Outdated Website:

The first challenge the client faced was an outdated website design. Many accounting firm websites share common issues: they’re outdated, lack the content users seek, and fail to showcase why prospects should choose them.

Your website reflects your firm’s brand. Even if you provide excellent accounting services, a poorly designed website won’t distinguish you from other accounting firms to potential clients who don’t already know you.

No CRM Management:

The client was using HubSpot but hadn’t properly integrated it into their website and Bark.com account. They also didn’t fully utilize their HubSpot CRM to manage client updates and track lead sources.

This oversight made it difficult to enhance other marketing initiatives. Understanding which marketing channels and strategies drive the most leads and revenue is essential for effective budget allocation.

No Marketing Initiatives:

Although the client invested heavily in referral incentives and Bark.com leads, they hadn’t developed a predictable marketing engine to generate consistent leads.

Referrals and Bark.com leads are somewhat unpredictable, and such factors are considered when assessing the value of your business if you’re ever looking to sell, or if you’re looking to systematize your business to save yourself time.

Specialties:

A common mindset when running a business is to take on any client you can get. And while that’s understandable, niching down has significant advantages when it comes to marketing.

Through my experience with MyBookly and other accounting clients, I’ve found that focusing on a specific industry or service (e.g., Real Estate Tax Services) allows us to communicate more effectively with potential clients compared to a generalist firm.

And this is exactly what we did. We developed industry and service specific pages that revolved around the types of keywords there ‘ideal clients’ would search for on Google.

Landing Page:

By improving MyBookly’s landing page experience, we not only meet Google’s ranking requirements, but you also provide users with a better experience, leading to more client appointments.

Here’s how to optimize your landing page:

• Show expertise in your niche – If your specialty is real estate accounting, showcase it through content that speaks directly to real estate professionals’ challenges.
• Use a comparison chart – Highlight how your firm stacks up against competitors in your city or industry.
• Have a clear button label (CTA) – Make it obvious what users need to do to connect with you and what they should expect next.

Brand Authority:

When it comes to increasing your brand’s authority online, there are many benefits and ways to go about this. Google favors websites that are mentioned by other reputable sources and linked back to.

A strong brand presence increases search volume for your business name (which can be tracked using SEO tools), boosts business valuation, and separates you from competitors which makes it easier when trying to close them as clients.

Google SEO:

This ties into the Landing Page section. By prioritizing the user experience, meaning ensuring your website delivers the content users are looking for, Google will reward you with higher rankings.

Key SEO best practices:

• Ensure easy navigation – Place important pages in the top header menu for quick access.
• Include case studies & testimonials – These build trust and show proof of your expertise.
• Use targeted keywords – Optimize for specific, niche-related terms that are easier to rank for.

Google Ads:

Google Ads is expensive and becoming more competitive. To maximize ROI, avoid generic keywords like “Toronto accountant,” as they are highly competitive and costly.

Instead, focus on niche keywords such as “real estate tax compilation”.

• Lower competition → Cheaper bids
• Higher buying intent → Better conversions
• Easier to rank → More effective use of budget

CRM Management:

If you’re starting as an accountant, you may not have a Client Relationship Management (CRM) system yet. However, implementing one saves time on client management and improves marketing efforts.

With a CRM, you can:

• Track where leads come from → Helps allocate marketing budget effectively.
• Manage client interactions efficiently → Reduces manual follow-ups and admin work.

Website Design:

Prioritize your websites design and ensure it matches your companies values and brand reputation. For example, if you consider your firm to be ‘highly professional’, ensure your website matches this. If you’re an accounting firm that focuses primarily on ‘law firms’ then ensure your website matches a typical law firm websites theme.

Your website should align with your company’s values and brand reputation.

• If your firm presents itself as highly professional, your website should reflect that.
• If you specialize in accounting for law firms, your website should have a design style that resonates with legal professionals.

A strong website reinforces trust and sets the right expectations for potential clients.