Stephen White, director of sales and marketing for CPA and business advisory firm Aronson & Co. in Rockville, Md., has a rule for his department when it comes to their Web site strategy: If a visitor can not find the information they are searching for in three clicks or less, it's time to revamp the design.It's no secret that a Web site is instrumental in any solid marketing plan, but how accounting firms use these tools runs the gamut from a static page with basic information, to a more sophisticated approach incorporating multimedia techniques such as blogs, podcasts and webinars.

Nielsen/NetRatings, an Internet media and market research firm, found that over the month of March, a typical individual visited a total of 107 Web addresses - an 8 percent increase from February. Statistics also show that a visitor views a Web page for an average of 52 seconds before clicking onto something else.

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