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Is a web site worth the investment?

This question is really aimed at smaller practices, and I'm really asking for guidance from actual experience (I'm sure I know the opinions of designers of web site for accountants......)

We are a relatively small bookkeeping & accounting business ready to hatch ambitious growth plans.

Over the past 4 years all our business has come from low budget advertising in local newspapers, and recommendations.

But we're on a mission to take on more business (maybe the world), and we've invested in a display advert in the forthcoming Yellow Pages.

Now, the question of whether a web site would be an effective marketing tool to generate new business has become a hot topic (especially since our local Business Link has matched funds available to help businesses gain an interet presence). We have divided views (dangerous in a small practice where marital relationships as well as business needs have to be considered).

Will it be an effective way of winning new business? Or are there more effective ways we could use the budget?

And if having a website is a "Good Thing", is it better to keep to a simple brochure format, or add in Clever Things that web designers tell you will make money (erhem!).

The boss (with the purse strings isn't convinced). The Universal Canine Cadaver (ie General DogsBody) with the maarketing hat on this week thinks it's a dead cert (providing we use all the right words to raise our position in searches).

Opinions please......
Peter Wood


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05th Sep 2005 18:04

Role of internet
All these divergent views prove once again the Internet is still a young and not fully formed. It's a great discussion.

My sense is that we are at something of a tipping point. I believe the technology has matured to where we can genuinely accept that those with minimal resources (90%+ of SMBs) can pick this stuff up and run with it. And make it work for them. That certainly was not true in the period 1997-2003.

Sure, it requires imagination, invention and (ahem, hate this word but it fits) vision. There will be different approaches that fit different people's ideas of what works for their customers. But isn't a desiire to better serve clients that should be informing our individual decisions?

This isn't an esoteric argument but one rooted in reality. What it takes to create a vibrant, thriving and ultimately successful business.

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05th Sep 2005 15:38

An on line presence is essential!
I don't think that any professional service business can afford to be without a credible web presence in this day and age.

The role of the internet in providing informaiton about services to consumers and other businesses cannot be overstated, and in fact you may be doing the presentation of your firm more harm than good if you do not have a website or indeed if the site does not live up to your visitors expectations.

Similarly you should be clear and manage your expectations about what it is your site is to deliver for you. By seeing it as a part of your overall marketing armoury, and by assigning it an active role in your overall strategy you can lever tremendous value.

However, making it live and waiting for new busines to roll in will leave you deeply frustrated and sceptical.

Blogs, Wikkis etc all have a role to play in creating a tremendous texture to peoples experience of the internet - but most of us don't have the time to commit to that level.

Consider outsouring, ensure that you can maintain a great deal of flexibility, commit as much as you can, and treat as a part of your overall marketing mix and I think the rest can follow.

Richard Sergeant
Client Relationship Manager
0117 915 8652

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03rd Sep 2005 02:27

Blogs and...wikis!
OK - some know what I'm on about, others don't. To make ONE aspect of this easier, I created a small, rough (dead rough!) but usable 'knowledge base' that has a table of 6 UK tax rates or summaries. It took me about 30 mins to sort out. It's called a wiki (another word for a website that is a collection of related information.)

It could be used by clients - if you give them access - or internally. For clients, you could add some commentary that says something about how you see the changes affecting client groups.

Internally, you could provide users with access to additional pages where you have stored say leading case summaries, details of recent local Commissioners cases you've managed along with commentary covering the result.

That's just a couple of ideas. I'm sure there are many more.

It can be viewed here:

When you login - type username: jamesdean
password: excel123

At the Knowledge Base page, click "show all articles" and then look at whichever page interests you. You'll see you can create a page but can't edit what's already there.

NOTE: If more than one person ties to login at the same time, there may be unpredictable results. This is just a fast lash up to provide an idea of what can be easily done.

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03rd Sep 2005 02:44

Response to A.W.B. Ross
M/Ross makes a number of excellent comments but misses my point. There are a growing number of business blogs - the CEO of E.LeClerc, head of the French Leclerc supermarket chain has one, so do a number of Ford executives. These are not people prone to wasting their time or presenting:

"As one can see from the example posted - a blog is a fractional, 'moment in time' record of relatively spurious thoughts which conveys emotion and action but no sense of brand, image, purpose, principles, and certainly no facts that a decision maker would use."

