Lead Generation for Accountants: Our Proven Strategies & Best Practices

Quick Summary

This article outlines seven powerful lead-generation strategies for accountants, emphasizing the importance of website optimization, social media engagement, paid advertising, client reviews, and webinar hosting. Each strategy is designed to enhance visibility and build trust with potential clients, ultimately driving conversions and fostering lasting relationships. Visit the Growform blog for in-depth guides on form building for lead generation and other purposes. 

Accountant, Are You Struggling to Attract New Clients?

Well, you’re not the only one. Attracting new clients in the accountancy industry is a common challenge, with even 37% of marketers saying they had trouble attracting high-quality leads. Fortunately, Growform has put together this comprehensive guide to show you how it’s done without paying for a dedicated marketer.

Keep reading as we unveil seven proven strategies to reignite or kick off your lead generation efforts. From optimizing your website to hosting engaging webinars, we’ll show you how to stand out in the competitive accounting landscape and attract more qualified leads.

Why Listen to Us?

We have extensive expertise in creating optimized, high-conversion lead forms for businesses backed by years of experience. Additionally, our raving customer reviews consistently highlight our platform’s effectiveness and ease of use, reinforcing our trustworthiness in delivering tangible results.

7 Effective Lead Generation Strategies for Accountants

1. Optimize Your Website for Conversions

A website optimized for conversions effectively captures visitor’s interest in your accounting services. Consider these three best practices when preparing your website for more lead generation.

User-friendly design

Communicate your unique selling points on the homepage to quickly convey why potential clients should choose your accounting services and help visitors understand the benefits they can expect.

Highlight client success stories throughout your site to foster trust and credibility, demonstrating your expertise and the positive impact of your services through real-world results.

Implement short, easy-to-complete contact forms to simplify the lead generation process. This will encourage more visitors to reach out and increase your chances of converting them into clients. 

Growform lets you build customized forms that collect essential client details without overwhelming visitors. 

Mobile Optimization

As of 2024, 63.38% of all website traffic comes from mobile devices, so optimizing your website for mobile users increases your chances of capturing leads.

Ensure your website design is responsive. It should adapt smoothly to various screen sizes and devices for the best user experience.

Additionally, incorporate touch-friendly elements by making buttons and links large enough for easy tapping while presenting information in a concise, easily digestible format for mobile visitors.

Easy navigation

You’ll want visitors to find navigating your website easy, so offer:

• A clear menu structure: Organize your services and information logically in the main navigation menu.
• Search functionality: Implement a search bar to help visitors quickly find specific information.
• Prominent calls-to-action (CTAs): Strategically position CTAs throughout the site for gentle guidance towards taking action.

2. Utilize Social Media Platforms 

Social media platforms are essential for accounts looking to expand their reach and connect with potential clients. Firms can build relationships and showcase their expertise in real time by engaging with audiences on these channels. 

LinkedIn and Facebook stand out as highly effective for sharing content and connecting with prospects; here’s why we recommend them.

• LinkedIn: LinkedIn offers a professional platform ideally suited for accountants to showcase their expertise and build industry connections. You can share in-depth, business-focused content that demonstrates your knowledge of financial matters and accounting practices.

By regularly posting informative articles, updates on tax regulations, and insights into financial management, you can position yourself as a trusted authority in your field.

• Facebook: While more casual, Facebook provides an opportunity to humanize your accounting practice and engage with a broader audience. You can share behind-the-scenes glimpses of your work, highlight team members, and showcase your community involvement. 

This personal approach helps build relationships and trust with potential clients looking for a more approachable accountant.

Both platforms allow for targeted advertising, enabling you to reach specific demographics likely to need account services.

3. Explore Paid Advertising Options

Paid advertising is particularly effective for lead generation in accounting because it can reach highly targeted demographics. Here’s why:

• Precise audience targeting: Platforms like Google Ads and social media networks offer sophisticated targeted options.
• Cost-effective reach: Pay-per-click (PPC) advertising only costs you when someone clicks on your ad, ensuring you spend efficiently.  
• Measurable results: Paid advertising platforms offer detailed analytics, allowing accountants to track campaign performance in real time.
• Higher conversion rates: Since they can be tailored to match specific search intent or user interests, they often lead to higher conversion rates than other forms of marketing.
• Remarketing opportunities: You can show ads to people who have previously visited your website or interacted with your content.

4. Offer Free Consultations

Free consultations are powerful for attracting potential clients, demonstrating accounting expertise, and making it easy for them to engage.

