A Website Do-Over by S. Best Designs Increases Clients for CPA Lynn M. Paslowski by 8’%
Lynn needed a website that would help her business stand out against her competition and attract her idea clients. She is the sole proprietor of Lynn Paslowski‚ CPA‚ LLC‚ an accounting‚ tax‚ and full business-service firm in Brick‚ New Jersey. She specializes in income taxes‚ bookkeeping‚ payroll services‚ and IRS representation. Her firm also provides a pick-up and drop off convenience option during tax season for those located in Ocean County. Being in practice since 2006‚ Lynn is passionate about servicing small businesses. She helps her clients defend themselves in front of the IRS‚ specifically in the state of NJ. Whether they’re being audited‚ received a notice‚ or want to proceed with an offer and compromise when they’re not able to pay their taxes‚ she negotiates with the IRS on their behalf.
Inability to Leverage Clients through Her Website
Six years into her practice‚ Lynn had challenges obtaining clients online. Not only was her website not attracting clients‚ it failed to leverage the potential clients that stumbled upon her site. The website lacked good marketing muscles and didn’t give her the competitive edge she needed. It didn’t appeal to her ideal clients or effectively convey what the firm offered.
Inadequate Internet Presence
Lynn is proficient in helping clients slay the Goliaths of major tax problems. Unfortunately‚ very few discovered this critical expertise beyond her limited networking circle. Her website just wasn’t leveraging her online presence in the ever-evolving‚ overcrowded cyber-marketplace. Before hiring Susan of S. Best Designs‚ Lynn had depended on face-to-face networking groups‚ lead job sites‚ social media‚ the Chamber of Commerce‚ and word of mouth. That worked well for landing some clients‚ but it didn’t optimize the competitive opportunities having a vibrant content driven website would bring. She’d had some website activity‚ but not a lot. Something had to change if she wanted to get her message out there and expand her horizons for growing her business. Susan had done a few graphic jobs for Lynn in the past‚ and being in the same Business Network International Group‚ Lynn was familiar with Susan’s work. She was impressed with her creative style and professionalism. “It was just time to update my website and Susan was the one to get the job done‚” Lynn said. She felt her new website would be a game changer.
Strategies by S. Best Designs
“It was a shell of a website‚” Susan said. “We started with the information that was on the original website and decided what to keep‚ what to get rid of.” She determined the areas she needed to highlight that weren’t getting enough attention. She added special features‚ such as a lead-in to call prospective clients to action‚ a blog page‚ pop-ups for tax seasons‚ and a tax organizer to help clients get ready for tax preparations. “Pop-ups have a bad name‚ but they actually work. Because it pops up and it gets your attention‚ prospects tend to read them‚” she said.
During the re-design‚ Susan knew the imperative was to drive traffic to the website. Not just anyone‚ but Lynn’s ideal clients. She strategically set keywords and phrases‚ along with the right information‚ throughout the site to tell Lynn’s story. Doing so directed the site’s messaging toward her targeted market. Next‚ Susan strategically leveraged browser visits by keeping them engaged in the free offerings‚ helpful content‚ resources‚ and links.
A Winning Design
Susan has a knack for telling her clients’ stories and putting their personalities into her designs. Lynn likes the brightness and subtleness of her new webpage. “It fits my personality. It’s not too flowery or masculine‚” she said.
Lynn often meets her clients in the field. One of her new clients once told her that because of her website‚ she thought Lynn operated out of a big‚ fancy office with marble. “Never before have I had such inquiries from my website!” The final touch was to augment the website for different-size devices and smartphones.
Updating for Optimization
Since Susan first redesigned Lynn’s website four years ago‚ she constantly updates the site to optimize prospective clients’ retention. Each update is strategic and focused to achieve the desired result.
The continual updating has helped the firm attract and land new clients. “Lynn has some great and compelling testimonies‚” Susan commented. The changes Susan makes are designed to immediately grab prospects’ attention. By adding more about Lynn‚ updating her picture‚ posting testimonies‚ and adding valuable marketing messaging strategically throughout the site‚ Susan keeps browsers’ attention.
Before the website re-design‚ some prospects had visited Lynn’s site‚ but not a lot. With Susan’s first re-design‚ Lynn received a sudden influx of business from her newly found web presence and site do-over‚ “Just like that!” Lynn said.
Periodically‚ Susan reaches out to Lynn‚ as she does with all her clients‚ to advise her of the latest technology and strategies to implement. Keeping the website fresh and rejuvenated gives Lynn a competitive advantage. Not only does Lynn’s site continue to attract new clients‚ but it also keeps her regular clients intrigued. This has worked well for her. The website no longer hovers lost in cyberspace with minimal visits. “I’ve increased my leads from my website by 100%‚ which has more than doubled compared to last year. It was more than I ever expected‚” she said. Through her new website‚ she has realized an increase in clients and revenue by 8’%. “Susan has surpassed my expectations! And with the results this year‚ there’s no way I could be happier.” Lynn said. “Never before have I had such inquiries from my website!”
To learn more about how S. Best Designs‚ LLC can help your business succeed‚ visit Susan at sbestdesigns.com‚ or call 73’.941.9107.
Case Study was written by copywriter‚ Beverly Powers email: firstname.lastname@example.org‚ or call 30’-588-4254