Grow Your Accounting Business Online With WordPress
Challenges Professional Accountants Face Online
Accountants today must work harder than ever to remain competitive. Not only do you have to become actively involved in the communities and industries your business serves, you must also maintain an active digital presence. This includes having a website and learning how to better promote your business online.
As well as spending dollars advertising offline on local newspapers, ads in industry publications and magazines, radio and television, etc., you will probably find that in order to compete, you will need to designate a bigger portion of your marketing budget towards developing and managing a website that attracts prospective clients, engages users, outperforms the competition in search engines and social media, and gives your business wider marketing reach online.
This means that your site not only has to look great, load fast, and your website layout has to be easy to navigate, but even more importantly, your site’s needs may change in time and sections will need to be updated frequently. This requires implementing sound website and content management strategy.
Another challenge that accountancy firms (and most other professions) face with their websites, is that you have an average of 30 seconds to help visitors find what they are looking for or they will go 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.”
Opportunities For Accounting Businesses In The Online Economy
As well as facing a number of business and technology changes, there are also many online opportunities available to businesses in the accounting profession that are willing to evolve to meet digital demands and think strategically about marketing their business better online.
The guide below will help you uncover a number of ways to attract new business and build more online credibility for your business.
As well as providing practical tips and information on cost-effective ways to improve your accounting business online, we also emphasize the benefits and advantages of using the WordPress platform to power your accounting business website or blog.
For more information about the benefits and advantages of using WordPress, see these articles:
- Discover Why A Poorly Built Website Can Cost You Money
- WordPress For Small Business – The Beginner’s Guide To Building Your Successful Business With A WordPress Blog
Practical Tips For Improving Your Accounting Site
This section explains how to improve your website and get better results online. We show you what pages your website needs, what type of content you need, ways of improving navigation structure, etc.
If you need assistance or help planning your website, read this article: A Practical Guide To Web Site Planning For Non-Technical Business Owners
Ways To Improve Your Web Pages
Professional business websites require some essential web pages. Let’s take a look at the pages your need to have and how to structure your website for best results.
Your Services And Products
You need a page that describes your services and products.
Your page will include all the products and services you offer, such as:
- Business – business planning, company formation, general accounting, payroll, financial statement compilation, bookkeeping, forecasting, financing, budgeting, 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, not just the ones you specialize in. Provide your visitors with information that will educate them about what these services do and why they should choose you.
About Us Page
This page needs to describe your business and what it stands for, its unique approach, supported community activities, etc.
It should list any awards, recognitions, accreditations, certifications, publications, associations, etc., that could be used to promote your company and set it above the competition.
(List all of your awards certifications, accreditations, recognitions, associations, publications, etc. in your About Us page. Screenshot source: deloitte.com)
Meet The Team
Are you looking for ways to sell more products online? Then make it easier for your prospects to get to know, like and trust your organization better.
You want prospective clients to relate to your business. A great way to do that is to have a page that introduces your team. This page should include a photo and a mini bio. Since most visitors won’t be well-versed in accounting terms your bio descriptions should tell who they are and what their specialties are. You may also want to explain what those specialties mean. This page should also include social buttons so your site visitors can follow your staff members on their social networks.
On this page, don’t be afraid to show the human side of your team members with personal stories, hobbies, etc., but make sure to highlight your person’s expertise and qualifications, 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 an employee description page. Image sourced from: deepsky.com)
If you need help how to easily add a simple and easily updatable list directory of staff members in your site without touching code, refer to this step-by-step tutorial: WordPress Plugin Tutorial: Adding An Employee List Directory
List any career opportunities available within the firm. It should include type of training provided, benefits, advancement opportunities, etc. It should include information about new career opportunities in the accounting and financial services industry.
Also include 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 contact list, follow your social pages, etc.
Case Studies And Testimonials
Reviews from clients and case studies are a great way to show prospective clients them minimize tax, increase profitability, or grow strategically. By adding a page with case studies and testimonials, you are also helping to establish social proof online.
(Add a web page with case studies and client reviews. Screenshot source: pcg-services.com)
We have created a comprehensive article about using case studies, testimonials and client reviews to grow your business online. Go here to learn more: How To Achieve Better Results Online Using Standout User Testimonials
Having a functional contact page is crucial.
Your contact page should include some or all of the following information about your firm:
- Your address
- Contact email address
- Google Map and directions
- Website address
- Contact form
- Contact name
- Links to social media pages
- Interactive chat feature
If you operate in several locations you want to make that clear when showing the address and contact info.
