Your role in making a website deliver
1. Having a website does provide a Practice with a resource that potential new clients will visit and react to, as they get a better idea of what you can deliver. On the other hand, if a potential new client sees a website that's dated or boring then this can reflect adversely on the Practice.
So it's vital that your site gives a good first impression and any site over three years old will have trouble doing this.
2. Add a number of interactove services. When a potential new client compares websitesthey will be more impressed if there are a number of servicesto that provide interactivity and interest rather than just one or two. For example, many Practices add Newsletters, however the 6-8% Rule means that only avid readers will benefit.
3. Do the planning and monitoring of the site's performance. Many Practices outsource the implementation of their strategies, Search Engine Optimisation is a good example. This often absorbs a lot of a Practice's marketing budget but few actually know the return it generates.
4. Improve your Marketing Planning processes and in a manner that includes your team. Define your marketing strategies and allocate an appropriate role to your website. Have a written marketing plan even if only one or two pages but it must be quick and easy to manage and monitor. Include all staff in the process. Not only will this help your website perform but is very good for the Practice as a whole. Acctweb has gone one step further again from any other company by offering help in this area.
5. 4-5 marketing strategies is optimal.
6. Keep updating the design of your website every 2-4 years.
We've built over 1,000 websites for Australian Accountants and Financial Planners. We supply content, such as articles, to keep them ticking over and up-to-date so our clients can devote scarce time to better implement their marketing strategies.
2011 should be the year you formalise your planning process further to gain more productivity and return from your website investment.
