Whether you spent a lot or a little on your website I’m sure you hope that it will generate business for you and provide a return on your investment. How might that work in real life I wonder?
Actually we know how it’s supposed to work, don’t we?
Someone searches online for an accountant locally to them (as that’s what they tend to do). You hope that your website appears high in the search results and that the prospect follows the link to your site.
Then you have to hope that your website enables the prospect to quickly see that you can help them with their problem. And that they can see who you are and how to contact you.
If your website isn’t generating the type of leads you want, it’s probably because prospects cannot quickly find that they want on it and decide that you’re right for them. One easy to fix mistake is on your ‘about us’ and ‘contact us’ pages. However much (or little) business you are getting through your website, you will get more when you reveal your name and who you are (maybe even with a decent photo too). Most people want to know who they are contacting – not just the name of a firm.
What about when your website isn’t top of the search results?
Experience tells us that not all prospects search online for an accountant. Instead they search for ‘tax advice’ or for some other problem they have and for which they want an answer – or someone to help them.
This is one of the reasons why the new-look Tax Advice Network website now operates as a lead generation site for accountants like you.
If you search online for ‘tax advice’ you will see that the Tax Advice Network website is already highly ranked. As a result they have long received 3,000+ enquiries a month. But many of their visitors really need a local accountant rather than a specialist tax adviser. They just don’t think to search for ‘accountant’!
The Network’s new website, the first for 9 years, went live at the start of 2017. It’s already proven to be easier to use and is securing even more traffic than before. This is because the site has so much relevant history, inbound links, SEO links and content. And it’s all natural. They have never invested money in trying to trick the search engines. Instead they played the long game and tax accountant subscribers are now reaping the benefits of the site’s genuinely high rankings and longevity.
The traffic the site attracts includes many visitors who are much happier to follow links directly to accountants (like you). These leads tend to be people who need the help of a tax accountant rather than a real tax specialist. And as they have searched for tax advice they probably don’t have an accountant (yet). So you also have the opportunity to encourage them to become regular clients.
Over the last 9 years the site has generated many hundreds of thousands of pounds of business for tax advisers. But far more tax enquiries weren’t suitable for a specialist tax adviser. That’s why the Network is now listing accountants on the website too.
It’s hard to imagine you not securing a really positive return on the low investment required. And there’s nothing extra to pay. So you pay nothing per lead.