You can also include a few links for commonly-asked questions, main pages, special offers, helpdesk, newsletter, blog, etc.
Add An Accounting Blog
A blog is a very powerful marketing tool for your business. Blogs typically include a content management system that is easy to use and allows you to promote your business using timely content like industry news, product updates, educational information, opinions and discussions, videos, media presentations, etc.
If you already have an existing site, then consider adding a WordPress-powered blog to promote your firm.
If you don’t have a website yet, or your existing accounting website is very hard to keep updated with new content or not delivering you the results you want, then WordPress can act as both your business website and your blog.
Not many businesses know this, but an expertly configured WordPress site can turn into an automated traffic-generation system that can help drive web traffic to your business, simply by publishing regular content to your website.
(An expertly configured WordPress site can automate your traffic generation)
To learn more about this go here: WordPress Web Traffic Blueprint – Discover How To Drive More Web Visitors For Your Business
Legal Info Pages
As a professional accountant, having a compliant website is really important, not just for building trust with prospective clients, but also to ensure that no laws and regulations are being broken wherever you provide services to.
Adding some or all of the following legal pages to your website will help keep you out of trouble with most regulatory authorities, third-party service providers, and other potential legal threats and inconveniences:
- Contact Page
- Privacy Statement
- Terms And Conditions
- Website Disclaimer
- Affiliate Agreement
- Anti-Spam Policy
- Compensation Disclosure
- DMCA Notice
- Earnings Disclaimer
- External Linking Policy
- Health Disclaimers
- Refund Policy
- Video/Audio Terms
- and others
Go here if you want to learn more adding legal pages to your website: How To Add Legal Pages To Your Website
Improving Your Web Content
In today’s globally competitive economy, the sooner you begin to publish great content on your site, the sooner you will begin to differentiate yourself from the competition.
Providing great content with useful information and tips will get your visitors sharing your web pages and coming back for more information. Content marketing is the most effective way to inform and teach your visitors and prospects about your business.
For example, topics for an accounting business can include:
- Explanations of balance sheets
- Overlooked tax deductions
- Duties and legal responsibilities of company directors
- How to present accounts for fundraising activities
- Cashflow planning
- Business insurance
- Protecting revenues
- Tips on structuring your 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 informative articles that will help your readers understand accounting services, such as finance accounting, small business accounting, using office accounting software, reducing business debt, understanding accounting conventions, etc.
Remember to use specific keywords in your articles that your readers would search for.
We recommend subscribing to our Content Marketing Email Training Series. You will receive regular training emails with actionable information and practical tips that will teach you how to drive more traffic to your web site, 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!
Improve Visitor Experience
Improving website user experience (typically referred to as UX) helps you keep visitors coming back and engaging with your site. This section will show you different ways to improve your visitor engagement and UX.
Use RSS Feeds
RSS feeds provide lots of benefits for your website.
If you provide content 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
- Doesn’t rely on email
- RSS feeds can be shared online
- Users can subscribe to your feed
- It provides links to your content
- RSS feeds can be submitted to RSS directories and aggregator services
- RSS provides several ways for your readers to receive your content (e.g. users can view the content on their mobile device using different applications)
- RSS is built into WordPress
There are also benefits when it comes to providing valuable information on your site from other sites, such as the fact that you don’t have to write, manage or update the content.
You can find RSS feeds with loads of useful content for your website by searching online for relevant government departments or industry bodies.
Below we have listed some RSS feeds you may want to consider adding to your accounting website:
- 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 (Really Simple Syndication) feeds to improve your accounting website’s user experience.)
Checklists & Forms
Adding checklists and forms to your site is a great way to increase visitor engagement and add value to your audience. Checklists and forms can provide step-by-step instructions and resources to perform necessary tasks. They can also be great planning tools.
You can provide online or downloadable checklists and forms (or links to these) covering a range of subjects such as:
- How To Set Up A Company
- Negative Gearing Checklist
- Not-For-Profit Governance Checklist
- Disclosure Requirements
- Sole Trader Tax Checklist
- Trust Tax Checklist
- Income Tax Variation Forms
Adding Other Tools
Providing unique online tools and applications for businesses (or links to these tools) is a great way to increase visitor engagement and add value to potential clients. Calculators, such as loan and tax calculators, are popular tools for accounting websites. Other tools would include time cards, or retirement and interest calculators.
In part 2, we will look at a number of online tools you can add to your site using WordPress plugins and themes that can improve search engine optimization, improve user engagement and drive more visitors to your business.
This is the end of part 1 of this guide on ways to grow your accounting web presence.
To view Part 2, click here:
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