How do accounting firms get new clients?
Mostly through referrals from existing clients and professional partners such as attorneys, bankers and financial advisers, supported by local search and industry-specific content. Firms that ask specifically, naming the client type they want, receive far more than those who ask generally.
Accounting is a referral business and will stay one. The firms that grow reliably treat referrals as a system rather than an accident.
- Existing clients. The largest and least worked channel. Your clients talk to other business owners constantly and never think to mention you, because nobody gave them a reason to. Ask once a year, specifically.
- Professional referral partners. Attorneys, commercial bankers, insurance brokers and financial advisors all meet businesses needing an accountant. Firms with full books almost always have three or four of these relationships working.
- Local search. Searches for an accountant near me, or a CPA for a specific industry in a specific city, produce real inquiries. A complete Google Business Profile with reviews captures them at no cost.
- Industry associations. If you serve one industry, its trade group or online community is worth more than any advertising channel.
- Paid search, narrowly. Target the niche, not the category. "CPA for dental practices" rather than "accountant."
The specificity of the ask matters more than the frequency. "Do you know another contractor frustrated with their job costing?" produces referrals. "Keep us in mind" produces nods.
Do you have a marketing system to grow your accounting business?
The Accountant BrandPack is ready to use, fully customizable, and done for you, so you get all the marketing assets you need.
