Having an accounting firm website is a great start, but it’s not enough. You need to make it one that converts. A high conversion rate may mean turning a higher percentage of website visitors into paying clients or qualified leads. To get to this goal, there are several factors that you need to keep in mind. Here are a few:
Know Your Target Audience In and Out
You need to know who exactly the website is for. Is it business owners? Freelancers? Corporations? Know their pain points, goals, and how exactly the services you render can get them the solutions they need.
To do this, consider conducting surveys or interviews with current and potential clients. You can then create buyer personas such as “Lisa the Freelancer” or “John the Small Business Owner.” Tailor your website content to address Lisa’s need for simplified tax filing and John’s desire for long-term financial strategy advice.
Choose the Right Website Platform
There are many website-building platforms out there. Choose what works best for you.
If you don’t have technical expertise, WordPress may be a good place to start. It’s flexible, easy to use, and gives you the ability to use plugins to amplify functionality. You get to launch a professional-looking website based on your current needs and still have room for future growth.
If you need slightly more than these platforms have to offer, you may do well to get in touch with accounting website design professionals or any others with experience in this line of business. Their input may gift you a professionally built website that not only lets you stand out from competitors but also turns website visitors into loyal customers.
Design a User-Friendly Interface
Your website should look great on all devices, be it desktops, tablets, or smartphones. It should be simple, uncluttered, and easy for visitors to navigate. It’s also best if the site is responsive (adapts to fit different screen sizes). Go for a color scheme and font that reflects your brand identity.
Also, optimize images and code. This can open the door to quick loading speeds, which might mean an improved user experience. A better user experience can translate to better SEO practices and reduced bounce rates.
Optimize for Search Engines (SEO)
68% of all online experiences begin with a search engine. That’s why SEO should be a priority for your website.
Start with keyword research. Focus on identifying relevant phrases related to your services. “Tax planning” and “bookkeeping services” are some examples of keywords to target.
On-page SEO is another factor. Include keywords in titles, meta descriptions, headers, and throughout your content. If you’re serving a specific area, optimize for local search. A good practice is including your city or region in your keywords and setting up a Google My Business profile.
The technical end of your website should also be spick and span. Ensure your website has proper structure, sitemaps, and indexing.
Craft Compelling Content
Content was, is, and will probably be king for a long time to come. That’s why you shouldn’t take it lightly. Start with a clear value proposition. You’ve got to make sure that visitors to your website clearly see what sets you apart from the accountants next door. Talk about your personalized service, industry expertise, and so on.
Next, focus on creating dedicated pages for each service you offer. The pages should talk about the benefits, the processes entailed, and the expected outcome. If there are testimonials or success stories, share them too. People are more inclined to work with accountants others can vouch for.
Have a blog section too. Publish regular articles on topics that are relevant to your customers. You can share tax tips, financial planning advice, and so on. The point of all this is to establish thought leadership and drive organic traffic.
When you constantly share authoritative content that benefits your audience, they may end up seeing your firm as knowledgeable experts. This may increase trust and improve conversion rates.
Include Trust Signals
Are you a Certified Public Accountant (CPA), Enrolled Agent (EA), or QuickBooks ProAdvisor? These certifications should have room on your home page. If you’ve got security badges, say, SSL certificates, put them on display, too. They can assure website visitors that their data is safe with you.
Client logos are also an interesting addition. If you’ve worked with well-known clients or partnered with any, have their logos on the site. That can take trust to a whole another level. People are also angsty about hidden fees. Assurances like “no hidden fees” can go a long way.
Call-to-Action (CTA) Optimization
You want to have your CTA where everyone can see. Include it on your homepage and on the service pages. “Schedule Your Free Consultation Now!” is a great example. You can include additional CTAs on your blogs.
Your CTA should come with a means for web visitors to contact you. You could go with a mobile phone number or an email. If you find that a little too hectic, you may find contact forms more convenient. In the end, it’ll all boil down to what works best for you.
Focus on Conversion Tracking
You have a website that’s poised to convert potential visitors into customers, but is it fulfilling its end of the bargain? Conversion tracking can help you know this.
Use analytics tools like Google Analytics to track visitor behavior, conversion rates, and traffic sources. Heatmaps & A/B Testing tools can also help you see which parts receive the most clicks and which ones need work.
Above all, make sure you have smart metrics to track. “Increase consultation requests” is a goal, but it’s hard to define what success is. Go for something more specific: increase consultation requests by 20%.
Closing Thoughts
A high-converting accounting firm website has the potential to take your business to the next level. This guide has introduced you to tips to help you get one that works. If you feel convinced that this is exactly what your business needs, consider involving experts in all things accounting websites in your journey. Their professional input may help you get all the pieces in place and turn your site into a powerful lead-generation tool.
Related: The Anatomy of an E-Commerce Website
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