The copy you use, the content you share, and your initial offer can heavily influence how people engaging with your brand react. Is your tax and accounting firm communicating your value in a way that drives conversion? When it comes to attracting new clients, it is key to make a strong first impression from that first touchpoint – whether that be your website, phone, reviews, or even social media. Here are some best practices for making a great first impression and keeping clients for life.
1. Target a niche
When you try to be a generalist, you typically end up connecting with no one. Focusing makes it easier to attract those that can most use your help and those for whom your expertise delivers the most value.
2. Invest in well-written copy
To attract the right audience, you need the right message. Develop copy that speaks to their pain points and explains how you will help them build a better financial outcome.
3. Keep your website visitors engaged
An excellent way to show your expertise and pull your visitors further into your site is to provide additional value in the form of content: podcasts, blog posts, interactive calculators, white papers, or industry reports.
4. Communicate frequently and effectively
Concise and easy-to-understand copy that communicates your value is the kind of content that inspires customers to convert. Make sure you're often posting on your blog and promoting your newsletter! You should also share content on social media frequently.
5. Take the long view when building your reputation
No matter how much effort CPAs, EAs, and bookkeepers put into making their content perfect, client reviews are the most trusted online source. Online reviews aren't just a research tool; they're a trust signal.
6. Have a clear call-to-action
What is the purpose of your website? What do you want your visitors to do? Good copy gets people to respond in the way that you want them to.
7. Utilize technology across the board
Tools like E-Sign, video chats, digital workflows, and client portals are no longer just time-saving add-ons; they have become an integral part of the customer experience and are expected by your clients.
8. Learn to say no
Not all clients are right for you. Only take on clients that you can support with your expertise. If you have questions about making a great first impression or growing your tax and accounting practice, we’re here to help! Contact us today at 1-800-442-2477 x3 or set up some time to speak with one of our digital marketing experts.
