The website for accounting firms should be presented to attract corporate customers.

Beautiful web ... but without money, corporate customers? Problems that most accounting offices "It hurts but doesn't say"

The owner of the accounting office Or the marketing team has ever felt like this? We have a website that looks superficially "modern" with complete service information. Both accounts, closing the tax, but why most customers who contact are only retail customers that focus on "cheap price"? Why is a medium or large corporate customer who wants to be the main portfolio? Never contacted through the website, although our team is good and has a high experience ...

Feeling like we have a beautiful "storefront", but there is no "premium grade customers" walking in to see the goods at all. It is an awkward pain. We invest in the creation of websites. But the result does not help "upgrade" the business to grow as hoped Finally, I have to go back and rely on ways to find the same customers through Connection or tell. Which can hardly control anything

If you are facing the situation "Good website but without corporate customers" like this, you are not alone. And the good news is this "can be resolved" by adjusting the view and strategy of creating all new websites.

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Why do most accounting office websites "miss the target" in attracting corporate customers?

This problem is not caused by "unintentional", but most often from "misunderstandings" about what corporate customers. Looking for the website of the accounting office From many website analysis We found the main reason that is "blind" together:

1. Look at the website as just "Online brochure": Most websites are created for "Say what we do" (What We do), such as accounting, auditing But not designed to "Prove how much we are experts" (How We Prove Our Expertise), which is what the organization is most important. They didn't look for "accountant" but was looking. "The financial advisor that can be trusted"

2. Lack of "Trust Sign" (Trust Signals) that is tangible: Corporate customers are highly risky. The decision of the accounting office therefore does not come from the price, but from "confidence", a website that lacks important elements like Elements create credibility on the organization website such as the history of the management team with various standard certificates. (Certifications), or the list of customers who have provided Inevitably cannot build confidence for them

3. The content does not answer. "In -depth challenges" of the business: Corporate customers do not have a problem with only menstruation. But he is more complicated, such as tax planning for сделка M & A, accounting for business with branches in foreign countries, or internal control systems (Internal Control), the website that presents basic services, therefore look "not interesting" and "unrelated" to them at all.

4. User experience (UX/UI) does not reflect professionalism: Slow download websites, difficult to use on mobile phones, or have an outdated design. Will immediately destroy the professional image of your office Corporate customers expect smooth experience and reflect the attention of the details. Like they expect from your service, the UX/UI design for high value B2B customers is therefore absolutely overlooked.

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If letting the website continue like this ... What will happen to the future of the office?

Having a website that "Wrong target group" is not just about losing opportunities. But it directly affects the "growth" and "sustainability" of your business in the long run:

• Attached to the war. Price: When your website attracts only customers who are sensitive to the price. You will always be forced to compete by "price cut", resulting in less profits per customer. And the team must work harder to maintain the same income
• Not successful brand: The image of the office, you will be remembered as "General accounting contractor" instead of "leading experts and consultants", making it difficult to expand the service to a higher value in the future.
• Loss of enormous business opportunities: in the digital age, executives and purchasing departments of various organizations use Google to find and screen the accounting service provider as normal. If your website does not appear Or appear but cannot make an impression You are losing good quality organization customers every day.
• Tired of finding new customers all the time: retail customers tend to have low loyalty and are always ready to move to the cheaper. Allowing you to run to find new customers to fill all the time Unlike corporate customers who, when meeting people who are "yes", often trust and use the services in the long run.

Letting the website which is the most powerful marketing tool in this era Not working full potential It's no different from having a yacht, but instead uses it just for pie in a small canal.

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Turn the game! Change the website into a "magnet" attracts corporate customers. Where to start?

The good news is that this change does not always have to "dismantle", but it is a new "change of view and strategy" with 4 key to focus. And this is the point where you should start immediately:

1. Start by creating "Authority Hub":
Change the concept of "selling services" to "knowledge" and "show the potential" to create the article. (Blog/Insights/Resources) that provides in -depth knowledge on the issues that corporate customers are interested in, such as "Corporate Government Planning Techniques for Growth", "Checklist preparation for Due Diligence" or "Accounting to know the business expansion abroad". Leading sources such as Forbes Accounting are also a good example of knowledge to build credibility.

