We talk to accountants and bookkeepers globally about their website requirements every day. Each one is seeking to maximise their website investment, but is often unsure as to the best way to go about it. Where do you start? What are the most important factors to consider?
If you’re about to embark on a new website build or an overhaul of your existing site, it pays to consider a few things - things that will pay dividends in the long run - before you get underway.
Here is what we believe to be the 5 most important considerations in getting a return on your website investment:
#1. Your website is not a license to print money
The most effective websites are those that are supported by a number of other sales and marketing activities. Many people we talk to have a 'pot of gold' mentality and think that building a website will immediately result in increased revenue. It's simply not true. What other marketing initiatives do you have in place to promote and support your website once it's launched?
#2. Don't spend your entire marketing budget on your website
This is related to the point above. You need to allocate some funds every year for driving traffic to your website. Whether it's running client events, taking the local bank manager out to lunch or investing in Google Adwords. Without regular traffic your website will contribute little to your bottom line.
#3. Plan your marketing activities each quarter
Like most accountants and bookkeepers, you probably don't have much time to focus on your sales and marketing initiatives. But there's a couple of ways to make it easier, more effective and even fun. Begin by planning the marketing activities you'll undertake each quarter, then assign people in your firm (or engage an agency or marketing grad) to action your plan. Make it so your marketing 'just happens' while you're off doing what you love.
#4. Hire the best
After working with a number of the fastest growing Xero Partners around the world we've noticed they all have one thing in common: They hire great people to help them. Whether it's rebranding, copywriting, running events or campaigns, the best results are always achieved by hiring the best person for the job whether it's an internal marketing person or an external consultant or agency.
#5. Take risks
Fortune favours the brave.
The fastest growing firms take risks, they invest in their future – and they hire the best people so their investment has a higher chance of paying off. In marketing (as with financial services) you get what you pay for. If you underinvest in your marketing, you can expect to be underwhelmed by the results.
Having said that, there is always a time to run things lean. Usually when you're starting up and validating your business model. This is when you want to invest as little as possible until you're sure you're on the right track and you can monetise your ideas.
At PracticePlus we have solutions for start-ups that want to run things lean, and for the heavy hitters that want to 'knock it out of the park' big style. Is it time to give your accountanting or bookkeeping website the once over?