Multiple Website Marketing for Accountants| |
About 10-15 years ago, you would win the website marketing race with your primary website. Heck, it worked well and the return on investment (ROI) was a no brainer. One website that was search engine optimized would work across a wide variety of keyword searches.
As more accountants eventually caught on, it became more challenging to stay ahead of the curve and still get more than your fair share of website leads. That's when the general public became aware of search engine optimization and pay per click advertising. The ROI was still very attractive but you had to spend more to acquire the same number of leads.
Today, it is harder and harder for a single (primary) website to be placed towards the top of the search engine results pages for all of the services you provide. And if you operate in multiple geographic markets, it is even harder to be towards the top because your message to the search engines is more complex and less clear.
As more accounting firms have integrated blogs, social media, pay per click advertising, retargeting advertising and reputation management, it has become more difficult to dominate the online lead generation game.
So what is the solution?
While there is no single solution, many savvy accounting firms have deployed a multiple website strategy to obtain dominate search engine placement for their practice and to create that aha moment that business owners seek (someone that understands and works with businesses like theirs). Some accountants will deploy a generalist approach (e.g., we do it all) focused on their primary location and complement it with a couple niche websites.
In the example below, we developed a generalist website for the Los Angeles CPA Firm and then designed two separate websites which utilize video for the industry niches, dental accounting and real estate accounting.
Here are a couple examples:
For the small business owner searching for a CPA Firm located in a certain area, this approach works well. However, one size does not fit all people searching on the internet.
Dental CPA Firm in Los Angeles – Tax, accounting and benchmarking for dental practices.
For the dental practice owner who thinks their business is complicated and a generalist can possibly service their world, this website focuses on all types of dentists from orthodontists to pediatric dentistry to endodontists and periodontists.
This website focuses on property management, commercial real estate and real estate investor groups who want to leverage the tax laws to minimize their tax obligations.
If you are serious about website marketing and would like to generate more than your fair share of leads from the internet, then you should develop an aggressive multiple website marketing tactic to improve your lead generation. The costs are insignificant relative to the value of obtaining more small business clients.