Don't Underestimate Your Website's Importance as a Marketing Tool

Source: CPA Practice Management Forum

Consultant Wendy Nemitz, of Ingenuity Marketing Group, warns CPA firms not to underestimate the importance of their websites as marketing tools. Although there's some truth to the statement that "We don't get new clients from our website," a firm's online presence plays a critical role behind the scenes.

Personal recommendations are, by far, the most important factor in selecting a provider. But nearly half the CPA clients in a recent informal survey said that after receiving such a recommendation they consulted the firm's website rather than calling the firm. So, to turn warm referrals into hot prospects, firms should think about the impression their websites give to clients, prospects and referral sources.

Nemitz offers several strategies firms can use to improve search engine optimization (SEO) and "optimize their websites for referral opportunities" (a process her firm calls referral engine optimization, or REO). These include designing an inviting home page that sets the firm apart from the competition, including sophisticated, content-rich bios; offering informative niche-services pages complete with articles, blogs and other niche-related thought leadership; telling an engaging firm story or history; and providing valuable resources such as tax preparation guides, or tax and legislative update services.

For the complete article, read "REO vs. SEO: Optimize Websites for Referrals and Warm Lead Conversion."

From CPA Practice Management Forum, Vol. 8, No. 10, December 2012, p. 11.