Starting a website for an accounting firm is not an easy task and can seem overwhelming, especially for those with no prior experience. It can be challenging even for those who have walked the path, because there are so many variables to consider.

The most effective way for accounting firms to showcase their expertise is through their website. Having a marketing plan that includes a digital strategy is critical. Statistics show, 85% of consumers conduct online research before making any purchase, and for accounting service that number is greater than 60%. It’s critical for firms to utilize the right tools to project a captivating online image.

These seven tips on how to digitally market an accounting firm can help promote the firm, drive new customer acquisition, stay top of mind with current customers, expand services offered to current customers and more.

User experience and site functionality

Design development can vary based on the website builder selected and whether the firm is using an independent designer to assist in the effort. Whatever design the firm selects, user experience and site functionality must be considered throughout the process. It doesn’t make much sense to design a site that looks beautiful but doesn’t help accomplish identified goals.

Clear Verticals & Services

According to Adobe, 38% of people will stop engaging with a website if the content or layout is unattractive. Think about your top performing services and highlight those only – once you’re working with the client, you’ll have the opportunity to let them know what other services you can provide.

Get to the top of local search results

Whether you handle SEO in-house or not, local search results are highly influenced by other online references to your business. Take control of your listings in Google My Business, YP, Yelp and similar sites, and ensure your business can be found online, via Google and beyond. Your website should be reviewed for search engine optimization (SEO) annually.

Start and maintain a regular blog

A blog is an opportunity for your accounting firm to become a “thought leader” and showcase the knowledge and insight of your partners and staff. By focusing on topics relevant to clients, you’ll pull in readers and develop a reputation as a firm who’s an authority on subjects that are top of mind for today’s business owners and individuals.

Use social media effectively

If you dive into the social media arena, it’s vital that you embed it into your strategy, making sure to post content frequently and interact regularly with followers. Putting your firm in an environment where people are sharing, liking and ‘talking’ can increase traffic back to your website.

Quick Contact Process

Sprinkle contact information and interest forms throughout the content to ensure that visitors are never left searching for a way to take the next step. As for the contact forms themselves, keep them simple – gather the information that you need without adding unnecessary questions and additional fields. You can always ask for more details later on. Brief forms are unintimidating, efficient, and approachable.