Copywriting

If you’re like most assurance or accounting firms, you want your website to be a lead-generating asset. That means capturing leads through online search. But that also means your website needs to speak to your audience. A strong SEO strategy combined with clear, effective copy is essential for this. One way to see if your website is achieving these goals is through a website copy audit. 

Let’s jump right into understanding the website copy auditing process and what it means for your firm. 

What is a Website Copy Audit?

A website copy audit is a thorough review of all aspects of your website.

 This includes evaluating the design, layout, usability, and content. The ultimate goal of a web copy audit is to identify any areas that need improvement and make recommendations for improving them. Website copy audits can be conducted by an expert, or you can choose to do it yourself.

Outline Your Audit Goals

When conducting a web copy audit, there are a few key things to keep in mind. First, you’ll want to make sure that you have clear website goals. Think about:

• What is it that you want your website to achieve?
• What metrics do you plan to track?
• What does success look like?

Once you know your goals, you can evaluate all of the different elements of your website. But, it’s important to remember that this type of audit is not a one-time thing. Your website will continue to evolve over time, and so should your review process.

Copywriting Website Audit versus Technical or UX: What is the difference?

There are many aspects of a website to evaluate: how it performs, the design, the layout, and the copy. When it comes to website auditing, there are three major types of audits:

1. Copywriting Audit — A copywriting website audit focuses on your website’s copy and content. This includes assessing the overall tone and voice of the website and the clarity and effectiveness of the copy. The goal of a financial services copywriting audit is to ensure that your website’s copy is helping you achieve your firm’s unique goals.
2. Technical Audit — A technical website audit aims to identify any areas that need improvement from a technical standpoint. On the other hand, a technical website audit focuses on the website’s technical aspects. This includes things like website speed, security, and code quality.
3. UX Audit — A UX website audit focuses on the website’s user experience. This includes assessing things like navigation, design, and overall usability. A UX website audit aims to identify any areas that could be improved to make your website more user-friendly.

If you’re reaching out to a freelance writer for a website audit, then it’s a copywriting audit you’re looking for. 

Signs Your Accounting Firm Needs a Website Copy Audit

Your website is often the first impression potential clients have of your firm, so it’s critical that your copy is clear, compelling, and up-to-date. If your writing feels stale or confusing, it might give the impression that your firm isn’t keeping up with industry changes. 

Plus, if your messaging isn’t aligned with your ideal clients—it can lead to missed opportunities and lower engagement. If potential clients can’t quickly grasp what you do—whether it’s audit, tax planning, or advisory services—they’re less likely to reach out. 

A website copy audit helps pinpoint these issues, ensuring your site reflects your firm’s expertise and appeals directly to the needs of your ideal clients.

How Writing is Evaluated During Your Audit

My clients’ most common question before a website audit is: “What do you look for when you’re reviewing website copy?” As an SEO and financial copywriter, look for several key factors that are especially relevant to financial services firms:

• Is the tone professional and authoritative, suitable for engaging C-suite executives and industry decision-makers?
• Is the language clear, precise, and free of jargon that could confuse potential clients?
• Does the copy clearly communicate your firm’s unique value proposition, such as expertise in niche financial sectors or a strong track record in audit and assurance?
• Is the messaging aligned with your firm’s goals, whether that’s lead generation, client retention, or demonstrating thought leadership?
• Are there any opportunities to make the copy more client-centric, focusing on the needs and pain points of your target audience?

A website copy audit can be expansive or specific, but ultimately, the goal is to make sure your website is clear, convincing, and compelling. 

What’s Next?

Your website copy should do more than just look good—it should be optimized for search engines and tailored to your clients. With a custom website copy audit, I’ll evaluate your content and SEO performance to help your accounting firm rank higher and attract the right leads. 

Let’s make your site work smarter. Book a call today.

As an accounting firm partner or CEO at a financial services company, you might notice plenty of visitors landing on your website—but how many convert into clients? Often, the issue lies in the words on your site. Copywriting for financial services can be challenging. If your messaging is too complex or filled with jargon, potential clients may click away. This is where hiring a financial copywriter can make all the difference.

A skilled financial copywriter understands how to create clear, effective copy that resonates with your audience, showcases your expertise, and drives conversions. Here are seven key website copywriting tips to help you attract and retain clients:

1. Keep It Concise

Cluttered website copy chases away customers. So, take a look at the pages on your website. Is it chock full of stuffy corporate terms? Does it use too many long paragraphs? When it comes to website copy, less is more. A financial copywriter knows how to strip away unnecessary language, making your message easy to digest. Remember: less is more.

