{"id":1945,"date":"2015-06-11T11:00:35","date_gmt":"2015-06-11T18:00:35","guid":{"rendered":"http:\/\/evergreensmallbusiness.com\/?p=1945"},"modified":"2015-08-24T11:55:40","modified_gmt":"2015-08-24T18:55:40","slug":"ten-tips-for-effective-web-marketing-of-your-small-cpa-firm","status":"publish","type":"post","link":"https:\/\/evergreensmallbusiness.com\/ten-tips-for-effective-web-marketing-of-your-small-cpa-firm\/","title":{"rendered":"Ten Tips for Effective Web Marketing of Your Small CPA Firm"},"content":{"rendered":"
\"Picture<\/a>
Effective web marketing tactics can radically grow your business and its profits.<\/figcaption><\/figure>\n

I\u2019m continually surprised, frankly, by how powerful a tool the web is for marketing for small businesses.<\/p>\n

I\u2019ve regularly shared this observation with small business clients, entrepreneur friends and fellow CPAs. And after sharing this perspective again recently, I ended up doing a webinar for a small group of online friends\u00a0 called “Ten Tips for Effective Web Marketing of Your Small CPA Firm.”<\/p>\n

In that webinar, I\u00a0shared ten tips for CPAs (and really for any small business) to make a firm\u2019s web presence and identity a more powerful marketing tool. This blog post goes over those same ten tips\u2014except without all of the PowerPoint slides and my rambling narration…<\/p>\n

Tip #1: Set Up Your Own Website<\/h2>\n

A first, easy tip: You want to set up your own website. A website you host or pay some hosting company like godaddy.com to host. A website with content you control and own and can protect.\u00a0 A website with links you can own and protect or even protect against.<\/p>\n

You do not, in other words, want to rely on Facebook or on Yelp or on LinkedIn for your online web presence, marketing or identity. No way. Lots of people do<\/em> do this. You shouldn\u2019t.<\/p>\n

By the way, the work of setting up a website yourself? You probably want 8 to 10 pages of content, so you\u2019re talking about a few hours of work developing rich, polished text that describes who you are and what your firm does.<\/p>\n

And you\u2019re talking a few hours of fiddling where you register a domain, sign up for hosting, and create your webpages\u2014probably using something like WordPress, which I\u2019ll talk about in my next tip.<\/p>\n

You\u2019re also talking about a few hundred bucks to pay for the setup.<\/p>\n

In short, setting up your website is a perfect outside-of-tax-season project.<\/p>\n

I would say the actual work of setting up the first version of your website is roughly akin to the work of preparing a modestly-involved small business corporation tax return. In other words, not insignificant\u2026 but fairly straightforward if you take your time and work carefully.<\/p>\n

Tip #2: Use a Content Management System<\/h2>\n

I\u2019m going to talk more about content and its importance in another tip or two, but let me make a quick point.<\/p>\n

You want a content management system so you can easily create and easily update your content. You want creating, adding, and editing content to be just as easy once you get going as typing up a memo in Microsoft Word or emailing someone.<\/p>\n

For the record, we now use WordPress (which is really a blogging tool) as the content management system for our most heavily-trafficked websites. And we\u2019re in the process of migrating our two other principal sites to WordPress, too, for reasons largely having to do with the friendly content management.<\/p>\n

Two quick points about web content management systems: First, you can get quite a bit more background data in the Wikipedia entry on \u201cweb content management systems.\u201d Second, just so you know, installing the WordPress \u201cprogram\u201d on your web server should be basically a \u201cone-click\u201d process.<\/p>\n

Tip:<\/strong> One other advantage of using WordPress is that you can buy a nice \u201cdesign\u201d for a WordPress-style website for a very modest price. Peanuts, really. These designs are called \u201cthemes.\u201d The themes we\u2019ve bought and which we use for our blog or for our CPA firm site cost between $50 and $100. That\u2019s it.<\/p>\n

Tip #3: Consider Using a Blog as Your Site<\/h2>\n

Another quick point: Deciding to take on the burden of a blog\u2014you regularly writing, editing, and then publishing articles for your audience\u2014needs to be something you consider. Even if it seems like a lot of work.<\/p>\n

