How Important is Your Web Site?
Source: Inside Public Accounting
According to Michelle Golden, Golden Marketing Resources,
A firm of 25 to 30 people can expect to spend $15,000 to create the strategic concept and the content of the site. The design and programming costs may run about $3,000 for a site of moderate size.
Because firms tend to get their ideas from the Web sites of other CPA firms, there is a boring similarity among sites. Avoid this.
Your site should be reconstructed every two or three years, and content should be added monthly or, at a minimum, quarterly. Content updates can be by-products of the initiatives in your marketing plan.
Some practical advice:
v Business service offerings should relate to client needs.
v Be a resource for your visitors.
v Don’t let “About Us” dominate the site. Information about the firm is only relevant if it helps clients and prospects.
v Target recruits.
v Biographies of partners and staff should include the reasons they are experts in the services in which they specialize.
From Inside Public Accounting, May 2005, p. 6. Hudson Sawyer Professional Services Marketing Inc. www.hudsonsawyer.com. subscription $345 per year, back issues—nonsubscribers $40. 404-264-9977. [email protected].