Why Isn’t Your Website Working? 5 Simple Steps to Get Leads from Your Website Presenter: Sandi Smith Leyva, CPA Date: May 29, 2014 Time: 2:00-3:00PM Eastern

2 Agenda Learn Sandi’s million-dollar 5-step system for how to get more business from your accounting web site. Discover how your online presence can help you market less and keep your prospect pipeline full. Get your chance to get your site reviewed by Sandi as well as be a fly on the wall listening in to her exact suggestions and changes to fellow NSA members’ sites.

3 Learning Objectives At the conclusion of this webinar, you will be able to: List 5 steps to improving your website profitability List 8 items that need to be covered on your home page Name at least 4 items that can contribute to organic search engine optimization

Attendance Validation #1 Make sure you record the answer to the question below. There will be five more attendance validation questions later in this webinar. 4 Where is the 2014 NSA Annual Meeting being held? Baltimore, MD

The Good News 5 There’s very little competition among accounting websites It’s pretty easy to become “above average” very quickly and get great results

Don’t Be Fooled 63% of firms say that their website is one of the least effective tactics for lead generation. –Source: Survey of CPA Firm Best Lead Generation by Vitberg, LLC Translation: Huge untapped opportunity for your firm

My Biggest Gripe Companies that offer “accounting websites” do not do a good job of educating the buyer about what they need to do after the purchase. 7

Skill Set for Websites 8 MarketingCopywriting Technology Industry Online

My 5C System The Caffeine Factor Credibility Builder Call to Action Charm the Search Engines Crowd Control 9

The Caffeine Factor 8 must-have items on your home page –Logo – for branding and identification –Tag line – for anchoring –Contact info – for sales –Stay in touch – to capture leads These 4 go above the fold

The Caffeine Factor 8 must-have items on your home page –Headline – the most important Make it big font and colorful –Credibility builders and connectors –Calls to action These go in the body

Site Reviews 12

#2C: Credibility / Celebrity builders Bio Press page Privacy policy

Credibility / Celebrity builders Testimonials Photos Credentials

#3C - Call to action Bottom of every page –Call or me Menu Opt-in box Free consultation, report, or newsletter Fill out a form

Attendance Validation #2 How many hours of CPE will be offered at the 2014 Annual Meeting? 17+ hours Make sure you record the answer to the question below. There will be one more attendance validation questions later in this webinar.

Site Reviews

#4 – Charm the Search Engines How much are you spending on AdWords? A common mistake is to overspend on AdWords while underperforming on organic SEO and website convertibility.

#4 – Charm the Search Engines Optimize your site Use keywords that your clients will say, not that you will say!

My Top Organic SEO Tips Your keywords should have 2-3 main components: 1.Geography 2.Industry 3.Service

My Top Organic SEO Tips 1. Use keywords in your domain. -- abcaccounting.com is better than abc.com -- if your domain is old, don’t touch it! 2. Use keywords in your file names. -- …com/plumbingservices.html is better than …com/services.html

My Top Organic SEO Tips 3. Use keywords in your images. - But take care of the accessibility issue - describe the picture first, then list your keyword phrases in an elevator speech-like fashion.

My Top Organic SEO Tips 4. Use keywords in your menu names. -- Landscaping Services is better than Services

Top ways to generate profitable traffic Invite people to something free –A free report or audio –A free bonus –The preview call Deliver value, sell at end of call Require opt-in

Site Reviews

Questions

Your Action Items What one thing will you do from this webinar? Take 5-10 extra minutes right now to get organized and plan your actions. Mark your calendar, to do list, project management system, etc.

Attendance Validation #3 Make sure you record the answer to the question below. There will be one more attendance validation questions later in this webinar. What is the name of NSA’s magazine? Main Street Practitioner

Thank you! Free report at !

Thank you for participating in this webinar. Below is the link to the online survey and CPE quiz: Use your password for this webinar that is in your confirmation. You must complete this survey and the quiz or final exam (for the recorded version) to qualify to receive CPE credit. National Society of Accountants 1010 North Fairfax Street Alexandria, VA Phone: (800)