Create Award Winning Websites! A Look at the AAM Website Award Winners

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

– Facebook

– LinkedIn

– 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!

Thank you for Attending!!!

Questionsgperry@accountingweb.com

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