I'll give an extreme example. A Savile Row Tailor has created a world market for his bespoke offerings by engaging with his customers using the blog metaphor. He is in the business of providing a highly skilled and in demand service. Just like professional accountants.

The challenge for accountants in practice is to market effectively. As a service based industry, it is the client relationship that holds the business together (goodwill). It's about who you know, the people they're connnected to and so on. A bit like this community really.

That is the great attraction of the blog metaphor. It is the great challenge for those used to seeing (and tacitly accepting) the dry, fact laden, dead information sites that pass as electronic shop windows and which merely reflect the lowest common denominator in market thinking.

M.Ross also talks about 'noise' - this is a misinterpretation. There is a range of easy to use tools out there to enable simple 'discovery' of things of interest and there are currently moves afoot to make that discovery process more relevant to niche groups.

But the biggest problem with M.Ross's argument is that it is 'his' point of view. Not the client's. And it is the client mindset we should be seeking to understand. How can that be done without engaging in an understanding of what he or she is interested in? At the factual level, it might be as simple as: "Can I reduce my real tax charge after paying fees for a scheme?" Such a discussion could lead in many directions. It could serve as a record of what motivates clients to come to you and remain loyal.

Personal weblogs, those driven by political or other issues of individual passion is NOT what we're talking about. I rather suspect M.Ross has seen more of these than anything else.

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02nd Sep 2005 22:43

OK - I'm 52 and we've just signed Michael Owen - but we don't know everything!!
Please someone explain to me what a "blog" is.
Never too late to learn.

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03rd Sep 2005 01:51

When is a Blog not a Web site etc... and what gets results?...
I kept my mouth firmly shut for a while because I know exactly what a blog is but certainly didn't share the view that it can replace a simple, factual site that explains who 'you' are, what 'you' do etc., etc....

As one can see from the example posted - a blog is a fractional, 'moment in time' record of relatively spurious thoughts which conveys emotion and action but no sense of brand, image, purpose, principles, and certainly no facts that a decision maker would use.

Maybe after the prospect becomes a customer you do want to get them engaged in your life and thinking that what you do for them is exciting, critical, valuable and a host of other descriptions but I certainly wouldn't dream of trying to attract a client by getting them to wade through disconnected ramblings of recent challenges that I have felt worthy of diarizing (sorry - no spell checker).

Far more important is to think of 'who are your target audience, what are they looking for, what criteria will they have, how long do you have to engage them' etc. etc... I will avoid personal comments about the psychology of bloggers but I PERSONALLY (yes - irrefutable) am consistently turned-off by the typical content because of the 'signal to noise ratio' or what is now trendy to refer to as the 'light to heat' ratio... Give me facts, illustrations, examples, testimonials, etc. in a simple, STRUCTURED format in preference to a typical blog.

BTW I seriously believe in diversity so I do not dispute that there WILL BE SOME prospects who are attracted to a blog and could ignore a 'factual' site but I question the percentage...

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02nd Sep 2005 15:21

Brochure ware
The reason I think brochures are a waste of time is 'cos they are only a glossy (and expensive) representation of what YOU (or the ad team) think you should look like. They don't reflect reality and are hopelessly unrepresentative of who you really are. They cannot invoke an emotional response which is what you need in service based industries. Your clients need to know you're a valued partner and a brochure cannot do that for you. How, for instance do you effectively communicate your energy, enthusiasm, expertise and ethos? I'd suggest no brochure can achieve that. But a conversation can. And what I'm saying is that used wisely, a blog can do that and much more.

Taken to the other 'end' of communication, if you're in a pitch for an account, I 100% guarantee it will be the impression you create that lives longer in the client's mind than any brochure. And at the employee level, would you hire someone based on their formalised personal brochure otherwise known as a CV? No way.

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02nd Sep 2005 16:09

Further discussion
For those interested in this topic - I've done a short blog entry at:

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02nd Sep 2005 11:25

be inventive
of course it can take time to update summaries for tax changes, etc, but there are other sites on the web that do this - much simpler to provide links to them, and quicker to keep the links up to date, and less likelihood of someone using your figures and then suffering a loss because you made a typing error.

