Why Websites are the Place for Leads

• Faith-based Accounting (churches)
• Nonprofits
• Restaurants/Hotels
• AgriBusiness/Farms/Wineries
• Construction/Real Estate

Remember: the goal is to get more specific about the services you offer for that industry or service area without discouraging clients who may be interested in your broader services. All websites should be optimized for Google, Bing and Yahoo! with content devoted to the specific industry or service.

While there may be some overlap between the main website and the niche website, they will have separate URLs or web addresses. For example, Luke’s two location-based websites clearly communicate that he is either a Colorado Springs CPA or a Denver CPA, and the other website emphasizes his QuickBooks knowledge and experience.

Of course, you can have as many websites as you need, depending on how many niche industries and services you want to promote. In Luke’s case, his main website positions him as a local accounting and tax firm specializing in working with small businesses. Searches using keywords such as “Colorado Springs CPA” and “Denver CPA” generate lots of website traffic to the main websites, while searches for “Colorado QuickBooks Accounting” drive traffic to the niche website.

A Multifaceted Online Strategy

Additional websites aren’t the only way to grow your business and improve visits. A multifaceted approach to an online presence is essential because clients search for your services in more than one way. For example, Luke writes a blog for his QuickBooks website to ensure it stays at the top of the Google searches and to showcase his expertise.

“I sometimes wonder about the value of social media for a business like mine, but I do it because it takes very little time once it is set up,” he says.

You should make sure your accounting firm is listed in the appropriate places on the web and that you are monitoring those listings. Here’s a sampling of other online resources you should consider being involved with:

• LinkedIn – whatever your profession, you should have an active individual LinkedIn profile for every employee with connections to business contacts, clients and colleagues. Ask for recommendations so that people searching for you can get a sense of the level of service you offer and actively promote your activities and pay attention to the new LinkedIn skill “Endorsements.”
• Yelp – Yelp is an online directory to help individuals connect with local businesses. Whether you know it, you probably have a listing on Yelp. Make sure it is up to date.
• YouTube – Did you know YouTube generates more searches than Yahoo and Bing? People search YouTube for free information on how to solve a problem or to seek necessary advice on how to make more informed decisions – all without having to “read.” Having videos available on questions your clients frequently ask can really help build your reputation and business.
• Bookkeepinghelp.com – through a zip code search engine, this subscription-based website connects local bookkeepers and tax practitioners with prospective clients.

While personal interaction with clients and potential clients is extremely valuable, you can’t be everywhere at the same time. Using the Internet and having a strategic online presence does allow you to be everywhere, 24x7.

“In the end, starting my CPA firm wasn’t as much of a risk as I feared it would be,” says Luke. “My marketing efforts have paid for themselves.”

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About the Author

Hugh Duffy is co-founder and chief marketing officer of Build Your Firm, an accounting marketing and accounting website development firm. Hugh teaches a series of Accounting Marketing Workshops; has a LinkedIn Discussion Group called Modern Marketing Methods for Accountants; and provides outsourced marketing for accountants. He can be reached at 888-999-9800 x151, or at hugh@buildyourfirm.com.