Grow Your Accounting Business Online With WordPress
Accountants today face increasing challenges.
Online Challenges For Accounting And Financial Firms
Certified Public Accountants today must work harder than ever before to remain competitive. Not only do they have to participate in the communities and industries their business serves, they must also maintain a strong web presence. This includes having a dynamic web presence and learning how to better market your services online.
In addition to investing dollars advertising offline on local newspapers, ads in industry publications and magazines, radio and television spots, etc., businesses in the accounting industry are now finding that increasingly larger amounts of their marketing budget will need to be allocated towards developing and managing a website that can drive prospects, engage users, outperform the competition in search engines and social media, and help to increase their presence online.
This means that your site not only has to look great, your web pages have to be fast-loading, and be easy to navigate, but even more importantly, your site’s needs may change over time and sections may need to be updated often. This requires having a well-developed web and content management strategy in place.
One other challenge that accounting businesses face, as other businesses do for that matter, is that you have around 30 seconds or less to give visitors the information they need or they will go elsewhere to find what they need.
“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.”
Online Opportunities For Accounting Professionals
As well as facing significant business and technology changes, there are also loads of online opportunities available for businesses in the accounting sector that can adapt to meet the demands of the digital economy and can think strategically when it comes to marketing their business services better online.
In this comprehensive guide, you will discover ways to source new business and establish stronger online credibility for your business.
As well as providing practical tips and information on ways to improve your accounting business online, we also place special emphasis on the benefits and advantages of using WordPress to power your accounting or financial services website or blog.
To learn more about the benefits and advantages of using the WordPress content management system, go here:
- Discover Why A Poorly Built Website Can Cost You Money And What To Do About It
- The Small Business Owner’s Guide To Using WordPress
Practical Tips To Improve Your Website
Let’s start by covering the basic information you need. In this section, we’ll look at ways to improve your accounting website and get better results online. We show you what web pages you need, what type of content works best for accounting and financial services sites, your layout and navigation structure, etc.
If you need website planning assistance, go here: How To Plan Your Small Business Website - A Basic Guide For Business Owners
Ways To Improve Your Website Pages
Professional websites need some essential web pages. Let’s go over the pages your need and how to structure your accounting website for best results.
Services And Products Description Page
You need to include a page that describes your products or services.
This page should include services such as:
- Business accounting – planning, incorporation of companies, accounting, payroll, preparing financial statements, book keeping, financing, budgeting, forecasting, strategic planning, consulting, etc.
- Taxation – preparing, 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 what your services do and direct them to your contact or appointment booking page.
About Us Page
The ‘About Us’ page should give a description of your business and explain to visitors what it stands for, its unique approach, philanthropy, etc.
Remember to list any industry awards, accreditations, certifications, recognitions, publications, associations, etc., that could be used to promote your company and position it above other competitors.
(List all of your awards recognitions, accreditations, certifications, associations, publications, etc. in your About page. Image source: deloitte.com)
Team Profile Page
If you are searching for simple ideas to sell more products online and increase user interaction with your site, then one of the things you can do, is make it easier for your visitors to get to know you, your team and your business better.
Potential clients need to relate to your business. One great way to do that is to have a page that introduces your employees. It should include a photo and a mini biography. Since most visitors will not tend to be 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 that will allow your visitors to follow selected staff members on their social networks.
In this page, make sure to highlight your employee’s experience, how their skills add value to your team, and more importantly, how they will help add value to your clients’ business.
(Make sure to add a page that introduces your team to prospective new clients. Image sourced from: deepsky.com)
If you need help how to easily add a simple staff directory to your site without coding skills, see this step-by-step tutorial: How To Easily Add A Simple Employee List On Your WordPress Site
This is a listing of career opportunities available within your company. This page should include training, benefits, opportunities for advancement, social activities sponsored or encouraged by your firm, etc. You should also include information about upcoming career opportunities in the accounting industry.
Include also a positions available section in this 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.
Case studies and testimonials from previous clients are a great way to show potential clients the benefits of doing business with your company. By adding a page with case studies and testimonials from past clients, you will also help to provide social proof.
(Add a page with case studies and client reviews. Screenshot image source: pcg-services.com)
To learn more about using client testimonials and client reviews, see this article: Improve Your Visitor-To-Sales Conversions Using Standout User Testimonials
Contact Us Page
Having a functional contact page is absolutely necessary.
It should include some or all of the following information about your business:
- Name Of Your Organization
- Your physical address
- Google Map and directions
- Website address
- Contact form
- Request for more information – contact details
- Social media URLs
If you have multiple areas you want to make that clear when displaying the address and contact info.
