The problem is that accounting, tax, running a business, and so on are such broad topics. So where do you start?
How about with what potential clients want the answers to?
According to Google, they want to know answers to questions in the following topics:
|Topics accounting clients ask Google about
|R&D tax credits
|Mortgage interest tax relief
That’s 162,540 searches for the most popular questions within this range of topics so that’s a great place to start.
That’s scratching the surface though. There are 1,000s of keywords related to each of the above topics I haven’t listed because less than 50 people a month use those terms.
After all, if you’re going to write a blog post, it’s better to write one for a term searched for 1,000 times than one searched 10 times. You’re 100 times more likely to be found.
Having worked with over 100 accountants since 2014, I know you lot are very much “numbers people” so, to satisfy your curiosity, I have broken each topic down even further and listed the most popular keywords in each one.
MTW note – “keyword” doesn’t mean just one word. A keyword could be two or more words, a sentence, or even a question.
Click on the plus sign beside the topic you’re interested in:
Different types of “search”
SEO copywriters like More Than Words believe there are three different main types of pages on websites:
- product pages – they’re the ones which describe your products in detail and are written for people at or near the point of contacting an accountant
- informational pages – they’re blog posts and articles which are designed to answer someone’s questions about your area of expertise but they might not be ready to contact you yet.
- credibility pages – they’re your “about us” pages, company history, staff bios, and so on.
So why invest in informational pages and not product pages?
There are two main reasons why investing in blogs and articles for an accounting website make commercial sense…
1. Google crawls your site more often meaning better search rankings
What that means is that Google will index the content of your site more often because it knows that you update it regularly.
Having just 21-54 articles on your site boosts traffic by up to 30% because it’s got great information on it and it’s crawled more frequently.
In fact, by investing in a blog over the longer term, your website has a 434% higher chance of being ranked a lot higher if you keep adding new content.
Google loves two things – the highest quality content and links from other websites to your quality content.
A regularly maintained blog means that other websites are 97% more likely to link to your site.
The more links back to your website and the blogs on them, the higher all pages will rank – a rising tide lifts all boats.
2. 70% of SME owners would not recommend their accountant to other business owners – this is an opportunity
Over a quarter said they are likely to switch accountants, according to research by Xero.
What causes clients to want to leave their accountants (again, according to Xero) are:
- rarely providing support (62%),
- limited industry knowledge (57%),
- making them feel like a low priority (55%),
- being behind on technology (53%),
- being unresponsive (52%), and
- not providing enough value (44%).
Happy clients call their accountants for advice.
Unhappy clients don’t trust their accountants as much as they should and look for the information they want online instead.
For your bread and butter monthly direct debit clients, invite them to subscribe to your newsletter and stay in touch with them. They’ll engage your services eventually.
For higher-ticket services like R&D, estate planning, inheritance tax, and so on, use your blog/article as an opportunity to invite them to get in touch with you straight away.
What difference does blogging make?
There are two ways you can attract more traffic to your website. You can create quality content or you can pay for each click with a Google Ads campaign.
Both work but the big difference between the two is that, as soon as you stop spending money on a Google Ads campaign, the traffic and the enquiries stop. As you see above, the benefits of investing in top quality content last for years and, once you’ve paid for an article, you’ve paid for it.
As a direct result of our work, the following accounting clients of ours benefited from these results after 12 months of working with us:
- Surrey accountant – a 300% increase in their general website traffic. This traffic would have cost £8,220 with Google Ads.
- Oxfordshire accountant – a 200% increase in general website traffic. This traffic would have cost £5,892 with Google Ads.
- Cheshire accountant – a 100% increase in general website traffic. This traffic would have cost £15,612 with Google Ads.
- West Midlands accountant – a 1,550% increase in general website traffic. This traffic would have cost £32,276 with Google Ads.
These are the results of one client based on the South Coast:
Traffic to Jon’s site has trebled in this time.
In fact, he told us that the amount of enquiries he had recieved had gone up 6-fold because not only was his website getting more traffic but the quality of the content was so high.
Do the effects of blogging last?
Although pay per click advertising is useful, its benefits end when you stop spending money on it. No more visits, no more leads – until you start paying again.
Blogs are different.
In response to a query from an accountant in London who asked us what are you ranking for with your clients, we found the following:
|Google Adwords VAT
|Commission only sales reps
|Bed and breakfasting
|Transfer rental income to spouse
|Paying VAT monthly
|Is it worth registering for VAT
|Standard VAT accounting
|Lending money to a limited company
|How long to keep business records after closing company UK
Well-written, highly-SEO-optimised blog posts last such a long time. These posts were originally written in 2017/2018 – they are continuing to attract visitors and pay for themselves 4-5 years later.
There are 5-10 times the number of blogs we’ve written for clients which finish in positions 11-20 from the same era – they’ve fallen but it has taken them years to fall.
Cutting to the chase
This is what we do for our clients.
After an exploratory call between us, we’ll understand your practice’s competences and your business goals for the coming 12-24 months.
We’ll then create a content plan – a comprehensive list of blog topics which we’ll write on your behalf (PS. If you want us to have a look at the rest of your website too so we can suggest improvements, please ask).
Package 1 – £100 per week
- One SEO-optimised blog/article from your content plan every week
- One high-quality stock image for each blog
- We’ll upload your blog to your website for you (we’ll need your log-ins for that).
Package 2 – £125 per week
As above but including:
- Choose 2,000 businesses by line of business, area, and size from our database (don’t worry – we can de-dupe against your client list if you need us to)
- Once a month, we’ll create a newsletter to send to these businesses sharing your knowledge, linking to your new blogs, and promoting your service.
- We’ll then send your newsletter to all 2,000 recipients (plus your own database if you want)
- Three days after each transmission, we’ll send you a report showing which companies opened your email and which clicked through.
Our services are billable in advance every 4 weeks – there is a minimum term of 6 months. Why 6 months? That’s because this is how long we’ll need to effect a real difference to the levels of traffic to your website – you’d be wasting your money otherwise and we don’t want to do that.
- Each article will be at least 1,250 words in length written in plain English so that readers understand what you’re sharing at every step
- Focused on local SEO – we want to get traffic from the areas you can serve and not from the other end of the country (if you do wish to target nationwide, please let us know – there’ll be no difference in the price you pay).
- Drafting system – we’ll keep on working on every piece until you’re 100% happy with it
- Exclusivity – while you’re a client of ours, we won’t provide the same service to another accounting practice within a 10-mile radius
Get in touch with us
Mark, our lead copywriter, has worked with over 100 accounting firms since 2014 on everything from blogs, website copy, telesales campaigns, email campaigns and more.
To speak with Mark direct, please call us on 0330 010 8300 or click here to email him.