Challenge

AccountantsWorld.com had grown a loyal following among 120,000 CPAs as an Internet Information Portal sharing the latest tax information and accounting tips. The challenge was there was little opportunity for the company to monetize the site traffic through advertising.

Historically, the company had prided itself on keeping the information portal free of product promotion, hoping that CPAs would discover their software solutions on their own. This content driven business strategy did not yield as many new software customers as the company had hoped.

Results

The James Group repositioned AccountantsWorld as software company focused on serving the needs of accountants, that also provided accounting information. This was essential as customer interviews revealed that much of the market previously thought of them as an information company that dabbled in software.

The new AccountantsWorld.com website featured their break-through products developed by accountants for accountants front and center. And many of the articles focused on the time saving benefits of the products, The Sales Moment discover from the customer interviews.

By presenting AccountantsWorld as the software company that understood the exact needs of accountants, the company was able to grow market share for products including Accounting Relief™ and Payroll Relief™.

Creating a quarterly print magazine version of the website and expanding the direct mail program also drove increased sales for AccountantsWorld.

For further information contact:

Paul Blakely
212-243-2022 Ext. 302

paul@thejamesgroup.com