While some accountants win new clients through the force of their personality and reputation, more and more are reliant on their website and social media activity, explains Mark Lee.
As ever, the importance of such resources depends on who you see as prospective clients. And the more new clients you seek the more important it is to make it easy for them to choose you.
Years ago someone looking for a new client might ask around their friends or look up local accountants in the Yellow Pages. There are more resources available now and prospects will often form a view of any recommendation or search results when they check out your website.
Another argument for having an effective online presence is that this can boost the number of people who could recommend you or choose you as their next or first accountant.
Inevitably we form a view and maybe judge people by reference to what we read online – just think about some of the personalities who regularly comment on AccountingWEB. When you have not met or even spoken with someone it is human nature to build up a picture and to decide who you take seriously, who you are prepared to help and whose views you will spend less time considering.
Thus we should expect prospective clients to...