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Create Award Winning Websites! A Look at the AAM Website Award Winners Presenter: Gail Perry, CPA Publisher/Editor-in-Chief AccountingWEB Sponsored by:
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Create Award Winning Websites!
A Look at the AAM Website Award Winners
Presenter: Gail Perry, CPAPublisher/Editor-in-Chief AccountingWEB
Sponsored by:
About the Presenter• CPA
• Financial journalist
• Editor-in-Chief/Publisher of
• Former tax accountant at
• Author of 30 books, including
Your Website• What purpose does it serve today?
Your Website – Questions to Ask• What purpose could it serve?
• What do you need your website to do?
• What’s not getting done that you would like to change?
Website – Basics• Basic information about you and your company
– Company name
– Address/Map
– Names of contacts
– Phone number(s)
– Email contact info
– Hours (if appropriate)
Website – Basics• Basic information about the services you provide
– List and description of services
– Testimonials
– Descriptions of the problems you solve
Website – Navigation• User-friendly navigation
– Menu on every page
– Contact info on every page
Website – Search feature• Where to get search program
• Same place on every page
• Monitor searches– Direct connection with new business?
– Try search yourself to validate results
Call to Action• Every page should have a call to action
• Same place on every page
• Monitor searches– Direct connection with new business?
– Try search yourself to validate results
Innovative Design• Using a template
– Replace canned images
• Use graphics
• Original art
• Pantone colors – trends/meaning of colors
Blend Design with Niche• Family service? Use drawings from staff or client
children
• Real estate? Show local neighborhood streets or businesses
• Artists? Show gallery items of picture of symphony
• The key is to connect potential clients with your passion
Sharing Images• Pictures of office
• Pictures of staff– Look friendly!
Real Life• Page dedicated to community service– Pictures
– Description of service
– Call to action – how visitors can get involved
• Awards, accomplishments, accolades, etc.– Doesn’t have to be accounting-related
Consider Live Interaction• Pop-up or Call center
• Busy season tax Q&A
• Avatar
• Chat window
CONFIDENTIAL
About SurePayroll
SurePayroll is the trusted provider of easy online payroll services to small businesses nationwide. Whether a business has 1, 10, or 100 employees, SurePayroll delivers peace of mind by combining innovative, industry-leading technology and personalized support from an award-winning, U.S.-based customer care team. For more information, please visit www.SurePayroll.com.
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Company Involvement in Social Media• Where can you be found?– Twitter
– Other
Consider the Reaction of a New Client• Step outside and look at the site as if you were a
stranger
• Solicit outside opinions
Consider the Usefulness of Site to Staff• Employee satisfaction with beautifully branded site– Sense of pride
– Improved employee loyalty and attitude
– Translates into improved business and revenue
• Intranet feature
Remain Up-to-Date• Responsive Design
• Flash/Java – Make sure your design works on mobile and tablet devices
Client Usage• Document sharing
• Communication – secure messaging channel
• Secure login: “Most important thing on my accountant’s site is the Client button”
Measuring ROI• Google Analytics
• Chartbeat (fee)
• User survey: How did you find our website?
• Client survey about website
• Commentary from firm members about client reactions, usage of site
• Specific link or phone # tied to site
Cost Factors• Development
• URL Registration
• *** Plan up front so you know what you want to accomplish
• Portal software
• Secure document exchange
• Work with marketing professional
Keeping Your Website Up-to-Date• Dedicated in-house person (even if the site is
maintained remotely)
• Write/deliver content
• Make sure all content is current
• Update frequently
Celebrate Your Success!• Announcements
• Launch Party
• Share your knowledge with clients
Final Comments• Website is one piece of the marketing package
• The site isn’t going to do your marketing for you
• Accountants need to remember that sales is part of their job!