You can also include links to an FAQ section, main pages, special offers, support page, newsletter opt-in form, blog, etc.
A blog is a powerful marketing tool. Blogs typically comprise of a content management system that is easy to use and allows you to easily promote your business by publishing content like announcements, product releases, useful information, informative posts, videos, media presentations, etc.
If you already have an accounting website, then consider adding a WordPress-powered blog to promote your organization.
If you don’t have a website yet, or your existing accounting website is hard to manage or not delivering you the results you want, then WordPress can be used both as your website and business blog.
Very few businesses know that WordPress can turn into an automated traffic machine that will begin to deliver new visitors to your site, simply by adding regular content to your website.
(WordPress can drive traffic automatically to your website)
Legal Information Pages
As a professional accountant, having a website that complies will all legal requirements online is essential, not just for building credibility with visitors, but also to ensure that no laws or regulations are being contravened wherever your business services clients.
Depending on what services you provide, adding some or all of the legal pages below to your accounting or financial services site will help you stay out of trouble with most regulatory authorities, third-party service providers (e.g. Google), and other potential sources of threats and legal inconveniences:
- Contact Page
- Privacy Statement
- Website Disclaimer
- Affiliate Agreement
- Anti-Spam Policy
- Compensation Disclosure
- DMCA Notice
- Earnings Disclaimer
- External Linking Policy
- Financial Disclaimers
- Refund Policy
- Video/Audio Terms
We have written a detailed article on adding legal pages to your website. Learn more here: The Importance Of Adding Legal Pages To Your Website
How To Improve Your Web Content
In today’s ultra competitive global economy, the earlier you begin to engage in the practice of content marketing, the quicker you will begin to see results and differentiate yourself from the competition.
You want to provide great content with useful information and tips that will get your visitors to share your web pages with others and come back for more. Content marketing is a great way to educate your visitors and prospective clients about your business and about using your services.
For example, topics for an accounting business could cover the following:
- How balance sheets work
- Profit and loss statements
- Duties and legal responsibilities of company directors
- How to present accounts for non-profit activities
- Cashflow planning advice
- Maximizing business insurance cover
- Risk protection
- Structuring a self-managed retirement fund
- Dos and don’ts of … (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 gain a better understanding of your services, such as finance accounting, business accounting, business auditing, reducing debt, understanding financial conventions, etc.
Remember to use keywords and terms in your articles that your prospective clients 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 show exactly how to drive more traffic to your web site, save money creating high-quality content that will add value to 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 100% FREE!
Tips For Improving User Experience
Improving your site’s user experience (often referred to as UX) helps keep visitors coming back and using your site. This section will show you ways you can improve visitor engagement and user experience.
Adding RSS Feeds
RSS feeds provide lots of benefits for your accounting business.
If you provide valuable content, other sites will want to syndicate your content to their visitors.
Some of the benefits of syndicating your content to other sites using RSS feeds, include:
- All of your updates are in one place
- Doesn’t rely on email
- Feeds can be shared online
- RSS feeds allow for subscribing
- A feed provides a way for external links to point back to your content
- RSS feeds can be submitted to RSS directories
- RSS provides several ways for readers to receive your content (e.g. view your content on their mobile device using feed readers)
- RSS is built into WordPress
There are also a number of benefits when it comes to adding syndicated content to your website from other websites, such as the fact that you don’t have to write, manage or update the content.
You can find many useful RSS feeds for your website by visiting sites of finance-related government departments and 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
(Add RSS (Really Simple Syndication) feeds to provide your visitors with a better user experience.)
Adding Downloadable Checklists And Forms
Checklists and forms are a great way to increase visitor engagement and add value to your audience. Forms and checklists can provide users with useful step-by-step instructions and resources to get necessary tasks completed. Checklists and forms are also great planning tools.
You can provide a range of checklists and forms covering subjects such as:
- How To Set Up A Company
- Rental Property Worksheet
- Fundraising Governance Checklist
- Disclosure Checklists
- Partnership Tax Checklist
- Self Managed Super Fund Tax Checklist
- Income Tax Variation Forms
Providing unique tools, gadgets and applications for businesses on your website is a great way to increase visitor engagement and significantly add value to your target audience. Calculators, such as loan and tax calculators, are popular tools for accounting websites. Others could include time cards, or retirement and interest calculators.
In part two of this detailed article, we discuss a number of online tools you can use in your website using WordPress plugins that can help to improve your seo, increase user engagement and drive more visitors to your business.
This is the end of part 1.
Click on this link to access the rest of this guide:
- Your Accounting Website – How To Improve Search Engine Optimization, Improve User Engagement And Drive More Visitors With WordPress Plugins
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