matt mcfedries - xerocon sydney - winning leads online

Beautiful accounting software

Winning leads onlineMatt McFedries, founder PracticePlus

• Why SEO is not all it’s cracked up to be• Why your website content sucks• Why your lead quality sucks• Examples from some bookkeeper superstars

Today

SearchEngineOptimisation

What’s Google’sgoal?

Content.

Authority.

Your websit

e

Add-onXeroBlog

XeroAdvisor

FlyingSolo

SocialMedia

Microsite

Your websiteYour websiteYour websiteYour websiteYour websiteYour

website

Little Authority

Write good content.

Get quality links.

• 10 - 15 pages• 400+ words on 50% of pages• No duplicate content• Not stuffed with keywords

Good content

Xero Trainers Sydney, the leading experts in Xero training talk to us about your Xero training needs today.

Xero Trainers Sydney >

“Filling pages with keywords results in a negative user experience, and can harm your site's ranking.

Focus on creating useful, information-rich content that uses keywords appropriately and in context.”

says:

• Get links from high quality sources• Don’t use automated tools• Create links ‘naturally’ (10-30/mth)• 30-50% links to home page• Use a variety of ‘anchor text’• Try Traffic Travis

Link building tips

Xero makes working with your financial advisor incredibly easy. Talk to us today about our 3 day Xero Conversion process.

Xero makes working with your financial advisor incredibly easy. Talk to us today about our 3 day process. Click here to learn more.

5%-20% of leads from Search.

• Since Feb 2013• 38 enquiries• 6 enquiries per month• 8 enquiries from Search• 4 were brand name

AU Bookkeeper

Referring Sites53%

Search21%

None26%

“Accountants Wellington”

Jul 22

Aug 12

Jun

• Good content & quality links• Blog 2-4 times a month• Avoid preloaded / duplicate content• Target local search e.g. Bookkeeper [city]• Referrals may still be your best source

SEO takeaways

Unfair advantage.

• Adding an eBook download• Showing plans and prices• Adding a client login area• An amazing new design• Mobile friendly

It’s not…

ONE thing wrong

It’s your content.

clear convincingcredible content converts

comparison

content problem

conversion problem=

It’s all about

YOU

We offer a unique service that can cater for any size business

We offer very affordable rates and can tailor our services to fit your needs

Contact us today to see how we can best serve you and your business

Written in marketese

We offer a unique service that can cater for any size business

We offer very affordable rates and can tailor our services to fit your needs

Too longToo cluttered

2011 AOP UK website usage study

2518 pages

3-4 pages2-3 minutes

HomeAboutPricingBlog

ONE thing right

Value proposition

A believable collection of the most persuasive reasons your target customers should buy from you.

Peter Sandeen- Conversion Optimisation Guru

If you don’t have a strong value proposition or you don’t know how to use it, your marketing lacks persuasive substance.

30 minutes or it’s FREE

we empower [business owners] with information to run their

businesses better

bringing you business solutions that create more value than they cost

better understand the health of your business

add meaning to your data

give you a critical edge

best business decisions

Fast turnaround

Reasonable fees

Excellent support

Jill of All Trades - 100% Xero

Xero knowledge award

We provide high quality implementation

We provide training to a wide range of clients

Transform business efficiency

extract maximum value

35 years' experience in the IT and Software Training field

first bookkeeper in the world to be awarded Xero Gold Partner status

400+ Xero setups

get setup right quick & painless conversion

Jills results

Search5

Twitter1

Direct4

2 web enquiries within 2 hours of launch.

In 3 weeks:•Total leads: 10•Web leads: 5•Other leads: 5•Lead quality: Excellent

What’s your value proposition?

• Accuracy• BAS lodged on time• Healthy Xero• Am I making profit?• Not sure? Ask your clients.

What do your clients VALUE the most?

Cut paperwork. Bill jobs faster. Know your profit margin.

Work less. Bill more hours.Productivity solutions for busy business

owners.

• Your website’s purpose is to persuade• Talk less about yourself• Talk more about the value you offer• Eradicate ‘marketese’ from your site• Use case studies to prove your value• Have an ongoing content plan• You’ll get better leads

Content takeaways

Design

Design gives content more power!

Design improves your lead quality.

Don’t burythe lede

work on your business rather than in it

‘switch off’ at night in the knowledge that all your financial affairs are in order

cancel your services with us at any time and will not be charged for that month

Run your business and access your accounts from work, home or on the go.

Invite others to view your accounts and provide valuable real-time advice.

Run your business and access your accounts from work, home or on the go. Invite others to view your accounts and provide valuable real-time advice. Your data is completely secure even if your computer is lost or stolen.

http://www.webstyleguide.com/wsg3/7-page-design/6-page-width-line-length.html

It’s time to meet your macula

Make more time.We’ve helped make more time for over 150

small business owners.

A business that works for you. Not the other way round.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab

illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo

Get your weekends and nights back.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab

illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inven.

Ragged edge

Make more time.We’ve helped make more time for over 150 small business owners.

A business that works for you. Not the other way round.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo

Get your weekends and nights back.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo

“My eyes get tired of looking at the same things. They blur into one thing. Inserting an image or a quote to break things up a bit and create interest.”

Make more time.We’ve helped make more time for over 150 small business owners.

A business that works for you. Not the other way round.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis.

Get your weekends and nights back.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo

We’re provide a professional high quality service

You could be one decision away from having the kind of business you’d always imagined. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo

Don’t make me think– Steve Krug

• Design gives your content more power• Break up content into scannable chunks• Use images to reinforce• Use clear headings• Create space!• Visit http://webstyleguide.com

Design takeaways

1. Be clear on the value you offer,

2. Write content that persuades,

3. Use design to give content more power, and improve lead quality,

4. Build quality links to your site

5. Blog up a storm!

In summaryYou have 3-4 pages to convert visitors to leads

Get your Jetpack!4 free digital marketing guides

http://practicepl.us/one

- Guide to creating a great website- Guide to SEO and online marketing- Best practice blogging guide- Twitter 101 for accountants & bookkeepers

@mattmcfedriesmatt@practicepl.us