Long-term clients are essential to any accounting firm’s success. The clients that work with you year after year are the ones that help you succeed.
In order to grow your accounting firm and increase your revenue, you need to generate new leads that will turn into these long-term clients. But that doesn’t happen by chance, especially in today’s Internet-driven world.
If you want to reach new leads and show them that you’re the right choice for their accounting needs, you need a strong lead generation strategy.
On this page, we’ll go over a few specific ways you can generate leads for your accounting firm online.
Most of your potential clients don’t begin their searches for accounting services by immediately looking for accountants. Instead, they do some general research to get an idea of their needs and what they should know before contacting any firms.
You can make sure they find you in this early research stage by providing the information they want on your site as part of your content marketing strategy.
There are probably a handful of questions you’re regularly asked by prospective clients, and several common issues that many of them bring up during discussions with you. You can write comprehensive, in-depth answers to each of these questions and publish them on your site to pre-emptively answer those questions for prospects.
These pages can take the form of informative articles, how-to guides, and even FAQ-style pages for specific topics.
When potential clients come across these pages during their research, you’ll provide the exact information they need. You can help them make progress toward choosing an accounting firm and solve a problem for them right away.
This means that their first impression of your brand will be extremely positive– so even if they aren’t immediately ready to contact a firm and discuss their options, they’ll remember you when they are.
Most of your potential clients look for accounting-related information on search engines like Google. If you want them to find your firm and work with you, you need to show up in search results.
That’s where search engine optimization, or SEO, becomes important.
SEO is the process of improving your site in ways that help search engines understand it. That covers a lot of details about your site, like targeting specific keywords related to your industry to help pages rank well in search engine results. It also involves improving your authority online by building links from other credible sites.
With a strong SEO strategy, you can increase your rankings for the phrases your potential clients are searching, like “accounting firm in [your city]” or “best accountants in [your city].”
You should also optimize all of your informative content so your potential clients can easily find the pages they need when they look for answers to their questions.
After a visitor arrives on your site, you want them to convert into a lead. You can do that with conversion rate optimization, or CRO.
Each of your pages should have a clear point and a call to action that encourages your visitors to accomplish it. That goal can be anything from signing up for an email newsletter to filling out a contact form, as long as it moves your visitors closer to becoming clients.
With CRO, you can test multiple versions of these calls to action and determine which best generates new leads. Then, you can implement that version permanently (or at least until you come up with a new idea to test) to maximize the percentage of traffic that becomes clients.
You can also use CRO to test almost all of the other elements on your site, from the structure of your navigation to the images you use on your pages. You may not think these elements have an impact on your visitors’ decision to convert, but you might be surprised – and you won’t know until you test.
There should be several places on your site for visitors to provide their email addresses, whether to sign up for a mailing list, download content, or contact your firm. As you collect these email addresses, use them to stay in contact with all of your leads.
The simplest way to do this is with a weekly or monthly newsletter. You can include news about your firm, trends in your industry, and any tips that could be useful to your potential clients.
When you send these newsletters, you become a regular presence in your leads’ inboxes. And as long as the information you provide is interesting and useful, you can continue to build your reputation with each of them.
In addition to your standard newsletter, you can also use personalized automated emails to nurture your leads. You can set these emails to trigger based on actions your visitors take on your site, like visiting a specific service page or downloading a guide.
This takes the guesswork out of following up with your leads and provides additional information that’s directly relevant to their needs.
Generating a steady stream of qualified leads is challenging for any business, and especially in competitive industries like accounting. If you want to reach your potential clients online, an effective lead generation strategy is the only way to stay ahead of your competitors.
At WebFX, we have years of experience creating successful strategies for our clients, and we’ll do the same for you. Contact us today for more information and a free quote!
Call 888.449.3239 or contact us online today to see how WebFX can improve your online performance.