Local SEO for accountant websites: How to get found by rising to the top when potential clients near you are searching online
A website can be a powerful tool, but are you sure that potential clients can find your website through a search? Does your firm show up when someone searches “CPA near me” or “tax accountant in my city?” Local SEO (search engine optimization) is essential in being visible, and it’s one of the most cost effective and easy ways you can generate new leads. If you want to be the go-to tax accountant in your local market, you need more than just a website – you need strategic local SEO.
Why accountants need to focus on local SEO
There are people in your community who are looking for a new accountant. These clients want to work with a firm that understands their state tax laws and has insight into the local business and community landscape. When your firm is easily found through online searches and listed as a local tax accounting firm who understands their needs, you have a competitive edge over larger, national – less localized – firms.
Step 1: Optimize your Google business profile
Your Google Business Profile is what shows up with a list and a map pointing to your specific location listing the top three local listings shown in the search results. To help your business stand out out in this local search:
- Update your name, address, and phone number as needed
- Choose the correct primary category such as accountant or CPA
- Add a detailed service description so people can easily see who you serve and what you offer in a single glance
- Include professional photos of your logo or team
- Continually request and respond to client reviews on Google to build potential clients’ trust and quickly establish credibility
Step 2: Use location-specific keywords
Be specific when sharing your services, both in your Google Business Profile and your website’s service and location pages, by including location-specific words. These words help search engines more easily find and list you as the local tax accountant or CPA more often. Some examples of this would be adding a phrase that says something like:
- “Tax planning services in Phoenix, AZ”
- “Small business CPA in Nashville”
- “Bookkeeping services for Denver entrepreneurs”
Step 3: Build local authority with backlinks
This step takes a little more planning and initiative, but your efforts will pay off in more ways than increased visibility online. Backlinks are created when a different company’s website or social media page links your website. Backlinks increase the number of places search engines can pull from and improve your chances of being found online. You can start building backlinks a number of ways through connecting with local organizations. You could:
- sponsor a community event so that your website is listed on their social pages
- join the local chamber of commerce so that your business is mentioned on their website
- partner with other local business groups
- request to be featured in a local magazine or publication
Not only do these connections help improve your search engine rankings, but they instantly boost your credibility when potential clients discover your online.
Step 4: Create a high-converting website (pro tip: simply use Practice Panda’s ready-to-go customizable websites)
Getting traffic to your site is an important step in the customer journey, but converting leads to become new clients is what truly impacts your bottom line. Once a potential client reaches your website, it should help him or her to understand what you offer, who you serve, and what next steps to take. Practice Panda websites are ready-to-go and can be customized for your firm in less than 15 minutes providing a website that is:
- Professionally branded to build trust and authority
- SEO-optimized with blogs, newsletter, and tips that will help you rise to the top for the terms people care about
- Packed with valuable resources that keep clients coming back
- Mobile-friendly to create a streamlined customer experience from the beginning
- Clearly list your services and who you serve
- Point new leads towards contacting you and taking the next step easily
Stand out against big national firms, and be the local go-to firm
Standing out against big national firms is done by leaning into your local market and becoming the most visible, credible, go-to firm in your community. Pair a Practice Panda made customizable website with strategic local SEO, and start attracting the right clients now. Finally, understand that finding you requires a meaningful online presence via a professional web site. This does not mean your site needs to have 100+ bells and whistles. It doesn’t. Think of it as your online office and an extension of your client service. But gone are the days that you can simply get by with a Facebook account or having no online presence. You will not be found and you will lack credibility.
