The document outlines the essential elements of effective accounting websites, emphasizing the importance of having clear goals, an intuitive structure, and strong content. Key components include an engaging homepage, an informative team page, case studies, services showcased by benefits, and effective SEO practices. It encourages firms to focus on building trust and credibility through their online presence and offers insights on optimizing website structure and content for better search engine visibility.

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

2. Demo: bizinkonline.com/tour
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)

3. Demo: bizinkonline.com/tour
What’s your website’s main goal?
Get more visitors?
Convert visitors into clients?
Build trust and credibility

4. Demo: bizinkonline.com/tour
Anatomy of a successful accounting website
• Home
• About
• Team
• Case studies/testimonials
• Services
• Resources
• Blog
• Contact
• Landing pages

5. Demo: bizinkonline.com/tour
Homepage

6. Demo: bizinkonline.com/tour
Images

7. Demo: bizinkonline.com/tour
Images

8. Demo: bizinkonline.com/tour
Images

9. Demo: bizinkonline.com/tour
About Us
Keep it short and simple
It’s about your clients, not you!
Don’t brag or use hyperbole

10. Demo: bizinkonline.com/tour
Team page
Your second most visited page
People buy from people
Who else is looking?

11. Demo: bizinkonline.com/tour
Case studies & testimonials
They are time consuming
One of the most powerful types of online content
Aim: demonstrate outcomes you provide clients with

12. Demo: bizinkonline.com/tour
Services
KISS
Most business owners don’t understand what they need
Sell on benefits, not features

13. Demo: bizinkonline.com/tour
Resources
Further proof of your skills and expertise
Give away to get back
Outsource if you can’t do it yourself

14. Demo: bizinkonline.com/tour
Blogging
Keeps your site looking fresh
Show your personality
Focus your efforts

15. Demo: bizinkonline.com/tour
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

16. Demo: bizinkonline.com/tour
Get targeted with landing pages
Create pages for your target markets:
• Local focus
• By industry or niche
Visible vs Hidden
Think about search engines

17. Demo: bizinkonline.com/tour
SEO Myths
You need experts to do SEO
If you’re top in Google, you’ll have lots of clients
Duplicate content

18. Demo: bizinkonline.com/tour
“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

19. Demo: bizinkonline.com/tour
What are people searching for?

20. Demo: bizinkonline.com/tour
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

21. Demo: bizinkonline.com/tour
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

22. Demo: bizinkonline.com/tour
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

23. Demo: bizinkonline.com/tour
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”

24. Demo: bizinkonline.com/tour
Thanks for coming!
Get your website audited
Find our more about Bizink: bizinkonline.com/tour