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Conversions are Key!

     -     Jan 5th, 2011   -     Accounting Marketing   -     3 Comments

There has been a lot of discussion in the industry about  search engine optimization  (SEO) as an important new tactic accounting marketers should integrate into their overall marketing programs. After all the ability to generate  new business opportunities, regardless of size, is a powerful incentive for many Marketing Directors. As a result, much of the conversation has focused on the mechanical aspects of SEO. The most common questions have been: How can I optimize my site? What does it cost? What results should I expect?

While these are relevant and appropriate questions this is where the conversation seems to end. Little discussion is being had around what to do with website visitors once they are on the site. Is the firm offering something to the visitor other than the traditional website content that will make them want to contact the firm? In other words, what is the conversion strategy? (A conversion strategy is the process through which you entice a website visitor to contact your firm.)

The CPA and accounting firms that are successful with inbound marketing have done an excellent job of developing and implementing a conversion strategy. They are offering access to industry studies, tax guides, subscriptions to newsletter or access to free webinars. They are successful at engaging the prospect beyond the traditional website print. This is an essential component to inbound marketing that is often overlooked. 

So how do I develop a conversion strategy? Below we have outlined 5 tips you can use in the development process, which will result in additional website leads. These include:

  • Clear Call to Action. This is an essential component to a strong conversion strategy. Be clear about what the offer is in your call to action. If you are offering access to an industry study, then write “Download our Industry Study on X”. Often times website visitors don’t take the next step because it is not clear what you are offering them in exchange for their click.
  • Properly Position Your Call to Action. Calls to action are best received when they are positioned at the top of your web page. If a visitor has to scroll down to see the call to action you will lose a large number of potential conversions. Raising the profile will result in additional website leads.
  • Make the Call to Action Stand Out. To make the call to action stand out use colors that contrast with the overall color scheme of your website. This is important. The more you make it stand out the more website visitors will see it and take action.
  • Ensure Proper Linking. Make sure the call to action links to the corresponding landing page. I have seen several examples of CPA and accounting firms that have strong calls to action, but they don’t link to a landing page. How does the visitor know where to go to take the next step. Make it easy and simple!
  • Use Image Promotion. A key mistake many make is to promote their call to action through text. Again, you want to make your offer stand out. Use images rather than plain text to highlight your offer so that a visitor’s eyes are immediately drawn to the offer.

Remember…it is not just about getting traffic to your website. You need to be sure you have developed a way to catch their attention and incentivize visitors to take action!!


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