Accountancy, like many professions, finds itself at a crossroads between traditional practices and the digital frontier. As such, the way accountants market themselves has also evolved significantly. It’s not just about the numbers anymore; it’s about making those numbers work in the digital space.
So, how should accountants be marketing themselves in this dynamic landscape?
Your website
In 2024, a robust online presence is non-negotiable, and your website serves as your digital storefront. However, it’s not enough to simply have a website; you need to ensure it resonates with your audience.
This year, we’d recommend you focus on creating a user-friendly, informative, and aesthetically pleasing website. Ensure it’s mobile-responsive because, let’s face it, everyone’s on their phones or tablets these days.
But it’s not just about looking good. Your website should clearly outline your services, your unique selling proposition (USP), and how you can solve your clients’ problems. It’s also important to include clear calls-to-action (CTAs) on web pages – you want potential clients to know exactly how to engage your services.
Research continually shows that both consumer and business-to-business (B2B) buyers turn to online resources for decision-making. Whether following up on a referral or conducting a direct search — for instance, ‘accountants in Bristol’ or ‘accountants for small businesses’ — your online presence is often the first point of contact.
What draws them to click through to your site may initially be your search ranking, but what keeps them there is their first impression and the content they find. Your website must reassure visitors of your expertise, your experience, your understanding of their sector, and your affordability.
To ensure your website communicates effectively, include:
- Detailed service pages that clarify what you offer.
- Case studies, testimonials, and team profiles that build trust and credibility.
- Sector-specific pages that demonstrate your expertise in working with certain industries.
- Transparent fee or package information to outline your pricing structure.
Leveraging your blog is also a strategic move to showcase your knowledge and commitment to specific sectors. For example, if you claim expertise in working with restaurants and cafes, your blog should feature posts that reflect this focus, convincing readers of your dedication and expertise. Read more about blogs in the next section.
Content should not only add depth to your website and keep it current but also serve as a cornerstone for various marketing efforts. It can affirm your connection to a specific locale or sector, distinguish your brand personality, and most importantly, address your audience’s queries, prompting them to take action.
In essence, your content and website should work hand in hand to not just attract visitors but convert them into clients by demonstrating your proficiency, relevance, and the value you bring to their specific needs.
Our tip: Don’t have a website or urgently need an upgrade? Accounting websites are our forte. Get in touch with us to set up a consultation call.
Blogs
A blog allows you to showcase your expertise, but it can also be a powerful tool to improve your website’s SEO (Search Engine Optimisation).
By consistently publishing high-quality, relevant content, you not only position yourself as an authority in your field but also improve your website’s ranking on search engines. This means when potential clients are searching for accounting advice or services, your website is more likely to appear in their search results.
However, avoid the temptation to overload your blogs with industry jargon. The key is to be informative yet understandable. Remember, you’re writing for a varied audience, some of whom may not be as numerically savvy as you are.
Our tip: While AI can do a passable job at writing blogs, nothing beats the human eye – and that’s where we come in. We’ll ensure that your blogs are not only targeted to your market but also drive traffic to your website.
SEO: More than just keywords
While using keywords in blogs to boost your SEO, there’s more to SEO than just content. Technical SEO aspects like site speed, mobile responsiveness, and user-friendly navigation play a significant role. Furthermore, keyword research is crucial. Understand what your potential clients are searching for and integrate those keywords naturally into your content.
But beware of overdoing it. Search engines are smarter than ever, and they prioritise user experience over keyword-stuffing. So, while keywords are important, they should never compromise the quality and readability of your content.
Our tip: Engage the services of SEO experts to evaluate your website. We have a proven track record of improving rankings in search engines and drawing consistent, relevant traffic to sites that drive quality leads.
Networking and events
While the digital world offers incredible marketing avenues, never underestimate the power of personal interaction. Networking events, conferences, and seminars are excellent opportunities to build relationships, understand industry trends, and position yourself as a thought leader.
When attending these events, be prepared. Have your business cards handy, but also consider digital alternatives like QR codes that link to your LinkedIn profile or website. Engage in meaningful conversations, listen more than you speak, and follow up with your new connections promptly after the event.
Our tip: FAB! What’s that? The Festival of Accounting and Bookkeeping is an accounting event like no other. Find out more and register here for free.
Integration
Finally, ensure that all your marketing efforts are integrated. Your website, blogs, SEO strategy, and your presence at events should all tell the same story about who you are and the value you provide. Consistency is key. Your potential clients should receive the same message and see the same level of professionalism whether they visit your website, read your blog, or meet you in person.
Our tip: Don’t have a marketing plan? Get working on one ASAP! There’s no point in having great marketing ideas if they don’t leave the boardroom.
Summing up
In 2024, marketing for accountants is not just about self-promotion; it’s about creating value, building relationships, and staying ahead in the digital curve. It is also no longer an optional extra; it’s a vital part of your practice.
You need to be visible, accessible, and relevant in a world where the rules of engagement are constantly evolving. So, embrace these strategies, and make sure your number-crunching prowess is seen and recognised in the digital marketplace!
Contact us to find out how we can help you with your firm’s marketing.
