How regularly do you modify your CPA website content? Do you provide novel, stimulating content on your website frequently? You may not already recognize this, but you're running the risk of alienating current clients when you could be drawing them in and boosting your website's Google ranking at the same time.
Many accountants understand retail marketing better than they understand service or internet marketing, so let's look at a retail store as an example. Would you shop at a store that never updates it's inventory? Of course not. Websites for accountants are no different. New content is what will keep visitors coming back. Without it people will quickly tire of your website.
The Benefits of Change
Change can be a difficult thing to wrap your mind around. There are risks involved with changing things. As the old adage goes, if it isn't broken, don't fix it.
The allure of the comfortable and familiar has led many websites for accountants down the garden path of mediocrity. On the web time passes quickly, and this mentality can leave your website neglected and covered in dust in pretty short order. This will effect everything on your site from your number of visitors, the duration of their stays, your site's ranking in the search engines, and in your bottom line.
Keeping It Relevant
It happens every day. Websites that have enjoyed good placement in Google suddenly drop off the first few pages. This is a typical, and if you think about it completely reasonable, result of a neglected site. The function of a search engine is to point users to high-quality, relevant sites for their search terms. Websites for accountants that are constantly updating and offering up new content are, by nature, considered more relevant than a site that hasn't been updated in years.
If you're like me and you enjoy writing you should try keeping a blog. This is a great way to keep your site content dynamic and lure visitors to the site. Nobody expects a novel from you each day. A blog can easily be a few short paragraphs once or twice a week. If you can keep consistently posting entries regularly, you can build a habit in your site visitors to keep coming back to the site to read your new post.
Post your monthly newsletter online. There are a lot of advantages to this (email is a lot cheaper than post) not the least of which is that it's a great way to keep the site fresh and exciting. You could talk about changes to your company or provide links to news stories you've read elsewhere. There are a number of services that provide online newsletters and these have the advantage of being "fire-and-forget" solutions. You don't need to lift a finger and your website content is constantly changing!
There are a number of other simple dynamic pages you can use. Calendars, tax due dates, or anything to do with statistics or time are all pages that would require you to update every week, month, or year. That way, your information isn't entirely static and you have a reason to go in and make the changes for your site.
Just these few ideas are adequate to keep websites for accountants dynamic enough for Google and your blog, or even simply a adequate newsletter, will basically gratify your visitors. Don't let your site just sit getting old, keep it sassy and show it off!