Your firm's website will typically showcase the services that you offer but it will not necessarily convey the value of your firm through the website.
With the services that you offer being compliance based, people who seek you out on the Internet are more than likely looking for a more simplistic quote. They will be looking for a compliance-based service, with no grid level of advisory involved.
It is typical that people who are looking in this way will be driven by their principle search motivation of ‘price'.
A Referral from a Trusted Source
A referral may have come to you from a trusted source, an existing client or a fellow professional in another field. In this case, there will already be a degree of reverence set aside for you. As you have already been recommended as the person to talk to, the prospect's perception of you will already be elevated in their mind.
A Referral Through your Website
If someone is seeking you out on a website, they will see you as just be another accounting firm, like so many others on the Internet.
How to Make Your Firm Stand Out
My recommendation is to examine the content closely on your website from the prospective clients' point of view.
- If you would like to gain stronger enquiries from your website, then change what they see.
- Instead of listing your services such as tax return preparation, year-end accounts, audits and so on; publish stories on your website.
- Add stories of clients whom you have helped.
- Tell stories of the clients you have worked with, the time you have saved them, the amount of tax you were able to recover for them, in what those businesses were able to reinvest their savings.
Tell stories about your clients.
Do Your Research
If you look at any given accountant websites, including those of your competitors, you will find that very few stories are ever being told.
A testimonials page on a firm’s website may say that you will get great service from this firm, and it may or may not be genuine and honest.
Instead, feature a case study of a business whom you have assisted, tell their story. Demonstrate how your firm intervened and how you were able to make a difference. That's powerful.
If you make these changes to your website, you will ensure that you receive higher quality enquiries. It will attract grade A or B level prospects. That's exactly what you want to enable your business to grow. That's also the result your website should be providing you.
So, in summary, review your website and make sure that it's telling stories about your expertise. Make sure that your website is not simply a list of services and processes that you and your team do.
If learning how to tell your firm's story as well as the stories of your clients is what you know you need, then consider joining us as an All Access Pass member, since that's one of the key topics we cover in our live, hands-on sessions each month.