For businesses and individuals looking online for the the best accounting and tax services professionals, Google and other Search Engines will typically show various elements on a search engine results page (SERP). Prospective clients are increasingly relying on Internet research to identify and evaluate professional services providers, particularly during the pandemic and other situations where businesses and individuals are working from home and growing more accustomed to using online services.
Certified Public Accounting (CPA) and tax service providers looking for marketing leads for new or returning clients will want to be found in here:
- Paid advertisements at the top of the page
- Google Maps of local accounting and tax service providers, based on your search criteria or location
- Top Certified Public Accountant listings, including reviews, hours of operation and contact information
- Organic results listings in the main body of the search results pages
Depending on what you are searching for, and how you phrase your search, Google may also show you one or more of the elements below.
- Featured Snippets and Answer Boxes
- Products and Shopping Results
- News Items
- Videos and Images
These special SERP features, by virtue of their prominent position and appearance, elevate your online presence, enhance your click through rate, and improve your digital marketing and lead generation campaign.
Top Accounting and Tax Professionals wanting to improve where they appear on the results page, and increase the number of visits to their website, can utilize various search engine optimization (SEO) strategies to generate more business leads.
How to Generate CPA Firm Leads with Digital Marketing & SEO
Accounting Firm Website
An accounting firm website is the foundation of your online lead generation program. It is the hub of your online presence where you have the freedom to control your image, describe your product or service, and personalize your messaging and calls to action. SEO is the process of optimizing a website—as well as all the content on that website—so it will appear in prominent positions in the organic results of search engines.
Google My Business Page
Get a free business listing on Google My Business (GMB) to start building visibility in Google Maps and Google Search in your local community. Complete all the information that Google asks for, and ask customers or clients for online reviews that can help your business stand out among the search results. Star ratings show up in the local listings as well as the organic search results. Make sure that your business name, address and phone number are cited consistently in all your local directory listings for maximum local SEO results.
Google Ads (Formerly Google AdWords)
94% of consumers research products and services online before buying, and three out of five people use search engines as a go-to shopping resource. There is no longer any doubt that buyers go online to research and purchase products and services. Companies that have websites and market online can reap the rewards of connecting with these shoppers. How to Make Pay Per Click Advertising Work for Your Business.
Publish informative, non-promotional articles on a regular basis to your website or blog, making sure that your message adds value to your potential customers. Consider creating longer-form content such as annual tax guides, financial management strategies, retirement planning advice, and tax-based investment recommendations. Repurpose your content in different formats and channels, and diversify your content marketing strategy with non-text media such as videos, webinars and slideshows.
Outbound or direct marketing is the strategy of pushing your message onto your audience using techniques like telemarketing, cold calling, trade shows, direct mail, email blasts, print and broadcast media ads. These methods have become less effective in today’s world, as technology allows us to block advertising messages and people are doing more of their own research and listening to recommendations on social media to figure out which products and services they want to buy. Inbound Marketing focuses on getting found by prospects when they are searching for your services, and relies upon sound SEO practices to achieve positive results.
How Accounting Firms Can Stand Out in the Local Pack
In your directory listings, it is important that you find the right local search categories for your business. Google My Business currently uses “Accountant” and “Certified Public Accountant” whereas other search engines or directories may list your business under “Tax Preparation Service” or “Bookkeeping Service.” Service specialization refers to the type of accounting services offered–accounting, auditing, internal control, taxation, financial planning, valuation, forensic and litigation support services and more. Many accounting firms provide both accounting and tax preparation services, as well as outsourced financial advisory (Chief Financial Officer–CFO) services and bookkeeping services. Some provide more sophisticated financial advisory services to high net worth individuals to manage a wide array of lifetime needs. Listing specializations can help your business stand out from the pack and generate leads.
Individual and business financial matters are among the most important aspects of our personal and professional lives, and clients look for and appreciate a high level of personalized service. Accounting and tax firms that go above-and-beyond and stand behind their work reap the benefits of increased client satisfaction and retention.
Share your company’s story and let customers know who you are: How long have you been in business? Are you family owned? Are you locally owned and operated? Adding photos of your business is a great way to humanize your brand and let your customers get a “behind-the-scenes” look at what your company is all about.
Do your employees hold verified professional licenses and certifications? Top Certifications in Accounting include:
- Certified Public Accountant (CPA)
- Certified Financial Analyst (CFA)
- Certified Management Accountant (CMA)
- Enrolled Agent (EA)
- Certified Internal Auditor (CIA)
- Certified Information Systems Auditor (CISA)
- Chartered Alternative Investment Analyst (CAIA)
Let your clients know about your firm’s expertise in various industry groups as well. Specialties include manufacturing, construction, real estate, health care, architecture, engineering, professional services, automotive, retail, consumer products, telecommunications and more. Becoming an expert in an area is a growth enhancer for you and your firm. If it’s marketed the right way, it can be very profitable for you, the firm and your clients.
Customer Satisfaction Results
Attention to customer service, attention to detail, troubleshooting and identifying problems, time management, and proficiency in the evaluation, recommendation and delivery of accounting and tax services are factors that lead to good customer satisfaction results. Display your customer satisfaction results, along with Google star ratings, and customer satisfaction awards and distinctions to build trust and help generate new leads. Conduct regular client satisfaction surveys to generate actionable feedback to firm leadership and solicit testimonials that can be included among your marketing materials and website.