The way people find an accountant or bookkeeper has changed drastically over the last decade. Instead of thumbing through the Yellow Pages, prospective clients are much more likely to use search engines or check out your website via their computer or phone.
If it’s been awhile since you’ve updated your website, there are a number of reasons you may be missing out on some great business opportunities. As owner of the Canadian virtual accounting firm, Wall CPA, Andrew Wall is familiar with the importance of a modern website. Wall, who was a runner-up in Intuit’s Global Firm of the Future contest, shared with us why a modern website is a must-have for any accountant or bookkeeper in today’s tech-first society.
The benefits of a modern website
“Without a website, you’re missing out on a huge opportunity to connect with clients at their moments of interest,” says Wall. “A website is a very cost-effective tool that runs 24/7 for you and your business, and it enables people to understand what you’re about.”
But, it’s not enough to simply have a website; it needs to function well and look up to date. In fact, a number of Wall’s clients chose to use his services because his website looked more modern, updated and better built than his competitors, he says.
“Presentation is everything. You don’t get a second chance to make a first impression and your website is just that – your first impression,” says Wall. “Your website sets the tone for your clients’ expectations of your services. If it looks sloppy and slapped together, they’re going to assume your work is sloppy and slapped together.”
As more people turn to the internet for information in Canada, they are more often doing so on a smartphone rather than a computer. Having a mobile-responsive website allows you to connect with clients who are looking to learn more about your business, the value you bring and how they can connect, says Wall.
A modern website plays a key role in the marketing and sales funnel
“The website is the top tool in your sales funnel, and it gives you an opportunity to start nurturing a relationship with a potential customer,” says Wall. Over time, Wall has developed very large social media profiles, where he generates more than 100,000 impressions a month. However, Wall says, "These impressions mean nothing if you aren’t collecting contact info and nurturing that relationship via your website.” All of Wall’s social media profiles lead back to his website where he uses lead magnets to encourage potential clients to provide their contact info. Once he has this contact info, he uses CRM tools to drip content to these leads. This enables Wall to nurture the relationship by adding continued value and demonstrating his knowledge and expertise.
By not having a website, it hurts you and your business. If potential customers can’t find information about you, they lose trust in your business, says Wall.
While tax season is a busy time of year for accountants, it is also the most important time to have a modern website, says Wall. This is when people are searching for an accountant and looking to better understand taxes. Even if you don’t handle personal taxes, it is important to be found, says Wall.
“As the saying goes, you miss 100% of the shots you don’t take. If you don’t have a website up, you’ve missed your shot at success.” says Wall.