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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:. About the Presenter. CPA Financial journalist Editor-in-Chief/Publisher of Former tax accountant at Author of 30 books, including . - PowerPoint PPT Presentation
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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!
