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Maximizing Lead Generation from the Internet

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by Hugh Duffy

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As we look ahead to 2015, most of us would like more high quality leads so we can become more selective about the new clients coming in the door and become more adept at screening out marginal clients.

The vetting process is critical to the success of all professional service firms, whether it's accounting, law, management consulting or architecture. The most successful professional service firms strategically identify what types of clients they want more of, and which types of engagements they want to avoid. After completing this process, the next step is to target the engagements that deliver higher fees.

Below is a multi-partner CPA Firm that is moving down this path using a multiple website strategy. By all means, internet marketing is just one facet of their marketing plans but it's easy to see how multiple websites can create a compelling message to segmented audiences of prospects while still branding the firm holistically. In each case, the website is designed to create an aha moment for the prospect who feels that their needs are complex while not compromising the brand imagery of the overall firm.

As background, the firm below is an established CPA firm in Miami with three partners. The roots of the firm trace back 65 years.

CPA Accounting Firm - Main website positioning them as a generalist accounting firm serving all types of clients. Canner Brody - brand logo

Forensic Accounting - Litigation Support - Divorce Accounting - South Florida

International Taxation - Expatriate Taxes - South Florida

Real Estate Accounting - Condominium Audits - Homeowner Associations - South Florida

Using a four (4) website approach enables Canner Brody and Yan CPAs to change their message and go into much more depth on each of the niche accounting services they provide, thus enabling them to compete with much larger CPA Firms for prospective new clients.

If you'd like to maximize your lead generation from the internet, give Build Your Firm a call. You'd be surprised how impressive we can make your firm appear on the internet.

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Hugh Duffy, BYF CEO and Co-Founder

Hugh is the consummate marketing coach for accountants and takes pride in the impact that it has on their practice, and lives. Hugh has more than thirty years of marketing experience. Since 2003, he has been teaching accountants on how to improve their marketing and make more money from their accounting practice.