7 SEO boosting tips for your website (before you start building landing pages...)

Before you rush into creating landing pages, backed by costly PPC campaigns, make sure you're getting the basics right on your website first so you're not wasting money.


hen you create a landing page on your website, there may be several reasons you have chosen to do so. You may wish for the website visitor to call you directly or, more commonly, for them to download some kind of ebook or guide in exchange for their contact details.

It's worth understanding that a new visitor to your website is perhaps unlikely to be at the 'buying stage' of their customer journey with you, which is why landing pages often serve the purpose of exchanging contact details for downloadable content, (more on this shortly...).

But, before you decide to invest in landing pages, content creation, and a Google ad-word campaign to back those pages, make sure you do the following to help your website rank organically and communicate your message effectively.

Consider niching in a service or an industry

Niching in a service, or catering directly for a specific audience allows you to achieve several things. Firstly, it allows you to become the expert in that area, and then tailor content designed especially for the audience you are trying to serve. Niching will also help you with your SERP ranking (Search Engine Results Page ranking) because ultimately you can build your positioning into your page titles and website headings.

For example, are you 'the accountancy practice for restaurant owners' or 'specialist accountants serving interior designers?'. If you are one of those, then your audience will have a far easier time finding you than if you're positioning yourself as 'proactive accountants serving businesses both large and small'. 

Make sure your website is performing from a technical point of view.

A non-responsive website (one that does not show correctly on mobile devices) will do you absolutely no favours. With the majority of users now visiting websites on mobile devices, an accountancy practice sporting an outdated website will fail to make a professional impression. Many technical issues may not be allowing your website to make the best impression, from slow load speeds to dead page links, or simply poor page mark up.

Additionally, if your website is not secure (i.e. it does not have https: at the beginning of the url), it will also be heavily penalised by Google.

With the majority of users now visiting websites on mobile devices, an accountancy practice sporting an unsecure and unresponsive website will fail to make a professional impression.

Make sure your pages titles and descriptions are written with your audience (and Google) in mind. 

Page titles, page descriptions and headings are vital in helping your website rank correctly. An example of a poorly written page title may simply be 'Home' or 'About' which doesn't really tell the viewer or Google anything.

A better example would be 'Bright Numbers | Specialist Accountants for the Entertainment Industry. In that page title, you have your company name, what you do and who you serve, allowing people (and Google) to see what you do and who you serve! 

Google page descriptions should also follow suit. You need to summarise the page content, but do it in such a way that it reads naturally and is informative. Using the example of Bright Numbers above, your page description for a home page might read "Bright Numbers are London based accountants with over twenty years experience serving clients in the entertainment industry".

Offer additional CTAs on your website and landing pages that are more compelling and offer more value than simply 'Contact us Today!'. 

It is important that you create content that is actually helpful and useful to your audience and base some of your Calls to Action around this content. It's not to say there isn't a place for a 'Schedule a call with us' CTA, but you should have other things on offer too. 

We wrote an article here about what makes for a good, bad or lazy Call to Action. The short answer is this: If you create useful and targeted free content, that compels your audience to exchange this content for an email address, then you have earned yourself the opportunity to continue to market to them. 

When you then continue to provide genuinely helpful content to them, this will help you considerably when the prospect has moved toward the buying decision stage of their customer journey. 

Offer additional CTAs on your website and landing pages that are more compelling and offer more value than simply 'Contact us Today!'. 

Set up a Google My Business profile

This is an often-overlooked task that many businesses should complete. Setting up a Google My Business profile helps deliver important information, such as opening times, contact details your website link to people searching for businesses like yours. It helps your Google rankings, allows you to post updates and, importantly, allows you to gather reviews for the services you have provided your customers. 

Write blogs articles and produce targeted content

Having a niche will help you create more targeted content, but whether you choose to niche or not, you should have a blog page on your website and write regular articles. Even as a 'generalist' firm you can still provide content that is helpful, and with our research showing 69% of accountants not writing original blogs, this will become a key differentiator for your firm. 

Our article here discusses some of the kinds of content you can produce that will provide value to your current customers, and make you an attractive proposition to customers considering you their new accountant.

Maintain interest for your website visitors and encourage them to explore other pages from your website. 

It's important to try to keep your website visitors interested and have them stay on your website for as long as possible. One way to achieve this is to add Call to Actions that direct visitors to other pages on your website. 

Similarly, when you write blogs, it is important to add links in these articles to other blog articles on your site, as well as links to important information such as case studies, or the services that you offer. Providing links to relevant case studies, services or other articles within your blogs, especially at the point where you may be discussing these services is a great way to encourage your reader to explore your site further. 

Find out more about how Prosper help accountants differentiate themselves via bespoke, responsive websites.

View our recent case studies here, and read more articles on our branding and marketing blog for accountants here...

Ben Stanbury, Director of Prosper, the naming and branding agency for Professional Service firms

Written by Ben Stanbury

September 14, 2022

Ben is a branding and naming consultant. As the owner of Prosper he regularly blogs on the topic of branding, naming and differentiation for professional service firms. Among other things, he likes horror films, mountain biking and collecting vintage movie posters.

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