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Selling fundamentals to consider

The purpose of the sales process is to communicate yourself and the benefits of your firm more effectively to a prospective client. But before looking at the actual sales process, it may be helpful to examine some of the basic fundamentals needed for a successful sales strategy. Trusting yourself Trusting...

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Client service focus makes all the difference

The strength and survival of a firm depends on its ability to be relevant to its marketplace and the needs of its clients. Professional firms are defined by the markets they serve. In such a competitive environment, the success of a firm is dependent upon knowing what the client needs...

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Prospecting and accountants

Prospecting is probably the least understood aspect of practice development among accounting firms. Yet it is the most important stage in acquiring new clients. If accountants lack a prospecting program, they risk limiting themselves to the people they happen to meet as a source of potential clients. Despite the fact...

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Elements of modern website design

Modern website design is made up by various elements, styles and designs that change over the years to keep up with user wants, needs and expectations. Some elements of website design help to explain what a firm is and what it does; others serve to improve how a website looks...

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Content marketing and SEO

Content marketing and SEO are two distinct disciplines firms can use in their online marketing strategies to build their online presence and improve their search engine ranking. While the two disciplines do have characteristics that are similar, there are some key differences between the two. Some aspects of SEO are...

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What are ‘stop’ words?

“Stop” words are words that can negatively affect a firm’s SEO efforts. Words that don’t add any value to a page, such as “of”, “or” and “the” interfere with SEO because they use up valuable character space. The majority of search engines don’t consider these extremely common words in order...

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Optimising for longer search queries

Responding proactively to changes in online user search habits can help firms maintain a strong online presence. Online searches are no longer confined to basic keywords, with users now relying on longer queries to find what they are looking for. This means that firms need to start optimising their websites...

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Listening to clients

It is often said that we have two ears and one mouth, and should use them in that proportion. What this means is that good communication is more about listening than it is about speaking. Every accountant knows that client-centred firms are more likely to retain clients than are technically...

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The bane of professional complacency

In stark contrast to the accountant committed to aggressive marketing is the conventional partner ensconced in a comfortable position in a traditional firm. She has an above-average income, a good home and a family of whom she would like to see more, not less. Her future seems secure, with the...

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Google Chrome begins marking non-HTTPS as ‘not secure’

From July 2018 onwards, Google Chrome will begin to mark HTTP sites as ‘not secure’ in a transition towards a more secure web. The change will coincide with the release of Chrome 68. The move comes as Google has encouraged adopting HTTPS encryption in an effort to make the web...