The website is the most effective way for accounting and bookkeeping companies to present their knowledge. Most businesses miss out on a great deal of opportunity to reach customers and attract them with tools that are at their fingertips.
Having a marketing plan that includes a digital strategy is crucial. Statistics show that 85% of consumers search for information online before making any purchase, and in the case of accounting services, this figure is over 60%. In our digital world, a company’s first impression is its website. This means that prospects primarily base their decisions to work with an accounting firm or not on its digital footprint.
To make decisions, each of us quickly sift through the mass of information throughout the day, there is no exception for people looking for accounting services. Accounting firms looking to engage effectively with clients and prospects face the challenge of differentiating themselves from others. To stand out from the crowd, companies need a digital marketing strategy. Digital marketing can be defined as using the internet to broaden your audience by optimizing your content, communicating or interacting with your audience, and being able to analyze each step.
Update your site
Examine your company’s website objectively to determine what updates are needed. According to Adobe, 38% of people will stop engaging with a site if its content or layout is unattractive. An unattractive website can mean that it has too much content, too little, or that people can’t find what they’re looking for.
Too Much Content – It’s tempting to want to tell the world about everything your business has to offer that you can’t or shouldn’t. Think about your best services and highlight only those – when you work with your client, you will be able to tell them what other services you can provide. With little or no background information, users have to search your site, so searching aimlessly is no fun and potential customers will be frustrated and leave your site.
Take advantage of a clean, expressive design that focuses on the three most important elements needed on the home page of any accounting firm:
• your contact details;
• a simple summary of what your company does;
• Clear, engaging options that tell visitors what they can do next (eg review your services, find out about your company’s talents, read customer reviews, make an appointment, etc.).
The accounting firm’s website update also includes keywords used to optimize your website for search engines (SEO). SEO is the process of maximizing the number of visitors to your site by ensuring that your site appears high on the list of search engine results.