15 marketing strategies for accounting firms and CPAs 

Referrals are great. But let’s face it: Relying on them alone won’t fuel consistent growth. 

Today’s accounting clients expect quick answers. They demand clear value and personalized service. And with automation shaking up the industry, accountants need to stand out. 

That’s where strategic marketing comes in. Done right, it helps you connect with high-value clients and grow on your terms. Here, we’ll explore marketing strategies for accounting firms to help you do exactly that. 

Key points

• Specializing in a niche builds authority and trust. Firms that speak directly to a targeted audience (startups, creatives, or nonprofits, for example) stand out. 
• Creating educational content turns expertise into visibility. Sharing tax tips, FAQs, and guides helps you show up in search and build credibility. 
• Prioritize a digital-first presence to win clients’ trust and stay top of mind. So, craft a strong website. Solicit Google reviews from satisfied clients. Maintain a presence on platforms like LinkedIn.  
• Automation and customer relationship management (CRM) tools drive consistent growth. The right systems save time and personalize outreach so you can scale seamlessly. 
• Marketing is a growth engine. Align every campaign with your firm’s goals to keep efforts focused and impactful. 

Why marketing matters for accounting firms

Automation and a crowded field of competitors mean accountants must step up their game to stand out. Nearly all accountants (98%) have used AI automation to help clients, according to a recent Intuit QuickBooks survey. And market research firm IBISWorld reports there are more than 85,000 accounting firms in the US alone. 

Even if you offer top-tier accounting solutions, you might lose out to marketing-savvy competitors if your messaging isn’t clear and you’re hard to find. 

Many accountants fall for common marketing traps. They might try to appeal to too broad a client base, post content sporadically vs. consistently, or turn to outdated strategies that no longer yield results.  

It’s not hard for accountants to feel overwhelmed. There’s no shortage of marketing channels, and it can feel like you need to be everywhere at once. But effective marketing doesn’t mean being everywhere. It means being intentional and consistent. 

15 proven marketing strategies for CPAs and accounting firms

You don’t need a big budget or a full-time marketing team to stand out. You need a focused approach that plays to your strengths and attracts the clients you want to work with.  

These 15 proven accounting firm marketing strategies are practical and built to help accounting professionals grow with clarity and confidence. 

1. Identify and own your niche

Trying to market to everyone often means connecting with no one. Specializing—whether in startups, nonprofits, creatives, or healthcare—gives you an edge. 

Clients want experts who understand their industries inside and out. Own your niche and speak their language. Position yourself as the go-to advisor and not as just another generalist. This clarity makes every marketing move more targeted and effective. 

2. Build a professional, SEO-friendly website

Your website is often the first impression clients get. Make it count.  

Start by making sure your site loads quickly and looks great on any device. From there, optimize each page for search engines using keywords tied to your services and location. Research keywords that your ideal clients search for—for example, “CPA for small businesses in [your city]” or “tax help for freelancers.” Then use those keywords naturally in your page titles, headlines, and body copy. 

Include trust signals, like client testimonials and FAQs, and add clear “contact us” buttons to every page. A strong site builds credibility and leans on SEO to show up in search.  

If web design or SEO isn’t your thing, call in help. A professional can save you time and ensure your site is built to win. A professional marketer can save you time and make sure your site is built to win. 

3. Create helpful, educational content

Your expertise has value long before a client pays for your time. Turn common questions into blog posts, videos, or short explainers—like “How do I file quarterly taxes?” or “What bookkeeping tips can help freelancers?” This kind of content builds trust, boosts SEO, and keeps your firm top of mind.  

High-performing marketing strategies for accounting firms do more than sell. They teach. And educational content is one of the best ways to prove your value early. 

4. Leverage Google Business and online reviews

Google Business Profile is a free tool with major upside. It literally puts your firm on the map and gives potential clients an easy way to find, contact, and review your services.  

Encourage happy clients to leave reviews and respond to them to show you’re engaged. A steady stream of positive reviews builds credibility fast and gives prospects the confidence to choose you over the next option. 

5. Engage on LinkedIn and industry forums

Yes, LinkedIn is for networking. But it’s also a space to share ideas and showcase your authority. Here’s how to do that:  

• Post insights. 
• Answer questions. 
• Join niche groups where your ideal clients spend time.  

These strategies work elsewhere, too, like online forums tied to your specialty.  

Visibility here doesn’t always mean going viral. Emphasize being useful by staying active and relevant, and you’ll be the name prospective clients remember when they need help. 

6. Host or join webinars and events

Webinars give you a platform to demonstrate expertise and connect with potential clients in a no-pressure setting. You might offer insights on topics like tax changes, small business finances, or budgeting tips for freelancers.  

And don’t overlook events like accounting conferences. Intuit Connect, for example, offers a platform to learn and network so you can build name value. 

7. Create downloadable resources or checklists

A well-crafted checklist or guide can do double duty: It helps your audience and captures leads. Topics like “Year-End Tax Prep Guide” or “5 Bookkeeping Mistakes to Avoid” can be incredibly helpful to clients and prospects.  

You can offer these resources in exchange for email addresses to start building your contact list. Keep the design clean, include your branding, and link to related services. It’s a small effort that can pay off big over time. 

8. Ask for and promote client referrals

Referrals are still among the strongest ways to win new business, but the key is to ask for them. Make the process easy by creating a referral program with clear steps and a small thank you (even a handwritten note works). When a client has a great experience, that’s the perfect time to ask.  

You can also feature client success stories on your site or social media. Happy clients are your best marketing team. Use them. 

