Increasing your Return by Following these Tips for Your Website

From a customer’s perspective, accounting firms may all seem very similar. They all seem to offer similar products and claim to be specialists so knowing which one to choose can be difficult. For accounting firms, this is an opportunity. In a world where accounting firms can be seen as homogenous, standing out is key. Typically, it is those that market themselves best that acquire more new customers and grow faster.

However, in the digital age, it is difficult to know what types of marketing are available and then which marketing activity is best in terms of generating the largest return on investment (ROI).

Let’s have a look at ten options.

1. Refresh Your Website

There’s no bigger turn off than a website that looks and feels dated. And you can be sure that if your website looks and feels dated, people will see you and your brand as dated too.

All too often, companies create a website that looks and feels good and then leave it. Unless you maintain it, it’s simply going to decline and stop being as effective.

One of the most powerful things you can do is to give your website a refresh. This includes rewriting the copy on the site, checking the design is modern, and ensuring there are no page errors. Other options to consider include a mobile responsive website to help increase your ROI across other mediums.

From an SEO point of view, it’s important that your site is up to date and compliant with the very latest Google algorithms. If it’s not, then your performance will be hindered.

2. SEO and Content Marketing

Historically, all that was needed for a website to rank well on Google was solid technical SEO. This is no longer the case. Most companies now have great technical SEO on their sites so to be rewarded you need to stand out and show Google you are worthy of higher rankings than the competitors.

Content marketing is a way of doing this. The main way to do this is via a blog on your site where you can write updates on key legislation, news events and various other things (such as the budget) that would be interesting to potential (and existing) customers. By regularly writing interesting, useful content, Google will reward you.

Cost wise, you can do this cheaply and do it yourself or you can pay someone to write the content for you.

3. Pay Per Click (PPC)

There is a 99.99% chance you see PPC marketing ads every day. These are the ads at the top of or on the sidebarof Google. As the name suggests, every time someone clicks on these ads you get charged.

The beauty is that they are a quick win and can be used as part of a tactical campaign. For example, at self assessment time you may want to use a PPC campaign to advertise your accountancy services. Using PPC guarantees you a spot at the top of Google searches, something that takes time to achieve through traditional SEO methods.

This method may be costlier but will offer immediate exposure to your brand.

4. Social PPC

A more modern form of PPC is social PPC. This is where adverts are placed on social networking sites such as Facebook and these can be used as a direct sales tool to capture new clients.

You can set criteria (basically, whatever your ideal customer looks like) and target the ads to those individuals directly.

This can be cost effective as you save money by excluding those who aren’t your target market so those who click should be highly engaged potential customers.

5. Email Marketing

Email marketing is exactly what it says on the tin- emails that sell your product/service.

This is best used for companies that have a good customer base to communicate with and a cleansed list of existing clients to email. Typically, email marketing is used to increase client retention and/or to gain referral business.
This form of marketing can be acheap method of direct marketing leading to great ROI.

6. CRO (Conversion Rate Optimisation)

CRO is a method of increasing your conversions. This is a great (and cost effective) method to increase ROI if you have a website that has a lot of visitors as maximising existing visitors is cheaper than finding new ones.

CRO focuses on taking the visitors you have and through a few simple techniques, making it more likely that they click buy. Techniques include making the call to action more obvious and removing clutter from the conversion process.

7. Digital Banner Ads

These are the ads that you see across the top, or down the side of web pages. They are great for brand exposure and you’ll almost definitely get increased website visits, but can be quite costly. This is because they are less targeted so you may get unqualified traffic to your site.

However, using digital banner ads on a CPC (cost per click) basis rather than a CPM (cost per 1,000 impressions- ad views) basis can help reduce the cost.

8. Remarketing

Have you ever wondered why when you browse the internet, adverts for companies whose sites you’ve visited come up? Almost as if they have targeted you.

Well, they have! Remarketing shows adverts to customers who have already viewed your site. Again, this is great for brand exposure but the ROI financially may be low and harder to measure.

These can be used well at year end to advertise services such at a time when you know customers will be thinking about them.

9. Social Media Marketing

This is very much a marketing technique for those interested in the long game. Social media marketing isn’t typically used as a direct sales tool but more as a place to build a brand and connect with potential customers with the aim of driving traffic to your site.

The success of social media marketing is largely dependent on the internal resources you have at your disposal as it is a time consuming activity but done well, can lead to great results.

10. Offline Advertising

This is all the traditional forms of advertising; newspaper ads, leaflets etc. This can still work but is far more costly than digital marketing.

What to know more? Contact Whitefish Marketing in Folkestone

As you can see, there is a fair amount of choice when it comes to marketing your accounting business and what you choose is largely dependent on your businesses individual situation. To be sure you are making the right choice, or just to talk through the options get in touch with us here at Whitefish Marketing in Kent.


About Chris Surridge

Chris Surridge is an experienced Digital Marketing Director with a wealth of knowledge on Search Marketing Strategies and Conversion Analysis. His value is in strategic planning for client accounts, and his consultative services.