Got a problem or need a supplier? The first thing most people do now is look on Google. You probably do too.
And it is not just people looking for holidays and plumbers.... it is businesses looking for high-value suppliers and solutions for complex accounting, financial and management challenges.
If your accountancy firm does not appear prominently on search engines when executives and other potential clients are looking, you are missing out in one of the largest markets for your service - people searching online.
What is SEO anyway?
"Search engine optimisation" (SEO for short) is the jargon for making sure webpages appear at the top of Google when people search. The good news is that most accountancy firms can get to the top of Google without spending lots of money or applying secret techniques requiring IT knowledge.
In fact, top places can usually be achieved through applying straightforward rules to your webpages and regularly producing commentary on accounting issues and other areas of expertise (something most accountancy firms do anyway).
Despite this, surprisingly few accountancy firms put much effort into deliberately ensuring their accountancy firms appear prominently when relevant searches are made... and even fewer deploy Google AdWords (despite the fact that it can be one of the most cost-effective ways of generating leads).
Excuses for poor accountancy firm website marketing performance include:
- People do not look for our sorts of services online (in fact they almost certainly do... most firms who tell me this have a bit of an ephinany when leads start to come through once they set out to attract them)
- Our website only attracts the wrong sort of leads (maybe... but that is probably because it is inadvertantly set up to attract the wrong sort)
- We tried Google Ads once and it didn't work and/or we spent too much (maybe... but that simply means you need to learn from that and start doing it properly)
- Why bother, we don't get much traffic to our website (if this is the case you really need to start attracting the right sort of traffic as you no doubt paid good money for that website)
Getting your accountancy firm to the top of Google
In fact most accountancy firms are in a great position to appear prominently on Google when people search, not least because many produce lots of commentary on accounting matters. But it isn't simply a case of throwing on the website and hoping Google likes it (although this is better than nothing!). More strategy is needed, and also there are technical issues about making the page as appealing as possible to both Google and humans.
If your website is not attracting decent leads, it needs to be working harder and as part of our series of seminars we will be sharing a straightforward 6-step process that will ensure your firm quickly gets to the top of Google for the searches that matter.