With the top 15 accounting firms in the UK based in London having a strong online presence is key, this means having a website that focuses on the USPs of your practice. This is not only important to attract new clients but also to retain your current client base.
So, we’ve gathered a few top tips on what accountants should consider for their website. Whether you’re looking to refresh what you have or wanting a brand-new website, here’s some thoughts for accountants to factor into their digital marketing strategy.
SEO
Search engine marketing is critical; you want to be found online when clients search for your business. Therefore, a well optimised website is the first trick of the trade. Search Engine Optimisation (SEO) takes time but some essentials to cover off with your web developer will be:
- Make sure images are the right size and you have completed the alt tag on the backend
- Complete your H1, H2 headers etc., this helps search engines work out the theme of the page to return the right answers to the searcher.
- Complete your meta descriptions – this neat little paragraph is what is read when you search online.
Easy navigation
Review your current site map and if you’re starting from scratch make sure that it’s clear and call to actions are bold. Be obvious about what you’re asking a visitor to your site to do. Is it easy for them to find your list of accounting services? Help them move around your website with ease. On top of being clear and concise it shows good customer service for anyone visiting your site.
Blog
As an accountancy firm, you probably think that a blog isn’t relevant to you. Think again! If you don’t have a blog or news page, now’s the time to introduce one.
If you already have a Content Management System (CMS) this should be relatively easy to add to your menu. The importance of this page is that it’s a great place to keep content fresh on a website and search engines like new content.
Content marketing
You need to be thinking about content that will be useful to your potential customers that they start to use you as a go to site for information. Go into detail about the services so people understand whether this is something they should have and this also has a great effect on search results too. Talk about key accounting deadlines in the year, remind people of them too. Also keep them up to date with latest changes to legislation and tax rules. Content can be published in the form of blogs, email campaigns, website pages, or social media marketing (for accountancy marketing LinkedIn would be a appropriate platform to you.).
Be image led
Business owners may think this isnot relevant for an accountancy firm. But images are a key part in any digital marketing campaign. Why? They not only create stand out, but they provide consistency to create a holistic marketing campaign. A good mix of images and video placed on your landing pages alongside your content and relevant keywords really brings a webpage to life. Plus, you can repurpose your images to share on social media to really help your posts stand out.
And, if you follow our tips about optimising your images then it helps with search engines finding your site.
Understand what your website visitor wants
Downloadable information such as ebooks or forms to complete to be added to an email database are great ways to know what your visitor is interested in for when you next engage with them. This helps to build rapport and to move them through your pipeline from lead to client.
We’re a hubspot partner firm and would be able to guide you through the benefits of a lead generation Customer Relationship Management (CRM) solution for your marketing services so your firm can prevent data silos allowing different teams the ability to see what’s in the pipeline to work effectively on leads and to grow existing clients.
Be safe
Most CMS provide modules to allow you to back up and to make safe against hackers. Unfortunately, with web robots (automated programs) checking thousands of websites a second for weaknesses to exploit the owner it’s important to do as much as you can to make it safe. Talk through the options with your web developer such as the SSL certificate and captcha forms for your website
Free website review
Smart Cow is a digital agency for accountants. This is just a small overview of digital marketing for accountants in London. If you have questions about online marketing or would like a free website review which will highlight any areas that may need work on, get in touch.