Like many professional service firms, your CPA firm has likely turned to digital marketing to attract strong leads to your firm. As a marketer, your job is to pull meaningful information from your firm’s website that will help partners, principals and staff convert site visitors into new business for the firm. Fortunately, there are several tools available that can help you do that.
In the article, “Using Analytics to Drive Content Decisions and Drive Leads,” we outline a few of our favorite methods for gathering valuable insight from websites, along with examples that further detail how we put these methods to use. Examples include:
- Google Analytics: Using Google Analytics reports, you can find out which landing pages drive the most traffic and streamline your content accordingly.
- Google Search Console: Formerly known as Google Webmaster Tools, this tool allows you to see a complete listing of the search terms that people type into Google and, ultimately, use to land on your site.
- Heatmap: This software informs of you of the behavioral patterns of your site visitors. For example, where are they scrolling on a page and when are they clicking? How long are they spending on a particular page? By gathering this very useful information, you can make more informed decisions about which messaging and call-to-action requests to place in priority positions.
Our full article provides more detail about these tools, plus a few additional marketing tips. Do you do have a marketing professional dedicated to keeping up with the latest Google algorithm changes and online trends? If not, consider working with a professional who can make recommendations to ensure the firm’s leadership is getting the information they need to convert site visitors into new clients.
Anna Marie Murphy is a senior account executive with Skoda Minotti Strategic Marketing. She focuses on developing and deploying inbound marketing strategies for accounting firms and driving measurable results. Learn more about Skoda Minotti’s recently-launched CPA ContentPlus at www.cpacontentplus.com, or by contacting Anna Marie at 440-605-7223 or firstname.lastname@example.org.