Grow Your Accounting Business Online With WordPress

This article focuses on helping accountants and financial service professionals grow their business online and contains useful information on ways to improve the effectiveness of your accounting or finance-related web presence.

Grow Your Accounting Business Online With WordPress

A Practical Step-By-Step Guide On How To Grow An Accounting WebsiteAccounting professionals today face significant challenges.

Challenges Accountants Face Online

Now, more than ever, CPAs must find smarter ways to remain competitive, source new business, and keep their current business. Not only do you have to become more involved in the communities and industries you serve, you must also maintain a strong presence online. This includes having a website and figuring out smarter ways to promote your business online.

In addition to spending dollars in offline marketing activities, you will probably find that in order to compete, you will need to invest a greater portion of your budget towards the development and maintenance of a website that brings in clients, engages users, outperforms the competition in search engines and social media, and helps give you a wider amount of exposure online.

This means that your website not only has to look professional, load fast, and your website has to be easy to navigate, but even more importantly, the needs of the website may change in time and some aspects may need to be frequently updated. This requires a sound web and content management strategy in place.

One other problem that accounting firms face online, as do other businesses for that matter, is that your site has only around thirty seconds or less to help visitors find what they are looking 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 Accounting Professionals

As well as facing a number of significant challenges, there are also many online opportunities available for businesses in the accounting industry that can adapt to meet online economy challenges and can think outside the box when it comes to marketing their business better online.

In this article, you will discover ways to attract more visitors and establish online credibility for your business.

Useful Information

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

For more information about the benefits and advantages of using the WordPress Content Management System (CMS), go here:

Practical Tips For Improving Your Website

In this section we will start with the basics and show you ways to improve your website and get better results online. We will look at what pages a financial services site needs, what type of content you need, layout and navigation structure, etc.

If you need assistance or help planning your website, read this detailed step-by-step guide: A Practical Guide To Web Site Planning For Non-Technical Business Owners

Improve Your Website Pages

Professional websites need some basic web pages. Let’s discuss these.

Description Of Services

It’s essential to include a page that lists your services and products.

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

  • Business – planning, company structures, general accounting, payroll, preparing financial statements, bookkeeping, forecasting, financing, budgeting, strategic planning, consulting, etc.
  • Taxation – preparing, planning, reviewing, auditing, advising, problem resolution
  • Investment strategies
  • Corporate finance
  • 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 businesses, asset transfers, etc.
  • Lending and leasing

Make sure to 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

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

It’s important to mention any business awards, certifications, recognitions, accreditations, associations, publications, etc., that can be used to promote your company and set it above the competition.

List all of your business awards accreditations, certifications, recognitions, publications, associations, etc. in your About page

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

Staff Page

Are you looking for quicker, simpler and cost-effective ideas to sell more products online or get prospects to stay longer on your site? Then help prospective clients get to know your organization better.

Potential clients need to relate to your business. A 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 brief biography. Since most visitors won’t be 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. It should also include social buttons so your site visitors can follow some of your staff members on their social pages.

In this page, don’t be afraid to humanize your people with personal stories, hobbies, etc., but make sure to outline each team member’s experience, how their skills contribute to the success of your team, and more importantly, how they can help add value to your clients’ business.

Make sure to add a page that introduces your staff members to prospective new clients

(Make sure to add an employee description page. Screenshot image source: deepsky.com)

To learn more about how to easily add an updatable simple staff directory to a WordPress site, refer to this tutorial: How To Create A Simple Staff List In Your WordPress Site Without Editing Code

We’re Hiring

This is a listing of career opportunities within your company. This page would include training, employee benefits, professional development, etc. You can include case studies of trainees who have established a solid career path thanks to your organization and information about career opportunities in the accounting and financial services industry.

Maintain 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.

Testimonials

Case studies and client reviews are a great way to show potential clients what kind of solutions you are capable of implementing to help solve their problems. By adding a page with case studies and testimonials, you will also help to provide visitors social proof online.

Add a page to your site with case studies and testimonials

(Add a page to your site with testimonials from previous clients and case studies. Screenshot source: pcg-services.com)

If you want to learn more about using case studies, testimonials and client reviews, see this article: How To Improve Your Conversions With Sales Boosting Client Testimonials

Contact Page

A contact page is absolutely necessary.

It should include some or all of the following information:

  • Name
  • Your address
  • Phone
  • Fax
  • Email address
  • Google Map and directions
  • Website URL
  • Contact form
  • Contact name
  • Social media web addresses
  • Interactive chat (optional)

If your business services several areas you will want to make this clear when showing your address and contact information.

