It has to help prospects with the next step. They know it s tax season. That may rub some accountants the wrong way, Vitale admits, but a Web site is no place to keep track of billable time. And if your site s visitors don t get anything from it the first time, they won t be back. The Internet still has a gift mentality, Vitale says.
People expect to get things for free.
And while many accountants may balk at the idea of constantly updating their Web site, keep in mind that the changes needn t be total or even dramatic, Vitale says. You can get that to automatically change every time somebody visits your site. All that requires is a database of quotes, easily purchased, behind the Web site, Vitale says. It s no different than a hit counter. Advertise your Web site on your Web site, Vitale says.