There are benefits of using a professional web designer, or a standard site tailored to your brand, but don't think this is one of them!

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02nd Sep 2005 14:24

hi Dennis
brochures a waste of time?

it seems relatively common practice to use google to find out about a business you wish to do business with, and the target's own site often acts as a glossy brochure.

if it is a source of information it would seem harsh to call it a waste of time, although I would agree that if this is all it is then it does not add much.

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02nd Sep 2005 14:04

Blog malarkey
JC says: "Dennis - so is the Blogg available for clients & others to make a contribution (inward & outward Blogg) or solely restricted to the accountant to air views?"

A blog site (which is only a website by another name but with specific characteristics) can be restricted in any way the site owner chooses. Making things too restrictive isn't a great idea but there is a need to watch for spam and implement measures to protect against it. It can act as a kind of portal and in that sense there are a bunch of additional but easily implemented things you'd need to do.

Philipp Hoyle says: "Now I pay a fairly high monthly fee for one of the branded professional websites, with factsheets, on-line calculators, newsletters, etc. It hasn't really brought in much new work, but it works for me since I don't have to worry about sending budget summaries, writing newsletters etc anymore."

That's a waste of money. Use RSS feeds to get information. Why are you doing it? Where's the value to you or your clients? Do they read that kind of stuff? I doubt it. It's usually written by accountants for accountants so of absolutely no use to a BUSINESS person.

Maintenance is not an issue with blogging - it's all about writing the content. And if you're repurposing someone else's stuff then you're not offering customers anything fresh, interesting or new. You could just as easily point the client to another site - same effect. Why not use your practice expertise in whatever (farm accounting, estate management, M&A as examples) and make that talent a virtue through blogging.

Alastair Harris talks about brochureware - I won't go there except to say it's another waste of effort and money.

My sense is that many clients perceive the annual fee as the accountant's bill for telling them their tax bill. But it should always be about the relationship. To Philip's point - if it is anything else then there is no service differentiation and clients might as well put a pin in Yellow Pages. A blog site allows you to stamp your personality on your clientele and the public at large. If you come across as interesting, people will come.

Another thought - if your practice doesn't have a marketing manager or partner tasked with client relations then don't be surprised if your practice remains 'as is' with limited growth. Talent only gets you so far and sometimes you really do have to 'sell' something.

Final thought - I am a sceptic by nature (as the ExcelZone editor knows only too well) and this is the only technology that has got me anywhere near excited in the last 20+ years. The last time it happened was when I turned on an Apricot portable (now long since dead) and found myself looking at a spreadsheet. That was in 1982 and it brought me a fresh income stream, near enough out the box. Today, blogging is bringing me yet another income stream - almost, but not quite, out the box.

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By Anonymous
02nd Sep 2005 11:26

Possible Blogg information overload ....
Dennis - so is the Blogg available for clients & others to make a contribution (inward & outward Blogg) or solely restricted to the accountant to air views?

Surely from a client perspective Blogg sites are only of use if they are limited in number. Say 15,000 members of ICAEW all decided to have their own Blogg this would be nightmare for a client; or do they only focus on their own accountant and ignore others ?

Perhaps one solution would be to have a Blogg 'Search Portal' for a sector; allowing clients access to all available Bloggs on specified criteria ?

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Professional Website
I used to do my own, had plenty of content, factsheets, etc. It cost next to nothing but my time, and it produced a few new clients. The trouble was it was too time-consuming, especially updating the factsheets after the budget etc., so I had to take it down for about a year with nothing but a simple home page.

Now I pay a fairly high monthly fee for one of the branded professional websites, with factsheets, on-line calculators, newsletters, etc. It hasn't really brought in much new work, but it works for me since I don't have to worry about sending budget summaries, writing newsletters etc anymore. My clients receive monthly newsletters and budget summaries via their email so I don't need to worry about keeping the average client up to date. I can concentrate on the clients with special needs. Client response has been very positive. I could only justify the cost, though, on the basis of the time it has freed for doing productive work.

I've found the best free "advertising" is contributing to the various discussion boards on the internet - you get your name known and some others will have a look at your website.

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01st Sep 2005 17:16

Blog v traditional website
Lots of people have made useful comments but a number of them are irrelevant if you create a blog. The business about tracking visitors is easily overcome by using a few (free) tools that will give you a good idea about who's looking at you.

