5 Things Prospective Clients Check Before They Ever Call You (and Most Accountants Miss)
Practical marketing tips from 16 years in accounting marketing, for CPAs, bookkeepers, and tax preparers.
Your best referrals are still googling you
Most accountants, CPAs, bookkeepers, and tax preparers I talk to grew on referrals and word of mouth. That's a great foundation, and it isn't going anywhere.
But here's what's changed. Even a warm referral looks you up before they call. They Google you, they check your reviews, glance at your website, and see who else shows up next to you. If what they find looks out dated, who knows if they will actually call.
I spent 16 years in accounting marketing, and today I'm a small business owner myself, so I get it. You're busy taking care of clients, and marketing falls to the bottom of the list. The good news is that standing out in your market doesn't take a big budget. It takes doing a few simple things consistently - things that most practices aren't doing at all that will put you head and shoulders above other practices in your area.
Here are five things most accountants, CPAs, bookkeepers, and tax preparers are missing in their marketing, and what to do about each one.
1. Treating your Google Business Profile like a listing instead of a marketing channel
Your Google Business Profile is often the first thing a prospective client sees when they search "CPA near me" or "bookkeeper in Warwick." Most practices set it up once, add their hours, and never touch it again.
Google rewards profiles that stay active and complete. Here's what you should check this week:
Categories. Pick the primary category that matches your main service (Accountant, Tax Preparation Service, Bookkeeping Service, or Certified Public Accountant). Then add secondary categories for everything else you offer.
Services. List each service on its own: individual tax returns, small business tax planning, monthly bookkeeping, payroll, IRS notice help and add descriptions to each one.
Posts. Share something every week or two. A reminder about a filing deadline, a quick tip on what documents clients need, or a photo of your team all work great.
Photos. Add real photos of your office, your team, and your sign. People want to see who they'll be trusting with their finances.
The Google Map Pack is the Goal. Getting listed here is where you start generating calls without ever having to run ads. A complete Google profile helps you rank.
Here's what most people don't realize, some accountants in Rhode Island pay anywhere from $5 to over $50 per click to show up at the top of Google with ads. When you rank in the Map Pack on your own, you get that same visibility without paying for every click.
Moving your practice up in Google Maps happens step by step. Think of it like compound interest: small, steady deposits grow over time, and every improvement gets you seen by more people who are already searching for what you do.
And the return is worth it. Businesses in the top three spots get an estimated 10x more clients than those ranked 7 through 10.
The quick win: Block 15 minutes on your calendar every Friday to post one update. That alone puts you ahead of most practices in your area.
Not sure what a Google Business Profile is? Watch my latest video.
What Does Your Google Profile Look Like?
It's the box with your hours, reviews, and map pin that shows up when someone searches your name or "CPA near me." Most accountants have never really looked at theirs. I'll pull it up with you and show you what prospects see and what to fix first.
2. Not asking for reviews at the right time
Reviews build trust. When someone is choosing who to hand their tax return or their books to, reviews from other clients establish credibility for you. They also help you rank higher in Google.
Most practices have plenty of happy clients. They just never ask. The trick is timing: ask when the client feels the value most.
Right after you deliver a return, especially when there's good news like a refund or a lower bill than expected.
When you solve a stressful problem, like resolving an IRS notice or catching up a year of messy books.
At the end of a planning meeting where you helped a business owner see their numbers clearly.
Make it easy. Send a short text or email with a direct link to your review page. Most people will happily leave one if it takes 30 seconds.
A note on replying: Respond to every review. Thank them for their trust without confirming what you did for them or mentioning anything about their finances. Client confidentiality applies online too, and a simple "Thank you, it was a pleasure working with you" is all you need.
The quick win: Write one review-request texts/emails (you can copy and paste), and send it to five happy clients this week.
Expert tip: Instead of just asking "can you please leave us a review" here's an example text you can send (see image). Try using "Can you share what the problem was and how it turned out?" This get's you a review that names the service, the problem and the outcome.
Want More Reviews Without the Awkward Ask?
I'll help you set up a simple system to ask happy clients at the right moment, so they actually follow through and your profile starts working for you.
