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Improving Your Web Presence Gail Perry, CPA Publisher/Editor-in-Chief, AccountingWEB Sponsored by

Improving Your Web Presence Gail Perry, CPA Publisher/Editor-in-Chief, AccountingWEB Sponsored by. Instructor: Gail Perry, CPA. Financial journalist Former newspaper columnist/Indianapolis Star Publisher/Editor-in-Chief of Former tax accountant at Author of 30 books, including .

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Improving Your Web Presence Gail Perry, CPA Publisher/Editor-in-Chief, AccountingWEB Sponsored by

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  1. Improving Your Web Presence Gail Perry, CPA Publisher/Editor-in-Chief, AccountingWEB Sponsored by

  2. Instructor: Gail Perry, CPA • Financial journalist • Former newspaper columnist/Indianapolis Star • Publisher/Editor-in-Chief of • Former tax accountant at • Author of 30 books, including

  3. Determine your motivation • Attract new clients and business • Reinforce relationships, retain and build business with existing clients • Gain recognition in your field, be seen as an authority, gain credibility

  4. Choose a niche – focus your expertise • Don't try to be everything to everybody • Choose your strongest area(s) • Choose areas where you want to build expertise • Choose areas in which you want to have recognition

  5. Choose your venue – Web site • Starting point, already in existence • Search for other firms and compare (Kraft CPAs) • Change content at least monthly, weekly is better • Cross link – incoming and outgoing • Articles, tips, links to top news and legislation, explanations, testimonials, community service • Change page headers • Update key words and meta tags

  6. Content for your Web site • Articles – original for the site or reprints of newsletter or published articles • Tips for your readers – tax, organization, personal finance, improving credit • Reference information – forms, worksheets, how to get a tax ID number, education tax credit info, 529 plans, FAFSA • Biographies of firm members • Information unique to your niche areas

  7. Choose your venue – Comments • Easy way to get your name out • News sites, discussion boards, forums, trade publications, other people's blogs • Include your name, link, appropriate description

  8. Choose your venue – Blogs • Informal, conversational, opinionated, open-ended • Easy to write • Read other blogs • Blog software: WordPress, Blogger, Typepad, Vox, Tumblr • Find a clever writer

  9. More about blogs • Choose an angle • Allow/encourage/monitor comments • Use hyperlinks • Write frequently • Spread the word: E-mail signature, business cards, newsletter

  10. Choose your venue: LinkedIn • Professional site • Connect with colleagues, clients, group members • Participate in groups • Ask and answer questions • Update at least weekly • Post notes • Use other postings as an opportunity to communicate • Turn postings into newsletter or e-mail or blog topics

  11. Choose your venue: Facebook • Kid rule doesn't apply any more • Keep personal and professional separate • Page for your firm – keep it current • Remember: This is searchable

  12. Choose your venue: Twitter • Follow your clients • Let clients know • Work on an angle (news, tips, helpful links, useful retweets)

  13. Timely vs. Timeless • Timely: Current news, legislation, local events • Timeless: Unchanging information – not necessarily current

  14. Tips for writing material for the WEB • Determine what questions you will answer • Research • Add something new • Outline • Write offline • Write now, edit later • Review introduction and conclusion

  15. Choose your venue – beyond your site • What do you read? • What do your clients read? • News sites • Trade sites/ • Client sites • Web 2.0

  16. Choose your venue: Traditional media • Print trade publications • Local newspapers and magazines • Contact your business editor!

  17. Getting the most out of published articles • Get reprints from print publications • Send link • Place article (or link) on your or your firm's Web site

  18. Improving your Google (and other) search position • Create a Google account • Accessible Web site design • Meta tags • Use appropriate key words • Incoming links • Outbound links • Study Google Analytics

  19. Thank You! This presentation has been sponsored by Presenter: Gail Perry gperry@accountingweb.com

  20. Easy. Online. SurePayroll for Accountants SurePayroll is a wholly owned subsidiary of Paychex, providing an easy, online, convenient payroll service that keeps thousands of small business customers in control. • Secure online access for trusted advisors, clients and their employees • Ability to scale your payroll business by taking it online • White-label branded portals for you and your clients • Unlimited customer support by phone, email or online • Full service tax pay and file • Accounting software integration • Add-on services such as 401K, Medical Insurance, Workers’ Comp and Pre-employment Screening For more information, please visit www.SurePayroll.com/accountants

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