Whether it's a Joseph Parker-style knockout in the first round, or a Jeff Horn-style fight that goes the full distance with apparent ease, preparation is the key to success. I had my fleeting moment of martial arts glory some years ago with a 3-round fight, and each two minute round seemed to take forever. More preparation than my opponent, but only just! I certainly have an appreciation for the training needed to achieve that 'effortless effort' the best fighters employ to make it all look so easy in the ring.
Overnight success stories usually happen after many years of preparation and hard work. This is a great time of the year to schedule some time and set your business goals for the year ahead. Start with the end in mind and get clarity on the outcomes you want to achieve. Then set your strategy with actionable, measurable goals you have accountability for.
The accountants and bookkeepers we speak with tend to fall into two broad groups:
- Coming from an established firm with a strong word-of-mouth referral network. Looking for a website update, and need a professional online presence to showcase their brand effectively.
- Setting themselves up in their own business, and need a lead-generating website up quickly.
Either way, there's an almost limitless amount of information out there to digest and absorb, and it can all easily lead to paralysis by analysis.
We recommend starting with your written content. The best websites use language that gets to the point about who you are, and what you do. People tend to skim websites for the content they need, and the way your website is structured can have a big impact on the 'bounce' rate and time spent on your site. Your bounce rate is a metric that indicates people arrive on one page but leave before clicking on anything else, and can suggest they didn't find what they were looking for. An outdated website can give the wrong impression of your firm, and a professional copywriter can be a good investment if you don't have the time to write your content yourself.
Are you writing blog posts? If your last post was some time ago, or if your intention is to get started, consider how you can achieve regularity to avoid the situation where the last update was a year ago. If you don't have the time yourself, or resources for a dedicated marketing person, automatic uploading of content to your website monthly can get you underway.
Often established firms spend a lot of effort on their physical office location, so consider your website to be a virtual office:
- When people arrive, are they greeted in a friendly way with a professional image?
- Does your website showcase your brand to best effect?
- Does your overall design encourage engagement and interaction?
Design related to the look and feel of your website, and includes usability. Consider your goals, and grow your business with call-to-actions on your Homepage such as an eBook download.
Vision, purpose, core values - it may be time to reassess. Get fighting fit for the year ahead, and make your success look effortless.