It's ironic. CPAs work every day to help clients get the highest returns on their investments as possible. When it comes to CPA web sites, however, that philosophy is often pushed to the side.

Most CPAs who opt to create a web site do so with no vision, no goals and no plan. They simply decide a web presence would benefit their firms. They hire a web development company and offer the instructions, "Make us look professional." Using this method to create a web site will generally cause nothing more than a great deal of expense and tremendous waste of time. In order to make a qualified decision about whether a web presence is a logical addition to your firm, you need to give due consideration to several questions.

Why Do You Want A Web Site?
Do you feel you need a web site because other firms are establishing sites? Are you looking for ways to expand your practice? Are you hoping to generate more leads via your site? While having a web site certainly won't do your practice any harm, just putting one up for the sake of having an Internet presence can be costly and offer little or no return.

What Goals Do You Have For Your Site?
What do you want your site to do? Are you aiming for top search engine placement so you can easily be found online by prospects? Is it your goal to have your web site automate certain tasks? Do you hope your site will shorten your sales cycle by turning leads into clients more quickly?

Web sites can pay for themselves and generate revenue for your firm within a relatively short period of time if they are developed correctly. In order to ensure they accomplish what you're after, you'll want to have clearly defined goals in mind.

How Do You Plan To Use Web Technology to Improve Your Business?
Web-based technology can do amazing things for CPAs. For instance, did you know your site could operate in the following ways?

A visitor searches on Google for "Miami CPA" and finds your firm. While at your web site, the prospect reads about your firm's history, current clients and rates. They like what they read, but require additional information so they use the contact form on your site to request a company profile.

Providing their name, company, address and phone number, this prospect completes the request form and checks a box indicating they would like to subscribe to your monthly e-mail newsletter.

Within seconds, your site recognizes the request for a brochure and automatically sends a reply to the prospect’s message. The e-mail says the company profile has been mailed, but the prospect can also view it online. A web site link is provided and the lead quickly clicks to the correct page to read more about your firm.

A few hours later, the latest edition of your e-mail newsletter arrives in the lead's inbox and they begin reading about the newest changes regarding travel expenses. The topic hits home so they decide to call and arrange for an interview with your firm.

A one-time web development expense and the savvy use of Internet-based technology just landed you a client who might otherwise have never known you existed. You did nothing. You commissioned a site then sat back and let it work on your behalf.

What Else Can Web Sites Do for Your Firm?
A web site can automatically update your clients about changes in firm policies, changes in tax laws, etc. Your site can offer automated information of various types to partners, employees or clients, including forms. You can also create password protected, secure areas in which partners and/or clients can review/share information.

Web sites can shorten your sales cycle and save time and money with client development. As depicted in the example above, the prospect did all the work. They searched on the Internet. They clicked to your site. They read the information and completed your “contact us” form. They phoned your office for an appointment.

Internet technology can keep you in constant contact with clients so they remember your firm when they have a need. Through e-mail updates or newsletters, your database of contacts is kept abreast of the latest information, which is critical to their personal and/or professional success.

So, the answer to the original question, "Do you need a web site?" is “yes.” You do need a web site, but only if you adequately plan for its development and proper use so it can offer a valid return on your investment. Otherwise, a site will be an expense that provides little value.

Before delving into the World Wide Web, take some time to review your business processes. With a little planning, you can easily partner with a professional who will create a site designed for performance.

About the Author
Kristi Stangeland is a licensed CPA formerly with PricewaterhouseCoopers and Salomon Smith Barney. She possesses a background in accounting, technology, business strategy and the arts and authored Effective Websites for CPAs: Grow Your Practice and Profits. She can be contacted online at www.KLSWebSolutions.com or via telephone at 914.478.8480. Kristi Stangeland © 2006, All Rights Reserved