Kelso Consulting's blog for accountants

A cobwebby profile will be costing you business

By Charlie King - Public Relations consultant

Is your profile page costing you business?

After going to a website’s home page, the firm’s individual partner profile pages are nornally the next most visited pages – yet these are frequently the most cobwebby and least updated.

It is not a surprise that these pages are visited frequently.  While brands are important, in the professions people still buy people.Man with ?

It does not matter if your name is found through Google or by a search on the firm’s website, the biographies of partners are a high traffic area and should regularly be updated.

These pages are all too often overlooked and are a missed opportunity for creating a great impression with prospects.  In fact sometimes a poor profile can do as much harm as good. 

If you haven’t checked your profile in the past few months it is worth taking the time to update it.   But make sure it is not bland - have a compelling profile that helps you stand out against your competitors.

Here are five easy tips to help boost your profile.

 

Make a big impact right from the start

Don't treat your biography like an online CV listing your experience in chronological order.

Instead, put the best bits first. What are the best bits? Those that will be the most compelling to the sorts of clients you want to attract.

Remove all hot air!

No doubt you are a great accountant and provide a great service to your clients. But asserting this through boastful statements about wonderful client service are a big turn off. It is more compelling if you can show your wonderful service rather than proclaiming it.

For instance, testimonials from your clients are more compelling than your assertions.

A few pen portraits of interesting work, awards and areas of expertise are better than bland generalities.

Have a great photo

Websites with high quality photos are more compelling and impactful than those without photos. While those with poor quality photos look well cheap. It also helps build trust as prospects and start to picture you as a person and not just another accountant. 

 

media rubicks cubeDemonstrate Thought Leadership

Many larger accountancy firms spend time and resources positioning their partners as leading commentators. Whether it’s through gaining press coverage, writing professional updates or undertaking Thought Leadership research. This highlighting their expertise.

If smaller practices are undertaking thought leadership put links to your research on your page. Updating this is a great way to keep the page looking fresh throughout the year.

 Incorporate social media on your page

If you use social media, think about how your biography can make better use of this.

For instance if you Tweet, have your Twitter feed appearing on the page.

If you have lots of information on your LinkedIn page, why not connect to this.

Why not stand out by doing videos and podcasts? Think about how to include these on the page.

Encourage people to get in contact with you by asking open questions and starting debate via social media. If someone agrees/disagrees with your findings then encourage them to get in touch with you and find out their opinion.

Firms like Begbies, HJS or Scutton Bland don't have individual profiles. There is a dramatic change when comparing to firms like Moore Thompson or Carter Backer Winter. You can understand partners' expertise through blogs, articles and connecting on social media.

Spending time on your profile page will pay off in the long run. It is worth the investment and your own personal brand will benefit.

 

Do you agree/disagree with this? Please comment below

Topics: Content Marketing, Successful Sales, Accountants

Charlie King - Public Relations consultant

Written by Charlie King - Public Relations consultant

PR Consultant at award-winning Public Relations agency Kelso Consulting