Your website is often the first point of contact between you and potential clients.
They’ll often spend time researching here before they decide whether they want to get in touch.
And if they haven’t met you face to face, it’s vitally important that your website creates a lasting first impression that they won’t forget.
With an effective website, you can position your practice in such a way that means they’d be crazy not to get in contact with you. And when this happens, the number of prospects that visit your website and convert will dramatically increase.
However, with an ineffective website, you risk prospective clients leaving with a bad taste in their mouth, never to be heard from again…
Here are 5 effective website strategies to help you attract and convert more clients in your practice:
1. Speak To Their Pains
“We offer a range of accounting and taxation services including…”
Great, good for you. How exactly is that going to benefit me and my world?
You need to speak to their pains, and tell them exactly how your services are the remedy they’re looking for.
A good exercise to do here is to list down all of the services that you offer, and then for each one write down the specific benefit it has.
E.g. Tax returns – peace of mind that it’s submitted accurately on time so that you avoid any penalties.
And when you do this, your website will no longer read like a text book from your time studying accountancy, and more like a carefully written sales script that connects with your prospects on an emotional level.
2. Have A Strong Call To Action
When a prospect lands on your website, they’ll do 1 of 2 things:
– They’ll get in contact with you via phone or email straight away OR
– They’ll leave the website never to be heard from again
The majority of people do the latter.
This means that it’s vitally important we have a way of collecting prospects contact information so that we can follow up with them accordingly.
The most effective way to do this is by having a lead magnet, an ‘irresistible bribe’ you offer in return for their contact information.
Some examples of this include: downloadable guides, checklists, strategy sessions etc.
3. Optimise For SEO
Search Engine Optimisation (SEO) refers to how easily your website is found and ranked by search engines like Google, Yahoo! And Bing.
When using search engines most people tend to click on the top few results, which means that if your website appears on page 2 or beyond, you’ll get a much smaller percentage of search traffic than the sites that appear on page 1.
It’s therefore important to optimise your website for SEO, to maximise the amount of search traffic you receive.
This comprehensive beginners guide from Moz does a great job of explaining how to get SEO right.
4. Make Sure It Is Mobile Responsive
In November last year, the number of people using their mobiles to access the Internet surpassed the number of people using desktop devices for the first time ever.
This means that a large proportion of your prospective clients will be trying to access your website on their mobile phone or tablet.
By having a site that is mobile responsive, you can provide a much better ‘user experience’ by allowing them to access your site at any time on any device, without the need to scroll or resize things to make them clearer.
Not only that but having a site that is mobile responsive is seen as a good thing by Google and will help with your SEO.
5. Showcase Client Case Studies & Testimonials
Client case studies are one of the biggest guns in your marketing arsenal.
They are unbiased proof that you are good at what you do, and most importantly you can get results.
By using case studies on your website, you instantly gain social credibility with prospective clients in a way that you just can’t without them.
Consider using a mixture of written and video testimonials, and make sure that they include specifics including:
– The exact situation the client was in before they found you
– The services you provided to them
– The exact results they got in £ terms
(Case studies can also be turned into content pieces to help boost your sites SEO)
Make Your First Impression Count
So remember, your website is often the first impression prospective clients get of you, so it’s important that you get it right.
By following the strategies above, you can ensure you leave a lasting first impression every time and as a result, will substantially increase the number of prospects that you attract and convert.
As an accountancy practice owner, this shouldn’t be something you do personally…
If you have a marketing manager, delegate it down to them.
And if you don’t, consider using an agency that specialises in websites for accountancy practices.
But whatever you do, stop leaving money on the table by having an ineffective website…