Successful accounting websites share similar features and content. In this free webinar, you’ll discover what they are and how to implement them on your site. In part two of this two part webinar, you’ll learn about winning website content. If you missed Part 1, watch the recording here: http://bizinkonline.com/website-essentials-for-accounting-firms-part-1/ What you’ll Learn - The basic structure of successful accounting websites - What photos and images work best on accounting websites - Why less is more when it comes to website content - How to build trust and credibility online - SEO (search engine optimization) made simple Webinar Recording Watch now: http://bizinkonline.com/webinar-website-essentials-accounting-firms-part-2/

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Website Essentials for Accounting Firms
(Part 2)
Presenter: Matt Wilkinson, CEO BizInk
Email: matt@bizinkonline.com
Twitter: @mattwilkinsonNZ

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What we’ll cover in Part Two
What’s the main goal of an accounting website?
What’s the structure of the best accounting websites?
Search engine optimization (SEO)

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What’s your website’s main goal?
Get more visitors?
Convert visitors into clients?
Build trust and credibility

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Anatomy of a successful accounting website
• Home
• About
• Team
• Case studies/testimonials
• Services
• Resources
• Blog
• Contact
• Landing pages

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Homepage

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Images

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Images

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Images

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About Us
Keep it short and simple
It’s about your clients, not you!
Don’t brag or use hyperbole

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Team page
Your second most visited page
People buy from people
Who else is looking?

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Case studies & testimonials
They are time consuming
One of the most powerful types of online content
Aim: demonstrate outcomes you provide clients with

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Services
KISS
Most business owners don’t understand what they need
Sell on benefits, not features

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Resources
Further proof of your skills and expertise
Give away to get back
Outsource if you can’t do it yourself

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Blogging
Keeps your site looking fresh
Show your personality
Focus your efforts

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Contact page
Make it easy with multiple ways to get in touch
Include a map
Contact details should be on very page of your site

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Get targeted with landing pages
Create pages for your target markets:
• Local focus
• By industry or niche
Visible vs Hidden
Think about search engines

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SEO Myths
You need experts to do SEO
If you’re top in Google, you’ll have lots of clients
Duplicate content

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“Good enough” SEO
How important is SEO to your firm?
What are your key phrases?
Key components of SEO:
1. Site structure
2. Content (most important by far)
3. Inward links

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What are people searching for?

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Site structure
Don’t get hung up on the technical side
Most modern sites are fine
Structure your pages in a logical way, like you would
any document

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Content
The most important part of SEO by a long way
Create a “good” site and you’re most of the way there
Weave in key phrases:
• Page for your most important phrases
• Use phrase several times on page
• Link (URL) should have the phrase in it
• Add your Google map if appropriate

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Inward links
Used to be key part of Google’s algorhythm
Good sources for links:
• Industry association websites
• Vendors eg. Xero directory, QBO directory
• Social media
• Local business directories

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Takeaways
How are you building trust & credibility online?
Follow the structure that the best accounting websites
use:
• Simple
• Demonstrate outcomes
• Demonstrate expertise
SEO: it’s not that hard to be “good enough”

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Thanks for coming!
Get your website audited
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