Many accounting firms lose out on winning new clients because of a simple issue: they don’t have a decent online presence.

This covers everything from creating a Google My Business page, an update-to-date website and engaging with your social media community.

A key reason for success in the accounting sector is the ability for firms to build their brand (check out this case study from In The Black).

Developing your brand doesn’t have to mean spending money on ‘getting yourself out there’ through advertising or creating a new logo.

It starts with something as simple as considering how you stack up against your competitors online – then make plans to improve this. Let’s explore.

Create a plan to capture reviews

Consider the steps a potential client takes to choose a new accounting service provider.

Firstly, they have intent. For whatever reason – it’s probably service, it might be price – a client has decided to explore the market for a new accountant.

Their first step is probably to ask a family member or a friend for a recommendation. You have the most control over this step through your service to your existing clients.

The prospect will then do their online research, starting with your website or perhaps search online for local accountants in the same area.

It’s here where many professional services firms lose out to their competitors.

And you probably will have no idea you have lost a potential client either.. and pass you by.

Dedicate time to build your online reputation. Lots of accounting firms don’t ask for reviews.

Consider online reviews – through your Google My Business Page (which is a hub for all your reviews and activity on Facebook, LinkedIn and other professional sites) – as your online foundation.

Without dedication to building your online foundation, people may decide there is not enough information to make an informed decision.

It doesn’t matter if you’ve been running your business for ten years. You could still lose out to a less experienced firm that has 40 + consistently high reviews.

Your website may not demonstrate your expertise

Every referral will visit your website. You need to be prepared for this.

Do you have an attractive, easy to understand home page, that directly addresses your ideal customer’s concerns? Have you explained how and why you help the people you wish to serve?

And what about a blog page. Have you taken time to curate a blog, whether it is industry updates, thought leadership or company news?

Along with your Google My Business page, your website is a crucial part of your marketing plan.

Create a nurture strategy to retain long-term customers

Even if you manage to meet with the client and win their business, many accounting firms don’t have a plan to build long-term relationships.

Devising an email communication plan is vital.

At the very least, you should have a monthly email that goes out to your community. It should give the client industry updates, share team news, events and information about what’s coming up.

And if you need to share a breaking news story or market update, you should be prepared to communicate separate emails too.

You can see that there is a lot of potential as an accounting practice to win more clients without spending on paid advertising.

We at Conqurve can review your online presence and set up an email newsletter for you. Ask us how and whether it could be an option for your firm by emailing or calling us today.


About the Author


Owner of Conqurve Content Marketing, ex-recruiter, sports writer and journalist.