Unless you are using your website to benefit your business, then you are wasting both your time and money. For accountants, the number one way to make your website work for you is to make sure it is generating new, fresh, high quality, regular leads to support your sales team.
What constitutes a lead?
The lead generation process generally starts with a web visitor browsing online and searching for a solution to a specific problem, leading them to your website. They then interact with your content in a trackable manner that alerts you to their needs and provides a way for you to contact them. This could be an email opt in form, an enquiry button, or even live chat.
Whichever way the lead comes in, there are only three key components that you need in order to make it happen.
- Relevant content
- A clear call to action that encourages web visitors to make contact.
The following 5 tips are all geared towards making this happen.
#1 Publish Sector Specific Web Pages
All of the most successful accountants that we have worked with have one key lead generation tactic in common: they choose one specific sector at a time to which to promote their services. Some simple examples include servicing clients in sectors such as E-Commerce, academies, law firms, hospitality and medical (Take AISMA for example). By doing this, it allows them to become more efficient with the on-boarding process of new clients, to stay on top of industry requirements but more importantly allows them to create detailed sector pages on their websites for prospective clients to find. This helps generate traffic and boost your authority in the marketplace
Once you’ve decided on a sector, you can publish new content on your website that educates that sector, then share that specific content through social media to attract the right people.
For example, you could publish a new webpage that promotes your services as an E-Commerce accounting specialist. You would then write a blog post to attract traffic such as “7 Tax Saving Strategies for E-Commerce businesses”, which you then to link to from LinkedIn; promoting that post (and sector specific page) to E-Commerce business owner groups on LinkedIn. The more sector pages you have, the more posts you can publish and the more traffic you will generate.
#2 Share Downloadable Content
Ensure that you publish some downloadable content on your website in exchange for contact details. For any web visitor that downloads the content and enters in their contact details, a call can be made and a meeting set up for you to sell your services. It’s one of the most efficient ways of actually getting a prospective website visitor to make contact with an organisation.
#3 Leverage Live Chat
LiveChat is an easy lead generation tool that helps you connect with people in real time on your site. A great tactic we have found is that you can reach out to them first; you don’t always have to wait for them to start chatting to you. For example, we have started some great conversations in the past by monitoring which pages people are on and sending them a message saying “Hi, I notice that you are reading about SUBJECT X, do you have any questions that you would like to ask” It’s easy and free to do and can be managed by a member of your admin team.
For added measure you can also use LiveChat for specific reasons. Ideas such as “Ask an Expert” or “Live Support for Tax Issues”, this is far more likely to get people chatting.
#4 Add Contact Forms EVERYWHERE
Make sure that on your web pages receiving large amounts of traffic, your shiny new sector specific pages and blog post are clear, with simple to enter contact forms. Don’t just stop at forms either. Make sure to include links to your social media profiles as well. The more ways that you can digitally connect your company with theirs the better.
#5 Use Remarketing
Gone but not forgotten… remarketing is a form of online advertising that enables sites to show targeted ads to users who have already visited their site. By advertising your services to people who have already landed on your website can dramatically increase your conversion rates and ROI.
If you are not using any of these lead generation tactics on your website make sure to drop us a line today to learn how we can help.