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Fundamental CPA Website Design Principles to Help Market Your Business

Let’s you and I talk about a few tips to help improve your website’s internet visibility while you’re still in the design stage. Your CPA website design can be perfect down to the last detail and nevertheless be a total failure. To make cash the correct people have to be able to locate your site at exactly the right time, and the most sensible way to do that is to earn a superior position in the search engines.

Title Tags

There are inconspicuous tags on individual web pages called meta tags designed to talk with search engines. One of these tags, the “Title” tag, is extremely important to the way Google will position you pages. Don’t try to take over the internet with unreasonably long title tags. You can make a title tag as long as you want but after 70 characters or so the search engines are going to ignore them. As a CPA firm you’re going to want your title tag to include your market and some primary keyword. You’ll want it to look something like this:

MyTown, ST CPA: Your Firm Name

You’ll notice that in this example we used “ST” as the abbreviation for your state. When writing page titles keep in mind that very few searchers actually write out the name of their state, so as a rule it’s best to optimize your page to the abbreviation.

A firm name isn’t usually a strong enough brand for people to just type in, so insisting on putting the firm name first is usually a foolish vanity. Titles are a primary element of a pages relevance to a specific search term so unless your firm has a recognizable brand like “Netflix” or “Kelly Clarkson” it’s not likely to actually be used as a search term by people looking for your service. It’s also something of a waste to use your title on words that nobody else is competing for. For most firms ther name just isn’t on anybodies keyword hot list. If you only get 70 characters to describe your page do you really want to spend them on your firm name? Unless there are 10 other firms with exactly the same name it’s pretty likely you’ll be able to get on the first page for that search term without any trouble. Stick to your town, your state, and a primary keyword like “CPA”.

The OTHER Meta Tag

Back in September of 2009, Google announced that they do not use the meta description tag in their ranking of websites, but they often still display it on their results page. This actually makes age descriptions really important since they are often the first impression searchers get of your firm. A good search ranking won’t help you as much if you have a lame description that costs you clicks! Again… Google isn’t going to let you go nuts on your description. There’s a 150 character limit so make it short and sweet but, like a headline, enticing enough to get people to want to read more.

Track Your Traffic

Google Analytics is a free product that allows you to view the traffic that occurs on your website. If a visitor comes in from a search it will tell you what keywords they used to find you, which page the search landed them on, and whether they stayed long enough to read it or just “bounced” back to the search page. This product has so many advantages that I would make it mandatory for you to have if you are looking to improve the position or ranking of your site in the search engines. All you need to do to make it work is add a strip of code to the bottom of each page.

Google Analytics offers a lot of market research factors that most site owners never use, but as an accountant you’ll very likely see some value in it. For example, you can use IP addresses to get a pretty good idea what nearby towns your visitors are coming from. The product can even help you decide where you might need advertise more or ease off. Not sold? It’s much easier to add this system to your CPA website during the design process so PLEASE take the time to find out a little more.

Relevant Content

Good meta tags won’t help you unless the tags on each page are actually relevant to the content on their respective pages. Now the search engines actually LOOK at the page itself and compare the content to the words in the page title. If they don’t see them as relative to one another they pretty much assume the whole page is useless.

Google is hip to all the dirty tricks that spammers used to rely on like cramming the page with keywords, using tiny text, writing hidden text on the same colored background, etc, so don’t even waste your time trying to be clever. You need to take the time to write some good, high quality content that will demonstrate to Google that the page is truly relevant to the title by using your title tag keywords in the text. Don’t go too crazy. Google can also recognize “keyword stuffing” and will discount the page if it has too many keywords in it. The best way to optimize the page is to NOT worry too much about optimize the page. Shoot for about a 1% keyword density, so if your page is 500 words try to use each keyword in your title about 5 times.

Keyword placement is also a relevant factor. Keywords used in the introductory and/or closing paragraphs look particularly prominent to search engines. They look at keywords in highlighted fonts like boldface and italics. They even consider the relevance of other pages on the site that link to the one they’re ranking.

You’re on the Right Path

Once your accounting website is public you still have some more work to do. You’ll actually want to do a bit of serious “off-site” search engine optimization by bringing in as many incoming links as you can, and you’ll have to improve your position on “Google Places” by claiming your practice and asking your clients to write you lots of good reviews. If you observe these straight forward CPA website design secrets, though, you’ll be spot on exactly the right road to succeed.

Visit Los Angeles SEO services for more information.

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