Why More Accountants Are Deploying Multiple Websites| |
About ten 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. At that time, there were many accounting firms that had terrible websites which were online brochures.
As more accountants eventually caught on five years ago, 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 each month.
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 some accounting firms now have integrated blogs, social media programs, pay per click advertising, retargeting advertising and reputation management, it becomes more competitive 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). In other words, they have deployed a "diversified marketing" approach rather than put all of their eggs into one basket. Some accountants will deploy a geography based strategy to support their multiple locations and others will deploy a hybrid which is a primary website that focuses on location along with multiple websites for their areas of concentration (or niche).
Here are a couple examples:
1. Northern Michigan CPA Firm with a primary (location based) website and two niche websites.
Traverse City CPA Firm (primary location)
2. Utah CPA Firm with two location based websites and one niche.
Provo CPA Firm (primary office location)
Salt Lake City CPA Firm (office location)
3. Long Island CPA Firm with primary location and three niches.
Long Island CPA Firm (two office locations)
4. California CPA Firm with two locations and three niches.
If you are serious about website marketing in today's competitive environment, then you should develop an aggressive multiple website marketing tactic to improve your inbound marketing strategy.