Marketing your CPA website requires multiple approaches to be done effectively. The internet and how searches are conducted and measured is changing all of the time. Here are some ways to think about how potential clients approach your CPA website and your firm.
PPC Advertising. Some have relied upon a Pay-Per-Click Campaign with great results. A PPC campaign still remains the fastest and easiest way to get in front of potential clients. The one problem that remains is how to measure the ROI.
On a CPA website there is no shirt to buy or widget to purchase. In short, there is nothing to place into a basket for checkout. If there were then you could view when a person clicked through from your PPC ad and made a purchase.
Responding to PPC. Once people see your ad online, 46% pick up the phone, 37% visit, and 11% end with online contact. That contact could be made immediately. On the other hand it could be made much later. You ask a recent client how they found you and they may be unable to remember. In other words it is hard to connect your online ad to the person coming in the door.
Local Search. Local search grew 46% from last year versus 31% for general search results. People are looking for local companies more and more often. In fact, 80% of customers look for results 15 miles from their location. It also helps that Google has a click-to-call option for mobile devices.
That is why local search can be so important. Yes people are online but they still like to use local businesses, especially when it comes to CPAs and other tax professionals.
Social Platforms. Potential clients also might find you via Facebook, Twitter, or any other social platform. These are becoming a way to communicate and your CPA firm misses out when not using these resources.
People to People. There is still the people to people connection. The old fashioned word of mouth is still worth more than any advertisement. Your CPA website can still help you market in this fashion thereby leveraging technology for old school results.
There are many ways to bring potential clients to your CPA website and in the door of your firm. It is important to remember to touch on each of these to ensure the health of your CPA firm and stay ahead of the competition.