Tax practice management: using a firm's website to the best advantage.

• Author: Wadovick, Jeffrey D.

A firm's website is one of its most important assets. It is an adaptable and important component in today's electronic media environment and allows a firm to display and promote its services. A correctly designed, implemented, and administered website can give a business a competitive advantage over its peers and will allow clients to search online for services and answers to frequently asked questions, thereby saving both clients and firm employees valuable time. Having a well-planned website means a firm can be in business 24 hours a day, 365 days a year.

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Providing Basic Information About the Firm

A firm's website should provide a brief history of the firm, its philosophy, mission, areas of expertise, an overview of staff, and contact information. With this information available, clients will be more likely to see the firm as a well-established business that can be trusted. The website should provide details about areas of firm expertise and the individuals who can provide those services and should make it easy to contact them.

The Firm's Services Can Be Viewed Anytime

Constant visibility is one of the biggest advantages a website has over any other media. It allows clients to read about and explore the firm and its services whenever it is convenient for them. It is important to display content in an attractive and easily navigable format. An uncluttered, user-friendly website will keep clients interested in exploring the firm's services and areas of expertise.

Unlike print media, which may reach a limited number of clients, a website will allow users outside the firm's traditional market to view its services. For example, providing a description of the firm's expertise in historic tax credits will allow the firm to reach clients seeking that particular type of information, thus creating an opportunity to help the business grow.

The Website Can Allow Exchange of Information

A website should allow for information to be shared in both directions. Implementing a file share exchange system on the website will allow the firm and clients to share information directly with each other in a secure environment. File share exchange systems work well for uploading or downloading large files such as QuickBooks files. Implementing a client portal on the website will further enhance the information exchange. In a client portal, the firm can post specific client information, such as copies of the client's annual tax returns and...