Running a small accounting and bookkeeping service can feel like a never-ending balancing act between serving your current clients and finding new leads. One day, after another week full of client deadlines, Rachel, the owner of a small accounting firm, realised that her website wasn't bringing in any new enquiries. She knew something had to change.
Understanding Your Audience
Rachel took a step back and thought about her ideal client. She knew that small business owners were constantly juggling multiple responsibilities, often overwhelmed by the paperwork and regulations surrounding their finances. She needed to write website content that directly addressed these pain points in a simple, relatable way. It had to be approachable and speak to her potential clients' needs without overwhelming them with industry jargon.
Rachel focused her content around the everyday challenges small business owners face, like cash flow management, tax deadlines, and navigating payroll. By writing in a conversational tone, she made the content accessible to non-experts, which immediately made her readers feel understood and connected.
Providing Real Value
While reviewing her website, Rachel realised that much of the existing content was too vague, offering broad overviews rather than actionable advice. She knew she needed to be more specific to truly connect with her audience. So, she crafted blog posts offering step-by-step guides on topics like how to prepare for tax season or tips for reducing bookkeeping errors. This provided readers with tangible solutions they could implement straight away, positioning Rachel as a trusted expert in her field.
Her content went from being broad and forgettable to specific and valuable, helping her readers see the real benefits of her services.
Optimising for Search Engines (Without the Jargon)
Rachel also knew that the right people needed to find her website. But SEO felt intimidating—technical terms like “meta descriptions” and “backlinks” just didn’t click for her. Instead, she focused on writing naturally and included key phrases her potential clients were likely to search, such as “affordable bookkeeping for small businesses” and “how to prepare for tax season.”
By using these naturally in her content, she began to attract search engine traffic from small business owners looking for precisely what she offered, without feeling overwhelmed by complicated SEO strategies.
Telling Your Story
As she rewrote her website, Rachel didn’t just focus on what her business could do; she also included her personal story—how she started the firm after years of working in corporate finance and how she’s passionate about helping small businesses succeed. This personal touch helped her stand out from larger firms and made potential clients feel a connection to her before they even reached out.
This authenticity resonated with her audience, and she soon found that more and more enquiries began referencing her story as the reason they reached out.
A Clear Call to Action
The final step was ensuring that her website guided visitors to take the next step. Rachel revised her calls to action (CTAs), making them clear and simple. She added a prominent “Get a Free Consultation” button on every page and ensured her contact details were easy to find. Rather than sounding pushy, these CTAs felt helpful and inviting, encouraging potential clients to get in touch.
If you’re a small business owner struggling to turn website visitors into leads, follow Rachel’s example. By understanding your audience, offering real value, and sharing your story, you can transform your website into a powerful lead generation tool. Want more tips on how to do this? Contact Mark A Preston, Customer Growth Coach & Speaker, and start driving quality leads through effective content today.