Let me make several comments about this:<\/p>\n

    \n
  1. A blog (which you would produce and maintain using something like WordPress) allows you to create good content quickly.<\/li>\n
  2. A blog should work as just a killer client service or customer service tool because you can use blog posts to answer all the frequently asked questions clients or customers will otherwise call or email you about.<\/li>\n
  3. A blog with posts that answer all the frequently asked questions your existing<\/em> clients or customers have will also answer the questions that prospective<\/em> clients or customers might have.<\/li>\n<\/ol>\n

    Summing up, a blog is probably a very effective way for you to prospect for the right clients or right customers.<\/p>\n

    Tip #4: Understand Web Marketing is All About Ranking Well<\/h2>\n

    Okay, here\u2019s the next thing to understand: While you can get substantial traffic from a non-search-engine website if such a site mentions your site, you want to focus on how to get search engines like Google to list pages at your website in its search engine results.<\/p>\n

    Take a peek at the snapshot shown below, which lists webpages that Google thinks a searcher searching in Redmond, Washington on the term \u201cCPA\u201d will find most interesting. (You can click the image to enlarge it.)<\/p>\n

    \"Picture<\/a>
    One day in June, Google displayed these results if your searched on acronym “CPA” in Redmond, Washington.<\/figcaption><\/figure>\n

    The ranking heavily<\/em> influences the percentage of searchers who click a listing. This is a slight exaggeration and simplification, but moving up one position\u2014such as from third place to second place\u2014may increase the traffic by nearly 100%. And moving down one position\u2014such as from first place to second place\u2014may decrease traffic by nearly 50%.<\/p>\n

    Note:<\/strong> I\u2019m being very rough in my percentages in the preceding paragraph. If you want more precise numbers, take a peek at this article: https:\/\/<\/a>chitika.com\/google-positioning-value<\/a><\/p>\n

    Two other quick notes about this: First, if you\u2019re on the second page (or some deeper page), your site may as well be invisible. And, second, you fortunately are not competing in a single \u201cranking\u201d but in dozens and dozens of rankings. And so you don\u2019t need to rank well for every search term\u2014you can\u2019t\u2014you rather need to rank well for a handful of search terms people you want to connect with use.<\/p>\n

    Tip #5: Content Matters Most<\/h2>\n

    Let me now make perhaps the most critical point of this post: The most important thing you or I need to do in order to get great results from web marketing? Create good content.<\/p>\n

    You need unique<\/em> content\u2014not stuff that\u2019s been used at dozens or hundreds of other sites. (Your site has little web marketing oomph if it\u2019s one of those generic sites with cookie-cutter, boilerplate text.)<\/p>\n

    You need valuable<\/em> content\u2014Google and Bing can tell about this\u2014so search engines say in effect, \u201cHey maybe we should rank this site or this page \u2018high\u2019 because it looks like there\u2019s lots of good stuff here.\u201d<\/p>\n

    You want targeted<\/em> content that attracts the audience you want to compete for. \u00a0Ranking well requires work and you want to maximize the return on that effort of course. So you need to focus your efforts on content that will attract people you want as clients or customers.<\/p>\n

    A side note, too: If you publish lots of good content, you will also get referrals from non-search-engine sources like blogs, forums, and other similar sources. If some successful blogger remarks on your site, that blurb may send a thousand or two thousand people to your site some Saturday.<\/p>\n

    If some forum participant references your site, that blurb may send several hundred people to your site that\u00a0morning.<\/p>\n

    Final comment: CPAs have tons of great, valuable, targeted content to share with clients and with prospective clients.<\/p>\n

    Tip #6: Links Matter Almost As Much As Content<\/h2>\n

    So content, I argue, is really important. Most important, in fact.<\/p>\n

    But you and I also need other sites to link to our site in order to become visible and in order to signal to the search engines that our site is \u201crank worthy.\u201d<\/p>\n

    Accordingly, after you have some good, valuable, targeted content to share, you want to promote your site\u2019s content so you can earn some links.<\/p>\n

    You want to avoid, however, junky links. Anything easy to get, anything you pay for, anything that lots of other people do. With junky links, as a general principal, you should hope that they\u2019re only worthless to your site\u2019s ranking, and not destructive to your site\u2019s ranking.<\/p>\n

