CPAs and accounting firms used to rely on traditional advertising to promote their services. They would have fliers that highlight their services and a hotline for customer support. The industry is increasingly digital, though. People go online to find an accountant, making it critical to build an effective CPA website.
Potential clients are more likely to find you when you have an optimized website. They’re more likely to explore your services when your site design features full-time client engagement rather than a simple customer support hotline stated at the bottom of the page.
From Standard Customer Support to Full-Time Client Engagement
The internet has changed the way people buy products and services. Curious consumers have access to a wealth of information. They research every possible detail before they make decisions. Whether the decision is major or minor, it’s always well-informed. This is particularly true for businesses and organizations looking for a CPA to prepare a financial plan, tax returns, and profit-and-loss statement.
Large accounting firms and small family-owned practices that were passed down to the next generation used to have an advantage in the playing field. The former is tried-and-tested whereas the latter is approachable; both are trusted.
Today’s consumers no longer rely on referrals and eye-catching advertisements. They’re obsessed with research. They have a “try before you buy” mentality and a “know before you go” attitude, so they’ll make sure your services match their needs and their budget before they get in touch with you.
People looking for CPA services use internet research to:
- Get excited about their investment
They want a preview of how your services work and, more importantly, how they benefit from it. They’ll check your website and decide whether the on-page content can give them that.
- Feel confident in your services
Potential clients want to be sure about your services before they spend their resources on you. The best way to win them over is by engaging with them from the moment they visit your site.
- Create a seamless experience
It’s not enough that you provide the accounting services that potential clients need. They want to make sure that they can maximize your services, and that you can help them reach their goals.
To secure the interest of potential clients, you need to tick all these boxes. The niche website for your CPA services shouldn’t be limited to standard customer support for existing clients. You need to move toward full-time engagement so that potential clients can commit to you, too.
This starts with client-centric web design that answers all of their concerns.
Full-Time Engagement through Client-Centric Web Design
Digital marketing has the universal goal of bringing consumers closer to you. There isn’t a one-size-fits-all strategy, though. Every industry has its unique language and target market. To get the attention of your target market, you need web design services for accountants and financial services, specifically.
What do you get out of professional web design services?
As more of your potential clients go online to compare different firms, it’s important for you to build a website that clearly represents your brand and your objectives.
Your online audience wants to know how they will benefit from your services. if they don’t find that information on your website, they won’t have a problem looking at what your competitor has to offer. That said, you need to invest in a website with user-friendly navigation and well-curated content.
An attractive and highly functional website brings in more leads and boosts conversion through:
- Better branding opportunities
You want a no-frills website that showcases your services and how clients benefit from them. Web design highlights these things by using your brand language and unique visualization.
- Enhanced user experience
Striking web design almost doesn’t matter if the site loading time is slow, or if navigability is difficult. Encourage potential clients to stay on your site by improving their user experience.
- Improved device compatibility
Your site visitors use different devices to view your website. Some are on their computers, others view it from their smartphones. Web design ensures great visuals on both platforms.
All of this is possible when you invest in professional web design. In addition to these benefits, niche web design makes your accounting firm more credible and trustworthy.
Potential clients feel more compelled to explore your website when it looks professional. They want to work with a firm that looks like it can be trusted with their accounts, after all. So the design has to balance striking visuals and the firm’s credibility.
Is there anything specific that should be on a CPA website?
The ultimate goal of a business website is to convert potential clients into paying customers. In addition to being easy on the eyes, an engaging website is one that draws in clients and accelerates the sales cycle.
Your CPA website shouldn’t only feature your services, their benefits, and other relevant information that your target market wants to see. The website should have subtle calls to action that encourage visitors to contact you for an estimate or an assessment.
It should also have tools like these:
- Tax payment calculator
Give site visitors a taste of how easy it is to work with you and how transparent you are with them. Feature a tax calculator that nudges them toward you for clarifications.
- Appointment schedules
It’s always best to be direct. Let potential clients know how they can schedule an appointment with you. Alternatively, you may want to add a form where they can bring up their concerns.
- Client feedback management
Today’s consumers value their research more than anything, but client testimonials will always matter. Display the best reviews on your website for potential clients to consider.
An engaging website, a site that answers relevant concerns before a potential client even becomes one, attracts more visitors. And more visitors are likely to convert into paying customers when they can easily navigate through your site, find the accounting solutions they need, and click on a CTA that encourages them to get in touch with you.
Where do you go from here?
ScalingYou speaks the CPA language.
We are well-versed in accounting jargon. We seamlessly weave our industry knowledge into the website we build and manage for you. We’ll highlight your best qualities through engaging design and content. Contact us today to schedule a free strategy session.