So you're on the Cloud (maybe with Xero), you're expanding the range of services you offer and you've made some changes in your practice to show your clients that you really are their partners in growth.
Now that you have a clear point of difference in the marketplace you want to tell the world about it so you can attract new clients so you realise that you need a website that sells.
The trouble is, most accounting firm websites (and websites in other industries for that matter) do a poor job in attracting enquiries and turning enquiries into sales.
1. Above the fold
This is the top 1/3 of the page that can be seen when someone views the site. In this area, feature a headline that showcases a strong benefit of doing business with you. You might want to include rotating slider banners that showcase different services you offer or showcase your free white paper or something else.
2. Social proof
How can you prove to clients that you have the expertise to get them results? Social proof elements include testimonials, case studies, logos of media you have featured in, a guarantee if you have one, awards you have won, media you have featured in and anything that shows proof that you know your stuff.
3. Copy that sells
Inject enthusiasm and personality into your copy and of course ensure all your copy sells the benefits of doing business with you. Never underestimate the power of words.
4. Showcase your Unique Selling Proposition/Unique Value Proposition
Summarise it in one sentence and feature it in different ways throughout your website. Feature a '10 Reasons to work with us' page which showcases the 10 ways you stand out.
5. Make your services pages sell
Each 'services' page on your website describes your services, the benefits of your services, gives an example of a case study and a testimonial and has a low-risk, call to action at the bottom of each page - perhaps a free report or a complimentary 10 point XYZ health check.
6. Opt-in offers
Free reports, ebooks, webinars, newsletter subscriptions ... these are designed to encourage people to leave their email addresses so you can add them to your sales funnel and start building a relationship with them.
7. Team bios
Add oomph and personality to them. Show the human side of your people. Remember, people like dealing with people.
8. Your blog
Featuring regular blog content that not only informs but also entertains will create a following, educate your clients about the other services you offer, showcase you as experts and lead to more repeat business. Using syndicated content from one of the providers in your profession is a start however if every one of your competitors is featuring the same kind of blog content it creates that 'sea of sameness' effect. Feature blog content that showcases real life examples of how you've helped clients. Feature stories that humanise you and your firm. Add personality to your writing.
Thinking about revamping your website? Touch base with us to find out how we can help you create a website that sells - click here or call us on 07 5309 6913.
Rob Nixon - Panalitix (formerly Proactive Accountants' Network)
“Her style is punchy, direct and it works”
“Kris Mills is without a doubt the most ‘results producing’ marketing person in Australia. I have used many over the years and nothing compares to Kris’s writing ability and strategic marketing thinking. Her style is punchy, direct and it works. Every time I use Kris’s services she produces results.”
Nic Clark - Co-Founder 10X Limited
“… invaluable in the development of our marketing systems”
“ Kris, thank you for everything! To say I’m happy with what you have done for us would be an understatement. You have been invaluable to the development of the marketing systems within our franchise system. And the marketing strategies you have written for our clients have also worked a treat. Look, over the years I’ve rubbed shoulders with a number of accomplished marketing strategists, through my international business dealings, and from what I have experienced, I consider you to be one of the most talented copywriters and strategists in Australia … and possibly the world. ”