Imagine an accountancy practice, or professional services company, that keeps growing steadily. A company whose website keeps generating new business calls and leads every week.
Right now, where does most of your new business come from? I have two main sources – referrals and Google search.
For me and other businesses, the absolute best are referrals. The problem I have with referrals is that they cannot be scaled or relied on. Day to day, month to month, I prefer a source of new business that is predictable.
SEO for your accountancy practice will create a dependable source of new business.
Read our SEO case study for accountants.
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I found my new accountant in the UK while searching for information on cross border VAT between the UK and Ireland, and what I needed to do when invoicing US clients. The accounting company website I found had a lot of blog posts on VAT. I read enough to engage their services rather than figure it all out myself.
Do you target certain markets? Construction companies, start-ups, retail, engineering companies, e-commerce – you get the idea. Is your service based around Xero or Kashflow, do you really need to meet your clients?
Are you a forensic accountant? A specialist in VAT, corporate finance, family businesses, tax, payroll, or do you offer cost or project accountancy services?
Or do you have a mix of clients but they are all based in one area?
The answers to these questions will influence your digital marketing and SEO strategy.
What is Digital Marketing?
Digital marketing for accountants is the collection of tactics that will be used to promote your business. It is simply an umbrella term.
This is the centre of your entire digital marketing strategy, all roads lead to your site.
Almost all accountancy websites now have a good-looking and presentable design. Your website needs to be easy to navigate, not have broken links or pages, an easy to see telephone number and contact form.
A page text describing a service without a contact form or a link is missing an opportunity – calls to action and visitor direction help with conversions.
SEO for accountants is split into two areas: on your website and off your website. Both work together for higher organic rankings in Google.
Most accountancy websites have less than 400 visitors per month. The first step is to increase visitor numbers and aim for 2,000 per month as goal one.
On-site work will include fixing any issues that stop higher rankings. This is completed as part of a technical SEO audit.
Local SEO – Google Maps Optimisation
Local accountancy companies need to be listed in the map pack at the top of the search results for “accountant in local town or city”. These three results have prominence and snatch the majority of the search traffic.
Local SEO for accountants includes full optimisation of your Google My Business listing, citation submissions, and links from local websites.
To be listed in the local map pack, you need to be ranking for the same search terms in the organic results page.
PPC – Google Ads
Using Google’s pay per click platform, now known as Google Ads, is the quickest way to bring traffic and new business to your website.
The cost per acquisition is higher than with SEO – but nothing beats Google Ads for speed.
Ads can be set up to target local areas, mobile devices, call only ads, specific times of the day or week when you know there are more people searching for your service and when you are open to take calls or respond.
Long term, most businesses will spend a mix of their marketing budget on adverts in Google’s search results.
Retargeting – Remarketing
Retargeting gives you the opportunity to show your adverts to people who have already visited your website – you can show these adverts on websites within the Google network and on Facebook, LinkedIn, and Twitter.
From a cost and name recognition perspective, remarketing keeps your business at the forefront of potential visitors’ minds.
Call Tracking and Analytics
Almost everything is trackable. Someone fills in a contact form, clicks the telephone number on your website to call, or clicks an email address on your site.
A client after having attended a seminar decided they would spend money on Gmail ads. Several thousand visitors later and nearly £2,000 down, I was able to convince them from the analytics results that this wasn’t a good use of resources – there were no enquiries .
Analytics will tell us what is working and what is not – no opinion, just straight facts. We use Google Tag Manager to manage all the events in Analytics.
I am not going to encourage you to spend time and effort creating content to post it on Facebook – that is a waste of time.
Facebook is pay for play. We advise using only retargeting. Twitter is the same. There is no harm in posting content from your website to your company page – but don’t expect many people to see it or engage with it, without handing over your credit card details.
LinkedIn is different. LinkedIn can be used to make contact with your target market and send them messages – this can be semi-automated. Once you have a reasonable number of contacts, posting an opinion or fact pieces can drive traffic and awareness at a very low cost.
Email – Newsletters
One of our clients targets start-ups. They don’t send out the usual boring email newsletter that gets no response. They aim to give advice that is useful to fast or early stage growing businesses – they even run a webinar once a month on a question and answer basis.
Before you write anything, think – if I was not an accountant, would this be interesting? Who is this targeting? Is there anything actionable here?
Newsletters create a bond when they have useful information and it is well presented.
Blogging: Yes or No?
Five hundred word blog posts don’t bring in traffic, they just don’t appear in Google. Because of that, blogging is a bigger commitment than it was in the past and I advise that posts be around 1,000 words.
What to write about:
- Never company news
- How to’s – how to use Xero, how to organise your bookkeeping, etc
- Business growth, business banking, VAT
- Accounting for “fill in the blank”
What are the most common questions that your clients ask – it is different in each market. These make the best topics. We can create the content for your blog posts.
Sponsorships and Local Events
This falls outside of the online marketing area, but I have found that sponsoring a local sports club, kids football teams, business meetups, WordPress meetups have had a threefold effect.
They do drive business, they help with marketing and SEO if you are listed on their website – and lastly, they often make me feel good about some of the ways I get to spend my money.
Why Cube Digital?
My father and brother are accountants. I was nearly one and studied accountancy for a few years while working in practice before leaving for my main love of sales and marketing. I understand from my own experience a little about the challenges of running an accounting business.
At Cube Digital, we have worked with several accountants – you can read one SEO case study here. We know what is needed to promote your practice and bring in new clients.
Contact us let’s have a chat.