    Search engines efficiently sniff out and regularly penalize any attempts to unnaturally promote a site with links that aren\u2019t really independent, unbiased, \u201creal\u201d votes of goodness and relevance.<\/p>\n

    Artificial link building, just so you know, is what you get (typically) if you hire some offshore firm to obtain 100 or 200 or 500 links.<\/p>\n

    If you (or someone working for you and even possibly someone working against you) engages in unnatural link building, you will probably be penalized after not very many months.<\/p>\n

    All of the foregoing begs the question, how does one get good links? Here are some ideas:<\/p>\n

    If the local newspaper calls during tax season for some tips or quotes, be friendly and give some great tidbits\u2014but ask for a \u00a0link to your site. (Probably a link from the local newspaper\u2019s website or from some journalist\u2019s blog will be a great link.)<\/p>\n

    If you\u2019re recruiting for new hires at a local university or college,\u00a0 see if you can\u2019t get a link back to your website. (Perhaps to the page that describes your firm?)<\/p>\n

    If you\u2019re talking to students at a local college or school\u00a0 or presenting to fellow practitioners at some CPA society event, see about the possibility your site might be referenced in an online announcement.<\/p>\n

    You see where this is going. You want links from real websites where there\u2019s a human editor who wouldn\u2019t link to just any old site. And you want links from sites that have clear relevance, a contextual connection, to your firm\u2019s activities and your site\u2019s information.<\/p>\n

    Tip:<\/strong> The DMOZ directory at www.dmoz.org<\/a> is a volunteer-staffed directory of websites. You probably want to find the category where your firm should be listed and see if you can be listed too. This is probably a long-shot\u2014not least because many states\u2019 lists don\u2019t seem to be actively maintained. But such a link is probably a pretty good link for reasons mentioned above. One related note: You do need or should need unique content to get into the DMOZ directory. You will not get into the DMOZ directory if you have a site created from one of the cookie-cutter, boilerplate templates.<\/p>\n

    Tip #7: Mobile-ize Your Site<\/h2>\n

    Another quick tip: you probably want to make sure your site (either the old one you\u2019ve had all along or the new one you\u2019re building) is mobile device friendly.<\/p>\n

    If you\u2019re not mobile friendly, search engines won\u2019t send you mobile traffic or as much mobile traffic. And mobile device users who do end up at your site will probably quickly leave.<\/p>\n

    You can use the Google mobile friendly test tool to see how your site works for mobile devices. Here\u2019s the link to that tool: https:\/\/www.google.com\/webmasters\/tools\/mobile-friendly\/<\/a><\/p>\n

    Just so you know, on our most mobile friendly sites mobile traffic represents more than a third of the traffic to the site and this percentage grows all the time. And many\u00a0people report their mobile traffic runs more like 50%.<\/p>\n

    What should you do if your site isn\u2019t mobile friendly right now? You probably need to think about having the original designer redesign<\/em> the site. You might also decide to \u201cmove\u201d the site to WordPress since the WordPress design themes are often\u00a0mobile device friendly. (This is what we recently did with our CPA website and what we\u2019re in the process of doing with our S corporations niche site and our LLCs niche site.)<\/p>\n

    Caution:<\/strong> Moving a site to WordPress is a big project if you have a lot of pages and a ton of links.<\/p>\n

    Tip #8: Use Analytics to Measure Your Site\u2019s Performance<\/h2>\n

    Another quick tip: Be sure that you\u2019ve installed either Google Analytics or some alternative analytics product. (Google\u2019s product is free.)<\/p>\n

    Website analytics, like Google Analytics, let you capture all sort of visitor statistics including where people come from, what they do at your site, and how long they hang around. Take a peek at the snapshot below (you can click the image to enlarge it) which shows some of the information available for one of our little niche sites:<\/p>\n

    \"Pciture<\/a>
    Google Analytics provide statistics about your website’s visitors.<\/figcaption><\/figure>\n

    Website analytics by the way resemble (metaphorically) a small business accounting system. CPAs all know what a small business\u2019s trials and tribulations are if the business decides not to use a real accounting system to manage the operation.<\/p>\n

    If you or I decide not to use analytics to manage our website, well, you know\u2026 skipping this measurement represents the same sort of sloppiness that in end only wastes time and money.<\/p>\n

