Making Compelling Lead Capture Pages for Accountant Websites

Your lead capture pages have got the same fundamental purpose. They entice tempt visitors to give you “leads” by providing their contact information. All you actually need is their Email info, but it also helps a great deal if you can get a first name. No sale: just get their contact details. Not many people close a deal on services over accountant websites. In fact, not many people will even be interested in hiring a new accountant the first time they visit. What we’re building here is a pool of prospects. We can keep in touch with these people over time using emailings until their circumstances change and when they need an accountant our brand will be there waiting for them. These individuals are without a doubt your most valuable resource as you gain further ground in your industry.

1. Don’t just put lead capture, or “opt-in”, forms on the newsletter and contact pages. Put them on your service pages and your free report pages also. You want people to be able to fill one out the moment they decide they want to contact you.

2. Don’t hide your opt-in forms. Make them simple to use. It’s important to capture the right amount of information. Too little and you won’t have anything to work with; too much and you will potentially scare off potential customers. Fields in your form can be made mandatory – others can be left optional. You need at least a an Email address and, except for your newsletter, a first name. The rest of your fields should be optional. Your Email follow up should begin immediately. Use an auto-responder to let your visitors know you received their information. If you have more sophisticated email marketing software you can set the website up to manage your lead automatically. These systems can also replace your auto-responder with a more personalized message.

3. Keep track of where your leads are coming from. It’s easy to have the form identify exactly which page it’s coming from. Forms on the service pages should get immediate personalized follow ups while newsletter sign-ups should be treated as long term leads and treated with more patience. In some cases this will also tell you what the needs of the prospect are. A lead from the “Compilations” page or “Strategic Business Planning” page is going to be treated differently from a lead that came from the “Personal Financial Planning” or “Tax Preparation” page.

4. Headlines matter. Craft a headline that will compel your visitor to read the rest of the text on your page. Keep your message moving. Your headline should be concise and exiting. Get straight to the point.

5. Don’t show off your literary aptitude by being unnecessarily verbose. Keep the message simple. Use lists and bullets. Generally, readers love to have information broken down into small, easily digestible parts for them. It’s easier to eat bite sized portions of food rather than cramming the whole burger into your mouth at once; similarly, the good news about your company is more easily assimilated if it is revealed in stages. When dealing with a complex subject like accounting websites can easily turn into long, unreadable blocks of text. Pages like this won’t bring in leads.

6. What do you want to get out of your readers? What do you want them to do? Does your copy really make it clear how your service is going to benefit them? Using “call to action” style language undoubtedly helps drive your message home and will get more names on your list.

7. Make it irresistible. If you present your visitor with an offer they can’t refuse, usually a free initial consultation for business owners, you will bring in a bunch of new subscribers. This consultation is a great sales opportunity for you. Pay close attention to which page the lead responded from. This will give you a good idea what your leads are looking for.

8. Don’t forget a privacy statement: some of your readers are going to be worried you’ll take their information and either use it to spam them, or use it to steal their identities. Don’t take it personally. Accountants are not usually the type of people who would betray a professional confidence for two cents a name, but people are naturally suspicious so go ahead and include a privacy statement. Make it plain you aren’t going to use their email address to sell them stuff they don’t want or, even worse, distribute their emails to anyone. Alas your professionalism won’t be assumed and a privacy policy will help establish it. loads of of your visitors don’t have never heard of you before and might assume the worst.

Tagged as: Accountant, Accounting, Lead Capture Pages, online marketing, Websites