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Grow Your Accounting Business Online With WordPress

Grow Your Accounting Business Online With WordPress

The web economy has not only transformed the way business is done around the world, it has also created growing challenges and opportunities for CPAs and financial service providers.

Online Challenges For Accounting & Financial Firms

Today, more than ever, certified public accountants must work hard to stand out from the competition, source new business, and keep their current clientele. Not only do you have to become more involved in the communities and industries your business serves, you must also develop and maintain a strong web presence. This includes having an effective website and learning how to better promote your business online.

As well as investing money marketing offline, businesses in the accounting industry are now finding that increasingly larger amounts of their budget will need to be assigned towards the development and maintenance of a website that can attract new leads, engage users, outrank the competition in search engines and help give their business wider marketing exposure online.

This means that your site not only has to look professional, your web 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 many areas will need to be updated frequently. This requires the implementation of a sound web and content management strategy.

Another difficult challenge that accounting firms face (as other businesses do for that matter), is that you have only about 30 seconds to provide users what they are looking for or they will look 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 Professional Accountants

As well as facing many new business and technology changes, there are also loads of online opportunities available for accounting companies that can evolve to meet the demands of the digital economy and who can think progressively about marketing themselves better online.

In this comprehensive guide, you will discover opportunities to attract and engage more visitors and improve your business presence online.

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

To learn more about the benefits and advantages of using the WordPress CMS platform, see the articles below:

Tips To Improve Your Website

In this section we’ll start with the basics and show you how to improve your accounting website and get better results. We will look at what pages an accounting site needs, what content you need, ways to improve your site’s navigation structure, etc.

If you need website planning assistance, see this detailed guide we have written: A Practical Guide To Web Site Planning For Business Owners

Essential Web Pages

Professional business websites need a number of basic web pages. Let’s review the pages your  need to have and how to structure your website for best results.

Services And Products Page

You need a page that explains your products or services.

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

List all of the services you provide. Provide your visitors with information that will educate them about the benefits of using these services and why they should book an appointment.

About Us

This page needs to describe your business and explain to visitors what your business stands for, its unique approach, philanthropical programs, etc.

Remember to mention any awards, recognitions, accreditations, certifications, associations, publications, etc., that you can use to promote your company and set it above the competition.

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

Team Profile

If you are searching for simple ideas to grow your business online and get people to stay longer on your site, then help your prospective clients get to know you, your team and your business better.

Prospective clients need to relate to your business. A great way to do that is to have a page that introduces your staff. It should include a photo and a brief biography. Since most visitors won’t be familiar with accounting terms it 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 prospective clients to follow individual team members on their social pages.

On this page, don’t be afraid to humanize your team members with personal stories, hobbies, etc., but make sure to highlight your employee’s experience, how their skills and knowledge 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 staff to prospective new clients. Image source: deepsky.com)

To learn more about how to easily create and add an easy-to-update directory of employees or team members in your web site using free WordPress plugins, see this step-by-step tutorial: How To Easily Add A Simple Staff List To Your WordPress Site Without Editing Code

Career Opportunities

This is a listing of career opportunities within the organization. This page would include training offered, employee benefits, advancement opportunities, etc. You can also include information such as the job outlook and upcoming career opportunities in the accounting industry.

Maintain a positions available section in this page. If there are no positions currently available, consider inviting people to return periodically to this page, join your announcements list, follow your social pages, etc.

Case Studies And Testimonials

Case studies and testimonials from previous clients are a great way to show prospective clients what type of financial solutions you are capable of implementing to help them solve their problems. By adding a page with case studies and reviews from clients, you are also helping to provide visitors social proof.

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

To learn more about using case studies, testimonials and reviews, see this article: How To Convert More Visitors Into Qualified Leads Using Powerful Testimonials

Contact Page

Having a contact page is absolutely necessary.

It should provide visitors with some or all of the following:

If your business services different areas you want to make this clear when showing the address and contact info.

You could also include links to an FAQ section, main pages, special offers, support page, newsletter opt-in form, blog, etc.

Add An Accounting Blog

A blog can be a powerful marketing tool for your business. Blogs typically comprise of a content management system that is easy to use and allows you to easily promote your business using content like news, updates, useful information, informative posts, promotional videos, media presentations, etc.

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

If you don’t have a website yet, or your existing site is very hard to manage or not delivering you the results you want, then WordPress can serve as both your website and blog.

Very few businesses know that WordPress can become an automated traffic machine that will begin attracting new visitors to your business, simply by adding regular content to your site.

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

For more details, go here: Web Traffic Blueprint – Discover How To Create A Traffic Generation Machine With WordPress

Legal Information Pages

It’s important for professional organizations to ensure they have a compliant website, not just for building credibility with visitors, but also to ensure that you are not breaching laws or regulations wherever your business services clients.

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

We have written a detailed article about adding legal pages to your website here: The Importance Of Adding Legal Pages To Your WordPress Site

Improving Your Content

In today’s globally competitive economy, the sooner you begin engaging in the practice of content marketing, the quicker you will begin to see results and differentiate yourself from competing businesses.

By committing to providing great content with information and tips, you will get your readers sharing your web pages with others and coming back for more information. Publishing content is the most effective way to inform and teach site visitors and prospective clients about your business.

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

You can also create a series of informative articles that will help your your readers understand your accounting or financial services, such as finance accounting, tax accounting, business auditing, reducing debt, understanding accounting conventions, etc.

Remember to use keywords and terminology 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 and practical tips that will teach exactly how to drive more traffic to your website, save money creating useful content that will add value to 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 completely FREE!

Ways To Improve Visitor Engagement And User Experience

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

RSS Feeds

RSS feeds can help to improve visitor engagement and user experience in a number of different ways.

If you provide information that adds value to others, 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:

There are also a number of benefits to adding syndicated content to your site from other sites, such as the fact that you don’t have to write, manage or update the content.

To find RSS feeds with useful content just search online for finance-related government departments or industry bodies.

Here are some exaples of useful RSS feeds you could consider adding to your accounting site:

(Using RSS (Really Simple Syndication) feeds can help to improve your accounting website’s user experience.)

Checklists & Forms

Adding checklists and forms to your site is a great way to help increase visitor engagement, add value to your readers and set yourself apart from the competition. Forms and checklists can give them useful instructions and resources to get necessary tasks performed. Forms and checklists can also be great planning tools.

Forms and checklists can address areas such as:

Adding Other Tools

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

In part two of this guide, we take a look at a number of WordPress plugins and themes you can use in your site that can help to improve seo, increase user engagement and generate more visitors to your business.

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This is the end of section 1 of this comprehensive guide on ways to grow your accounting business web presence.

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