Winning the online battle for contractor eyeballs
Why are contractor accountant blogs now so important in the fight to find new clients?
It’s because the 2 million self-employed professionals in the UK (seven of eight of whom are full-time) carry out tens of millions of online searches every year to find answers to the questions they have about tax, IR35, competing for contracts, and more.
They discover the information they want on contractor accountant blogs.
And the contractor accountants investing in a library of high-quality articles enjoy four distinct advantages over their competitors:
- theirs is the firm providing prospective clients with the information and insight they need and this builds credibility and trust,
- when prospective clients are on their website, this is an opportunity to ask for their valuable contact details,
- their cost per customer acquisition is much lower because they don’t rely on pay-per-click advertising to get prospects to their websites, and
- unlike pay per click advertising which stops delivering leads when spending is paused, contractors can easily find quality online content years after it was first written.
On this page, we describe the real advantages and savings that our contractor accounting clients make over the long-term by investing in blogging.
If you’re in a hurry though, please see a quick summary of our service for contractor accountants below.
Our contractor accountants blogs writing service
We create a content plan containing the blog and article topics we propose to write for you based upon the specific services you want to promote and the questions asked most frequently online about those services.
As the number of high-quality, SEO-optimised articles we write and upload grows in number, your practice benefits in four substantial ways:
- a far higher number of contractors will visit your website for information and insights,
- the high-quality and actionable content we write for you will significantly build your credibility among your target audience,
- you have the opportunity to capture the contact details of potential clients not yet ready to make a decision and you’ll be able to use those contact details to stay in touch by email newsletter and by social media, and
- you’ll benefit from a consistent, regular supply of high quality leads from contractors ready to choose an accountant to work with.
Find out more
We’ve written and continue to write very high-ranking content for some of the UK’s largest contractor accounting firms and we’d like the opportunity to write for yours.
To speak with one of our account managers, please call us on 0330 010 3495 or you can email us by clicking here.
Benefit from a significant SEO advantage in a competitive market
Competition between contractor accountants for the highest search engine rankings (PPC and organic) is more intense than any other accounting niche and you need to stand out
- Visibility to 10,000+ contractor searchers a month
- Articles of 1,500+ words – ideal for Google
- Full SEO plan and site optimisation
- Strong call-to-action encouraging contact
Answer the questions contractors are searching for the most
The quality of the answers you give in your articles inform readers of the information they need to know and makes it more likely they’ll choose your firm over your competitors
- Taxation questions (sole trader, PSC, etc)
- IR35 (legislative changes, contract tips, etc)
- Marketing (find more clients, social media, etc)
- General (increase day rates, pensions, etc)
Articles sell your additional, higher-fee services
In addition to the number of contractors signing up for your monthly service, use blogs to generate enquiries for your higher-fee extra services
- Limited company formations
- Contractor insurance
- Contractor mortgages
- IR35 contract reviews
We offer a full range of copywriting services to clients
More Than Words provides a wide range of copy writing and marketing services to contractor accounting firms seeking a competitive advantage
- Guides and white papers for contractors
- Contractor FAQ
- Contractor case studies
- Posts and content for social media
Contractor accountant blogs versus pay per click
The highest-quality, well-written, search-engine-friendly contractor accountant blogs provide a significant return on investment for years to come.
Pay per click advertising provides your firm with immediate exposure.
The main problem with pay per click is that, once you’ve stopped spending money with Google on your campaigns, you go from being visible to being invisible.
Your website just disappears from view.
Competition is now so high between contractor accountants that the cost per click you have to pay now is unlikely to produce profitable new clients for your firm.
Contact More Than Words as soon as you can to talk with one of our copywriting account managers.
We will work on a plan with you so that your website will be easily found by contractors looking for answers to their questions for years to come.
If they’re searching, that means they’re in the market for advice and many of them will be at the point of making a decision on which contractor accountant to use.
By giving prospective clients the advice and support they need online when they need it, you give your company the best chance of recieving a phone call or an email enquiry.
Contractor accountant blogs are the most successful, affordable, and sustainable long-term marketing solution
Compared with pay-per-click advertising, contractor accountant blogs deliver real value.
How? With Google Ads, the average cost per click is £20.55 for the term “contractor accountant”.
The average industry conversion to customer rate is 2.5% meaning that each new contractor accounting client will cost you £822 in Google Ads charges.
£822 is the likely charge you’ll pay for finding a new contractor customer with pay per click advertising.
So, if a contractor accountant is paying £822 in customer acquisition costs and they are charging contractors £80 a month for their service, it won’t be until month 11 that they’ve recouped the money.
Of course, that doesn’t mean they’ll make profit from the contractor at that point because we haven’t factored your other fixed and variable costs into our calculation.
To find their first 500 customers at this rate, a contractor account using Google Ads will burn through £411,000 in advertising charges plus all of the usual expenses in running the business.
Contractor accountants have to spend big on Google Ads to get big
Google Ads – and pay per click marketing in general – is never going to be a viable way for contractor accountants to make money because the cost of buying visitors to your site is so high.
Other than the great services they offer to their contractor customers, there is a reason why a few very large contractor accountants have achieved dominance they enjoy in the sector.
It’s because they have a strong SEO plan and they post quality content to their blogs on a regular (sometimes daily) basis.
Which contractor accountants have figured this out already?
Regularly-updated contractor accountant blogs containing the highest-quality, SEO-optimised articles have helped these five companies dominate the sector:
The investments they’ve made in their website, their SEO strategy, and the quality of their blogs have meant that these firms now have over 10,000 contractors on their books each.
These impressive firms do not appear to be doing much advertising with pay per click marketing.
This means that each clickthrough to their website is not costing them £20.55 – there is no cost other than the one-off cost of having each article written.
They’re certainly not paying £822 in pay per click fees to Google to find a new contractor to sign up.
Lower marketing budgets, higher profitability.
You can apply the same model to your business by following their strategy.
Contractor accountant marketing – FAQ on blogs and articles
Why do contractor accountant blogs add so much value?
What the companies whose websites appear in the list above have understood is that contractors actually rarely search for “contractor accountants”.
When these contractors do use Google, they use search terms like:
- “How to avoid IR35”,
- “IR35 risk assessment”,
- “contractor take home pay calculator umbrella”,
- “how much do contractors make UK”,
- “consulting rates by industry”,
- and so on
They’re not trying to find “contractor accountants” – they’re actually searching for answers to their questions.
Contractors, just like everyone else, will seek the answer they need first on Google before finding someone to help them.
Making sure your firm has adapted to the way contractors are actually searching
Contractor accountant blogs provide specific, detailed, plain English answers to the questions that contractors are searching for.
Both parties win.
The contractor finds the answer they want and the contractor accountant benefits with extra exposure to their brand and to their services.
The greater the number of high-quality articles you have on your blog, the higher Google indexes those pages.
If you write enough of those pages, this is the rising tide that lifts all boats – your entire website and every page on it benefits and that benefit lasts for months and years.
More Than Words is one of the UK’s most experienced contractor accountant blog writing services and we’d welcome the opportunity to talk with you about working with your practice.
Contractor accountant blogs – let us send you our latest articles
We’re open during office hours between Monday and Friday.
Please call us, email us, or fill out the contact form and let us know how you want your contactor accounting practice to develop over the next 12 months and beyond.
We’re available on 0330 010 3495 or you can email our marketing for accountants team by clicking here.
We’re based in North Shields town centre if you want to come and visit us. There’s lots of free parking outside and we’re only three minutes’ walk away from North Shields Metro station.