Gusto for Partners

Win Clients Through a Strong People Advisory Web Page

Jaclyn Anku Partner Education, Gusto  
People Advisory Web Page Hero Image

People Advisory is an opportunity for accounting firms to turn payroll services into a $1M annual revenue stream. To do this, you need to get the word out—and a strong People Advisory web page is key.

Build a profitable People Advisory practice

Your web page is the hub for educating and engaging current and prospective clients in order to win new business. It explains the value of your new services and includes high-impact content like testimonials, service offering details, and case studies.

The most important thing about your web page? Guiding clients to their next step: Booking time with you to discuss the details of the service offering.

We’ve created an example of what this web page could look like. Let’s break it down and explore what goes where and why, starting at the top of the page.

People Advisory? Tell Me More.

People Advisory is a consultative service in which accountants pair their financial expertise with people operations to guide clients on building a great place to work. 

By putting people at the heart of your advice, you can help your clients and their teams with advice on payroll, benefits, and people operations that they need now.

The headline

The primary headline explains the main reason why your People Advisory practice helps clients. You can include an extra sentence to give more details, as we’ve done here.

And—this is critical—tell the viewer how to contact you, whether that’s by phone, email, or other means.

Overview of services

This next block summarizes the main services that People Advisory includes, giving an overview before going into detail further down the page.

Your firm’s story

As we move down, the next block gives you an opportunity to briefly share your firm’s story so that clients can get to know you and why you’re passionate about People Advisory

Details of the services

Now we’re getting into the details of the service. These blocks contain a few specific examples of how the firm helps clients, such as payroll-related services, how you make managing benefits easier, and how you support people operations.

Notice how the People Advisory Certified badge clearly highlights the team’s expertise.

Some supporting stats

Next, to help clients understand the business impact of People Advisory, include a few stats that illustrate how happy, healthy teams are good for the bottom line.

Finer details of services

Now that a client understands what your service is and why it’s valuable, you can provide another level of detail by showing the features included in the Packages. We recommend leaving prices off the web page, saving them for deeper conversations with the clients.

Follow this by listing any Add-On Services you provide with a catchy description to introduce the service.

Final call to action

End the page by encouraging clients to reach out to you to discuss next steps.

And that’s it! Your web page is now the hub where new and existing clients can go to learn more about your services that maximize the business impact of their teams.

People Advisors in practice

Take a look at how two accounting firms present their People Advisory Services on their websites.

Kenji Kuramoto, Acuity

“Before Accelerator, payroll was listed way down on the website under bookkeeping. It was there but you had to search for it. Now it looks very different. Payroll has its own landing page with People Advisory. When you put People Advisory on its own page, you showcase that it’s a valuable offering”.

Take a look at Acuity’s People Advisory web page

Michael Ly, Reconciled

Before Accelerator, we used to market payroll services with a single line on the website. It was very generic, and the language was bland. Outbound sales and referrals is how we tend to get new business so it’s really important for us to articulate our People Advisory Services well on our website. We used the Accelerator template to update the website and we now articulate it in our email campaigns too”.

Take a look at Reconciled’s People Advisory web page

The Time Is Now

In a time of heightened awareness around physical, emotional, and mental wellbeing, small business employers need the help of a People Advisor to create a modern workplace that attracts and retains high performing talent. Through reimagining your payroll practice you have the opportunity to meet the needs of clients head-on while also realizing important opportunities for your own team and firm.

Gusto’s People Advisory Accelerator Program provides the training and tools needed for firm leaders to develop People Advisory packages, and to staff, price, and sell them so that you can drive recurring revenue at your firm. In addition to teaching best practices, the program provides 25+ turnkey tools and templates so that you can implement what you’re learning, immediately. You’ll even earn 4 CPE credits in the process. 

You and your team can build your foundation on people operations best practices through becoming People Advisor Certified and earn 5 CPE credits. Learning the fundamentals of payroll, benefits, and people operations provides the knowledge and confidence to deliver a consistently high-value service.

By launching your People Advisory practice you’ll join a community of 2,000+ Certified People Advisors who are a part of the positive change the accounting profession and economy needs now.

Jaclyn Anku
Jaclyn Anku Jaclyn is the Partner Education Manager at Gusto. She started her career as a small business consultant and is passionate about teaching small business owners financial literacy and arming them with great advice. Before joining Gusto, she led business education for accountants and bookkeepers at Xero. She lives with her husband and two daughters in Oakland, CA.
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