Creating Effective Lead Capture Pages for Accountant Websites
Your lead capture pages all have the same chief aim. These pages tempt your guests to give you their email addresses and frequently even their names. No sale: just get contact info. Not many people close a deal on services over . In fact, not many people will even be interested in hiring a new accountant the first time they visit. By gathering this valuable data in you can use it to keep in touch by creating email marketing campaigns targeted at specific people; individuals already primed to receive information about your company and the products it offers. 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. The need to be easy to find, and easy to use. It’s important to capture the right amount of information. If you ask for too much information you’ll spook the prospect but if you don’t get enough you won’t be able to follow up. You can ask for extra information, but don’t make the fields mandatory. 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. This will also give you clues exactly what kind of accounting service the prospect is looking at. It’s a pretty safe bet that an accounting lead from the “Compilations and Reviews” page is a business owner who’s worried about cash flow. All of your Service and Free Reports pages will give you similar clues.
4. You’re page Header, or “Headline, is exceedingly important. Take the time to craft a good one. Your headline needs to inspire the visitor to keep reading. Choose dynamic language and remember to convey the message you are trying to bring to the reader. Don’t beat around the bush. Be direct and people will read on.
5. Don’t show off your literary aptitude by being unnecessarily verbose. Keep the message simple. Bullets and lists are great. More people will read your copy if you deliver your message in small, digestible pieces. As a rule people prefer shorter paragraphs, and it’s best to break up the monotony with a few pictures. Just because accounting is a complex subject it doesn’t have to follow that your website needs to become unreadable. Your reader doesn’t need to know every detail, just the bits that benefit him. Pages like this won’t bring in leads.
6. Have you told your reader exactly what you want them to do? What can they gain by joining you? Using “call to action” style language undoubtedly helps drive your message home and will get more names on your list.
7. Make it irresistible. In most businesses a white paper or ebook can do the trick, but in the accounting business it’s much more common to offer a free consultation to local business owners. 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 contact information to sell them garbage they don’t want or, even worse, sell their emails to anyone. This is an excellent way to establish your professionalism and build trust with your future clients.