    By the way, to install something like Google Analytics, you simply append a small chunk of code to the bottom of web pages at your site. (Note that WordPress add-ins will actually install this code to your pages.)<\/p>\n

    Tip #9: Be Careful About Buying Traffic<\/h2>\n

    I want to mention that though in this little discussion I\u2019m talking about how you can get traffic to your site merely on the strength of your great content and hard-earned links, you do have another option.<\/p>\n

    You can advertise your site on other sites, including on the search engine results pages that Google and Microsoft Bing display.<\/p>\n

    You may want to try this, but I would urge caution based on the thousands or maybe tens of thousands of dollars I\u2019ve spent experimenting with this. Click fraud, I fear, is common.<\/p>\n

    One way that you can get burned, for example, comes from the connection between the amount you pay per click and the daily budget that you typically set as part of any of these pay-per-click advertising options. Say you agree to pay $5 or $10 whenever someone clicks your ad. And say\u00a0that you tell Google or Microsoft or whomever that you don\u2019t want to spend more than $100 a day so you don\u2019t spend more than $3,000 over the month.<\/p>\n

    What this means\u2014and I have no proof this occurs, only experience-based suspicions\u2014is that one of your competitors only needs to click your advertisement 10 or 20 times early in the day to burn through your entire advertising budget.<\/p>\n

    Another way you can get burned\u2014and here I speak with quite a bit more statistical confidence\u2014concerns third party sites like those available in the Google content network. (In the content network, Google arranges to place your advertisement on somebody\u2019s blog or niche information site and then this other website gets paid when someone clicks your ad.)<\/p>\n

    More than once, I\u2019ve paid personally for hundreds of clicks on my advertisements at such sites where clearly the ad clickers were not really potential prospects.<\/p>\n

    I remember once buying hundreds and hundreds of clicks at an Idaho small business website for an Idaho incorporation kit advertisement\u2014but then not selling any Idaho kits. (At the time, we had lots of conversion rate statistics that suggested we should have sold one or two dozen kits\u2026)<\/p>\n

    I remember another time having a kids computer\u00a0gaming site display an advertisement for corporate tax returns and charge me for, gosh, I think a thousand clicks over the course of a day or two\u2014which of course resulted in no leads and no contacts. (Apparently these teens and preteens were not interested in having us\u00a0prepare their 1120 or 1120S corporate tax returns once they learned more about our firm\u2026)<\/p>\n

    Bottom line? Maybe you want to look at this option\u2026 but be very careful.<\/p>\n

    Tip #10: Consider an SEO\/SEM Audit<\/h2>\n

    I have a final tip for you to consider once you get a bit of experience with your website and have your content creation and link building underway.<\/p>\n

    You probably ought to consider having a consultant who specializes in such things \u201caudit\u201d or \u201ctechnically inspect\u201d the construction of your site, including the way some of the stuff on the server is configured and the manner in which your pages work.<\/p>\n

    With an audit, you\u2019ll have any weaknesses or \u201cbroken areas\u201d of your site flagged. And you\u2019ll very possibly get a punch list of repairs to make.<\/p>\n

    I\u2019ve recently paid $2,000 to $3,000 for a website audit, for example. (I worked with Steve Webb of www.webgnomes.org<\/a>.) And the SEO\/SEM audit report was truly valuable.<\/p>\n

    My thought is have someone good (like Steve Webb if he\u2019s available) do this for a \u201cworking site\u201d every year or two.<\/p>\n

    Final Thoughts<\/h2>\n

    Here are my final thoughts for you to mull over.<\/p>\n

    Getting meaningful organic traffic to your website or to a new website will take a while. Probably months, even if you\u2019re super-effective and disciplined in your content creation and site promotion.<\/p>\n

    But once your site traffic is good, you\u2019ll probably find a site a really effective way to \u201ctouch\u201d a few thousand new prospects every<\/em> month. Seriously, think about that number. How many Rotary meetings, Chamber of Commerce meetings, and just general networking events would you need to attend to connect with as many prospects?<\/p>\n

    An effective website, then, probably means not only that you can grow your small business as big as you can handle, it also means that you can target the most profitable niches you can efficiently serve.<\/p>\n","protected":false},"excerpt":{"rendered":"

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