Other “stuff” your tax web site needs to get leads

We’ve been discussing the importance of frequently updating your tax web site with informative, keyword-rich content, as well as the necessity of giving away special information in exchange for people’s contact information so that you have a lead.

Obviously, these aren’t the only components of a web site.

For starters, your web site also needs to include a compelling reason as to why a prospect should do business with you rather than your competition. This is a copywriting thing, and it’s not just in one place — it’s your entire site. The overall “tone” of your web site should give readers this reason for choosing your firm. It should also be evident in your choice of graphics (which should be used sparingly, actually), your choice of lead generation widgets, and even in your color scheme and layout.

Your web site can’t look and sound like everybody’s else’s web site (see last week’s article about fixing the biggest mistakes on tax firm web site). Your web site needs to offer solutions to problems, not just a list of services you offer.

Your web site should definitely have an “About” page and a “Contact Us” page. An about page is one of the most frequently visited pages on a service professional web site. The about page on my tax practice web site accounts for over 20% of all page visitors. People click on your about page to learn about you and your company, and is usually the next place they go after landing on your site from whatever brought them there.

Your about page should give faces and names to your people, as your prospective clients want to be able to connect with the firm on a personal level. However, don’t go overboard with this — your prospective clients still want to know more about what’s in it for them than about you. Give practitioner bios, but don’t exhaust the use of “I” and “we” phrases.

A contact page is also important, because people generally expect to find this if they are interested in contacting you. Your contact page should have all of your basic contact information, but also a large call to action with an offer of an educational widget and a signup form for them to get it.

With the basic components of a tax practice web page that we’ve been discussing, you’ll be far ahead of most firms. If you commit to creating engaging content on your site that is updated frequently, you also transform your site from just a brochure into an active component of your overall marketing strategy. Let your web site be a living resource, not just a bland, boring waste of Internet real estate.

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