Our knowledge
Expert advice, tips and the latest news for the world of accountancy and small business.
Brand codes: how to make your accountancy practice distinctive
When we ask our clients about their marketing goals and challenges, we often hear they want to differentiate from their competition. That makes a lot of sense in a sector like accountancy. With a lot of practices providing essentially the same services, how can you...
Brand codes: how to make your accountancy practice distinctive
When we ask our clients about their marketing goals and challenges, we often hear they want to differentiate from their competition. That makes a lot of sense in a sector like accountancy. With a lot of practices providing essentially the same services, how can you...
Staff picks: evaluating campaign success, the experience economy, pinball patterns
At PracticeWeb, we like to stay on top of trends and best practice in marketing and share what we've learned with the accountancy firms we work with. Here’s what’s grabbed our attention and got us talking in the past month, from a reminder on the importance of...
Why your accountancy practice’s website deserves proper copywriting
There’s writing and then there’s copywriting. If you want your accountancy firm’s website to generate leads and promote your brand, you need professional copywriting. Copywriting is the technical term for crafting text for marketing purposes. It’s most often used to...
What accountants can learn from the 100 most valuable brands on earth
More often than not, at the start of a project, we’ll ask a new client which brands and websites they admire or aspire to. The most common answer? Apple. Perhaps unsurprisingly, Apple recently topped the Interbrand rankings for the 100 most valuable brands in the...
Search marketing for accountants: the benefits of optimised content
Most practices are unclear about how our search marketing for accountants service determines the success, or failure, of a blog. We gauge 'success' in this context by the number of readers, and how many of those convert into leads. Most writers can choose a topical...
Staff picks – the top 100 brands, Google Bert, secondhand culture
We’re always firing links at each other round the office in a vaguely competitive way – who can be the first to spot a new trend in web design or copywriting? Who’s found the most inspiring rebrand or eye-opening opinion piece from the world of marketing? That kind of...
Budget 2019 update
PracticeWeb's Budget report is an important product – it’s one of the few times in the year when everyone’s attention is focused on tax and fiscal policy and a great opportunity for practices to connect with their clients. In a year of extreme political turmoil,...
What do accountancy and marketing have in common? Jargon.
The problem with jargon is that even people who say they hate it don’t always know they’re using it. Because we work in digital marketing, and spend all day every day thinking and talking about it, it doesn’t occur to us that we’re using specialist terminology. Of...
Obsessing over Budget 2019
Will there be a Budget this year? When will it be? What will be in it? We wish we knew. At the time of writing (11:45am on Wednesday 23 October 2019) a Budget is scheduled for 6 November 2019 and the PracticeWeb editorial team is planning on that basis. Having spent...
Content for accountants must have a purpose
“This isn’t about content for content’s sake – every item of content you spend time, effort or money on developing needs to serve a purpose and, ideally, multiple purposes.” Recently, I ran a content strategy workshop for a firm of accountants specialising in a...
Budget 2019: What can you expect?
The kids are back at school and the leaves are beginning to fall which means, all things being equal, that Budget 2019 is around the corner. We have a new prime minister in Boris Johnson, who in building his new cabinet made Sajid Javid the new Chancellor of the...
SEO: understanding local citations
If you know a little about SEO already, it’s likely you’ve heard of local search. It’s the term for the results displayed when someone enters a query into a search engine with what’s known as local intent – something like ‘accountants near me’, or ‘accountants in...
Choosing, editing and optimising images for accountancy websites
Imagery is a key part of any successful web design but sourcing graphics, illustrations or photography can be tricky if you're not a designer, marketer or editor. Don't worry – it's not necessarily as complicated as it might seem. This is a practical guide to finding,...
The Class of 2019: new stars in the world of accountancy
Yesterday, I spent time with AccountingWEB’s Class of 2019 – a group of accountants whose firms launched in the past year. I was there not only to offer PracticeWeb’s expertise on digital marketing for accountants as part of a panel discussion, but also to listen. The...
Short names are big news
Google My Business is the function that powers those handy boxes that pop up after you search for products or services in your local area. They're a powerful tool for accountants to connect with potential customers, as long as you take the time to get your listing...
I hope you found the 'fundamentals of digital marketing' session valuable
From this you will have taken away how to use content and SEO to attract the right kind of client.
In summary you need to:
- Know your client – define who it is you want to attract and build empathy.
- Meet their needs – design your marketing around their challenges and needs.
- Provide quality – meet their service and content expectations.
- Measure what matters – track the buyer journey funnel to assess what's working
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