Accounting Marketing

Web sites

Q. I get new clients from my referrals, so why do I need a Web site?

A. Today, if your firm doesn't have a Web site, it's a bit like not being in the phone directory. More and more people are going online to find services. If you're not there, it's like you don't even exist.

An effective Web site is an important tool for directing new clients to your door. Your Web site gives people an opportunity to learn about your services and your firm, and then contact you personally.

Q. How do I create a good Web site?

A. Keep your site client-oriented. Visitors to your site are most interested in how you can help solve their problems and build their wealth. Limit the load time, and make your site easy to navigate. Test your site! Have a proofreader check for spelling and grammatical errors, broken links, and missing images. Keep your text brief, and give people a reason to return.

Each time visitors come to your site they should find something new and relevant to their concerns.

Q. How do I get people to come back to my site?

A. If you're presenting timely and useful information, visitors to your Web site are getting what they came for. Let visitors know that your site is updated frequently. They'll come back — and they'll share your address with others.

Publish an online newsletter, use weekly or monthly tax tips, and list important reference information such as tax deadlines, recordkeeping requirements, and current tax numbers to keep people coming back. If you make your site useful, people will use it.

Q. Once my Web site's online, then what?

A. Keep it up to date! People think old magazines in a reception area are annoying. Imagine what they think when they read old tax law information, outdated numbers, and long-past tax deadlines on your site.

I can't emphasize enough how important it is to keep your site current. Review your site on a scheduled basis, and then make necessary changes in a timely manner. And check your links regularly to make sure they still work. Broken links can be frustrating to your regular viewers and eventually, they'll stop coming to your site.

Q. What are some good ways to promote my Web site to clients and prospects?

A. There are many ways to promote your Web site. Here are a few suggestions:

Register your site with search engines and site directories. Your Web site designer/developer can assist you with incorporating the necessary elements into your site to improve your search engine ranking.

Print your Web site address every place you can — on your stationery, business cards, newsletters, and yellow page ads — to direct people to your site.

List your Web site with an online "community page" in your area. (Check with your Chamber of Commerce or local library.)

Send a postcard mailing announcing your Web site or the addition of a new feature on the site.