Today's Technology for Tomorrow's Firm.
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VOLUME 21, NUMBER 4 MY PERSPECTIVE EDITION EDITION 800-456-0864 • www.CPAPracticeAdvisor.com Publisher: Jim Baker Executive Editor: M. Darren Root, CPA.CITP Associate Publisher/Managing Editor: Melody Steelman Technical Editor: Brian Tankersley, CPA.CITP Technology Editor: Isaac M. O’Bannon Editorial & Events Coordinator: Jill Burnett Columnists: David McClure Doug Sleeter Kristy Short Lisa Kianoff, CPA.CITP Gregory L. LaFollette, CPA.CITP Randy Johnston Rene Lacerte Roman H. Kepczyk, CPA.CITP Scott Cytron Art Director: Rhonda Cousin Marketing Consultant: Robert Akert Classifi ed & Online Buyer's Guide Ad Sales: Sandra Burnett Site Manager: Rhonda Dennis Media Production Representative: Barb Evenson Audience Development Manager: Angela Kelty Editorial Advisory Board: Bob Cedergren, CPA.CITP, CISA, CISM, CISSP, CGEIT Chris Fraser, CPA.CITP, CISA, MCP Jason Lawhorn, CPA.CITP Gary A. Masino, CPA Ryan McCowan, CPA.CITP Linda O’Neal Troy Patton, CPA David Primes, CPA.CITP Donny Shimamoto, CPA.CITP Doug Sleeter Sandra L. Wiley CYGNUS BUSINESS MEDIA CEO: John French CFO: Paul Bonaiuto EVP, Digital: Tom Kohn VP, Human Resources: Ed Wood VP, Audience Development: Julie Nachtigal VP, Technology: Eric Kammerzelt CYGNUS PUBLISHING Executive Vice President: Gloria Cosby Vice President of Production Operations: Curt Pordes A Reprints - To purchase article reprints, please contact Foster Printing, Attn: Rhonda Brown, 4295 Ohio Street, Michigan City, IN 46360, 1-800-875-3251 or email sales@fosterprinting.com The opinions given by contributing authors are their own and are not the opinions of our staff. 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Phone: (877) 382-9187 (toll free); 847-559-7598 (local) Fax: (847) 564-9453 Email: Circ.CPA@omeda.com Subscription Rates: The basic annual rate is $3, based on qualifying associations of 10,000 or more public accountants that may also subscribe for all their public accountant members (certain restrictive covenants apply) for a basic subscription rate of $9 per member for a three-year subscription. One year subscription for all others: USA - $48; CAN $70 GST; INT’L $99 GST #131910168. POSTMASTER, please send address changes to: Practice Advisor, P.O. Box 3258, Northbrook, IL 60065-3258. Canadian address changes to: Canada Post PM40612608. Return Undeliverable Canadian Addresses to: Practice Advisor, PO Box 25542, London, ON N6C 6B2. 5 Tips for Building a Professional Web Presence ... and Why You Should Do it Now 3 All of us seem to be exceptionally busy this summer — at ending classes, confer- ences and online sessions in the ongoing pursuit of complying with CPE require- ments. Personally, I enjoy each and every event because it off ers the opportunity to meet with practitioners and stay apprised of concerns, trends and triumphs. In my travels, one key statistic that I’ve heard is that just over 50% of today’s fi rms have a website. As I talk to fi rm leaders about their web presence, I ask them if they are proud of their online brand and how they are using their site. Most tell me that they do lit le to nothing with their website. Most also tell me that they were simply tired of being told that a website was a necessity. So they built one … and there it sits with no real strategy for marketing or branding. While I think it’s great that more and more fi rms are developing a website, it does lit le good if there is no strategy in place. What accounting professionals need to understand is that their website is the new f ont door to their fi rm. It is where people go to learn about you, your staff , your services and your history. If management group that did not off er online services — allowing you to review accounts, statements, and other docs and data whenever needed? I’d venture to say that most of your answers lean toward using the web. T e fact is that old-school marketing tools like the Yellow Pages no longer reign supreme. Google is the fi rst place prospects go to find just about any product or service … and that includes an accounting fi rm. T e time has come to start thinking diff erently about your website and the importance it plays in firm strategy, marketing and business operations. Your site not only needs to look profes- sional and aesthetically appealing, but it should also support online services. Don’t fool yourself. T e majority of clients and prospects have come to expect advanced web-based services, like secure portals for document review and exchange. Again I ask you, would you use a bank that did not off er online services? Give the people what they want — convenient, helpful and effi cient online access. T is should be part of your web strategy as much as format and design. GIVE THE PEOPLE WHAT THEY WANT — CONVENIENT, HELPFUL AND EFFICIENT ONLINE ACCESS. THIS SHOULD BE PART OF YOUR WEB STRATEGY AS MUCH AS FORMAT AND DESIGN. your website is friendly, easy to navigate and professional, then people will want to “come in” and further discuss their accounting needs. Just ask yourself a few simple questions: • Do you keep a big thick phone book in your top desk drawer anymore? • Where do you look up a business number if it’s not in your cell phone? • How oſt en do you check out a website before purchasing a product or service? • Would you use a bank or financial T is is a lot to take in, so here are a few tips that will help you develop a web presence for today’s prospects and clients. 1 2 Develop a website that refl ects the personality of your fi rm. Be sure to incorporate fi rm colors, a professional logo, partner and staff photos, welcome videos, etc. Keep your site clean. Create a site that is simple and easy to navigate. Don’t go crazy with menu items. Straightforward and simple is best. M. Darren Root, CPA.CITP Executive Editor Darren is the Executive Editor of CPA Practice Advisor. He remains in public practice as the principal of Root & Associates, LLC, in Blooming- ton, Indiana, and is president of his consulting practice, RootWorks. He formerly served on the Board of the AICPA’s CITP Credentials Committee and is a former member of the Board of Directors for the Indiana CPA Society. He speaks at dozens of professional organizations each year and frequently serves as a guest lecturer at Indiana University’s Kelley School of Business. August 2011 • www.CPAPracticeAdvisor.com 3 4 5 Write your story in clear, concise prose. In other words, don’t bog your site down with volumes of text. Tell your story succinctly. You have to get their at ention right away, so tell an engaging, but short story. Off er advanced online services, where clients have 24/7 access to their fi nancial information (personalized and secure client portals, online payroll, etc.). Online services bring clients back to your site over and over again…and that is what you want. Don’t be boring. In other words, don’t be like everyone else. Write a unique tale and create a custom presence. It’s already mid-summer, so if you don’t feel that your web presence is where it should be, it’s time to do something about it. If you want to see what my team and I have done to enhance my fi rm’s web presence, feel free to review my site at root.com.