Creating a memorable 'About Us' page for your site

By Chad Brubaker, CEO, Emochila,

It is tax season again, which means that people are shopping for accountants. When potential clients are researching and evaluating your firm, the first step will be to do a quick Google search and find your web site.
Beyond the first impression of the Web site design, visitors will go to your About Us page to learn more about your firm and you as a person. Emochila recently did a study that found the About Us page is one of the top three pages visited on Web sites for accountants. Thus, I encourage you to invest some time and create an About Us page that is memorable for your clients and new visitors.
Following are three tips to help your accounting firm's About Us page:
1. Personalize your About Us page
Many Web site developers for the accounting profession provide Web sites that are loaded with prewritten content, ranging from IRS forms to financial calculators. The benefit is that you save hours of time writing content, but still provide valuable information for your clients and Web site visitors. The downside is that this prewritten content does not necessarily reflect your firm. Think of your About Us page as your opportunity to personalize your Web site.
One of our clients, Cheri David, is a shining example of someone who has created a great About Us page on her Web site at Through her About Us page, a visitor immediately makes a personal connection with Cheri. Visitors notice the photo of Cheri smiling and personally welcoming you to her Web site.
Right off the bat, she states her values and what she stands for. She includes photos of her family, as well as a rundown of her activities outside the office. After spending only a few minutes on this page, you get a sense of who Cheri is.
2. Professional accolades
Visitors (and prospective clients) are looking to become more familiar with you and your firm, and you need to provide them with information. Cheri provides her background and affiliations in a very thorough yet unassuming manner. She includes her education, professional affiliations, publications, and community service. 
If you have a particularly interesting background to your firm, do not be afraid to share this story. For example, if your CPA firm is the oldest firm in town, include this information on your Web site. Lastly, do not be afraid to brag a little bit.  For small or new firms, visitors might not know much about your firm and this is your opportunity to shine.
3. Incorporate social media into the page
By including social media links, you provide visitors with more avenues to get to know you. Cheri actively blogs and lets clients connect with her on LinkedIn, Facebook, and Twitter on the homepage of her Web site.
In additional to testimonials on your Web site, you can receive recommendations from your professional network on LinkedIn. Client testimonials and recommendations demonstrate the value of your firm and can be an incredibly powerful marketing tool. 
About the author:
Chad Brubaker is president and CEO of Emochila: Custom Websites for Accountants. He earned a Bachelor of Science degree in Business Administration and Computer Science from the University of California, Berkeley. Brubaker has worked as a developer for several Web-based companies and as an Internet security consultant for PricewaterhouseCoopers LLP. Clients included Daimler Chrysler, American Airlines, WellPoint Networks, Unocal, and Transora.

Related articles:

You may like these other stories...

Remember the old joke about the devil showing a guy around Hell? There were great parties, swimming pools, and sumptuous food. The guy liked what he saw, lived a bad life and went to Hell when he died. Upon arrival the devil...
Sometimes, the grass really is greener elsewhere. LedgerLink, a social and career community for accounting professionals, recently conducted extensive surveys and analysis to determine the very best American cities for...
Due to fierce competition in the accounting industry, some CPAs may feel pressure to compete for business using pricing alone. However, this is a losing battle in the long run: Competing on price will lead to the need for...

Already a member? log in here.

Upcoming CPE Webinars

Aug 26
This webcast will include discussions of recently issued, commonly-applicable Accounting Standards Updates for non-public, non-governmental entities.
Aug 28
Excel spreadsheets are often akin to the American Wild West, where users can input anything they want into any worksheet cell. Excel's Data Validation feature allows you to restrict user inputs to selected choices, but there are many nuances to the feature that often trip users up.
Sep 9
In this session we'll discuss the types of technologies and their uses in a small accounting firm office.
Sep 11
This webcast will include discussions of commonly-applicable Clarified Auditing Standards for audits of non-public, non-governmental entities.