Clients and prospects who visit your website are looking for information about tax, business, and financial matters. An online newsletter is an ideal way to show your readers that you’re not only keeping up with technology, but that you’re also on top of the latest tax and business news.

Whether you create a newsletter yourself or use one created by someone else, it should be specifically designed to market your services on the Internet. Design considerations for an online newsletter are different from a printed newsletter. Design elements such as the size and type of font, line length, paragraph size, art, and color all affect readability.

Like printed newsletters, online newsletters should be well-written and carefully edited. Keep newsletter articles brief and interesting. Don’t overload your online newsletter with technical jargon that is of little use to your nonaccountant readers. If articles contain hyperlinks, check the links periodically to make sure they are still active.

Let viewers know how often your newsletter is updated and encourage them to “bookmark” your site so they can easily return to it.

Display your firm’s contact information on the opening page of your newsletter and on all subpages. Visitors to your website want to know who you are, where you are, and how to contact you when the need arises.

I invite your comments and questions. Contact me at mostad[at]mostad[dot]com or 1-800-654-1654.