Avoid using your site as an extension of the corporate brochure - no-one will believe what you say anyway - and why should they? Let your clients do the talking and encourage them to comment. Use commenting and a new idea called 'trackback' wisely to avoid profanity, abuse and the new varieties of spam that blogs inevitably attract.

By all means look at customer websites but in the blog world, 'traditional' websites are likely to be irrelevant, unexciting and uninformative.

Before anyone runs away with the "Howlett's pitching" idea - it ain't true. I see blogs as a web metaphor that allows (among other things):

1. relatively easy set up for SMB's with little tech experience
2. easy editing, usually online to create content
3. reasonable content management - you aren't creating another AccountingWEB are you?
4. ability to syndicate your content so the world and his dog can see how exciting you are <::>
5. ability to draw in users with views that you need to hear (this site is a variation of the concept and look at what's happening with this topic)
6. the means to easily create user forums so that people gain access to stuff like common problem issues (tax is a great start methinks)
7. there's a lot more but these are just some of the basics.

Most of the available software is 'free' or very low cost but some implementations can be tricky if you're not a geek. Having spent hours coding, recoding and generally trying to figure this stuff out, I know there are pitfalls. Most are relatively easy to overcome but you do need some knowledge about how it works or pay someone to help you out.

The most important advice though is: understand what you're trying to achieve but please put the emphasis on using the medium as a way of communicating with clients/customers. It's a sorely neglected issue for accountants, especially those in practice.

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02nd Sep 2005 09:19

just do it
it is a cheap way of providing a glossy brochure/ business card, with the added benefit that your target audience cannot throw it in the bin, and a practical demonstration of your green credentials.

it is also a good way of demonstrating your personal qualities, provide a resume, and case studies of happy customers.

it can also be effective to provide freebies (however trivial). Off the wall ideas include sections on hobbies or interests (e.g. accountancy and brewing site), but it might simply be useful links, or a regularly updated "hot topic" page - or perhaps some useful "without liability for losses incurred" spreadsheets.

bear in mind that it is simple enough and cheap enough to get a suitable domain name and create and find a host for a simple web site - you should be doing this yourself, as the personal touch is much more effective than an anodyne "standard" template.

if you want to call it advertising then pay for links from google and portals such as this one.

most of all, make sure your is plastered around your locality - shop windows, local library and business link etc, plus adverts in local papers. If you really want to take over the world then consider putting it on an advertising hording on a busy main road for a short period of time (or perhaps the back of a bus).

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31st Aug 2005 11:56

Perhaps a Yellow Web Site????
I concluded it is worthwhile - but after going live only one week ago - I got a call from a computer retailer/wholesaler/web design start up company who picked us out from yellow pages!!
It is easier to personalise a web page - and periodic updates, even if it is just a page - are worthwhile.
Mine is at - cost £175 plus around £7/month for hosting.
It does(and we do) exactly what it says on the tin.
Hope this helps.

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31st Aug 2005 12:15

Be careful what email address you display
Just a note based on our experience, we included an email address on our website that was unique so we could monitor responses. We soon found the volume of junk mail increased greatly, all addressed to the displayed email address. I am not an expert myself, but was told by those in the know that automatic website crawlers, trawl the net continuously to gather email addresses purely to sell on or send junk mail directly. The moral is use an email address you can change when this gets too much


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By peteri
31st Aug 2005 12:39

Yep, it also gives potential clients a clue as to what level of business you're geared up for.

If I was looking for an accountant, say for our rental property then I'd like to find out if it was something that you specialised in.

Something that gives a feel for your general house style is nice and some idea of costs i.e. first half hour is free etc.

Also a map, showing location and parking is nice.

However no need for ecommerce or fancy popout menus etc.

Also if you employ someone to do the website check the copyright status. i.e. can you reuse some of the site design if you employ someone different later. You may want the ability to transfer the license to use the images/design to other partners etc.

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By Anonymous
31st Aug 2005 15:06

eMail address in picture ....
Paul - put your email address into a picture; this should solve most of your crawler etc problems

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31st Aug 2005 16:34

Necessary evil but use it to brand what you do best...
As Nicola, Bridget and Jason have all pointed-out - it isn't just about getting picked from a search list! The issue is that many buyers today (esp. younger ones) will create their short-list based on all sorts of input but refine it by looking at the Web sites of the companies.

