Are you able to file corporate taxes for your clients in your sleep but struggling with ways to market your accounting firm or convert your web traffic? Don’t feel bad. Marketing your business locally and properly designing a website so it’s firing on all cylinders can be a challenge. Local marketing isn’t always about SEO and optimizing your site so it grabs leads from every small business in the area looking for tax advice.
Local marketing is about making the most of your client base through engagement, website usability & great customer service. This post is about optimizing your website so it converts new visitors and using web technology and old-fashioned good business practices to keep your clients remembering you throughout the year and not just during tax season.
So, without further ado, here are five things you may never have thought of to develop interest in your CPA practice and generate more leads online.
1. Stop Being So Camera Shy
Oh wait – it is! When it comes to finding a CPA online, people are going to feel more comfortable seeing the accountants they are going to be working with. Go hire a professional photographer to take some pictures of your staff. Pin a picture of your crew on your homepage and link to your about us page with head shots of your employees along with compelling bios that would make Mr. & Mrs. Random Internet Visitor want to use you. When comparing two companies side by side, I’m going to prefer the CPA that shows me pictures of the people who are going to be fiddling with my money along with bios that showcase how adept they are at fiddling with said money.
2. Busted! Stop Hiding Your Pricing
While you don’t have to throw out a quote sight unseen, you should attempt to manage expectations by providing visitors with something to work with. Something like pricing starts as XX or we charge XX per hour and most transactions take XX hours to complete. Even throwing some prices that you know are consistent like your standard charge for personal tax preparation makes you more appealing and should increase conversions. Check out firms like Jackson Hewitt or H & R Block, they have pricing right there online! I’d bet that they play “add-on roulette” when they give you an exact quote, but I’d be willing to bet they convert more visitors because they have a starting point price advertised on their site.
3. Distinguish & Customize
Yet another way to stand out in this crowded, competitive online environment is to market niche iterations of your services. In addition to your “payroll” page, why not include a page geared toward retailers, an additional one to restaurants, and another for construction companies. Your motivation here should not be ranking in search results for related terms but to convince visitors that you bring something special to the table when serving those industries. Speaking about bringing something special to the table, create a restaurant payroll specific page & give some quick points about what makes you a better choice for the restaurant industry.
4. Will You Remember Me After Tax Season?
They will be thinking “The next time I need , I’m definitely using . Those CPAs sent me a post card!” This may sound like a common professional courtesy – and it is – but it can do a great deal to develop business with new clients who only recently contacted you through your website. No one ever sends hand written post cards anymore – but you will and it’s going to make people want you more than sprinkles on ice cream. This brings me to our next item (don’t be disappointed if it’s not ice cream related).
5. Staying in Contact & Anticipating Needs
If your clients subscribe to your blog or follow your practice on social media, you can maintain interest with compelling posts and timely news updates. Make sure your twitter handle and Facebook url are all over your marketing media and website, but also make sure people are linking into you – that’s the tougher part of this suggestion. As much as you would like to, you can’t hack your client’s FB account and force them to be your friend, but you can let them know that you are going to be dripping valuable tax insights, reminders, and even special discounts periodically. Check H&R Block’s twitter feed. They are dripping content every few days and it’s not all boring content. Post some fun stuff & people will engage with you.
Nicolas D’Alleva is a severely sleep deprived small business owner. Nicolas owns a website design firm called Spotted Frog Design and a 24/7 call center service provider called Specialty Answering Service. For more information on either of Mr. D’Alleva’s companies, please click on the links above!