You bought a decent CPA website, and now you're hoping it draws in new leads. You've sunk both money and time into creating it. For the investment to be worthwhile, your CPA website must lure new clients from time to time. Of course, the more new clients the better - so don't limit your goals to any particular figure!

That might not seem very tough at first blush but there are certain issues you'll need to tackle. As you plan you will probably discover that your CPA site is not the only attractive one competing for clients. Although you should be glad to be among CPA practices with well designed sites, you do need to figure out how to stand out.

Having a professional CPA website is sort of like meeting the minimum requirements: without it, a lot of potential clients won't even consider you; but just having it is not necessarily enough to get you the job.

So, what does make the difference? The trick is, make yourself real.

And the best way to show them this is with a one-minute video.

Why Online Video Is So Very Beneficial

Video is simply the best way to reach out to new clients with your website. This is because clients want a personal connection to their service provider before making that initial call.

"Personal connection" doesn't mean sharing intimate details about your personal life, or even demonstrating shared traits or interests with your prospects. It's more basic than that. Your leads just need to see that you're a real person - not a glitzy brand or stuffed shirt.

You might think that a one-minute video on a CPA website isn't long enough to make an impact on a prospect. But humans have the ability to make snap judgments. In just a few seconds, we have a gut reaction that usually stands the test of time.

Video is so successful that a recent study showed it raises response rates by 4 to 7 times over landing pages with text and images alone (SearchEngineWatch, February 2010).

"Behind the Scenes" Works

Video is also effective because it allows your prospects to see what's going on in your real-life office.

People love having inside knowledge. It gives them an immediate "buy-in" to see the staff working at their desks, dealing with clients, and talking to each other in the break room.

Don't get me wrong: they don't want to see you be unprofessional. But they also don't want to just see you on your best behavior for the camera.

The popularity of social media like Twitter and Facebook speaks to this need for folks to make emotional connections. There's so much advertising and branding in the world today that it stands out to hear real words and see real pictures from real people. Facebook, Twitter, and video put the human touch back in to business - which is a big relief to consumers.

Extra Bonus: Generate Trust Right Away

If you're trying to get new clients every month to "pay for" your website, video is the best way to do this. It gets the job done quickly and with minimal effort.

Even better, folks who do call you already have a measure of loyalty. They've seen your video, they know what your office looks like and who works there - they may even recognize a staff member from around town. In other words, you don't need to sell yourself nearly as hard. Your video has already done that, even before your clients have met you in person.

Forcing Your Website to Perform for You

You've taken the step to create a CPA website for your firm. Now put it to work! A short video on your website is the most effective way to squeeze every penny out of your website. A video establishes a connection prospects require to take the leap and get in touch with you - making it the smart way to out pace your competition.