The Secret to Exploiting Changing Content when Marketing Websites for Accountants

Are you keeping your CPA site changing and fresh? Stop a minute and sincerely reappraise your website. Do you furnish new, stimulating content on your site a lot? Most site owners don't truly appreciate how critical this is to the long-term success of their sites. Letting your site slide into obsolescence not only makes your firm look lame, it's also a big red flag to the search engines.

Imagine a local store that you like to shop at stops getting new inventory and never updates its catalog. Would you shop at a store that never updates it's inventory? Of course not. Websites for accountants are no different. New content is what will keep visitors coming back. Without it people will quickly tire of your website.

The Benefits of Change

Change is scary. It's human nature to resist it. There is always an element of risk involved; why mess with something that has been so far successful? As the old adage goes, if it isn't broken, don't fix it.

The allure of the comfortable and familiar has led many websites for accountants down the garden path of mediocrity. On the web time passes quickly, and this mentality can leave your website neglected and covered in dust in pretty short order. This will effect everything on your site from your number of visitors, the duration of their stays, your site's ranking in the search engines, and in your bottom line.

Relevance

It happens every day. Websites that have enjoyed good placement in Google suddenly drop off the first few pages. You must remember that the prime function of search engines is to point the searchers to the best, most relevant sites for the terms they entered. Websites for accountants that are constantly updating and offering up new content are, by nature, considered more relevant than a site that hasn't been updated in years.

The Basics

A blog is a great way to keep new content flowing on the site and get repeat visitors. Even if you just do small entries commenting on recent events, it gives your visitors a reason to return to your site again later. If you can keep consistently posting entries regularly, you can build a habit in your site visitors to keep coming back to the site to read your new post.

Post your monthly newsletter online. There are a lot of advantages to this (email is a lot cheaper than post) not the least of which is that it's a great way to keep the site fresh and exciting. You could talk about changes to your company or provide links to news stories you've read elsewhere. There are a number of services that provide online newsletters and these have the advantage of being "fire-and-forget" solutions. You don't need to lift a finger and your website content is constantly changing!

There are a number of other simple dynamic pages you can use. Calendars and tax due dates are obvious solutions. Again... you may find third party solutions are the easiest way to include this kind of content.

Just these few ideas are adequate to keep websites for accountants dynamic enough for the search engines and a blog, or even merely a decent newsletter, will basically gratify your visitors. It's important not to have your website sit for long. Even a cutting edge website will quickly become out-of-date, so keep it fresh and young.

Brian O'Connell is the owner and founder of CPA Site Solutions, one of the nation's biggest website businesses dedicated exclusively to websites for accountants.