A helpful video can be  an enormous asset on a website and can really help to market your business before you ever meet with or speak with a prospect. A decade ago, video cameras were heavy and over sized.  Weighing in at over ten pounds, they required expert videographers to handle to make produce effective videos. For this reason video was actually prohibitively costly for a typical small business. Today’s video cameras are much smaller and less expensive, producing great quality without the need for a professional videographer, and the large number of video sharing sites make creating and distributing online videos accessible to everyone.

However, it is important to be cautious about how videos are presented on your site. Sharing websites like YouTube and Vimeo have risen in popularity.  These sites simplify the process of distributing videos online. Remember, though, “just because you can, doesn’t necessarily mean you should.”  There is a place for silly home videos on the internet, but professional websites for accountants is not one of them. It is important to make sure that visual media adds value and doesn’t detract from your website.

In addition to providing value for your prospects and current clients, an online video is a great opportunity for search engine visibility. Be sure to post your video to distribution sites such as MetaCafe and YouTube to create an association with your keywords.  This gives you the opportunity to take advantage of their domain authority in the eyes of the search engines. You can then download embed code directly onto your website that will boost your video’s rank for your desired keywords.

Is a video necessary? 
A quality video can add a lot of value to your websites.  However, not necessarily all CPA websites need them. For example, a video can take the focus away from the important points you’re trying to make on your website, so it is important to create a video strategy that effectively promotes your business and/or adds value to your current clients. In the competitive landscape, videos offer a great advantage.  Creating a solid marketing identity online is boosted greatly by a high-quality video.

A website video is an excellent way to visually introduce your firm, which can be quite effective when combined with the static text on your website. Adding a video to introduce a CPA firm can be transformational.  It can turn an otherwise plain-looking CPA site into a dynamic web presence. A video can present your firm and is a chance to provide important details about your services.  This gives you a chance to present your firm as an expert in the subject matter of accounting. Videos also provide an opportunity for visibility beyond your local area, while keeping the personal interaction of viewing the face(s) associated with the firm.

Add Value to Your Site
In addition to promoting your business, videos also provide an opportunity to offer something of value to your current clients, who then act as your brand champion to help you attract new business. One common method is tutorials that show customers (and potential customers) how your services work. This should be anything from a how-to video on filing their tax information to expeditiously present to accountants to how to develop a mileage log for his company car. Website videos impart around-the clock support to your customers, which makes them a big benefit to your practice.  Without a doubt, they are also a solid source of advertising.