Build a more effective tax website before busy season
During filing season, it is easy to notice problems with your website. Clients may struggle to find information, prospective clients may call with questions the site should answer and routine administrative tasks may take time away from tax work.
Unfortunately, busy season is also the hardest time to fix those problems.
The offseason gives tax professionals an opportunity to evaluate their websites and make improvements before client activity increases. Acting now also gives those changes time to produce results. New content can begin gaining visibility in search engines, prospective clients can become familiar with your firm and your staff can adjust to new website features before they are needed most.
Our webinar explains the elements that go into an effective tax website and how they can work together to support client recruitment, credibility and efficiency. Here are a few important areas to consider.
Make your website more than an online brochure
A basic website may list your services, office hours and contact information. An effective website should do more.
It should help visitors quickly understand who you serve, what you offer and why your firm may be the right fit. Clear service descriptions, answers to common questions and helpful tax information can establish trust before a prospective client ever contacts you.
Your website can also support existing clients. Secure document sharing, appointment requests, payment options and tax organizers can reduce unnecessary phone calls and administrative work.
Give search engines time to recognize your improvements
Search visibility rarely improves overnight. Search engines need time to discover new pages, understand their subject matter and determine whether they are useful to people searching for those services.
That makes the offseason an ideal time to add or improve website content. Publishing clear service pages and useful tax information now gives search engines time to evaluate those pages before taxpayers begin searching more actively for professional help.
Waiting until filing season to make improvements may mean that the site is not ready when demand is highest.
Clearly explain who you help
Prospective clients should not have to guess whether your firm can meet their needs.
Review your service pages and make sure they reflect the work you perform today. General statements such as “We provide tax services for individuals and businesses” may be accurate, but they do little to distinguish your practice.
More specific descriptions can highlight services such as small-business tax planning, rental property taxation, IRS representation or assistance for self-employed individuals. This helps attract better-qualified inquiries and gives search engines a clearer understanding of your firm.
Make it easy to take the next step
Once a visitor decides your firm may be a good fit, contacting you should be simple.
Make sure phone numbers, contact forms and appointment request tools are easy to find on both desktop and mobile devices. Explain what happens after a form is submitted and what information prospective clients may need to provide.
Test the website as though you were a new visitor. Try locating a service, submitting a form and finding your contact information on a phone. Small obstacles can be easy to overlook, but they may be enough to cost you an inquiry.
Start before you need the results
An effective website does not need to be rebuilt all at once. Start with the improvements most likely to strengthen trust, search visibility and efficiency.
By acting during the offseason, you have time to refine your content, test new features and correct problems without the pressure of filing deadlines. When taxpayers begin searching for help, your website will already be prepared to inform them and encourage them to contact your firm.
Watch the NATP webinar to learn more about what goes into an effective tax website and the steps you can take now to prepare for the next busy season.