Growform’s multi-step form builders can effectively create forms, offering several features and functionality to enhance the user experience and improve conversion rates. Our platform helps you create most forms, but we’ll use the appointment scheduling form scenario to demonstrate a snippet of what we offer.

• Step-by-step approach: Our multi-step forms break down the scheduling process into manageable chunks, reducing cognitive load and making it less intimidating for users to book appointments.

• Custom fields: You can add field types such as date pickers, time selectors, and dropdown menus to capture all necessary information for scheduling appointments.

• Responsive design: By default, all forms created with Growform are responsive, ensuring they look great and function well on desktop and mobile devices.

• Customizable templates: We offer a variety of templates that can be customized to fit your brand and specific scheduling needs.

Our flexible form-building capabilities make us a viable option for creating the front end of your scheduling system. Growform can be integrated with a dedicated scheduling tool through Zapier for the back-end processes.

5. Implement Email Marketing Campaigns

Email remains the most preferred communication channel for business-to-customer interactions, with 55% of consumers stating they prefer to receive business updates via email. Thus, implementing email marketing campaigns is vital for accountants to nurture leads and maintain client relationships. By delivering targeted content and personalized messages, you can effectively engage potential clients and encourage them to take action.

You can start your campaigns by building an email list through sign-ups and lead magnets. These methods can work like a dream in capturing potential clients’ information and fostering ongoing engagement. And don’t forget you can use our forms to collect email addresses when people sign up for your email list.

Here are some quick pointers to consider when embedding a lead gen form on your website for sign-ups to newsletters, industry updates, tips, and promotion content.

• Create valuable lead magnets: Offer high-quality resources that are both actionable and relevant, like tax checklists, financial planning guides, or industry-specific reports that address your target audience’s pain points.
• Optimize sign-up forms: Design clear and concise forms and strategically place them on your website, such as the header, footer, or sidebar.
• Offer multiple opt-in opportunities: Create various lead magnets for different segments of your audience to appeal to a broader range of potential clients.

Provide a clear value proposition explaining what’s in it for the visitor by joining your email list, for example:

“Stay informed with exclusive financial insights and tips tailored for your business, ensuring you never miss important updates that can save you money and time.”

Or

“Join our community to receive free resources, including tax guides and budgeting tools, designed to simplify your financial management and help your business thrive.”

When it comes to nurturing leads, Growform supports creating segmented email campaigns by integrating with platforms like AWeber. This allows users to automatically categorize subscribers based on their responses and tailor content to target different profiles to enhance engagement.

6. Encourage Client Reviews and List Your Services

Client reviews and listings on professional directories improve brand awareness and increase trust among potential clients, ultimately driving more leads to your account practice.

The vast majority of consumers consider client reviews and referrals when making purchasing decisions. With 93% of consumers revealing that online reviews have influenced a purchase decision, it’s well worth making it easy for prospects to find you and clients to share positive experiences working with you. Consider creating a free business profile on Google My Business so potential leads can find you and customers can leave positive reviews about your practice.

Additionally, listing your accounting firm in a professional directory like the CPA Directory, AICPA Directory, or State Board of Accountancy Directories also increases your online visibility. These directories often rank well in search results, providing additional exposure for your firm.

7. Host Webinars or Online Workshops

Hosting webinars or online workshops lets you showcase your expertise, engage with potential clients in real time, and generate valuable leads through interactive learning experiences.

You can focus on topics like tax planning strategies, financial management tips, and industry updates that address client challenges and provide actionable insights. 

Email marketing, social media, and professional networks are the best ways to let people know. Then, use a lead capture form to collect your attendee information for easy follow-ups and to keep in touch. 

The form doesn’t need to be too lengthy. In addition to getting their email address, the following information should suffice:

• Job title and industry to understand professional backgrounds and tailor follow-up conversations to their needs and challenges.
• Specific interests or questions that they hope to have addressed during the webinar so you can customize the content and engage them more effectively.

Free sessions are more popular because they lower the barrier to entry, encouraging more potential clients to engage with your content.

After the event, follow up with attendees by sending a personalized thank-you email that includes a summary of key points and additional resources. This approach not only reinforces the value of the session but also opens the door for further engagement and potential client inquiries. 

Unlock Your Firm’s Potential: Effective Lead Capturing with Growform

Mastering effective lead-generation strategies is essential for accountants looking to thrive in a competitive market. Optimizing your website, utilizing social media, and implementing email marketing can significantly enhance your client acquisition efforts.

Consider using Growform to capture more qualified leads, reduce abandonment, and take your lead capturing to the next level. You can start immediately with a 14-day free trial and experience how our intuitive form builder can simplify your lead gen process and boost conversions.