| I'm going to presume you've already adopted websites for accountants as a marketing instrument. This is the first step in constructing an online presence to promote your firm, but there's a lot more to do if you really want to use the internet to find new clients. We live in a moment in time where customers aren't using phone books when they need an accountant. Currently even relatively unsophisticated consumers use the web instead. Specifically they look you up by doing a Google search for local CPA practices. Because your website is the first introduction many people will get when they start researching your business, you need to make a good first impression.
Here are four solid reasons to include video as part of your website content strategy...
1. Videos Can be Personal
Whenever possible, get a video on your site that shows you or members of your company in action. Talk about your company's mission, or show customers what goes on behind the scenes in order to bring them the top-notch customer service you provide. Give me a chance to get to know you. As a rule prospects are afraid of strangers, but a good video can go a long way in making you feel more familiar and helping them overcome this hesitation. They aren't just reading text on your site, they're seeing the people that are behind your company and this helps to give you credibility. You stand out from the competition because there is a face to go with your name. A customer is more likely to do business with someone they feel they can trust from the get-go, rather than someone they don't know anything about.
2. Share Valuable Information
Use your videos to provide online service demos. A quick video can really help your clients with simple tasks like using a file portal of filling out a tax organizer. Show prospective clients how easy it is to use your service or product. This makes your potential clients and customers comfortable with your offerings from the moment they come to your site.
3. Videos Demonstrate that You Embrace New Technology
You don't want your prospective customers to think you're stuck in the stone age-- that your technology is outdated, and that you aren't keeping up with the latest trends in your industry. Your website will be a reflection of this. If your website looks like it was designed in the early 90s, prospects probably won't take your business seriously. The reasonable assumption, which may or may not be a conscious one, is that an obsolete website is indicative of an obsolete accounting firm. By adding features like videos and images to your site you're demonstrating that you utilize all the latest bells and whistles. First impressions are very important, both in real life and on the internet. If you fail to impress a prospect at first glance all they need to do is click the back button and find someone else. Don't be sloppy about it. Just posting any old home-made video isn't going to cut it. If you want to keep your site looking professional, make sure you get the help of a professional when creating videos for your site. Some websites for accountants have an informal "feel", and a few of these have gotten away with using do-it-yourself videos. As a rule though, homemade videos just come of looking schlocky.
4. Video and Search Engine Optimization
The jury is still out on exactly how search engines are using video on websites to improve search rankings, but there seems to be evidence to support the notion that having videos on your site does help. If you do a Google search, you’re likely to see both web and video results showing up towards the top of the page. This gives your page an extra chance to appear on a search page. Extra listings means more traffic to your website. Here's an important SEO tip for using videos on your accounting website; use keyword rich descriptors. Use your keywords in your video titles, keyword tags, and descriptions. Sites like toprank.com suggest re-purposing your videos by embedding them in blog posts, and to encourage others to post your videos on their social media pages (Facebook, Twitter, etc).
The cliche in website development is "content is king". Well, like most cliches this expression has a firm foundation in truth. That doesn't just mean written content. You want to have lots of content, and lots of different kinds of content. If you have more diverse content on your site (such as video, images and text) you'll be considerably better off in terms of SEO. Think about different ways you can integrate video into your website, and start that camera rolling!
Kenneth T. Marshall is a internet marketer and former Vice President of CPA Site Solutions, one of the United States' most successful website firms oriented solely to websites for accountants. |
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