2. Use Active Voice

Passive voice is tedious and confusing. No one wants to read through a wall of text filled with dull, lifeless sentences. An expert financial copywriter will focus on active voice when writing for your website.

Example: Active: “Our team simplifies your tax strategy.” Passive: “Our team has simplified your tax strategy.”

Active voice in your website copy will make your words more engaging and easier to understand.

3. Highlight Your Benefits

What can you offer your potential client that your competitors can’t? What makes you unique?

Potential clients visit your site looking for solutions. Don’t just list only features—highlight the benefits they provide. A financial copywriter will focus on the outcomes your services offer, addressing the pain points your audience faces—and tailoring the website to your unique benefits you serve clients.

4. Use Calls to Action

A call to action (CTA) is a phrase or sentence that tells your readers what you want them to do next. CTAs are essential because they guide your readers through your website and help convert them into customers. Whether it’s a CTA that says “Request A Quote” or “Learn more,” you want to be clear about what action you want your customer to take.

5. Write for Your Target Audience

Who is your ideal client? Are they CFOs at mid-sized firms or entrepreneurs seeking financial advice?

A financial copywriter knows how to adapt the tone and language of your content to resonate with your target market. They also have a very clear understanding of the regulations of your industry and the pain points facing your ideal clients. Use language that addresses their needs and concerns, and show them you understand their challenges.

How do you get them to click? Write to attract them.

6. Invest in a Professional Copy Audit

Not sure if your website copy is attracting leads? Or, maybe you are looking to make improvements? You might be ready for a website copywriting audit.

Hire a freelance financial copywriter or SEO consultant to look at your website and give you some feedback. An outside perspective can help spot errors or opportunities for improvement so your website copy is clear, persuasive, and aligned with your search engine optimization goals.

7. Update Your Website Regularly

New location? New service? Update your copy regularly to reflect any changes in your business. You don’t want your website copy to be outdated or inaccurate. This can reflect poorly on your business and confuse customers.

Don’t Lose Clients to Poor Website Copy

Cluttered, confusing copy can drive potential clients away. With clear, compelling content, you can engage visitors and convert them into loyal clients. A professional financial copywriter can help you craft website copy that speaks to your audience, showcases your expertise, and drives traffic.

Need A Financial Copywriter?

If your website isn’t delivering the results you want, it might be time for a refresh. I offer specialized financial copywriting and SEO services to improve traffic and conversions for financial service companies and accounting firms. Contact me today to learn more about how we can elevate your website content.

Copywriters are an essential part of any content marketing strategy for SEO. They create clear writing that connects your accounting firm with potential clients. In short, copywriters get your website noticed. So, do you need one? Hiring a copywriter can take your CPA or financial firm to the next level, but it’s not always a straightforward decision. It’s important to look at all the pros and cons before deciding if working with a freelance copywriter will deliver the results you want.

Things To Consider Before Hiring A Copywriter

The first question you need to ask yourself is whether the skillsets of the copywriter match your needs. For example, if you are looking for someone to work on SEO copy, you will need someone who has experience writing content that will rank well in search engine results pages (SERPs).

If you’re looking for someone who can write content about your product or services, hiring a copywriter with experience in your industry is critical. An experienced copywriter can give you insight into relevant topics your audience will want to read. They’ll take these ideas and write compelling blog posts, social media updates, and other marketing materials.

Why a Copywriter is Essential for Every B2B Business

Every financial services or CPA firm needs good marketing. A skilled writer is critical for marketing success. Hiring a copywriter can pay off big time, leading more customers to your website and increasing your sales. You may want to hire a copywriter for:

• Content marketing strategy: An experienced copywriter can help you create engaging content and present your firm in the best possible light.
• Website content: Prospects will quickly become bored if your website doesn’t have any original content. Hiring a copywriter will strengthen your website copy so it engages potential clients and brings you leads.
• Blog posts: Blogging is not just about creating new content—it’s also about maintaining what you already have. Hiring a skilled writer can help keep up with the demand.

A good digital copywriter will have a background in keywords, SEO, and how to connect with your audience. Armed with these skills, they can create the perfect written content for your website or social media.

Benefits of Hiring a Copywriter and What They Do

As a customer, you’ve interacted with a copywriter in the past without realizing it. Copywriters create all sorts of marketing materials, including business cards, brochures, pamphlets, flyers, advertisements, blog content, and web design.

