Your accounting firm’s website should help develop a foundation of trust between your potential clients and your business by bringing potential clients to your website in search of answers.
Nonetheless, countless accounting firms find it challenging to turn their website into a profitable lead generation machine. Not developing a comprehensive accountant content strategy may be to blame.
A particular accounting firm may be failing to attract new business for several reasons. Many times, accountants are unaware of how search engines work, or how a potential client uses Google to find accounting services, which may prevent your website from being displayed on the search engine results pages.
Today’s article is not concerning this topic so if you want to learn more on that subject, read An Accounting SEO #TruthBomb To Save Your Cash.”
Some accountants understand the importance of spectacular content in digital marketing for accounting firms–but they fail to grasp how to create the right content or have already published content that is not informative nor beneficial to potential clients.
Stepping Into the Minds of Your Potential Clients
The best approach to creating high-quality content for your accounting firm’s website is to keep your client’s mindset in focus. That is one of the best tips for blogging we can give.
Consider the popular questions your clients like to ask (the questions they ask you are similar to the Google search queries they run to find the information about their tax questions or budget planning problems.) Answering these questions will be valuable in identifying content subjects your clients will benefit the most from.
Below you can review the steps that can be taken to help in your efforts identifying, researching, and composing the content that your prospective clients will identify as relevant and useful, and that Google will rank in search engine results for similar queries.
These steps are:
Brainstorm Questions and Issues that Relate to Your Accounting Firm’s Practice Area(s)
As you begin writing content for accounting clients, you will have to determine what topics to cover. Beginning with general subjects related to your accounting firm’s area(s) of practice is always a good start.
For example a small business accountant in Santa Clara who may start by making a list of related topics like:
- “small business tax deductions”
- “benefits of an LLC vs. a Sole-Proprietorship”
- “budgeting and planning for small businesses”
After listing out generic topics, consider similar phrases and keywords that could be employed by your potential client when initiating searches on these subjects.
As you do this, remember that the questions of potential clients are becoming more and more detailed as search engine technologies adapt to answering them.
Most of the time, they do not search for a small business accountant (yet). They could be initiating searches like, “What can I write off of my small business’s taxes this year?” or “Which is better for my small business, a LLC, or sole-proprietorship?” in the place of “small business accountant Santa Clara”
Potential clients can also be looking for answers to specific questions like:
- “tax deductions for the self-employed”
- “small business tax secrets”
- “benefits of choosing an LLC for small businesses?”
- “2018 small business tax deductions”
If you are still having a hard time starting a list, check out “How to Do Keyword Research For Your Accounting Firm Like a Boss“
Don’t forget about similar Search Terms
By now, your list should be have many short phrases, keywords, and questions that your prospective clients look at you to answer.
continue in the process by thinking about terms related to what your potential clients may be searching for. Your clients may not be aware of all the accounting terminology so identifying synonyms and other relevant terms will enable you in determine what type of language potential clients use to search for you.
Google has two very helpful tools to determine those related terms: “searches related to…” and “People also ask.”
Take for example the search for a small business accountant in Santa Clara again. This is what you will find if you Googled “small business accounting.”
Example:“People also ask” section in Google search results:
Example: “Searches related to” section in Google search results:
“small business accounting tips,” “basic accounting small business,” and “small business accounting services,” are a few of the many possible topics a small business accounting firm can use to grow their their expanding list of client concerns. You can even consider establishing a small business accounting blog for readers.
Next, conduct a Google search for each of these topics and even more specific keywords, phrases, and potential questions will become available for you to add to your list.
Research Your Accounting Firm’s Competition
Part of any good accountant content marketing plan is researching your competition. Check out the accounting firms and accountants being displayed on Google Searches for those specific keywords and phrases after creating your list of questions and topics.
If you find that your competitors are ranking for particular queries on the SERPs, you can review their website and determine what type of content they created on these topics. It is most likely relevant and informational content addressing specific questions from a prospective client.
This doesn’t mean you should copy your competitor’s content, but just review what is ranking out there, and strategize about how you can do even better.
Don’t make the mistake of thinking that just because a competitor is writing about the same questions or subjects, your accounting firm can’t compete. You can add your own experiences and insights to make an even higher quality piece of content for your own firm’s website.
Publish High-Quality Content that Addresses the Needs of Your Prospective Clients
Now that you know what questions your potential clients are searching for answers to, you have a great start on your accountants marketing journey. Continue on this journey by creating and publishing superior content addressing those questions or topics.
Consider the list you have created and develop a plan of action on how you will create your web content and blog posts to thoroughly tackle those topics. Avoid cramming particular words into your content, and worrying too much about length. If you are writing content to attend to the needs of clients, the appropriate keywords will materialize in your writing naturally, and its likely your accountant marketing plan will pay off.
Not enough time to write your own accounting blogs? AdInfusion has top of the line content writers that can create and publish engaging content that will attract new clients to your website and transition them into paying clients.
Let’s talk more about how we can help you expand your accounting digital marketing success. Contact us for more information.