There are numerous articles written about what should be on a firm's Web site. My advice to you is to stop reading them.

Instead I suggest instead that you look at six or seven accounting firm sites. Pick two or three regional firms that you think are particularly innovative, throw in the sites of two of your competitors, and select a couple of firm sites randomly.

Hold it before you begin. Let me make it easier for you. I only want you to focus on one aspect of the site: the listing of career and job opportunities within the firm. If you look at too much, you will simply end up being confused.

What I expect you to see is the vast differences among the sites. Some will describe in great detail the staff positions with the firms, the benefits offered, advancement opportunities, as well as the culture and work environment. The listings from site to site might simply give a title such as "staff accountant," while others will delineate the desired experience, skill, aptitudes, and the general type of work that is to be performed.

Then, there are those sites that simply have four words, "No Openings Right Now." What a waste! The firm's Web site is a perfect place to showcase a firm to potential staff describing why it is such a great place to work. With staffing being such a problem today, wouldn't it be smart to show why this firm is such a great place to work? And would it hurt to list qualifications for the perfect candidates and even to encourage individuals to submit their resumes? If the perfect gem applied, maybe a new position could be created or at the very least, the resume could be kept on file in case a staff position opened up.

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