Make It Add Up: 25 Digital Marketing Tactics for your Accounting (or Professional Services) Practice

Accountants may be known for their acumen when it comes to numbers and tax laws, but when it comes to promoting their accounting practice, the truly strategic thinkers know that marketing is an investment, and they turn to marketing and communications experts to guide them through the process.

If you’re struggling with how to reach your firm’s prospective clients (whether you’re an accountant or not), we offer the first in a series of digital marketing ideas, this one focusing on optimizing your website.

Optimize Your Website

We can’t say it enough. A lovely website is, well, lovely. But if it’s just lovely, it’s not necessarily working for you. These ideas will ensure measurable results, and when it comes to a smart business, ROI is the name of the game.

1) Contact Information – Seems simple, but you’d be surprised how often this is overlooked. Check to make sure your phone number is conveniently located in the header or footer of your website. Site visitors should never have to search for it.

2) Eliminate Lead Capture Gaps – If the only form to capture leads on your website is on your contact page – you have a classic case of the ole “lead capture gap.” Consider adding case studies, templates, excel budget sheets, and checklists and hide these content “offers” behind forms, so you are collecting lead information from current and prospective clients.

3) Create Customer Driven Content – Is your web site about you? Count how many times your company uses words like “we,” “us,” and “our.” Instead of making your site about yourself and your firm, create content that helps solve your customer’s pain points.

4) Build Landing Pages (for more leads) – More landing pages mean more opportunities to convert prospects, and more opportunities to get ranked in Search engines. The beauty of landing pages is that you can add as many as you like, focusing on niche areas of your offerings.

5) Add Calls to Action – A Call to Action (CTA) button is what you use to move prospects toward your goal of making them clients. Add CTA buttons throughout your site and move more of your traffic closer to working with you.

6) Fix Your “Submit” button – Look at the contact forms on your website. Do they all say “Submit?” Test using different words in like “Yes, please!” or “Send me the file.” Sometimes the smallest tweak can make a big difference.

7) Establish Your Business Blog – Blogging is a proven way of attracting more traffic to your website, and when done correctly, blogging can position you as a thought leader, helping drive more leads to you. You know more than you think! Really stop and think about what you do and what you know, and find a way to get it on paper (screen?), even if you need to retain a writer to help maximize that knowledge.

8) Thank You Page Marketing – What happens after your prospect has completed a contact form? If they are re-directed to a ‘Thank you’ page, it is an opportunity to continue marketing – ask them to share your services with a friend, provide a coupon for first time customers, up-sell a content offer into a Complimentary Consultation, or cross-sell other services your practice may offer.

Now, we’d be remiss if we didn’t invite you to Contact Us, right?

Stay tuned for Part 2 where we discuss how to amplify your local presence!