How to use your website as a marketing tool

Accountant in a Box

Tony Tropeano, Founder, Accountant in a Box
accountantinabox.com

Accountant in a Box offers bookkeeping, advisory and technology consulting services to small businesses – with a focus on ecommerce and professional service industries.

Marketing goals

• Update design
• Co-brand with Xero 
• Increase functionality

Actions and results

• Partner with Mogul, a digital marketing consulting firm, to develop accountantinabox.com; Tony was inspired by the sites Mogul developed for other Xero partners

• Spotlight Xero partnership to convey a tech-forward practice

“The site launched in April 2018 and has so far gone beyond my expectations. The increased functionality has streamlined our processes and cut down on the time I spend onboarding new clients. One of my favorite features is the Pricing page, which integrates with our Xero practice management software – Practice Manager and Workpapers. A prospective client can plug in their unique business details and the website will turn around a quote for our services. Our clients do not have to fit into a prescribed pricing model – instead, we offer them services that match their needs and charge for exactly that.”

Insights

“Do your research. What do you like about other Xero partner websites? What could you do differently? Also consider the functionality that will help make your workflow – and that of your clients – easier.”

Resources

• Digital resources for your firm: Videos, screensavers and Squarespace website templates  
• Build a beautiful Xero landing page: Create a co-branded page to highlight your partnership with Xero  
• Marketing Consultant Directory: Vetted professionals to help you with all things marketing  
• Xero Accountant & Bookkeeper Guide: Build an effective website for your firm
• Xero Accountant & Bookkeeper Guide: Why SEO is crucial for accountants and bookkeepers

Marketing goal

• Double firm over the next year

“The copy and layout of the website encourage prospective clients to hit ‘Contact Us’ so I can start walking them through the onboarding process. I wanted to give prospects enough information to entice them to learn more, but not enough to overwhelm. I’m also competing for talent. I want the website to communicate my brand values to younger talent just entering the workforce.”

Actions and results

• Position firm as provider of cloud accounting services that understands how technology can make a small business owner's life better
• Increase engagement with existing clients by driving traffic to the website 

“I started Bookkeeper Buddy with a cookie cutter website that a friend of mine helped me put together. It was a hodge-podge solution that didn’t clearly communicate my brand or services. But through the support of the Partner Marketing Fund, I worked with a professional website development firm that created bookkeeperbuddy.com. I couldn’t be happier with the results. The current website is optimized for both SEO and mobile and helps me stand out as a cloud accountant.”

Insights

“One of my favorite aspects of the new website is the ‘Client Area.’ The drop down menu provides quick links to my clients’ app stacks. Clients comment how much easier this makes their lives and I enjoy the increased engagement with my website.”

Resources

• Digital resources for your firm: Videos, screensavers and Squarespace website templates  
• Build a beautiful Xero landing page: Create a co-branded page to highlight your partnership with Xero  
• Marketing Consultant Directory: Vetted professionals to help you with all things marketing  
• Xero Accountant & Bookkeeper Guide: Build an effective website for your firm
• Xero Accountant & Bookkeeper Guide: Why SEO is crucial for accountants and bookkeepers