A Niche Website Can Help You Stand Out From the Crowd
With so many accounting firms competing for the same prospective clients online, it has become more and more difficult to stand out from the crowd. By creating a website that is designed around a highly focused niche, not only will your firm stand out, it can dramatically increase conversion rates from prospects and improve the visibility within search engines. Whether your accounting practice offers a full range of accounting and tax services or you only offer a limited range of accounting services, you can benefit from developing a Niche website.
How Can A Niche Help Me?
- It differentiates your practice so you can charge higher fees
- It improves client retention rates
- It generates more referrals
Demand for Specialized Services Will Only Increase
A niche website is much more effective for generating new business from the web than a generalist accounting website. Why? Because each business owner thinks their industry has unique issues which are best addressed by a specialist.
If your accounting site lists every possible service or industry in an effort to be everything to everyone, chances are that prospects will not perceive any greater value in choosing YOUR accounting firm over any other firm.
In fact, the more generic your services are, the greater your competition will be, which means more price competition. However, the more unique you are, the less competition you will likely have. That’s why it is time to consider a niche website.
A Niche Can Be Very Profitable
Some accounting firm owners are perplexed about developing a niche. They worry that narrowing their focus to a single service will be at the expense of attracting other types of business. We say, do BOTH. In other words, have one website that positions you as being a local generalist and a second website for your niche. As your firm gets larger, consider adding another niche.
The truth is that developing a niche can be highly profitable for your accounting firm. By taking the time to concentrate only on the needs of a particular group, you can face far less competition for those prospects. You will also achieve a much better conversion rate because they are pre-qualified to want your particular services.
Conversely, offering too many options or generic services in an attempt to secure more sales, means you are competing with many more firms who use that same strategy. By narrowing your services to either a service-based or industry-based niche, you become an expert in your field and as such can charge higher fees for your services.