Accountants Marketing Part Two: Your About Us website page
Last week, in the first part of this blog, I talked about how we relate, and are drawn to people that share our beliefs and values. How our ideal clients are more than a set of statistics: industry sectors, turnover range, fee value, services used etc.
We looked at how describing your undesirable clients, connects you to your perfect clients. Understandably, it’s not something you see in many accountants marketing.
If you are looking to grow your practice it’s a bold move to actively put people off.
That’s one of the reasons it works so well. You don’t have to spend too long on LinkedIn, Twitter etc to drift into thoughts of putting the bins out or feeding the dog. As the volume of content increases, the quality continues to drop.
Your goal isn’t to increase your audience but to connect meaningfully to those you can help the most.
I’ve found my most effective content, the stuff that draws a response from my perfect clients, pulls the lowest readership! Connection comes when you narrow your focus to the interests shared only by your best clients.
The ‘About You’ website page
One approach to creating that connection is an About You page on your website, describing your diamond clients and the dreaded doughnuts!
Talk about the clients you get great results for. It’s another chance to demonstrate you understand their world.
Talk about their problems and the symptoms of the symptoms their problems. They need to know you understand them, before they’ll take your message on board.
Make the time to listen to your perfect clients. Ask them how they’ve benefited from working with you. Use the words they use. Write as they speak and avoid your jargon.
Express the problems you help them solve, as understood by your perfect clients. Look at the first point made above. To you, the benefit of a growing business might be ‘greater profitability.’ Research showed that to the perfect clients of this particular firm, it was ‘more money in their bank accounts.’
Then touch on the behaviour that’s unacceptable.
But won’t it put prospects off?
Too right it will. But outlining a picture of the clients you’re never going to get great results for, will draw in their opposites.
If you believe, like me, that clients fall on a spectrum, rather than being a binary judgement, it also works well by setting a tone / the norm for clients’ behaviour.
You can have a look at the ‘About Us’ page on the Accounting for Growth website by clicking here. The page runs over 2 columns. One talks through our perfect / diamond client. The other our doughnut / nightmare client.
Here’s a snapshot:
Although it’s lighthearted it still makes a point.
Naturally, some people find it “unprofessional”. But that’s perfectly alright. Marmite beats Vanilla (indistinguishable and bland) everytime.
If you come across the same as every other firm in your area, you’re forcing the client to choose on price – what other criteria is there? And you know from experience, the lowest fee usually wins.
Just because most accountants are afraid to stand out from the crowd, it doesn’t mean you should be.
As I said in the first part of this blog: You can be lukewarm to all or red hot to few.