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Grow Your Accounting Business Online With WordPress

Grow Your Accounting Business Online With WordPress

Accountants face many challenges in the online economy, especially in terms of growing a business presence online.

Challenges Professional Accountants Face Online

Today, more than ever, CPAs must find smarter ways to remain competitive, source new clients, and retain current clientele. Not only do you have to maintain a strong presence in the communities and industries you serve, you must also maintain a strong presence online. This includes having a dynamic web presence and learning how to better market your business online.

In addition to investing money in offline marketing activities like advertising on newspapers, ads in industry publications and magazines, radio and television spots, etc., businesses in the accounting industry are also finding that they need to assign a bigger share of their marketing budget towards developing and maintaining a website that brings new prospective clients, engages users, outperforms the competition in search engines and increases their reach online.

This means that your website not only has to look great, your pages have to load fast, and your site layout has to be easy to navigate, but even more importantly, your site’s needs will change in time and sections may need to be frequently updated. This requires implementing sound web and content management strategy.

Another difficult challenge that accounting businesses (and all other professions) face, is that your site has only around thirty seconds to help users find the information they are searching for or they will find what they are looking for 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

Online Opportunities For CPAs

As well as facing many new business and technology changes, there are also loads of online opportunities available for businesses in the accounting sector that are willing to evolve to meet the challenges of the online economy and think progressively about marketing their services better online.

This detailed guide will help you uncover new opportunities to attract more clientele and create significant improvements in your business presence online.

As well as providing general website improvement tips, we also emphasize the benefits and advantages of using the WordPress Content Management System to power your accounting or financial services website.

To learn more about the benefits and advantages of using the WordPress Content Management System (CMS), see these articles:

Practical Tips To Improve Your Accounting Or Financial Services Site

This section looks at ways to improve your website and get better results online. We will look at what pages you need, what type of content works best, suggestions for improving layout and navigation, etc.

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

Improving Your Website Pages

All websites need a number of essential web pages. Let’s discuss these.

Products And Services

It’s essential to have a page that lists your services and any products that you offer.

Your page should include services such as:

List all of the services you provide, not just the ones you specialize in. Provide your visitors with information that will educate them about what these services do and direct them to your contact or appointment booking page.

About Us Page

The ‘About Us’ page needs to describe your business and explain to visitors what it stands for, its unique approach, causes supported, etc.

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

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

Your Staff Page

If you are searching for inexpensive ways to grow your business online, then make it easier for visitors to get to know your business better.

You want your business to be relatable. One great way to do that is to have a page that introduces your staff or team members. This page should include a photo and a mini bio. Since most visitors are probably not well-versed in accounting terms it 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 selected staff members on their social networks.

On this page, make sure to outline each staff member’s expertise, how their skills add value or contribute to the success of 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)

To learn more about how to easily add a simple and easy-to-update directory of employees in your web site without editing code, see this step-by-step tutorial: How To Create A Simple Employee List For Your WordPress Site With No Coding Skills

Career Opportunities Page

List any career opportunities within your organization. This page would include type of training provided, benefits, professional development, social aspects of working with your firm, etc. You can also include case studies of trainees who have established a solid career path thanks to your firm and information such as the job outlook and additional 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 & Testimonials

Testimonials from previous clients and case studies are a great way to show prospective clients businesses minimise tax, increase profitability, or grow strategically. Adding a page with case studies and client reviews also establishes social proof online.

(Add a web page with case studies and testimonials from past clients. Image source: pcg-services.com)

We have created a comprehensive article on using testimonials, case studies and reviews get better results online. If you are interested in learning more about this here: How To Improve Your Sales Using Sales Boosting Testimonials

Contact Us

A functional contact page is crucial.

Your contact page should provide the following information:

If your business operates out of different areas you should make this clear when displaying the address and contact information.

You can also include links to an FAQ section, main pages, special offers, support area, newsletter, blog, etc.

Add An Accounting Blog

A blog can be a very powerful marketing tool. Blogs are built around a content management system that is simple to use and allows you to promote your business using content such as industry announcements, updates, useful articles and tutorials, opinions and discussions, how-to videos, infographics, etc.

If you already have an established accounting or financial services site, then consider adding a WordPress-powered blog to promote your company.

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

Something few people know about, is that WordPress can become an automated traffic machine that will drive a stream of targeted visitors to your web site, simply by publishing regular content to your site.

(WordPress can generate traffic automatically to your site)

To learn more about this go here: WordPress Web Traffic Blueprint – How To Create A Web Traffic Generation Machine With WordPress

Legal Information

It’s vital to ensure they have a website that complies will all legal requirements online, not just for building trust and credibility with visitors, but also to ensure that you are not contravening laws and regulations wherever your business is located.

Adding some or all of the legal pages below to your site will help you stay out of trouble with most regulatory authorities, third-party service providers (e.g. Facebook), and other potential legal threats or inconveniences:

We have written a comprehensive article about adding legal pages to your website. To learn more, go here: Adding Legal Pages To Your Site

How To Improve The Content On Your Site

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

You want to provide great content with advice and tips that will get your readers sharing your content and coming back for more information. Using content is the most effective way to inform and educate your visitors and prospective clients about your business.

For example, for an accounting business, topics could cover the following:

You can also create a series of educational articles that will help your your readers understand your accounting services, such as software accounting, small business accounting, tax planning for small business, reducing business debt, understanding financial concepts, etc.

Remember to use relevant keywords and terms in your content that readers will be searching for.

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

Improving Visitor Engagement And User Experience

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

Content Syndication – RSS Feeds

RSS (Really Simple Syndication) feeds can help to improve visitor engagement and user experience in several ways.

If you provide valuable content, other businesses will want to syndicate your content.

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

There are also a number of 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.

You can find many useful RSS feeds for your website by visiting sites of finance and tax-related government departments or well-known industry bodies.

For example, here are examples of useful RSS feeds you may want to add to your accounting website:

(Use RSS (Really Simple Syndication) feeds to provide your visitors with a better user experience.)

Adding Downloadable Checklists

Adding checklists and forms to your site is a fantastic way to help increase user 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 perform a necessary task. Checklists and forms can also be great planning tools.

Forms and checklists could address areas such as:

Other Tools

Providing useful online tools 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 useful tools to add to accounting websites. Other tools would include time cards, and retirement and interest calculators.

In part 2, we will look at a number of WordPress plugins you can use in your accounting or financial services website that can help improve seo, increase user engagement and generate more traffic to your business.

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This is the end of section 1.

To view Part 2, click here:

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