2. Humanize your brand:
Corporate customers do not do business with "company", but they do business with "people". Create our "our team (our team) that is not just a picture with the position. But adding educational history, interesting work experience, and specialized expertise of each person Show The "brain face" of the team can create enormous links and trust, as the website of the Legal Office uses a reliable signal. To attract customers

3. Design service "Specific" for the organization (Niche Down Your Services):
Instead of only the "service" page, try to create a separate landing page for each type of service that meets organization customers, such as "International Tax Advising Services", "SME accounting system (SME)", "Internal Auditing Service" in each page. Problems that help solve And the work process clearly

4. Build "Build A Fortress of Trust":
Collect and present Your "evidence of success" to the most outstanding on the website:

• Testimonials: Words from corporate customers Ready to enter the company name and position (If permission)
• Case Studies: A case study that tells the story of how you can help solve customers (problems -> solutions -> results)
• Logos: Show the logo of corporate customers that you used to serve.
• Certifications & Awards: Show certificates or prizes that offices or teams have received

Starting from these 4 items will be a strong pillar for your website improvement.

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Examples from the real thing: when "ABC Accounting Office" transforms the website until receiving top customers

In order to see more clearly I would like to raise a case study. (Suppose but created from the true story) of the "ABC Accounting Office", which used to be a medium -sized office that has received general accounting work and has always faced a price war.

Original problem: ABC's old website has the first page that says "Cheap accounting" has a phone number. And the list of basic services There is no history of the team. There is no article without interesting work. Customers from the web therefore only have retail stores that negotiate every price. Causing the team to run out of electricity and the company does not grow

Mission to change to "Corporate Advisor": ABC decided to invest in all new websites with Website creation experts With a clear goal "Attracting large SME customers and public companies"

1. Create knowledge library: They start writing 2 articles a month about complex tax issues and financial strategic planning for growing businesses.
2. Open the team page: Presenting the profile of each team's management and leader. Show degree from leading universities and work experience in the BIG 4 account inspection company.
3. Case Study: Bring an old project that used to help SME customers put a new accounting system until reducing 15% of the cost to write in case studies in detail.
4. The service face: Landing Page for "CFO Outsourcing" and "Due Diligence" especially to penetrate the organization customers who want these services.

The results have changed: only 6 months after launching a new website. The result is:

• Received a call from the purchasing department of a medium -sized logistics company That read the article on the import-export-export tax plan Until leading to the annual consulting service contract
• Tech Startup, who is raising the SERIES A fund, contacted to request the Due Diligence service after seeing the Case Study and a reliable team profile.
• Conversion Rate from visitors is a contact (Lead) increased by 300% , and most importantly, all Lead acquired is a quality organization customer.

This is a proof that investment on the website "Speak the same language as corporate customers" can completely change the future of the accounting office.

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Checklist ready to use! Upgrade your website, accounting office, ready to accept corporate customers (can do immediately).

It's time to do it! Try using this checklist to check and improve your website in each part. To ensure that all components work together to build credibility and attract the customers you want

Homepage

• [] Powerful Headline: Clear communication in 5 seconds that you "help the organization to solve the problem" (such as "complete accounts and tax services for the business high growth")
• [] SUB-Headline that expands: Explain the benefits that customers will receive (such as "by a team of experts from Big 4, allowing you to expand your business confidently. No worries about the back of the house. ")
• [] Clear call-to-to-action (CTA): "Free expert consultant" or "request a quotation" must be outstanding and easy to see.
• [] Show Social Proof immediately: put a credible customer logo Or short words from customers (Testimonial) in the first part
• [] The main service that focuses on organization: offering services that are different from competitors (such as CFO Outsourcing, International Tax)

Page about us (About US/Our Team)

• [] The story of the office (Our Story): Tells the vision and what makes you different.
• [] Detailed team profile: Enter images, positions, education history, experience, and expertise of every Keyman.
• [] Mission and value (Mission & Values): Demonstrate your corporate culture and professionalism.

