include social buttons that will allow your prospective clients to follow individual team members on their social networks.
In this page, make sure to highlight each team member’s qualifications, why they are an asset to your team, and more importantly, how they can help add value to your clients’ business.
(Add a ‘meet the team’ page. Screenshot image sourced from: deepsky.com)
If you need help how to add an easy-to-manage simple employee directory in your site, refer to this tutorial: WordPress Plugin Tutorial: Adding A Staff Directory To WordPress
Career Opportunities Page
This is a listing of career opportunities available within the firm. This page should include training, benefits, opportunities for advancement, etc. You can also include stories of graduates who have worked their way up in your organization and information such as the job outlook and additional career opportunities in the accounting and financial services industry.
Include also a positions available section in this page. If there are no positions currently available, consider inviting people to return periodically to the page, subscribe to your newsletter, follow you on social media, etc.
Case studies and testimonials from previous clients are a great way to show prospective clients what kind of solutions you are capable of implementing to help them solve their problems. Adding a web page with case studies and reviews from clients also establishes social proof.
(Add a page to your site with case studies and client reviews. Image source: pcg-services.com)
We have written extensively about using client testimonials and reviews get better results online. If you are interested in learning more about this here: How To Convert More Visitors Into Qualified Prospects Using Profit-Boosting Testimonials
Having a clean contact page is crucial.
Your contact page should provide visitors with some or all of the following information about your business:
- Name Of Your Organization
- Contact email
- Google Map
- Website address
- Contact form
- Name of person to contact
- Links to social media profiles
- Interactive chat (optional)
If you operate out of different areas you will want to make this clear when displaying the address and contact info.
Consider also including links to commonly-asked questions, useful pages, special offers, helpdesk, newsletter opt-in form, blog, etc.
A blog can be a very powerful marketing tool for your business. Blogs typically comprise of a content management system that allows you to promote your business by publishing content such as industry events, company updates, educational information, informative posts, how-to videos, infographics, etc.
If you already have an existing accounting or financial services site, then consider adding a WordPress-driven 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 delivering you the results you want, then WordPress can act as both your business website and blog.
You may not have been told about this, but an expertly configured WordPress site can turn your web presence into an automated traffic-generation system that can help begin to drive web traffic to your site, simply by adding new content to your website on a regular basis.
(WordPress can automate your traffic generation)
For more details, go here: WordPress Web Site Traffic Blueprint – How To Grow Your Web Visitors For Your Business With WordPress
Legal Information Pages
Having a website that complies will all legal requirements online is extremely important, not just for establishing trust and credibility with prospective clients, but also to ensure that you are not breaching any laws and regulations wherever you service clients.
Adding some or all of the legal pages below to your accounting or financial services website will help you stay out of trouble with most regulatory authorities, third-party service providers, and other potential sources of legal threats and inconveniences:
- Contact Page
- Privacy Statement
- Terms And Conditions
- Website Disclaimer
- Affiliate Agreement
- Anti-Spam Policy
- Compensation Disclosure
- DMCA Notice
- Earnings Disclaimer
- External Links Policy
- Health Disclaimers
- Refund Policy
- Video/Audio Terms
Go here if you want to learn more adding legal pages to your site: What You Need To Know About Adding Legal Pages To Your Website
Tips On How To Improve The Content On Your Website
In today’s globally competitive economy, the sooner you begin to publish great content on your site, the faster you will begin to see results and differentiate yourself from your competitors.
You want to provide great content with information and tips that will get your readers to share your web pages and come back for more information. Content marketing is the most effective way to educate your visitors and prospects about your business.
For example, for an accounting business, topics could cover:
- How balance sheets work
- Overlooked tax deductions
- Directors’ duties and legal responsibilities
- Presenting accounts for fundraising activities
- Cashflow planning advice
- Maximizing business insurance cover
- Protecting revenues
- Structuring a self-managed retirement fund
- Things to look for when … (e.g. purchasing insurance, claiming business expenses, etc.)
You can also create a series of informative articles that will help your readers understand your services, such as finance accounting, business accounting, tax planning for small business, reducing debt, financial concepts made simple, etc.
Remember to include keywords and terms in your articles that your readers will be searching for online.
We recommend subscribing to our Content Marketing Email Training Series. You will receive regular training emails with actionable information and practical tips that will teach you how to drive more traffic to your website, save money creating useful content for your site visitors and grow your business online using content. It’s not only a great course with loads of useful information, it’s also 100% FREE!
Tips For Improving Visitor Engagement And User 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 UX.
Syndicate Content Using RSS Feeds
Using RSS (Really Simple Syndication) feeds can help to improve visitor engagement and UX in a number of different ways.
If you provide content that adds value to others, other sites may want to syndicate your content to their visitors.
Some of the benefits of having other businesses syndicate your content, include:
- All of your content updates are kept in one place
- Doesn’t rely on email
- Can be shared
- Users can subscribe to your feed
- It provides links back to your site
- Your feeds can be submitted to RSS directories
- There are several ways your readers can receive your content (e.g. subscribers can read your content on their mobile device using feed readers)
- It’s built into WordPress
There are also benefits when it comes to providing valuable content on your website from other websites, such as the fact that you don’t have to write, manage or update the content.
To find useful RSS feeds just visit sites of finance-related government departments and key industry bodies.
Below we have listed some exaples of useful RSS feeds you may want to 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
(Use RSS (Really Simple Syndication) feeds to improve your website’s user experience.)
Checklists And Forms
Checklists and forms are a fantastic way to increase visitor engagement and add value to your readers. Checklists and forms can provide users with useful step-by-step instructions and resources to complete tasks. Checklists and forms are also great business planning tools.
You can provide online or downloadable forms and checklists covering a range of areas such as:
- How To Set Up A Company
- Negative Gearing Checklist
- Not-For-Profit Activity Checklist
- Disclosure Checklists
- Individual Tax Checklist
- Capital Gains Tax Checklist
- Income Tax Variation Forms
Adding Unique Tools
Providing useful tools and applications for businesses (or links to these tools) on your website can help increase visitor engagement and add significant value to your target audience. Calculators, such as loan and tax calculators, are useful tools for accounting websites. Other applications would include time cards, and retirement and interest calculators.
In the next section of this guide, we will look at a several WordPress-based tools you can use in your accounting website that can improve seo, increase user engagement and drive more web traffic to your business.
This is the end of part 1.
Click here to read Part 2:
- A Complete Step-By-Step Guide To Building And Growing An Accounting Or Financial Services Business Online – Part 2
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