cpa website marketing
Generally, 98% of visitors to your website never take that next step to complete the sale. In other words, they read a couple pages on your website, may like what they see, but don’t call or register on your website. If you think about your own behavior, this probably makes sense to you as a prospective buyer. In other words, you like to browse online for tons of information and prefer to shop online incognito.
As a business owner, what proactive steps should you take to increase the number of inquiries and target your advertising to people who are actively shopping for accounting and tax services? Have you considered behavioral retargeting?
Behavioral retargeting (aka – remarketing or retargeting) is a form of online advertising targeted to consumers based on their previous internet shopping behavior. In other words, suppose you were shopping online for an SUV and noticed that you were all of a sudden seeing lots on ads for SUVs. In fact, the ads were for Jeep, Toyota Land Cruiser and Ford Expedition, all of which you were seriously considering. Is this a coincidence that you were seeing tons of online advertising after visiting the Jeep, Toyota Land Cruiser and Ford Expedition websites? No, this would be an example of behavioral retargeting where these brands have placed a cookie onto your browser after you visited their website, and they are now targeting ads based on your potential interest. This is behavioral retargeting, at its best.
Basically, retargeting is serving ads to people after they left an advertiser’s website. Retargeting pinpoints advertising to prospects soon after they visit a website and is very effective. Retargeting helps companies advertise to visitors who leave without making a purchase – which is approximately 98% of all website traffic.
Early Adopters of Retargeting
To help accountants generate more leads from the internet, Build Your Firm has been using remarketing for years to help accountants improve the quality of lead generation and increase the quantity of leads. This is particularly true for those that have niche accounting services because the ads are extremely targeted, and stand out. For example, if someone is searching for an oil and gas CPA firm and conduct a Google search, they will easily find McKinnon Patten & Associates as a leading provider of oil and gas accounting services. Regardless of where the prospect comes from, they will probably land onto the McKinnon Patten website for oil and gas services, a cookie is placed onto their browser, and they will see McKinnon Patten oil and gas advertising for over the next thirty days. This targeted advertising raises the awareness for McKinnon Patten and encourages them to return back to the oil and gas website.
Another example would be a restaurant owner in Indiana who wants to hire a CPA firm that specializes in accounting for hospitality businesses. They may have conducted a search for a CPA and landed onto Garrison Sims CPA Group website, which targets hospitality businesses. And for the next thirty days, they will see Garrison Sims CPA advertising as they navigate the internet. The retargeting advertising will elevate awareness of Garrison Sims amongst restaurants, hotels and bar businesses, and attempt to bring them back to the website to create the lead.
In summary, retargeting increases lead generation amongst prospects who are actively searching for accounting and tax services by keeping your brand name front and center. And, it seeks to bring “window shoppers” back when they are ready to buy. If you would like to generate more traction amongst visitors to your website, consider using retargeting.
Below is an article which appears on accountingweb.com.
We’ve seen renewed interest in several sectors that were dormant for years. Niche activity is picking up now that accountants are seeing proof that business is picking up.
Over the past few months, we’ve had the opportunity to work with many accounting firms that are using niche websites to generate leads from certain types of clients to improve the quality of their lead generation, and clientele. In each case, the website was designed to attract a certain type of client even though they represent a very small percentage of the general population. Or said another way, they asked BYF to design a niche website while maintaining their existing website to get the best of both worlds. Here are several recent examples:
Each of these niche websites makes it easier to generate more of the leads you desperately want. In some firms, they want to attract higher annual fee engagements such as restaurants, international tax, and forensic accounting engagements. In others, it’s about attracting clients who are passionate about pets and/or horses. In others, it’s about leveraging your background and advanced knowledge for a particular industry like hedge funds, real estate and back tax work.
Regardless of your strategy, Build Your Firm can help you capitalize on the internet to improve the quality of your accounting practice. Learn how to “Work Smarter, Not Harder.”
For a full range of niche accounting websites, below are two links to see examples of what we can do for you:
There are tons of techniques that can be used to improve your organic placement within the search engines like Google, Bing and Yahoo. Each of the major search engines use hundreds of criterion to determine whether you are listed on the first page of the results pages, or page 200. If you would like to improve the placement of your accounting firm website in the search engines, here are the most important considerations if you want to generate higher placement within the search engines.
- Well Constructed Content – A website that is written with a clear understanding of the business owners needs works wonders, just like a John Grisham or E.L. James novel. Lousy content puts the reader to sleep. Persuasive content helps search engines understand what your website is about and motivates prospects to call your accounting firm. Your content needs to be written for both search engines AND prospects.
- Incoming Website Links – Quality links from other accounting websites provides the validation that search engines demand. Volume of links and quality of the links matter. If you provide quality content, other relevant accounting websites will consider linking to your website. These links can come from Intuit’s directory of QuickBook Pro Advisors, Bookkeepinghelp.com, your local accounting association, and accounting firms around the country.
- Page Title Tags – The title tags for each page within your website helps search engines determine what each website page is about. They also help prospective visitors determine if your website is worth visiting. The keywords near the beginning are most important (e.g., Dallas Accounting Firm – Helping Small Businesses Lower Taxes!).
- Heading Tags – When your website is being developed, the flow from one page to another is like the flow within a house that you are considering purchasing. Lousy flows create problems. Heading tags (H1, H2, H3) help the search engines understand what the relative order of importance is on your website and the flow.
- Internal Linking – Within a website, there should be multiple ways for website visitors to get from the page they land on to the page they want to read. Often, this is accomplished with top navigation, left navigation and hyper links within the body copy. Making navigation easy is critical for users to find what they want quickly and it helps search engines index your content.
- Keyword Density – Ensuring that your website uses keywords which describe what you do on each page in conjunction with your local marketing area is critical. The keyword density should be approximately 5% to 10%.
- Domain Name – Inserting keywords into your domain name can help your organic search engine ranking (e.g, nyc-cpa.com, medical-cpafirm.com).
- Blog – A blog that is incorporated into your website can help boost your website placement. The articles should be developed around what prospects are searching online for (e.g., international tax cpa firm, accounting firm for dentists, NYC city taxes). It helps to insert your keywords into your titles and tags. Unique content with a strong voice will elevate your placement.
- Website Development Programs – The search engines hate certain programming languages just like you hate certain foods. To keep these issues down, avoid using Flash, overuse of Ajax, minimize the use of Java, and avoid frames. Also, avoid using template driven website development systems which enable you to develop a website in less than thirty minutes because search engines hate them. For example, these website systems use long URL’s and characters that search engines can not choke down (e.g., &, ?, etc.). Avoid website development programs that promise a website quickly as search engines prefer old fashioned HTML websites which take longer to develop.
- Authority of domain – Older, more established domains get higher placement. It’s like fine wine, age is perceived as being better than youth. A website domain address that is ten years older is better than one year. Recently, search engines have been incorporating social media signals into this to help them sift through who is important and who is irrelevant. A strong presence on LinkedIn, Facebook, and YouTube gives search engines more confidence to elevate your position. The same goes for having your website listed online in places like Yelp, YellowPages.com, Superpages, Manta, Kudzu and many other online directories (free listings). Yes, it’s like high school popularity all over again. Older kids and more popular kids get more action.