Consider also including a few links for the most commonly asked questions, main pages, special offers, support page, newsletter, blog, etc.

Add A Blog

A blog can be a powerful marketing tool. Many blogging platforms typically include a content management system that allows you to easily promote your business using content such as company announcements, product updates, educational articles and tutorials, discussions on current topics, how-to videos, media presentations, etc.

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

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

Important Info

Very few businesses know that WordPress can become an automated traffic system that can instantly begin to drive web traffic to your business, simply by adding new content to your website on a regular basis.

WordPress can generate new traffic automatically to your website

(WordPress can generate new traffic automatically to your site)

For more info, see this article: Web Site Traffic Blueprint – How To Get More Website Traffic For Your Business

Legal Pages

As a professional accountant or financial services provider, having a compliant website is vital, not just for building trust with visitors, but also to ensure that no local, regional or federal laws and regulations are being breached wherever your do business in.

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

  • Contact Page
  • Privacy Policy
  • Terms Of Use
  • Website Disclaimer
  • Affiliate Agreement
  • Anti-Spam Policy
  • Compensation Disclosure
  • DMCA Notice
  • Earnings Disclaimer
  • External Links Policy
  • Health/Financial Disclaimers
  • Refund Policy
  • Video/Audio Terms
  • etc.

To learn more about adding legal pages to your website, refer to this article: How To Add Legal Pages To Your Site

Improving The Content On Your Site

In today’s globally competitive economy, the earlier you begin to engage in the practice of content marketing, the faster you will begin to differentiate yourself from the competition.

Providing great content with information and tips will get your visitors to share your content and come back for more information. Using content is the most effective way to inform and teach site visitors and prospective clients about your business.

For example, topics for an accounting or financial services business could cover:

  • How balance sheets work
  • Understanding profit and loss statements
  • Duties and legal responsibilities of company directors
  • Presenting accounts for non-profit activities
  • Cashflow planning tips
  • Maximizing business insurance cover
  • Risk prevention
  • Tips on structuring a self-managed retirement fund
  • Things to look for when … (e.g. purchasing insurance, setting up payroll systems, etc.)

You can also create a series of educational articles that will help your prospective clients gain a better understanding of your accounting services, such as forensic accounting, small business accounting, tax planning for small business, reducing debt, financial concepts made simple, etc.

Remember to include the same keywords and terms in your articles that readers would search for online.

Important

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 show you how to drive more traffic to your website, 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 100% FREE!

Tips For Improving Visitor Experience

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

Content Syndication – RSS Feeds

RSS feeds provide many benefits for your site.

If you provide useful content, 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 updates are in one place
  • Doesn’t rely on email
  • Feeds can be shared
  • Users can subscribe to your feed
  • It provides links to your site
  • Feeds can be submitted to RSS directories and aggregators
  • RSS provides various ways for your readers to receive your content (e.g. users can view your content on their mobile device using feed readers)
  • RSS is built into WordPress

There are also benefits when it comes to providing information 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 relevant government departments or well-known industry bodies.

Here are some exaples of RSS feeds containing useful information that you may want to consider adding to your website:

RSS feeds can help to improve your accounting site's user experience.

(Using RSS feeds can help to improve your site’s UX.)

Checklists And Forms

Checklists and forms are a great way to help increase user engagement and add value to your visitors. Forms and checklists can give them useful instructions and resources to perform a task. They can also be great business planning tools.

Checklists and forms can include areas such as:

  • How To Set Up A Company
  • Rental Property Worksheet
  • Not-For-Profit Governance Checklist
  • Disclosure Checklists
  • Partnership Tax Checklist
  • Self Managed Super Fund Tax Checklist
  • Income Tax Variation Forms
Other Tools

Providing useful online tools and applications for businesses is a great way to increase visitor engagement and significantly add value to your potential clients. Calculators, such as loan and tax calculators, are popular tools for accounting websites. Others would include time cards, or retirement and interest calculators.

In part 2 of this guide, we take a look at a number of WordPress plugins you can add to your accounting website that can help improve search engine optimization, improve user engagement and drive more traffic to your business.

How To Grow Your Accounting Or Financial Services Business Online Successfully

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"I have used the tutorials to teach all of my clients and it has probably never been so easy for everyone to learn WordPress ... Now I don't need to buy all these very expensive video courses that often don't deliver what they promise." - Stefan Wendt, Internet Marketing Success Group

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Originally published as Grow Your Accounting Business Online With WordPress.