Service page (Services)

• [] Create a separate page for each main service: Do not include everything on one page.
• [] Explain that "who" is the customer of this service: (such as "suitable for SME businesses that have sales exceeding 100 million baht")
• [] Tell the "results" that customers will get: not just saying what you do (such as "help you save tax in accordance with the maximum 18%").
• [ ] Enter the Case Study or Testimonial involved in that service.

Page of articles/data sources (Blog/Insights)

• [] Content Plan: Define the topic to be written in advance of the customer's problem.
• [] Show "Author" Article: Enter the names and positions of the experts in the team that wrote the article to create EEAT (Experience, Expertise, Authoritativeness, Trustworthiness).
• [] There is a CTA in the article: inviting readers to be interested. "Contact to consult more" on that topic

The update according to the checklist. For this SME website, it will enhance your website into a powerful marketing tool.

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Questions that people who make a web office often suspect (And the most clear answer)

I have compiled a popular question from the owner of the accounting office that was about to create or improve the website to answer this question.

Q1: Is it really necessary to have a blog or article? Just do good service Not enough?
A: It is absolutely necessary in this era! Good service is your "product", but the article is the best "marketing". It is the only way to "prove" your expertise for people who have never known you before. Corporate customers do not choose you because you said you are good. But he chose because you "show" to see that you know deeply and know the truth in his problem. The article is also an important tool for SEO to make your website ranked on Google as well. Take a written way from AICPA , a world class organization. He uses all the content to build credibility.

Q2: Should I show the "price"? The service fee on the website is good?
A: For penetrating corporate customers Most of the answers are "should not" because the work of corporate customers is often complicated and needs price assessment. The standard price shows the value of the service looks lower and attracts the wrong type of customers that focus on cheap prices. The better way is to use the button. Call-to -ction that "Request a Quote" or "Basic Assessment", which gives you the opportunity to talk to understand the scope before proposing a reasonable price.

Q3: We are a small office. There are a few teams. How to create a web to look reliable, fight big companies?
A: Fight very comfortably! Use the "Boutique Firm" to be useful. Focus on presentation "Specialized expertise (Niche)" that big companies may not have and show "attention" that customers will receive directly from partners or executives. Instead of talking to Junior staff Create a strong team page. Show tangible work And write an article that is deeper than anyone in your niche. These things will make you stand out and more interesting than big companies for customers who are looking for special expertise.

Q4: Is this website investment in an organization expensive? Is it worth it?
A: Must look at "investing", not "cost". Creating a website for the organization. Quality may have higher costs than general websites. But the return is to get only 1-2 corporate customers, it can return the cost of all websites and make long-term profits. Compared to having to be tired of finding many small customers in order to earn the same income This investment is very worthwhile for business growth.

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It's time to change the website ... to be your best "sales team".

We have traveled since understanding the problem, searching for the cause, seeing the effects, to clear and real solutions. It can be seen that creating a successful accounting office website in attracting that organization. It is a matter of "strategy" rather than "technology".

The key is to change the perspective from just "Service provider" to be a "reliable expert advisor". Your website is not just brochure. It is a stage where you will show the potential, share knowledge, and build confidence for executives and purchasing departments that are looking for a partner to help drive his business to grow.

Investment is effective to create a website that meets the needs of the organization today. May seem like a big event But the result is "Quality customers" that will be with you for a long time, "strong brand" in the market, and "sustainable growth business" without having to be tired of the price competition anymore.

Don't let your website be just "Online business card" that has been forgotten again! It's time to wake up its potential to become "Sales team and the most powerful marketing team" that work for you 24 hours a day, no holiday.

Would like to start creating a website of the accounting office that can actually attract corporate customers But don't know how to start? Consult our team of experts for free! We are ready to analyze and place a strategy to create a website that will be a new gateway for your office.

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