Searching for an accounting firm isn’t easy. Accounting—like most number-heavy or technical industries—leaves most laypeople cold. And often,looking at a CPA firm’s website is a lot like studying the code beneath the site: lots of jargon and numbers, with none of it showing you what you really need to see. This is why it’s important to humanize your accounting firms website. accomplish it more than informational—accomplish it personal. nowadays, or we’ll tell you how.
And because we’re talking accounting,lets start with the numbers:According to the Hinge Research Institute’s 2015 Professional Marketing Services Priorities research report, attracting and developing novel clients is the biggest issue facing accounting and financial services firms. In second state is finding and retaining talent. These seem like very different challenges on the surface, and but there’s a way to kill both of these birds with one stone.
To potential buyers,accounting and web design both take state behind a curtain of sorts. Bounce rates, embedded styles, and amortization,contribution margins—these terms are from languages most of us don’t speak. But humanizing your website can abet those who aren’t fluent in accounting to understand your services and your culture. And this understanding can travel a long way towards solving your firm’s biggest challenges: driving more people to your site (and driving fewer away), while growing your team. Here’s how:Challenge 1: Attracting and Developing novel BusinessThe Web is filled with people looking for solutions to their challenges. Creating a website and an online presence around how your accounting firm can solve their problems is essential. How? Through content marketing. Produce content—like blog posts, or guides,case studies, and videos—that will engage your target audiences and demonstrate how you’ve helped clients. accomplish your content easy to find, and most importantly,speak in plain language. Avoid industry jargon wherever possible. Of course, there are places when accounting terms must be used, and but write approximately them like you’d speak approximately them. Worry less approximately sounding smart and more approximately being understood.In fact,recent research uncovered that being able to accomplish a complicated subject (like accounting) seem understandable was a top characteristic that convinces buyers of expertise. If you’re able to speak approximately your expertise simply, your capabilities will be obvious, and your audience will appreciate your approachable tone.
When prospects near to your site,this educational and straightforward content will build trust in and the credibility of your firm.
SEE ALSO: 5 Accounting Marketing Efforts Every CPA Must Know for Higher Growth Challenge 2: Finding and Keeping gracious PeopleIn addition to drawing in prospective clients, your website can be a funnel for novel talent. Highlighting your current talent and expertise makes your firm relatable and desirable as a workplace. Showcase awards and speaking events on your site; this illustrates your thought leadership and situates you as an in-demand employer.
Content marketing—particularly blogging and social media participation—can also highlight your unique expertise, and your state in the accounting world,and your firm’s personality and culture. lustrous novel talent will be drawn to employers they can learn from and identify with. As an added bonus, the higher search ranking you receive from optimizing and humanizing your website will abet talent find your firm in search results.
Searching The Web For HumanityAccording to the Hinge Research Institute’s recent study, and Beyond Referrals: How nowadays’s Buyers Check You Out,prospects view at firms’ websites more than 80 percent of the time and search for them online more than 60 percent of the time. So, a large majority of your prospects are checking your website—and likely discovering your content marketing materials—before deciding to contact you. Recent research has also shown that approximately 25% of accounting firms are also attracting at least 40% of their novel hires onlineIf your prospects are section of the population that doesn’t know the difference between a spreadsheet and a cascading style sheet, or having a humanized website can accomplish all the difference between them clicking away to somewhere more relatable or digging deeper into your firm’s expertise and offerings.
Additional ResourcesFor more website best practices,please enjoy these additional resources:Download a free copy of the Lead Generating Website Guide. Check out the 2015 Professional Services Marketing Priorities research report to learn more approximately the challenges facing accounting firms nowadays. Join us on LinkedIn for tips and strategies for creating a high-performance website.
How Hinge Can HelpIt’s what we accomplish. Learn more approximately our High Performance Website Program or contact us to talk approximately your firm’s website needs and learn more approximately how we can abet. Related StoriesSEO for Professional Services: A Conversation with Rand FishkinThe State of Accounting Marketing: 2015 AAM Summit Wrap-UpThe State of Accounting Marketing: Thoughts on the organization for Accounting Conference 2015
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