Tax Marketing QuickTip #2: Your Website Sucks

Nearly every tax professional has a web site by now.

Unfortunately, 99% of those websites are garbage.

Your website is there to help you communicate the benefit of your services to visitors. In other words, more than anything else, your website is a marketing piece. Any other function of your web site, such as being a client document portal, is completely secondary to it’s primary function as a central component of your marketing presence.

Since this is a Tax Marketing QuickTip, I’m not going to go on a long tirade about what’s wrong with most tax firm websites. Instead, I’m going to give you my top 5 suggestions for what to include on your web site:

  1. Include a lead capture mechanism. Offer some sort of lead response widget in exchange for their contact information.
  2. Have a blog, and update it frequently. You want your website to rank high in Google. The single most important component of this is to have high quality content on your web site that is updated frequently.
  3. Don’t hide. One of the first places most visitors go when they get to a tax firm website is the “About” page. On this page, visitors want to see a human being. That’s YOU. Have a photo, your full name, and a little bit about you. New tax clients are looking to make a human connection, don’t be anonymous and try to hide behind a corporate identity.
  4. Use client testimonials. Testimonials still matter. This is NOT an outdated marketing idea. Ask your clients for testimonials, and stick them online. Visitors WILL respond positively to this.
  5. Connect your social media accounts. You don’t have to be a social media machine, but your web site should be set up to allow visitors to connect with you on the social media platforms that you’re willing to use. For example, I despise Facebook, but I can stomach Twitter and LinkedIn, so I restrict people to connecting with me on just those two platforms.

If your web site is missing any of these five critical elements, then I would encourage you to correct the situation ASAP. Doing just these five things will put your web site into the top 1% of tax and accounting practice web sites.

Want a full critique of your tax firm web site? Want hands-on help in making a your online presence a profit center rather than just an expense? Let’s … Continue reading

Tax Marketing QuickTip #1: Referrals

This is the first in a new series of short, actionable QuickTips to help you build a better tax firm. Most of these QuickTips won’t be Earth-shattering, by any means, but I hope that they serve as reminders for you to take at least 10 or 15 minutes every day to do something to improve your tax or accounting practice.

Today: Referrals.

When was the last time you asked your existing clients for referrals to new clients?

If this is something you only do one a year during tax season, you’re losing out on a golden opportunity to capture new clients while your competition isn’t doing marketing.

The process here is super simple:

1. Make a list of your 20 to 50 best clients. The type of client you want more of. Not the clients that make you cringe when you see them on your appointment calendar.

2. Send them all a letter NOW thanking them for their business this year, and asking for three referrals to their family, friends, and colleagues. Ask them to complete a web form, or include a referral form and ask them to fax, mail, or email it back to you. The number three is important, the psychological explanation of which is beyond the scope of a QuickTip.

3. If you feel the desire to incentivize referrals, offer your clients a dinner for two at a nice local restaurant, or use a service such as Giftbit to obtain gift cards that you only have to pay for if they’re actually redeemed.

4. Contact those referrals immediately.

5. Ten to 14 days later, send your 20 to 50 client list another letter, thanking everybody for all the referrals they sent, expressing how much you love working with them, and how you are grateful for their assistance in growing your business. Do this even for the people that didn’t send referrals. Include another copy of the referral submission form.

See what we just did there in step 5? That’s the key to the whole thing. 🙂

Want longer versions of these QuickTips, along with future copies of the actual letters, checklists, and more? Then check out the all new Tax Marketing HQ Digital Pass.… Continue reading

JK Harris Closes Doors, Creates Market Opportunity

The largest tax resolution firm in the United States, JK Harris, has closed it’s doors.

They had filed for Chapter 11 protection back in October, but their largest creditor opposed the reorganization plan, and seized assets on Friday.

What does this mean for you? With the single largest national competitor gone, there is suddenly a tremendous vacuum in the tax resolution marketplace. You, as a local tax professional, can step in to fill that void.

JK Harris had thousands of clients across the country, and those clients are suddenly left without any representation. that means now is a great time to step up your marketing and take advantage of the situation.

To take advantage of this opportunity, take a gander at our tax resolution marketing articles to learn how to attract these new clients to you.… Continue reading