By all means ensure you have a Visitor Log so you can see how your site is used and you can even try to get good ranking in search engines (so the 10% who search on 'Hastings accountant' at least find you) but keep the budget low.

Keeping e-Mail addresses disposable and hidden from crawlers can be done by any Web designer who is worth employing (necessary but not sufficient!).

Although the content may look like a brochure please don't simply get someone to put images of pages on the Web - that would turn off a very high proportion of surfers for many reasons. However, most of the graphics should be from existing company marketing material with the text being concise summaries of services that easily fit within a single page (each).

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31st Aug 2005 16:56

Do it - NOW!
If you can't be found on Google, you don't exist is the mantra for many marketers and there is truth in that. Contrary to what some might say, you can get a decent web presence for nothing to try out different designs etc. The worst case cost scenario, including hosting need be no more than $150 p.a. (<£90) and the tools are really easy to use.

If you want to manke a serious splash, consider joining the so-called Blogoshpere and start pimping yourself around there. Surprising how quickly you'll establish links, hook up with interesting ideas and maybe become an A-lister (oooh-err!).

Don't be afraid to say what you really think, in fact the more you do that the more people will believe what you say. Go to it - NOW!

Take a look at: - we say what we mean and mean what we say!

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31st Aug 2005 20:55

You don't need a brochure
In fact, nobody needs a brochure site, but my money (and very little of it) would go with Dennis Howlett's suggestion. Get a blog.

The most useful thing you can offer your clients and prospective ones is a means to interact with you and, that you can achieve with a blog, without all the costs, bells and whistles that a designer would just love to add.

Get a domain, go for WordPress (gratis) and some inexpensive hosting.

And, as Dennis says, speak up. Speak directly with the people who are your typical and ideal client. I follow the blogoshere quite closely and I am not aware of an A-List accounting blogger.

You can jump in a fill that vacancy.

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01st Sep 2005 13:42

Stationery and stationary
I'm sorry Stewart (below) to be extremely picky, but stationary spelled with an 'a' means being still/not moving, whereas stationery is the paper-based literature type.

I suppose that brings up another point to add to your original question Peter - make sure all the spellings on your website are correct too!

Angela Walker

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01st Sep 2005 15:18

Re: Spelling
Hee hee... I thought I was going through a bad spell!



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01st Sep 2005 11:30

Know your target market...
Lots of sensible comments here, I'll try and summarise some important points:

1) When planning any website you must know your target market. The easiest way to do that is to look at your clients' websites... Ultimately this will drive your budget, perhaps 70% of which should be spent right now, with 30% to update and tweak over the next two years as you learn and grow. After two years, you'll be well placed to either leave well alone or rebuild it into something more exciting.

2) The DIY route is generally a waste of money. A simple but professionally produced site need not cost the earth - probably much less than your Yellow Pages display ad, and you won't have to "renew" the whole thing every year! Remember that you opt for a professional web design company for the very same reasons that you would opt to use a professional bookkeeping service... saving time / money in the long run, better results, peace of mind, time is money, etc, etc.

3) Make sure your site is Search Engine friendly. Many sites (esp DIY) fail this test and people wonder why they never get any business from their site. Search engines cannot read images, FLASH graphics and poorly written (X)HTML. You can validate your HTML at:

...the results of which are usually quite revealing!

4) DON'T be fooled into spending £lots on companies which claim to offer brilliant search engine ratings. Search engines are not a panacea (you may not be able to service clients in Bangalore or even Bognor), and few people will ever type "bloggs accountants in lower boddington" into Google. The SINGLE MOST IMPORTANT factor in getting high ratings is the number of other sites which link to your site - put simply: popular sites score better. Get free listings with companies like Applegate / Kelly Search etc as well as submitting your site to any local / regional websites. Customers may never search for you on these sites, but they will all indirectly help your ratings.

5) As others report here, many people only refer to the site as a selection aid once they know you exist. Your URL (web address) needs to be on all stationary, emails, invoices, business cards, flyers, adverts, etc, etc.

