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Promote Your Business By Exploiting These Fundamental CPA Site Design Basics

Author : Kenny Marshall

Most CPA practices wait until their site is up and running before considering things they can do to better market it, and this is an awful irony. There are several exceedingly imperative steps your business can take while you're still in the design process that will pay impressive dividends over the long haul. Having an excellent CPA website design won't help you one bit if nobody finds it, and the most sensible way to get your firm's website to the best prospective clients at the best moment in time is to take home an enhanced position on the search engine results pages.

Page Titles

There are inconspicuous tags on individual web pages we call meta tags designed to talk with search engines like Google and Bing. One of these tags, referred to as the "Title", is enormously valuable to the way a search engine will list you page. The search engines will ignore everything after the first 70 characters so keep your Title tag short, concise, and to the point. As a CPA firm you're going to want your title tag to include your market and some primary keyword. You'll want it to look something like this:

YourTown, ST CPA : Practice Name

In this example, of course, "ST" is the abbreviation for your state.

Title tags do appear in the margin of most browsers, and as a result many web noobs want their firm name to figure prominently in their page title. This is almost always a huge mistake. Very few accounting firms have the same kind of brand recognition as "McRib" or the kind of search frequency that "Jenifer Lopez" might have. Also, your firm name is probably not a terribly competitive phrase. If you only get 70 characters to describe your page do you really want to spend them on your firm name? Unless there are 10 other firms with exactly the same name it's pretty likely you'll be able to get on the first page for that search term without any trouble. Stick to your town, your state, and a primary keyword like "CPA".

The OTHER Meta Tag

Back in September of 2009, Google announced that they do not use the meta description tag in their ranking of websites, but they often still display it on their results page. This actually makes age descriptions really important since they are often the first impression searchers get of your firm. A good search ranking won't help you as much if you have a lame description that costs you clicks! Again... Google isn't going to let you go nuts on your description. There's a 150 character limit so make it short and sweet but, like a headline, enticing enough to get people to want to read more.

Track Your Traffic

Google Analytics is a free product that allows you to view the traffic that occurs on your website. Google Analytics also has the ability to show you what keyword phrases people used to find pages of your site. The amount of information provided by this product makes it an absolute must for any serious CPA website design. Even if you don't use it right away I can guarantee at some point you're going to want exactly the kind of conversion data that Google Analytics offers. It's easy to install. A simple strip of tracking code on the bottom of each page is all it takes.

With Google Analytics, you can find out the location of your page viewers down to the town through the individuals IP address. The product can even help you decide where you might need advertise more or ease off. Not sold? It's much easier to add this system to your CPA website during the design process so PLEASE take the time to find out a little more.

Content is King

Meta tags in and of themselves used to be enough to get a CPA website good rankings, but scores of meta driven sites began to crop up with truly terrible content. This resulted in pages of spammy irrelevant content appearing at the top of search pages and Google quickly changed their algorithm. Now the search engines actually LOOK at the page itself and compare the content to the words in the page title. If they don't see them as relative to one another they pretty much assume the whole page is useless.

Google is hip to all the dirty tricks that spammers used to rely on like cramming the page with keywords, using tiny text, writing hidden text on the same colored background, etc, so don't even waste your time trying to be clever. You need to take the time to write some good, high quality content that will demonstrate to Google that the page is truly relevant to the title by using your title tag keywords in the text. Don't go too crazy. Google can also recognize "keyword stuffing" and will discount the page if it has too many keywords in it. Make sure it looks and reads well, but as a rule you want a keyword density of about 1%.

The search engines won't just count your keywords. They also consider the placement of your keywords on the page. Keywords used in the introductory and/or closing paragraphs look particularly prominent to search engines. So do keywords that appear in headers, boldface, and italic fonts.

The Road to Success

This isn't all you'll need to do, you've only just gotten started. It's irrelevant how "search friendly" your firm's accounting website design is you'll have your work cut out for you if you intend a superior search position in today's market. You'll really have to do a bit of serious organic search engine optimization by hustling up as many "backlinks" as you can, and you'll need to get a good ranking on "Google Places" by claiming your firm and asking your clients and friends to give your practice numerous good reviews. If you comply with these fundamental CPA website design secrets, though, you'll be on exactly the right road to success.

Author's Resource Box

Kenny Marshall is an internet marketing expert and former VP of His special area of expertise is marketing small firms by exploiting serious CPA website design. While using online social networking and Search Engines forms the basis of his practice he also stresses the importance of good, old fashioned networking and excellent customer service in helping accountants grow their client bases.

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Tags:   cpa website design, online marketing, search engine optimization, website design

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Submitted : 2011-10-26    Word Count : 1065    Times Viewed: 796