What do Women in Accounting Need to Attract Dream Clients?
Are you stacking your schedule with client after client so you can actually turn a marginal profit?
Do you find yourself constantly having to set boundaries with your clients about when is an appropriate time to reach you or even about the scope of your services?
Instead of feeling the fruits of your success, are you just feeling overwhelmed and overworked?
Ladies, if this sounds like you, you’re suffering from what I call Nightmare Client Syndrome—and this happens all too often for women in accounting and finance.
Once a month, we’ll be posting our Dream Client series, where we’ll be sharing what you (yes, you!) need to attract high-quality and high-dollar clients to your business.
Yes, we’re talking about your dream client. Because you have everything it takes to excel in your business on your terms—it’s just going to take a little more finessing on areas that might lie outside of your expertise. (And that’s ok—that’s what we’re here for!)
So this month, we’re talking about one of the most essential elements for attracting your Dream Client:
Girl, a website.
Now, this doesn’t need to be state-of-the-art, but there are a few things that absolutely need to be included if you’re trying to engage high-quality clients.
Social proof, social proof, social proof
We’re going to say this loud for everyone in the back: you need social proof on your website! What is social proof? Client testimonials!
Social proof is what’s being said about you, your services, and your business as a whole. A review. An exit survey. An out-of-the-blue text or email that a satisfied client sends you. This is all social proof. And it’s all necessary to attract your dream client.
In marketing, there is what’s known as a conversion funnel. This is an inverted pyramid that shows you the steps a potential client has to take before making the ultimate decision: purchase.
In this funnel, social proof is the last step; so it’s critical to make sure you include this since it’s probably what will make or break your client list.
And, in our experience as women in accounting, it’s what’s going to get you those high-dollar clients of your dreams.
Because they’re doing the same thing you are: looking for quality. A dream service provider.
So if they’re not looking for proof of your work or the quality of service that you’re providing—why would they decide to work with you?
If a client’s only requirement for hiring your expertise is a low rate, run the other way. This client isn’t going to understand the nuances of the service you’re providing and will usually expect superhuman efforts that are outside of the scope of work you agreed to provide for them. Without a doubt, this will lead to an unsatisfied client and an overwhelmed and overworked you.
What else does a client focusing on cheap rates mean for you? That you’re not getting paid your worth! And receiving rejection after rejection from potential clients who continue telling you that your rate is too high can lead to your eventual demise: lowering your rate and attracting Nightmare Clients.
Keep your selfie game on point
Now, you might not necessarily want to include your Instagram selfies on your site, but it’s essential to include pictures of yourself on your business website.
Because your Dream Client isn’t looking to hire a faceless company; especially in finance, when the responsibilities require you to work so closely together.
Women in accounting have to learn intimate details about their clients and talk to them pretty frequently (but make sure you’re still setting those boundaries!)—would you want to share the details of your divorce with a faceless voice over the phone?
At the end of the day, accounting requires an important skill that isn’t tested on any certification exam: relationship-building. And part of that is becoming vulnerable and sharing your story and face with your potential clients.
Whatever you’re comfortable with, share! Put your face on your website so your Dream Client can begin to build trust with you and feel a connection with who you are and what you provide. Share elements of your story to further that trust and give them an idea of the type of person you are. They might even have something similar in their own story that compels them to reach out to you, like studying at the same university or growing up in the same city. And that focus on personal connections is part of what’s going to draw in those high-dollar, high-value clients.
But, don’t just take our word for it! According to a study, "The Human Face of E-Business: Engendering Initial Trust Through the Use of Images of Sales Personnel on E-Commerce Websites", trust was greater on sites that used photos and videos versus sites that didn’t.
And, in a case study of an artist selling paintings, the study found that the conversion rate for a site that included just photos of the paintings was 8.8%, but when the paintings were replaced with photos of the artists, the conversion rate increased to 17.2%. That’s an increase of more than 95%!
Content makes your client game stronger
Now, as women in finance, our strength might not be in the written word—but having a content strategy for your website is important for establishing another kind of proof for your Dream Client: authoritative proof.
Having some form of free content on your website, whether it’s a blog, a podcast, or even an email newsletter, demonstrates just a peek of your value to a potential client—and will leave those high-quality clients wanting more.
This does sound like a lot of work, but feel free to start slow! You can write up a quick weekly email that just shares a piece of helpful advice once a week, or publish a blog post once every two weeks that showcases your expertise and how knowledgeable you are in your field.
And if you don’t have the time, or the skills, to create your own content, outsource the task! There are so many talented creatives out there who can help you craft a strategy and start publishing consistent content that will make all the difference in attracting Nightmare versus Dream Clients. Why? Because Nightmare Clients don’t care (as much) about the level of expertise you have; they’re looking at the bottom line instead.
As we always say, the numbers don’t lie! 47% of consumers access at least 3-5 pieces of content by your company before making any further commitment. Plus, 72% of marketers say that content marketing is their most effective SEO strategy.
What doesn’t need to be on your site?
Not everything needs to fit onto your website—and it’ll make the difference between the kind of client you attract.
We talked about this a little bit already, but your rates do not need to be listed in detail on your website. Or at all. Because that’s not what a high-quality client is prioritizing.
They’re focusing on quality, the same way you are.
What’s more, there isn’t really a standard rate or pricing system in accounting and finance, so it’s difficult to put a set price on a service when every client needs something different. The same tasks at a glance can end up looking very different depending on the client—and you don’t want to undersell your expertise and overwork yourself.
But, you can choose to include your rate on your site if you want to weed out those low-quality, Nightmare Clients. In this case, listing your rate explicitly (or even an estimated rate) will send a client whose priority is a cheap price running. And you won’t have to waste your time trying to defend your value with someone questioning what you’re worth, which women in accounting and finance already have to do constantly.
An “About” page that’s all about you
Earlier, we talked about the need to connect and share your story on your website—because this is what your Dream Client is looking for! But ladies, the “About” page of your site is not the place for that.
What is it for, then?
Your “About” page is the place to share not about yourself, but about what you can do for your client. This is where you dive into the details of your expertise and experience as it relates to your needs. For example, instead of talking about your experience getting certified as a public accountant, talk about how your certification will serve them.
You can share your story on another page on the site, like on an “Our Story” page.
But focusing on your client is going to bring in those high-dollar clients because it will display the quality of attention you’re going to offer them.
At the end of the day, don’t overthink it: because a website with a million pages full of wall-to-wall text isn’t going to attract anyone, much less your Dream Client.
Instead, keep it simple. Include yourself in the design, center your client’s needs in the copy and content, and make sure they know how to reach you.
93% of purchase decisions start with a search engine search—so if you don’t have a website, you’re going to miss out on your high-dollar client!
So, to all my women in accounting and finance: do you have a website?