9. Invest in email marketing campaigns

Remember those email addresses we suggested you collect in exchange for checklists or guides? Well, email remains a pillar of marketing, generating $36 of value for every $1 you spend.  

So, always capture your leads’ contact information. These data points are the Holy Grail to marketers and enable you to continually nurture potential customers in your pipeline. Beyond trading resources for contact information, you might collect emails through your website or events. 

You can use mailing addresses for direct mail and phone numbers for SMS campaigns, but most people underestimate the power of email. With customer email addresses, you can segment your list to deliver highly targeted messaging based on specific traits, like profession or age. You can also deliver a weekly newsletter or set up an email drip campaign to maintain consistent contact with your customers over weeks, months, or even years.  

The best part is that a powerful marketing channel like this is simple to set up when you explore the technology of Mailchimp and other email marketing platforms.  

10. Use CRM and marketing automation tools

Managing follow-ups and outreach manually doesn’t scale. A CRM helps you track leads, automate personalized emails, and stay organized.  

Many platforms integrate with tools you might already use, like enterprise resource planning (ERP) accounting software. Think of it as a digital command center that saves you time and helps every client feel like your top priority. 

11. Collaborate with non-competing professionals 

Build a referral network by partnering with professionals who serve the same audience but in a different way. That might be attorneys, financial planners, real estate agents, or business consultants.  

You can trade referrals, co-host events, or even collaborate on content. These partnerships expand your reach without added ad spend and position you as part of an ecosystem of trusted experts. 

12. Showcase testimonials and case studies

Proof beats promises every time. Real quotes from happy clients go further than any sales pitch. Feature them on your website, in email campaigns, and across social media.  

Take it further with short case studies that show how you helped someone avoid penalties or improve their bottom line. Highlight outcomes and not just services. Clients want to know what working with you is like. Show them. 

13. Offer free initial consultations

A free 15- or 30-minute consultation is a low-barrier way to convert curious leads into paying clients. Provide real value, and use the time to understand their pain points.  

Above all, don’t oversell. Listen and give them a reason to take the next step. When done right, an intro call sets the tone for a long-term relationship. 

14. Set clear key performance indicators (KPIs) for your marketing efforts

Marketing without data and tracking is just guessing. Define what success looks like through the lens of metrics like email open rates, website traffic, lead form submissions, or booked consultations. Set monthly benchmarks and review them regularly.  

Even basic tools like Google Analytics or your CRM dashboard can show what’s working and what’s not. When you track results, you focus more on what moves the needle. 

15. Align marketing with your growth strategy 

Every marketing effort should tie back to your bigger goals. Want to serve more startups? Your messaging, partnerships, and content should speak to them directly. Looking to grow your advisory services? Build campaigns around that offering.  

Don’t treat marketing as a side project. Approach it as a multiplier for everything else you’re building when aligned with your accounting firm’s growth strategy. 

Branding yourself: Advisor vs. consultant 

The way you define your role shapes how clients perceive your value. Consider whether you want to position yourself as an advisor or consultant.  

A consultant often suggests short-term, one-off projects. “Advisor” signals something deeper—a trusted partner invested in long-term success.  

That shift in language matters, especially when marketing for CPAs vs. bookkeepers and other tax professionals. Advisors are perceived as proactive and strategic. They anticipate problems and help clients plan for the long term. 

Modern marketing builds long-term firm value

Growth doesn’t happen by accident, and neither does trust. Smart marketing helps you stay visible and relevant and builds a reputation that attracts the right clients year after year.  

It’s not about doing everything at once. It’s about picking a few strategies, staying consistent with them, and improving as you go. The firms that invest in marketing today set themselves up to lead tomorrow.  

Start small, stay focused, and let your marketing do more of the heavy lifting. 

FAQs

Why is content creation important for accounting firm marketing?

Content builds trust before you ever get on a call. Answering common questions through blog posts, videos, or guides shows you understand your audience and their pain points. It also boosts your visibility in search results and gives you material to share across email and social. Great content works 24/7, attracting leads and educating prospects. 

How much should an accounting firm budget for marketing each year?

According to the Association for Accounting Marketing (AAM), most firms spend about 1% of their revenue on marketing, while high-growth firms spend more than twice as much (2.1%). What matters most is treating marketing as an investment. Start with a budget that supports your top priorities—like website updates or email automation—and scale as you see results. Even small efforts pay off over time as long as you’re consistent. 

What marketing channels tend to work the best for accounting firms?

Your best channels depend on your niche and audience. That said, most firms see strong results from local SEO, Google Business Profile, LinkedIn, and email. A solid website paired with consistent educational content is a powerful foundation. Webinars, client referrals, and industry partnerships also help build visibility and trust. Test a few approaches, track results, and double down on what drives engagement. Above all, meet your clients on the platforms they use most. 

Are there any compliance issues to consider when running a marketing campaign for an accounting firm?

Yes. Your marketing must follow state accountancy board rules and IRS Circular 230 guidelines, where applicable. Avoid making guarantees or misleading claims, especially around tax outcomes or financial savings. If you use client testimonials, get written consent and avoid sharing personal or sensitive details. When in doubt, have a legal or compliance expert review your messaging. Good marketing builds trust. And that starts with staying on the right side of the rules. 

What are some common mistakes accounting firms make when trying to market themselves?

Many firms fall into the trap of being too vague or inconsistent with their marketing efforts. They launch a website and stop there, for example. Or they might post content that sounds just like every other firm. Another mistake? Relying only on referrals without a strategy to attract new leads. The most successful firms market with intention. They define their audience, track results, and commit to consistently showing up, even when busy.