By service and deadline
Tax return accountant, year end accounts, VAT returns, payroll. Searched in the weeks before a deadline, by a business that needs it handled now.
Professional services
Accountancy marketing that wins the right clients, at the right time of year
A business looking for an accountant is usually unhappy with the one it has, searching a few weeks before a deadline, and comparing three practices on responsiveness and price. Most accountancy sites list services and say nothing that would make a business choose them, so the enquiry goes to whoever called back first.
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Marketing does not behave the same way here.
Accountancy is bought on trust, on timing and on fit. Demand spikes around filing deadlines and year ends, when businesses discover their current arrangement is not working, and it is quiet between. The buyer is choosing a relationship that will last years, so they check sector experience, qualifications, reviews and how the practice communicates before they enquire.
A client is worth an annual fee that repeats, which means the cost of winning one can be far higher than a single enquiry suggests, and a practice that measures cost per lead rather than cost per client will underinvest in exactly the campaigns that pay.
The work is to build pages for the services and sectors the practice actually wants, time the campaigns to the calendar, and report the account in new clients and annual fee value.
How your customers actually search.
By sector
Accountant for contractors, for landlords, for ecommerce, for restaurants. A buyer looking for a practice that understands their business, and a page per sector wins them.
By fit and trust
Reviews, qualifications, fixed fees, response time. Checked across two or three practices before the first call.
How an enquiry becomes a customer.
Different intents take different routes. Serving all of them with one page is the most common structural mistake in this industry.
- A service or sector page, a fixed-fee or price page, an enquiry, a discovery call, an engagement letter.
- A deadline search, a call, a quick onboarding, then a relationship worth an annual fee.
- A referral checked against the website and reviews before the call is made.
- A services list with no page per service, so the practice cannot rank for the searches a business makes.
- No sector pages, when the buyer is looking for an accountant who understands their trade.
- Fees hidden, when fixed fees are the thing most switching businesses are looking for.
- Seasonal demand reported month on month, so January looks like success and June looks like failure.
- Campaigns timed to filing deadlines and year ends, when businesses switch, rather than run flat all year.
- Sector campaigns landing on a page for that sector, which converts far better than a generic services page.
- Negatives against jobs, courses, software and free templates, which absorb accountancy budgets.
- Qualifying questions on the form, so an enquiry arrives with turnover and business type attached.
- Follow-up after a discovery call across the weeks a business takes to switch accountant.
- Deadline reminders and year-end planning notes to existing clients, which protect the relationship and prompt referrals.
What the report should lead with.
- New clients and their annual fee value, by source
- Cost per new client, not cost per enquiry
- Enquiries by service and by sector
- Discovery call to engagement conversion rate
- Enquiries below the practice minimum, tracked so they can be reduced
On camera
Four clients on camera, in their own words.
Four clients, four industries, one thing in common: the number moved and they said so on camera.
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It is the best long-term investment we have made in the company, full stop.
Ahmed · Business owner · SEO
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The cost per lead from organic is a fraction of what we pay on ads, and that math gets better every month.
Sandra · Founder · SEO
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People can book a table without calling during the dinner rush. My host actually thanked me.
Aaliyah · Restaurant owner · Website
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These tech geeks know the Facebook analytics and the data and the pixels and all that stuff that makes a musician’s head explode.
David · The Wankers · Social ads
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Questions from this industry.
01 When should an accountancy practice advertise?
In the weeks before the deadlines when businesses switch: tax return season, year ends, the start of a tax year. A campaign that runs flat all year spends most of its budget in months when nobody is looking.
02 Should we publish our fees?
Fixed fees or price brackets, yes. A business switching accountant is usually leaving one whose fees were unclear, and a page that says what a set of accounts costs converts better than one that says contact us for a quote.
03 How do we attract businesses in the sectors we want?
A page per sector, written for that sector, with the specific things a contractor, a landlord or an ecommerce business needs to know. A generic services page attracts every business type, including the ones the practice does not want.