Grow Your Accounting Business Online With WordPress
The digital business age has not only transformed the way business is done globally, it has also created growing challenges and opportunities for accounting businesses.
Challenges CPAs Face Online
Accounting businesses today must work harder than ever before to remain in business. Not only do you have to become more involved in the communities and industries your business serves, you must also maintain an active presence online. This includes having an effective web presence and learning better ways to grow your business services online.
As well as investing money in offline marketing activities like advertising on local newspapers, ads in industry publications and magazines, radio and tv, etc., you will probably find that in order to remain competitive, increasingly larger amounts of their marketing budget will need to be delegated towards the development and maintenance of a website that attracts clients, engages visitors, outperforms the competition in search engines and helps to give you wider marketing exposure online.
This means that your website not only has to look great, load fast, 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 over time and some areas will need to be updated often. This requires implementing well-planned web and content management strategy.
Another challenge that accounting firms (and most other professions) face with their websites, is that they have only about 30 seconds to help users find what they are searching for or they will go away.
“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 Accounting Businesses In The Web Economy
As well as facing a number of significant business and technology changes, there are also loads of online opportunities available for businesses in the accounting profession that are willing to evolve to meet digital challenges and who can think progressively in terms of improving their online business marketing skills.
In this article, you will learn ways to attract new visitors and build more online credibility for your accounting or financial services business.
As well as providing tips and information on ways to improve your accounting business online, we also recommend that you consider using the WordPress Content Management System to power your accounting business website.
To learn more about the benefits and advantages of using the WordPress content management system (CMS), see these articles:
- How A Poorly Built Web Site Can Lose You Business
- Using A WordPress Blog To Grow Your Small Business
Ways To Improve Your Accounting Or Financial Services Website
In this section we will show you how to improve your website and get better results. We show you what web pages you need, what content works best for accounting and financial services websites, your layout and navigation structure, etc.
If you need website planning assistance, go here: How To Plan Your Business Website - A Cost-Saving Primer For Business Owners
Improving Your Web Pages
Professional business websites need several essential web pages. Let’s go over these.
Services Description Page
You need to include a page that lists your services and any products that you offer.
It will include services such as:
- Business accounting – planning, incorporation of companies, accounting, payroll, financial statement compilation, book keeping, forecasting, budgeting, 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, asset transfers, etc.
- Lending and leasing
List all of the services you provide, not just the ones you specialize in. Educate your visitors about what your services do and direct them to your appointment booking page.
Who We Are
This page needs to describe your business and explain to visitors what it stands for, its unique approach, causes supported, etc.
Remember to also list any CPA awards, recognitions, accreditations, 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, associations, publications, etc. in the About page. Screenshot source: deloitte.com)
Are you searching for quicker, easier and cost-effective ideas to sell more products online? Then make it easier for your visitors to get to know you, your team and your organization better.
Prospective clients need to relate to your business. One great way to do that is to have a page that introduces your team members. It should include a photo and a brief biography. Since most visitors are probably not well-versed in accounting terms your bio descriptions should tell who they are and what their specialties are. It should also explain what those specialties mean. This page should even include social buttons that will allow your visitors to follow individual team members on their social pages.
In this page, don’t be afraid to humanize your team members with personal stories, hobbies, etc., but make sure to outline each person’s 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 members to prospective new clients. Screenshot image sourced from: deepsky.com)
For a detailed tutorial on how to create and add an easy-to-update simple team members directory to your WordPress site without touching code, go here: How To Easily Add A Simple Employee List On Your WordPress Site With No Coding Skills
This is a listing of career opportunities within the organization. This page should include training provided, benefits, advancement opportunities, social activities sponsored by your firm, etc. You can include information about 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, subscribe to your newsletter, follow your social pages, etc.
Case Studies & Testimonials
Reviews from clients and case studies are a great way to show potential clients minimize tax, increase profitability, or grow strategically. Adding a web page with case studies and testimonials from past clients also establishes social proof.
(Add a page to your site with case studies and reviews from clients. Screenshot source: pcg-services.com)
We have written extensively about using case studies, testimonials and reviews to improve your business results online. Go here to learn more: Discover How To Turn More Visitors Into Qualified Prospects Using More Effective Client Testimonials
A functional contact page is crucial.
Your contact page should provide visitors with the following:
- Business Name
- Your physical address
- Contact email address
- Google Map and directions
- Website address
- Contact form
- Contact name
- Links to social media networks
- Online chat
If your business operates in several locations you want to make this clear when showing your address and contact information.
You should also include links to the most commonly asked questions, main pages, special offers, support page, newsletter, blog, etc.
