Website ROI for Accounting Firms

4 Secrets to Success - Website ROI for Accounting Firms

by Jim Crenshaw. jim@crownjackgroup.com

A website that does not add to your accounting firm revenue is a lost opportunity. When building a new website or updating an existing website, many small business owners are focused on the design from a graphics point of view. They are concerned with the technology (flash, for example), or the number of pages of the site.

What is important to focus on, though, is your website’s Return On Investment (ROI). Simply put, how is the website driving revenue and helping you to build your business? If you just thought to yourself “it does not” or “I don’t know” then as you market your accounting firm you are not alone.

With those thoughts in mind here are 4 ways to help improve the ROI on your website.

Define Success and Measure

Make sure that you clearly define how the website should be helping to add A and B clients your business. Do you want and expect online sales, leads or newsletter signups? (If you don’t have a firm newsletter then you are falling behind) How many phone calls has your firm received because of your website? Set specific monthly or quarterly numerical objectives and track the results.

Who is Your Audience

You cannot be all things to all people, so don’t try to be. Accounting firm competition right now is heating up as clients are being lost in our economy. The use of “niche” marketing online can help you to differentiate yourself from other accounting firm marketing campaigns. Define the audience you are targeting that best fits the work you do at your accounting firm, and then make sure that your accounting firm marketing plan convinces them that you are the best firm to work with.

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Your Website is an Extension of You

Don’t just make a site just to have one, make a site that helps you grow your client base.

Your main accounting firm business is most likely offline, but even if you are not interested in actual online sales, your web site offers too many benefits and advantages for you not to capitalize on the opportunities.

Develop a Strategic Marketing Plan

Don’t use a free template as a blueprint for your website. Yes, you need a home page, about us page, and all the normal pages you would see on any accounting firm web site. However, beyond these fundamental building blocks, how does your accounting firm marketing strategy convince visitors that you are the accountant they need? What is your accounting firm marketing plan?

If you don’t have a plan then maybe you should call the Crown Jack Group and let us help you come up with one. 866-867-1189 or www.crownjackgroup.com is the first step so make the call now!