Any savvy accountant and business owner knows, once you have done the hard work of getting visitors to your website, the next step is to convert them into leads.
And the only way to effectively do this is by using a landing page.
Unfortunately, there seems to be a lack of firms understanding the need for a specific landing page and this important tool gets overlooked. According to MarketingSherpa’s Landing Page Handbook more than 44% of clicks for B2B companies are directed to a business’s homepage, rather than a landing page. And this figure is even higher for accountancy firms.
A landing page should be the heart and soul of an accounting firms lead generation strategy. Unfortunately, all too often firms don’t know why they should have them, or how to set them up. And if they do know both why and how, they lack the time to create them.
Let’s start with the basics.
What is a Landing Page?
A landing page is a website page that enables your page visitor to enter their information through a lead capture form.
If you are familiar with the attract, convert, close and delight methodology that I speak about you will see that a landing page is essential to convert a website visitor into a lead.
More importantly, a good landing page will target a particular audience, and promote a particular piece of content relevant to where your website visitor is on their buying journey.
Examples of landing pages can include:
- Download an eBook
- Join a webinar
- Download a PDF version of a bestselling book
Or redeem marketing offers like:
- Free trials, demonstrations or coupons for a product. Although the latter are not so relevant for accounting firms.
A landing page is there to capture email details so you can continue to email the website visitor, and nurture them on their buyers journey.
How Do Landing Pages Work?
The easiest way for me to explain how a landing page works is to give you an example that we use in our business that organically adds 10-15 subscribers to our database a day. (Without Facebook Ads, PPC or LinkedIn advertising).
Say you clicked on a blog whilst scrolling through Twitter and it took you to our website and at the bottom of the blog there was a call to action link to download the 100 Ways To Market Your Accounting Firm. Many of those reading the blog would think “that is helpful” and they click on the Call To Action (CTA). They then visit the landing page where there is more information of what is inside the download, and a way to enter contact details to receive the eBook.
This landing page has no navigation at the top, and the page can be shared as a stand-alone page to promote the eBook. This page can also be found through Google search engines, social media updates, direct traffic and referral traffic. There are calls to action throughout the TwentyTwo website that direct you to the 100 Ways landing page. The key to the success of a landing page is that it is easy for potential customers to sign up if they would like to receive the high value content.
Let me give you an example of how it works in well positioned accounting firm:
(Please note Jane is fictional, but the firm is real)
Jane is starting a small dental practice and is in need of an accountant who will be able to look after her business and advise her on how to maximise her profit and minimise her costs. Jane is also a little worried about choosing a new accountant. Her current accountant has only dealt with her personal tax and she really finds all this business accounting malarkey way out of her comfort zone.
She is sitting down one evening after a long day. She has made herself a cup of tea, and got out her biscuit barrel and starts munching on a chocolate digestive as she starts Googling “accountants near me”. Not much comes up, and she is just about to give up and when she gives Google one last try.
“Maybe I can learn how to save money in my dental firm, rather than get someone to help me.” She thinks…
So she types into Google “Accounting tips for dental practices” and up pops a blog that is titled Why dentists need good accounting in the Google search results.
She clicks through lands on an accounting practice website that is dedicated to helping dentists save thousands of dollars and hours of work in their business.
On the home page she is offered the opportunity to download a FREE New Dentist Toolkit. When she clicks on the link this is what she sees:
And this is a prime example of a dedicated landing page with a strong call to action. Now whilst it is not the sexiest looking landing page I have seen, it works. This accounting firm have grown their list and have a database of dentists that want a good accountant.
So What Are The Key Components Of A Good Landing Page?
Headline – a headline is the first thing that needs to capture your eye and let you know you are in the right place. It needs to answer the questions – “Am I in the right place?” and “Is this for me?”
To go back to our fictional character Jane – both those questions were answered. She was a dentist, and she wanted to know more about setting up a dental practice.
Copy – The text on the landing page should clearly explain the value of the offer. In the example above they have shown what is in the toolkit.
Lead Capture – the most critical aspect of a landing page – a way to capture someone’s contact details. As in the above example.
Hidden Navigation – a landing page must not have any navigation on it. This is to minimise distractions, and increase the chance of the visitor converting and parting with their contact details.
You need a landing page for different offers, and different kinds of leads and prospects.
The more landing pages you have the more opportunities you will provide yourself with to create leads when website visitors come visiting.
Whilst certain website firms will make creating landing pages a task and a half, if you use a simple WordPress theme and link it to MailChimp you can start creating landing pages quite easily that share valuable content with your prospects.
Like we said at the beginning of the article, most accounting firms are too busy to implement these marketing strategies themselves. Which is why here at TwentyTwo Agency we can help you create a lead generation strategy and start implementing it for you.
To download our ebook and get a list of 100 marketing ideas for your accounting practice click here for the 100 Ways To Market Your Accounting Firm
What do we do at TwentyTwo?
At TwentyTwo Agency we specialise in helping you create a strategy, attract ideal prospects, convert them into clients and get remembered and referred. Our specialities include content marketing, blog writing, email newsletter management and social media management. We are a content marketing and digital experience agency for accounting firms. We ensure you get remembered, recommended and referred.
To find out if we can help you, reach out to our team by emailing [email protected]