3. A "full-service" website that doesn't turn clicks into calls
A lot of accounting websites say the same thing: "Full-service accounting and tax solutions for individuals and businesses." It's accurate. But it doesn't tell a prospective client whether you're the right fit for them, and it doesn't give Google much to work with either.
A smart website turns clicks into phone calls. Here's what that looks like for your practice:
A page for each core service. "Small business tax preparation," "monthly bookkeeping," and "IRS notice help" each deserve their own page. That's how you show up when someone searches for exactly that.
Your town on the page. Mention the areas you serve, like Warwick, Cranston, or North Kingstown, so Google knows where you work.
Your phone number at the top of every page, clickable on mobile. Many prospects will find you on their phone and want to call right away.
One clear next step. "Schedule a free consultation" or "Book a 15-minute call" beats a generic contact form.
Faces and credentials. A photo of you and your team, plus your CPA, EA, or other credentials, builds trust fast.
The quick win: Pull up your website on your phone. If you can't find your phone number and a way to book within five seconds, start there. BONUS points if prospects receive a confirm email and text after submitting a form on your site and reminders before any appointments with you.
4. Blending in with every other practice in town
Think about the last time you drove down a busy road lined with businesses. The sign you remember is the one that looked different. The rest just blur together.
Marketing works the same way. Most accountants and bookkeepers look and sound almost identical online, which means prospective clients have no reason to pick you over anyone else. You can't be average and expect better-than-average results.
Here are a few simple ways to stand out:
Pick a niche, or at least lead with one. "Bookkeeping for contractors" or "tax planning for restaurant owners" is far more memorable than "we work with everyone." You can still serve other clients. You're just giving people a reason to remember you.
Show your face. People choose accountants they trust, and trust starts with knowing who they'll be working with.
Make a few short videos. Answer the questions clients ask you all the time: "What should I bring to my tax appointment?" or "Do I need to file quarterly estimates?" Post them on YouTube and your Google profile. Most practices in your market aren't doing this, which is exactly why it works.
The quick win: Write down the three questions clients ask you most. Each one is a video, a Google post, and a blog topic waiting to happen.
5. Only thinking about marketing during tax season
It makes sense. From January to April, there's no time to think about anything but returns. Then by May, everyone's exhausted and marketing goes on the back burner until next year.
The problem is that Google rankings and reviews take months to build. If you start in January, you're already behind the practices that started in the fall. And plenty of your best clients need you year-round: business owners who need bookkeeping, payroll, quarterly estimates, or planning before year-end.
A simple year-round rhythm looks like this:
Fall: Get your Google profile, website, and reviews in shape before the rush. Talk about year-end tax planning.
Tax season: Keep posting short reminders and deadline tips. Ask for reviews as returns go out.
Spring and summer: Promote the services you want to grow, like bookkeeping, advisory, or business tax planning.
The quick win: Pick one service you want more of next year, and start talking about it now.
Start with one
You don't need to do all five at once. Pick the one that feels most doable this week and start there. Consistency beats a big push every time.
Reviews build trust. Rankings get you found. And a smart website turns clicks into phone calls. Put those three together and you have a marketing system that brings in clients who are already looking for you.
If you'd like a second set of eyes on where your practice stands today, I'm happy to take a look. I'm local, I answer my phone, and I know the accounting world from the inside. Book a 15-minute call and we'll walk through it together.
Not sure what a Google Business Profile is? Watch my latest video:
Not Sure Where To Start with Your Marketing?
Complete the form and I'll reach out to set up a free 15-minute call. We'll look at how prospects find you online today, from Google to your website to your reviews, and I'll show you the 2–3 changes that would bring in the most clients.
ABOUT THE AUTHOR
Ashley spent 16 years in accounting marketing, so she knows the industry, the language, and how busy tax season gets. Today she runs Ashley Brown Marketing, LLC, a Rhode Island marketing company helping small businesses get found online through websites, local SEO, Google Business Profile management, and reviews. She's a small business owner herself, using the same strategies to grow her own business.
Done-for-you marketing for small businesses who want to become more visible online so that they can get more calls, clicks and customers.
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