How Can an Accounting Copywriter Help Grow Your Business?
Are you an accounting firm looking for ways to bring in more clients? A finance consultancy that’s itching to up your game? Maybe even a solo accountant looking for the best way to get your name out there?
Whatever the case, it’s time to bring in the heavy hitters.
An accounting copywriter is a marketing specialist, experienced in working with businesses that serve the accounting and finance industries. They’re not accountants themselves, but they have a thorough knowledge of accounting principles and terminology. Copywriters also know how to use words that trigger emotional responses in readers, whilst subtly communicating complex ideas in a simple way. This combination of skills makes them excellent partners for accountants and other business professionals who want to market their services more effectively.
In this post, we’ll explore the benefits of using an accounting copywriter, and explain how they do what they do so well. What methods do they use? How does their knowledge of accounting benefit your business?
Let’s find out.
Why is a specialist accounting copywriter important?
From SEO to ROI, a specialist accounting copywriter can do a lot for your business.
Copywriters in general are experts at increasing a business’s ability to reach their intended audience, but a specialist in your field will also carry the expert knowledge needed to really capture your target market.
Let’s take a look through some of the key benefits you could see from hiring a specialist.
Raising your profile and stimulating growth
It’s a simple fact that most businesses need accounting services. But in order to choose your services, your audience needs to find you and decide that you’re the best option.
An accounting copywriter writes compelling content that helps to raise your company profile. By writing engaging content and maximising SEO (more on that in a moment), an accounting copywriter will highlight all the reasons a potential customer should choose you — with the precision of someone who knows the industry like the back of their hand.
An accounting copywriter can focus on targeted, specialist services, such as chartered, cloud, and payroll accounting. They can really bring out the benefits of your company’s USP, like showing your authority in specific areas.
All of this will help to get you seen, and convince potential clients that you’re the best fit for whatever they need.
Focusing on your target audience
An accounting copywriter will make your content more relatable to your audience. The use of technical jargon in marketing and website content could alienate readers who don’t understand it, so it’s important to write accounting copy for your audience and not your peers.
An accounting copywriter can also focus on the services you provide and how they benefit your audience — without all the jargon — to increase conversion and engagement rates.
However, your content should always be tailored to whoever it’s aimed at, and, in some cases, that may actually be the people who do understand the jargon. If that’s the case, then your copywriter will use it to effectively show your potential customers how much you understand. As long as a copywriter knows who you’re hoping to sell to, they can write with that audience in mind.
Improving SEO
When it comes to SEO, search intent is vital. Copywriting for SEO ensures that the content answers the user’s queries in an informative, accurate, and engaging way.
Use keyword research to find search queries that are popular with your target market, and you may discover untapped treasure troves of in-demand information that your audience are looking for.
Once you have the keywords, an accounting copywriter can craft content that answers those queries, making it more likely that people will visit your website.
SEO may seem confusing if you’ve not learnt about it before, but it’s surprisingly simple when you break it down; if someone searches a question and you want your site to show up, then just make sure you give them a good, well-written answer.
Let’s say that Google trends shows ‘payroll accounting’ is particularly in-demand at the moment. Your accounting copywriter can create blog posts centred around that keyword, and people will come to view them. If you’ve got engaging content which answers their questions, they’ll probably want to take a look around the rest of your website. Once you have them looking at other pages, that’s when your marketing copy can really shine through.
Giving your potential clients value is how you drive engagement and conversion.
Generating more leads and increasing ROI
Accounting copywriting has one true purpose — to make money. You want effective content that drives conversions, so you can sell more of your services or generate more leads.
That’s what an accounting copywriter does; they take all of the information about your company and services, and write it up in an engaging way. They get all the info across whilst tapping into emotional psychology.
That may seem a little strange at first. “How can you write emotional content about accounting?”, we hear you ask. Well, a copywriter knows exactly how to weave in the basic sentiment of ‘we will save you time and effort, so you can get on with what matters’. It’s not ‘emotional’ on its own, exactly, but it focuses on the customer and their emotional experience rather than on the product or service itself, and that’s a great way to drive sales and get leads.
Portraying your capabilities
Professionalism and skill is especially important in accounting. Your clients are trusting you with the knowledge and responsibility of their greatest commodity: their money. They need to know you have the capability to handle their accounting needs, so your copywriting needs to portray this.
Website and advertising copy, FAQs, case studies, and any other ‘social proof’ content all work together to highlight what you can do. Think about the main things that people will want in an accountant or financial specialist. Responsible, trustworthy, and detail-orientated; an accounting copywriter will make sure they know you’re all those things and more.
It’s not just about what you do, but also about how you do it. You can add content that explains the process of services you provide, giving your audience a clear, concise, and easily-digestible breakdown of what it’s like to be a client. Transparency begets trust, and trust is how you convert.
And what about a more literal interpretation? What are you literally capable of? Can you take on large quantities of work, deliver things quickly, and undertake certain accounting speciality jobs? If you can, your copywriter will mention it.
How does a great accounting copywriter make your content stand out?
There are many benefits to hiring an accounting copywriter, but how do they actually do what they do? What are the little tips and tricks they use to make your content really stand out from the crowd?
Consistent tone of voice and brand identity
This is important within any sector, but for an accounting firm, it can be even more so. Since accounting services require a certain level of trust, making sure that people see you as consistent is vital.
Your tone, style, and image should be the same across every channel and medium. Every piece of content should be a part of the whole — and that whole is your brand. When crafting your brand identity, think about what people would like to see in an accounting firm. What would your customers value most? What do you value most?
Naturally inserted keywords
Any copywriter worth their salt can do this one, no matter what they’re producing for. So, what makes a specialist accounting copywriter any better at it?
Well, if they know the industry, they’re more likely to understand the full context.
An accounting copywriter knows what people want, and knows how to say it in the most effective way. They can insert keywords more naturally by considering the overall context of the content, as well as understanding the user intent when they search the query.
Whilst any good copywriter can make sure a keyword doesn’t stand out like a sore thumb, a copywriter who specialises in a topic or industry is actively aware of where best to place these keywords from the start.
Messaging that’s clear and coherent
By understanding the industry, an accounting copywriter can take jargon-heavy or technical content — or notes from you, with all your professional terminology included — and turn it into something that a customer is more likely to understand and resonate with.
There’s not a lot more likely to turn off a potential customer than having to stop and Google every other word on your website. Yes, you may be targeting professionals who are familiar with industry-specific language, and in that case, your accounting copywriter will adjust accordingly. But most of the time, your clients just want to understand what you’re doing and how you’re doing it; bogging them down with jargon isn’t going to help with that.
Why is an accounting copywriter the best choice for your business?
Accounting can be a tough market to break into, with lots of competition. But an accounting copywriter uses specialist techniques and industry knowledge to help your business stand out.
Finding the right words for your strengths is an accounting copywriter’s bread and butter: SEO techniques that get you seen, simple language that retains your message, and content that connects to your audience. They can create compelling, engaging copy to drive growth and improve reach, all whilst understanding your business as well as you do.
At ZippyLingo, we understand how important your accounting business is to you, and we have specialist accounting copywriters on hand. They have the knowledge, experience, and expertise to make your business truly shine.
Want to know more about how our accounting copywriter services can help you? Then get in touch today!