A blog can be a powerful marketing tool for your business. Blogs are built around a content management system that is easy to use and allows you to promote your business by publishing content such as industry events, updates, training information, discussions on current topics, videos, infographics, etc.
If you already have an established website, then consider adding a WordPress-powered blog to promote your company.
If you don’t have a website yet, or your existing accounting or financial services website is hard to manage or not delivering you the results you want, then WordPress can be used both as your 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 business, simply by publishing new content on a consistent basis to your website.
(An expertly configured WordPress site can generate new traffic automatically to your site)
Go here to learn more about this: Web Site Traffic Blueprint – A Complete Guide To Attracting More Web Traffic For Your Business Automatically
Having a website that complies will all legal requirements online is vitally important, not just for building credibility with prospective clients, but also to ensure that no laws and regulations are being broken in whichever region you provide services to.
Depending on the products and services you provide, adding the legal pages below to your website will help you stay out of trouble with most regulatory authorities, third-party service providers, and other potential sources of threats and legal inconveniences:
- Contact Page
- Terms And Conditions Of Use
- Website Disclaimer
- Affiliate Agreement
- Anti-Spam Policy
- Compensation Disclosure
- DMCA Notice
- Earnings Disclaimer
- External Linking Policy
- Financial/Health Disclaimers
- Refund Policy
- Video/Audio Terms
- and others
We have written a comprehensive article about adding legal pages to your website here: Adding Legal Pages To Your Site
Tips On How To Improve The Content On Your Site
In today’s highly competitive global economy, content marketing has become one of the key business differentiators.
By committing to providing great content with useful advice and tips, you will get your visitors to share your content online and come back for more information. Content marketing is the most effective way to inform and teach your visitors and prospective clients about your business.
For example, topics for an accounting or financial services business could cover:
- Explanations of balance sheets
- Understanding profit and loss statements
- Directors’ duties and legal responsibilities
- Presenting accounts for fundraising activities
- Business cashflow planning tips
- Business insurance
- Protecting revenues
- How to structure a self-managed retirement fund
- Dos and don’ts of … (e.g. purchasing vs leasing, claiming business expenses, etc.)
You can also create a series of informative articles that will help your your readers understand your accounting services, such as software accounting, small business accounting, office accounting software, reducing debt, financial concepts made simple, etc.
Remember to include keywords and terminology in your content that prospective clients will be searching for online.
We recommend subscribing to our Content Marketing Email Training Series. You will receive regular training emails with easy-to-digest information that will teach you how to drive more traffic to your website, 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!
Tips For Improving Visitor Engagement And User Experience
Improving your site’s user experience (often referred to as UX) helps keep visitors coming back and engaging with your site. This section will show you ways you can improve visitor engagement and UX.
Using 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 information that adds value to others, other businesses will want to syndicate your content to their visitors.
Some of the benefits of having other businesses syndicate your content, include:
- All of your updates are in one place
- Content distribution doesn’t rely on email
- Can be shared
- Users can subscribe to your feed
- A feed provides links to your content
- RSS feeds can be submitted to RSS directories and aggregators
- RSS provides several ways for your readers to receive your content (e.g. subscribers can view your content on their mobile device using feed readers)
- It’s built into WordPress
There are also a number of benefits to adding syndicated content to your website from other sites, such as the fact that you don’t have to write, manage or update the content.
To find useful RSS feeds for your website, search online for relevant government departments or key industry bodies.
Below we have listed some exaples of useful RSS feeds you could add 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 feeds to improve your website’s user experience.)
Adding checklists and forms to your site is a great way to increase visitor engagement and add value to your readers. Forms and checklists can provide useful step-by-step instructions and resources to get necessary tasks completed. They are also great planning tools.
Checklists and forms could include areas such as:
- How To Set Up A Company
- Negative Gearing Worksheet
- Not-For-Profit Activity Checklist
- Disclosure Requirements
- Partnership Tax Checklist
- Trust Tax Checklist
- Income Tax Variation Forms
Providing useful 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 popular tools for accounting websites. Other tools can include time cards, or 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 or financial services website that can help improve seo, increase user engagement and generate more web traffic to your business.
This is the end of section 1 of this guide on ways to improve your accounting web presence.
Click here to continue:
- Grow Your Accounting Website – WordPress Plugins For Improving Search Engine Optimization, Increasing User Engagement And Generating More Visitors
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"Wow! I never knew there's so much to learn about WordPress! I bought one of the WordPress for Dummies three years ago, such authors need to be on this course!" - Rich Law, Create A Blog Now