Key Components Your Accounting Firm’s Homepage Needs to Include

Your homepage is a critical part of your website. It lets visitors know what your firm is about and gives them a better idea if they want to do business with you. There are five key pillar components your homepage needs if you want to lessen the chances of your prospects jumping straight to your competitors’ websites. Read on to learn what they are and how to implement them. 

1. A unique positioning statement
   
   

Craft a business position that shows prospects what you offer that sets your firm apart from your competitors. Before writing this, define a buyer persona—a fictional character representative of your target audience.

Unique business position statement example: 

Smith Accounting specializes in helping retail businesses ensure every dollar is accounted for so that budgets are never exceeded and positive cash flow remains a constant. 

2. Authority credits

Show your authority with:

• Proof of success. Statistics are one of the quickest ways to prove your authority and even your credibility.
  
  
• Social proof. Client testimonials, logos from current and/or former clients, and links to recent case studies are all valuable assets to include on a homepage.
  
  
• Awards. Proudly showcase your honors on your homepage.
  
  
• Press. If any of your team members were featured in or wrote an article for your industry, be sure to prominently display these honors.

3. Content for prospects who are not ready to buy to dig deeper into your site.

The majority of people who visit your homepage are not ready to buy, so you need content to help them find what they are looking for.

To have blog posts written for you, ask about CountingWorks’ Done-for-You-Content Service offering within Web Presence. 

4. Intuitive navigation menus.

Keep your page names simple and direct. “About,” “Services,” and “Contact” do the job nicely.

5. Compelling call to actions (CTA). 

Create top of funnel and bottom of sales funnel CTAs so compelling that prospects can’t resist taking action.

And just like that… you have homepage copy that is ready to grow your accounting and tax firm. 

This advice is an add-on to our Digital-Centric Marketing Framework for Accounting & Tax Firms. View the complete Framework to build your complete integrated, digital marketing plan.

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