Finally, bring out the cannons. Though this is outside the comfort zone of many CPAs, the use of video can help the outside world feel as though they have met you. The video marketing strategies that CPA firms employ vary across the spectrum of serious and informative to funny and really off the wall. While any of these approaches may be effective, the desired result should be to make an accountant seem personable and approachable. For a few good examples of CPA firms using video to promote their practices, see “HowDoYouYouTube?” from the June 2012 issue.
Not every accounting firm has the time or resources to implement all of the qualities of a world-class website. In some aspects, firms must be willing to make a commitment. For example, if a firm’s most recent blog post highlights tax law changes from five years ago, it would be better for that firm to not have a blog at all.
However, many accounting firms that put forth the effort to personalize their site along with the assistance of a web builder have been rewarded. The web builder software vendors provide all the tools, and if the CPA firm lends a hand to chip away, the result can be like dynamite with a website that is a client relationship enhancer and a lead generating machine.