Slides from Matt's 45 minute presentation to Xero Bookkeepers at Xerocon Sydney on August 29, 2013. Find out if Search Engine Optimisation is good investment, how to write content that converts visitors into clients, and how to use design to increase the quality of leads fro your website.

1. Beautiful accounting software

2. Winning leads online
Matt McFedries, founder PracticePlus

3. • 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

4. Search
Engine
Optimisation

5. What’s Google’s
goal?

6. Content.

7. Authority.

8. Your
website
Add-on
Xero
Blog
Xero
Advisor
Flying
Solo
Social
Media
Microsite
Your websiteYour websiteYour websiteYour websiteYour website
Your
website
Little Authority

9. Write good content.
Get quality links.

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

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

12. “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:

13. • 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

14. 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.

15. 5%-20% of
leads from
Search.

16. • Since Feb 2013
• 38 enquiries
• 6 enquiries per month
• 8 enquiries from Search
• 4 were brand name
AU Bookkeeper
Referring Sites
53%
Search
21%
None
26%

19. “Accountants Wellington”
Jul 22
Aug 12
Jun

20. • 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

21. Unfair advantage.

22. • Adding an eBook download
• Showing plans and prices
• Adding a client login area
• An amazing new design
• Mobile friendly
It’s not…

23. ONE
thing wrong

24. It’s your content.

25. clear
convincing
credible
content
converts

26. comparison

27. content
problem
conversion
problem=

28. It’s all about
YOU

29. 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

30. Written in
marketese

31. 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

32. Too long
Too cluttered

33. 2011 AOP UK website usage study
2518 pages

34. 3-4 pages
2-3 minutes

35. Home
About
Pricing
Blog

36. ONE
thing right

37. Value
proposition

38. A believable collection of the most
persuasive reasons your target
customers should buy from you.
Peter Sandeen
- Conversion Optimisation Guru

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

40. 30 minutes
or it’s FREE

43. we empower [business owners]
with information to run their
businesses better

44. bringing you business solutions that
create more value than they cost

45. better understand the health
of your business
add meaning to your data
give you a critical edge
best business decisions

46. Fast turnaround
Reasonable fees
Excellent support

49. Jill of All Trades - 100% Xero
Xero knowledge award
We provide high quality
implementation
We provide training to a wide
range of clients

52. Transform business efficiency
extract maximum value

53. 35 years' experience in the IT and
Software Training field
first bookkeeper in the world to be
awarded Xero Gold Partner status

54. 400+ Xero setups
get setup right quick & painless conversion

56. Jills results
Search
5
Twitter
1
Direct
4
2 web enquiries within 2
hours of launch.
In 3 weeks:
•Total leads: 10
•Web leads: 5
•Other leads: 5
•Lead quality: Excellent

57. What’s your
value
proposition?

58. • Accuracy
• BAS lodged on time
• Healthy Xero
• Am I making profit?
• Not sure? Ask your clients.
What do your clients VALUE
the most?

59. Cut paperwork. Bill jobs faster.
Know your profit margin.
Work less. Bill more hours.
Productivity solutions for busy business owners.

60. • 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

61. Design

62. Design gives content
more power!

63. Design improves
your lead quality.

64. Don’t bury
the lede

65. 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

67. 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.

68. http://www.webstyleguide.com/wsg3/7-page-design/6-page-width-line-length.html
It’s time to meet your macula

69. 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

70. 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.”

71. 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

73. 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

74. Don’t make me think
– Steve Krug

75. • 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

76. 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 summary
You have 3-4 pages to convert visitors to leads

77. 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
@mattmcfedries
matt@practicepl.us