6) Remember to track the results. If you don't know where leads come from, you can't re-assess your campaign every year. As an example, one of my clients is a professional photographer. He gets 60% of his business through his website - 90% of which did not originate from a search engine, but where potential clients have picked up his brochure / card at a wedding fair and then contacted him via the website. This has all encouraged him not just to reinvest in his website but also to spend more money on the literature that he hands out to clients at wedding fairs.

Getting a website IS important for a small business, but remember it's just one piece of a larger puzzle.

Hope this lot makes sense!

Stewart Twynham
[email protected]

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By Anonymous
30th Aug 2005 22:28

Probably worthwhile
From my experience running a new and growing accountancy practice I dont think it has brought in a huge volume of work.

New clients do often look at it once they have my name from another source though which I feel gives them a little more confidence to phone me.

I chose to set up a website as I know I like background on a firm before doing business.

I personally think an all singing all dancing site is a total waste of money for a small pratice.

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30th Aug 2005 11:50

Yes it is worth investing in a website as long as you remember it is only an advert and not a magic wand.

I have had 3 new clients this year directly from my website (google search), but more importantly, i have had more new clients who got my details through word of mouth (existing clients) and visited my website before contacting me!

So, i guess the answer is yes it is worth the investment, after all everyone seems to have a website of sorts, so the question is do you want to be without a website in this age of increasing internet usage.

I run a smaller pratice like yourself, so good luck, any question please feel free to ask me.


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30th Aug 2005 12:01

Yes - even if it's just to create a presence
Hi Peter,
I don't work for an accountancy practice, but I do look into internet marketing quite a lot as my job requires it.

I would suggest that you don't need a flashy website - you just need to have an internet presence. Even if this is just a one page site which lists the services you provide and has contact details, so that if potential clients do enter search terms into a search engine such as "tax advisors" etc. then you may have a chance of appearing. This should not be too expensive to create or maintain, and you can get some very cheap hosting solutions nowadays.

I would suggest if you are doing this, to write down about 50 search terms and visit either the google or overture (which powers yahoo, msn, ask jeeves, etc.) sites as they provide tools which can estimate (or give you past figures) the effectiveness of certain words or phrases. You will also need to choose a domain name (i.e. preferably the name of your company with a or .com suffix) and register it (sometimes as cheap as £10 per year).

It is also worth perhaps having a feedback area where people can fill in their contact details and ask you to contact them by phone, email, sending a brochure etc.

Hope that helps a little.

Angela Walker
Marketing Manager
Skynet Applied Systems

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30th Aug 2005 12:26

I agree
with the last two postings. I didn't pay much as I did the work myself .. advise buying MS frontpage prior to your next hols! The key as you have gathered is the marketing for the site so that it turns up on the search engines but there are lots of free submission engines available on the net. Spend a bit of time now and hey presto in six months you start to get "new" hits. These are obviously in addition to the people who check you out as a result of seeing your normal advertising.

My problem was that I couldn't deal with all the responses and in the end I pulled my site! Still is you want to take on the world ...

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By Anonymous
31st Aug 2005 08:15

Let Your Web Site Do The Talkin'
A web site is an effective way of reflecting the 'personality' of your practice and seperate you from the herd. Yellow pages for instance has thousands of lineage ads for accountants and so the choice is overwhelming. Yellow Pages is now for some just an egotistic and ritualistic waste of the firms money. There are more effective ways of winning clients nowadays. is also just more of the same, but nevertheless a useful marketing and business start up tool in its own way.

My advice, for what its worth, is to keep a web site simple. Accountancy and taxation is boring for the vast majority, so you have to hold the visitors interest at no compromise in professional standards. Difficult navigation design is a problem nowadays. Especially if your in a smaller practice when your clients are more often than not, technically challenged on most business matters and way too busy for your own esoteric showing off. Other professionals will visit your site as well. So dont just do a site for them- if you know what I mean?

To summarise a web site is an excellent way of putting a human face to your practice if done correctly. It beats Yellow Pages hands down. A decent site can be had for as little as £150 nowadays and is seen by countless. Making sure you can count the hits to the site is very important.

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30th Aug 2005 13:25

New clients from website
We've also had a few successes from people who have checked out our web-site prior to phoning us for a new client appointment.

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