{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Business Strategy for CPA's","title":"110 15 Phrases to Scrub from your CPA Firm’s Website","html":"","width":"100%","height":180,"duration":964,"description":"Today we’re talking about the copy on your website. Because you might be either alienating prospects who visit your website, or not attracting them to begin with. And because of that, you could be missing out on really good revenue.   What am I talking about? All kinds of words and phrases that are meaningless at best - and are potentially harmful - and are taking up valuable real estate on your website, and doing nothing to rank in search results when your ideal clients are googling around for someone like you. And when prospects DO make it to your website, they go, mmmm, not THIS CPA. and they bounce. And you might be thinking to yourself, well, I don’t get most of my business from my website. I get it from word of mouth and referral. So, why bother with my website? You might be right that website traffic is not a source of leads for you, so why bother… but the other way to think about it is… a lackluster website that doesn’t speak to your prospects is exactly why you get few to no leads from it.    So let’s take a spin through a bunch of words and phrases I see in use, see what is problematic about these words, and what to say instead: Affordable Experienced, Accurate, Integrity, Trustworthy, Honesty Talking about things that are expected, the bare minimum Full-service, broad range of services, wide range of expertise Small Firm Personality, BIG FIRM CAPABILITY Bizarro Aspirational phrases that mean nothing:  THE SKY'S THE LIMIT, Achieve Your Goals committed to your success, ensuring success We dream big with you achieve more than you thought possible Serving our community since the stone age We have established a reputation for excellence, teamwork, community involvement, and a certain alternative character.   Here is what prospects want to see on your website: You know who they are - specifically - martial art studio owners. Landscapers. Creative agencies. Architects. Etsy shop owners. Women in the stages of divorce, who need to get a handle on their...","thumbnail_url":"https://img.transistorcdn.com/AZFvbY29RNsC20PTchqbqXsFoNMjM1040wmYivreg-g/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9lZmE1/ODU2OWRkNzA4ZDQ2/ODg2YmEwYjYzNmEw/NjkzNC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}