Transcript Special Announcement for QBSP Group Members

Create Award Winning
Websites!
A Look at the AAM Website Award Winners
Presenter: Gail Perry, CPA
Publisher/Editor-in-Chief AccountingWEB
Sponsored by:
About the Presenter
• CPA
• Financial journalist
• Editor-in-Chief/Publisher of
• Former tax accountant at
• Author of 30 books, including
Your Website
• What purpose does it serve today?
Your Website – Questions to Ask
• What purpose could it serve?
• What do you need your website to do?
• What’s not getting done that you would like to change?
Website – Basics
• Basic information about you and your company
– Company name
– Address/Map
– Names of contacts
– Phone number(s)
– Email contact info
– Hours (if appropriate)
Website – Basics
• Basic information about the services you provide
– List and description of services
– Testimonials
– Descriptions of the problems you solve
Website – Navigation
• User-friendly navigation
– Menu on every page
– Contact info on every page
Website – Search feature
• Where to get search program
• Same place on every page
• Monitor searches
– Direct connection with new business?
– Try search yourself to validate results
Call to Action
• Every page should have a call to action
• Same place on every page
• Monitor searches
– Direct connection with new business?
– Try search yourself to validate results
Innovative Design
• Using a template
– Replace canned images
• Use graphics
• Original art
• Pantone colors – trends/meaning of colors
Blend Design with Niche
• Family service? Use drawings from staff or client
children
• Real estate? Show local neighborhood streets or
businesses
• Artists? Show gallery items of picture of symphony
• The key is to connect potential clients with your
passion
Sharing Images
• Pictures of office
• Pictures of staff
– Look friendly!
Real Life
• Page dedicated to community service
– Pictures
– Description of service
– Call to action – how visitors can get involved
• Awards, accomplishments, accolades, etc.
– Doesn’t have to be accounting-related
Consider Live Interaction
• Pop-up or Call center
• Busy season tax Q&A
• Avatar
• Chat window
About SurePayroll
SurePayroll is the trusted provider of easy online
payroll services to small businesses nationwide.
Whether a business has 1, 10, or 100 employees,
SurePayroll delivers peace of mind by combining
innovative, industry-leading technology and
personalized support from an award-winning,
U.S.-based customer care team. For more
information, please visit www.SurePayroll.com.
CONFIDENTIAL
15
Company Involvement in Social Media
• Where can you be found?
– Twitter
– Facebook
– LinkedIn
– Other
Consider the Reaction of a New Client
• Step outside and look at the site as if you were a
stranger
• Solicit outside opinions
Consider the Usefulness of Site to Staff
• Employee satisfaction with beautifully branded site
– Sense of pride
– Improved employee loyalty and attitude
– Translates into improved business and revenue
• Intranet feature
Remain Up-to-Date
• Responsive Design
• Flash/Java – Make sure your design works on mobile
and tablet devices
Client Usage
• Document sharing
• Communication – secure messaging channel
• Secure login: “Most important thing on my
accountant’s site is the Client button”
Measuring ROI
• Google Analytics
• Chartbeat (fee)
• User survey: How did you find our website?
• Client survey about website
• Commentary from firm members about client
reactions, usage of site
• Specific link or phone # tied to site
Cost Factors
• Development
• URL Registration
• *** Plan up front so you know what you want to
accomplish
• Portal software
• Secure document exchange
• Work with marketing professional
Keeping Your Website Up-to-Date
• Dedicated in-house person (even if the site is
maintained remotely)
• Write/deliver content
• Make sure all content is current
• Update frequently
Celebrate Your Success!
• Announcements
• Launch Party
• Share your knowledge with clients
Final Comments
• Website is one piece of the marketing package
• The site isn’t going to do your marketing for you
• Accountants need to remember that sales is part of
their job!
Thank you for Attending!!!
Questions
[email protected]
Sponsored by: