Don’t Be Typical

“We are a full-service accounting firm serving clients throughout the area, dedicated to providing our clients with professional, personalized services and guidance in a wide range of financial and business needs.”

“Since 1984, our Certified Public Accounting firm, has been providing quality, personalized financial guidance to local individuals and businesses. Our expertise ranges from valuable tax management and accounting services to more in-depth services such as audits of financial statements, preparation of financial statements, consulting and financial planning.”

Do the above descriptions sound like something that is on your website?  They are typical of what I see as I visit CPA websites from across the country. Although I have been urging you to get creative with your website for years, I still find many that look the same way they did in 1997 (or earlier).

While your accountants are busy for the next couple of months, it’s time for your firm administrator or marketing director (coordinator) to get busy updating your website.

Make it friendly to the first-time visitor. On the home page, tell them how you can help THEM and not so much about YOU. Save the information about your firm for a subsequent page. Some things you need to convey:

  • Immediate resources for the visitor
  • Your energy, enthusiasm, and excitement about what you do
  • The dedication of your staff to client service
  • How you can solve their business problems
  • How you are unique

Consider this advice from Lee Iacocca:

“So what do we do? Anything. Something. So long as we just don’t sit there. If we screw it up, start over. Try something else. If we wait until we’ve satisfied all the uncertainties, it may be too late.”

About the Author

Rita Keller is the Founder of Keller Advisors, LLC. She is a widely respected voice to CPA firm management. Through her presentations and workshops, she interacts with thousands of accountants annually.  Named as one of the Top 100 Most Influential People In Accounting and one of The Most Powerful Women In Accounting, she acts as an advisor and coach to CPA firm leaders across the country.  She can be reached at rkeller@ritakeller.com.