Copywriters help businesses communicate their message in a clear, concise, and engaging way. They will often work alongside other marketing specialists to ensure the message is clear and cohesive across all platforms.

So, what are the big reasons why you need a copywriter?

1) They can help you present your firm to clients more effectively.

2) They can help you increase sales or conversions on your website.

3) They can help you create an overall better brand experience for your clients.

In the end, hiring a copywriter means you can save time by working on your business and letting a professional writer help you write the best words to market your business. 

How To Find the Right Copywriter For You

Hiring a copywriter can be an exhausting and time-consuming process. If you’re looking for a freelancer to help, you need to know what kind of writer you want.

The first step is to make a clear list of what you need from your copywriter.

For instance, do you want them to be a generalist or a specialist?

Do you have a specific topic in mind, or is it more about the text’s tone of voice and style?

Let’s say you’re looking for a freelancer specializing in copywriting for financial services. Then, you’ll need to look at their expertise, results, and industry knowledge.

Next, consider what you are willing to pay, the time frame that the project will take, and any constraints. As the old saying goes, “You get what you pay for,” and this applies to professional writers as well. Don’t cheap out on good writing. Come up with a budget that works for you and is competitive to find top talent.

And remember, specialists will often cost more because they’re experts. But that also means they’ll bring a depth of knowledge to your project that can greatly enhance the quality of your content.

The process of finding your perfect copywriter will require patience and time, but it’s worth it to hire the right person for your business needs.

Hire An Experienced Copywriter

The benefits of hiring a professional writer over-drafting your content in-house are too many to list in one post. Whether you hire a ghostwriter, freelance writer, or content manager with SEO expertise and a proven successful track record in the industry – the decision will always be worth it.

Thinking about hiring a content strategist or SEO consultant? Contact me today, and let’s chat about your business and how I can help you bring in leads from online search.

Website content continues to be an essential part of a compelling digital marketing strategy. Your website homepage content speaks volumes about your business. It demonstrates your credibility, authority, and expertise in your industry. Studies show that 75% of consumers make a judgment on a brand’s credibility based on the company’s website design, so create website homepage content that converts by including these eight essential ingredients on your homepage.

1. Headline

A homepage headline should be straightforward. It needs to immediately present what you offer and should grab your visitor’s attention so that they want to learn more about your product or service.

2. Sub-headline

Your sub-headline should provide an expanded description of your headline, offering a brief description of your services or products. This can also be your hero message that gets visitors’ attention and communicates powerful information about your company. Effective sub-headline strategies include focusing on a common pain point or solution your product or service offers.

3. Visuals

Studies have shown that a majority of people are visual learners. Include images, infographics, or a video that clearly show what you offer and how it can benefit your ideal customer. The best images capture emotion and lead to action. And you don’t have to showcase expensive copywritten, or rights reserved graphics–look for free stock photos to help.

4. Benefits

Your website homepage should clearly outline the most significant benefits of your offer. Your prospects want to know the benefits they get from hiring you or buying your products. Examples such as testimonials and case studies on your home page give visitors a good understanding of what you offer. Make sure your benefits stand out and compel your prospects to click through your site further.

5. Features

Highlight some of the key features of your product or services as part of your homepage design. Display it in a way that is easy to read. Compelling “Features” for website homepage content include tables or charts.

6. Call-to-Action (CTA)

The goal of your website homepage is to compel your visitor to do something – contact you, buy your product, sign-up for your newsletter, etc. Include two or more call-to-action buttons strategically placed on your website homepage. Choose a button color that makes them easy to find and click.

7. Navigation

You want a website homepage that leads your prospect on a clear path that keeps them on your website. Ensure the navigation menu is visible at the top of the page and is organized hierarchically–if you can include a search box, even better! And, don’t forget to include links to your social media pages in your web design to give your visitors other ways to contact you.

8. Success Stories

Customers buy and hire from brands they trust. Social proof and success stories are potent indicators of trust (and an essential part of a strong marketing strategy). Add customer testimonials, awards, and other recognition to your website homepage to inspire the best first impression.

Write Your Website Homepage Content For Conversions

Your website homepage is the front door of your store, so make sure you make a positive impact on every visitor. A well-organized and displayed website homepage will compel visitors to dig deeper into your website and lead them further down the lead generation funnel.

Does Your Website Homepage Content Include These Elements? 

Coming up with new content ideas can be time-consuming. Need help with your content marketing or blog? As a Hubspot-certified content marketer, I’m here to help get you the search engine results you want.

Contact me today to discuss how I can help write your website homepage content to compel, sell, and convert prospects!