If there’s one thing we’ve learned after helping accounting firms generate over $1.7M in revenue this past year, it’s this: small tweaks make a BIG difference.
Simple shifts in messaging, landing page strategy, and follow-up took campaigns from 5 leads a week to 14.
So, if you’re an accountant looking to bring in more clients without wasting ad spend or losing leads in the process—here are four marketing lessons that actually moved the needle for us.
1. The People Searching for "Bookkeeping" Are Usually Bigger Clients
You’d think “accounting” would attract the higher-value clients, right? Turns out, “bookkeeping” searches bring in bigger businesses.
Why? Because at that size, they already know they need a bookkeeper—but they haven’t realized they could just get a full-service accounting firm that handles everything for them.
Takeaway: Position Yourself as the Full-Solution Team
If you’re running ads or optimizing your site for SEO, don’t ignore “bookkeeping” keywords. When these leads come in, educate them on how a full-service accounting firm (like yours) is the better long-term solution.
These are the clients that:
✅ Already have cash flow to outsource
✅ Are ready to delegate
✅ Will stick around longer once they see the value of a full-service team
2. Not Letting People Click Off Your Landing Page Got Us 5 More Leads Per Month
Here’s a mistake we see all the time: accountants sending ad traffic to a landing page and giving visitors the option to click away—to the homepage, to services, to the blog, wherever.
Bad move.
When people land on your page, you have one goal: get them to take action.
Takeaway: Keep Visitors Focused on ONE Action
We tested this with multiple accounting firms, and when we removed navigation links (aka, didn’t let people wander off to the homepage), we got an average of 5 more leads per month.
That’s 60 extra leads a year—just by keeping people on track.
3. Calling Leads Back in Less Than 5 Minutes = 30% Higher Show Rate
Here’s what happens way too often:
- A business owner fills out a form on your site.
- They go back to their day and forget they even reached out.
- By the time you call, they’re busy, uninterested, or ghost you completely.
Takeaway: Call Back Immediately
Not in 2 business days - not even in 15 minutes.
We found that when we called leads within 5 minutes as opposed to 15, our show rate jumped by 30%.
And when we paired this with a strong discovery call process, it helped us close 84% of leads into paying clients. We also learnt that when we are the first to call back - some people looking to move urgently will close directly on the first call (assuming we are a good fit of course).
Moral of the story - if you’re not calling back right away, you’re losing money.
4. The “Team” Section Gets the Most Clicks—Because People Care Who They’re Hiring
You know that beautifully designed homepage you spent hours on? Or the detailed breakdown of your accounting services?
Yeah… your team page is probably getting more clicks than both.
Turns out, people don’t just want a service—they want to know who they’ll be working with.
Takeaway: Make Your Team Page (or Landing Page Section) Stand Out
✅ Add photos (real ones—skip the stock images)
✅ Share quick bios that highlight expertise and personality
✅ Show them what makes your team different (fast response times? Fixed pricing? A collaborative approach?)
Trust = higher conversions. Make it easy for people to feel comfortable hiring you.
The Bottom Line
When marketing your firm fixing the small things can drive big results.
✅ Target the right leads (bookkeeping searches bring in bigger businesses)
✅ Keep people on your landing page (don’t let them wander)
✅ Call back fast (because they’ll forget about you otherwise)
✅ Show off your team (because people hire people, not just a firm)