How CPAs Turn Client Referrals into Online Leads

When someone needs a new accountant, usually they start by asking those within their network.

A friend recommends their CPA over a cup of coffee. A business owner asks another business owner who they use during a lunch meeting. A client refers you to a family member after your latest meeting. 

These personal referrals are the most valuable leads a tax and accounting firm can get because it’s coming from people they already trust. But a referral isn’t usually as simple as someone handing over a name and phone number, resulting in an immediate call.

After someone recommends your firm, there’s a good chance they will look you up online before reaching out. This is where your professional image compels the person to act.  

Turn client referrals into online opportunities

Your current clients can be one of your best sources of new business – if you make referrals easy and give clients a reason to think of you when someone they know needs help.

Happy clients are usually open to sharing your name with their network, but you might need to give them a reminder first.

If you have finished a successful project or helped a client through a complicated tax situation, this is a great time to remind your client that you’d be happy to talk with anyone else they know who could use the same type of help.

You can also make referrals part of your regular client communication. A simple reminder in a newsletter or client email can keep your firm top-of-mind without being pushy.

Make your online presence match your reputation

Once someone receives your name and has taken the next step to search for your firm online to vet you – does your online presence match the level of professionalism and expertise that they were expecting?

Here are the key pieces they are looking for when they search you: 

• Is your website current?
• Is your contact information easy to find?
• Does your website clearly explain who you serve and how you help?
• Are your services easy to understand?
• Does your firm look professional and trustworthy?
• Are you active on social media or sharing useful information?

These pieces don’t need to be complicated.  They simply need to be consistent and valuable to solidify the referral.

Use helpful content to build your professional edge

When you post on social media, be sure to highlight your expertise.  

Share information that is genuinely useful to the people you want to attract. A short tax tip, a reminder about an important deadline, an explanation of a tax change, or a quick answer to a common client question can accomplish this.

This is especially valuable when someone has been referred to you. Instead of simply seeing a firm’s name online, they see evidence that you know what you are talking about and that you understand the issues they may be facing.

Your reputation works online, too

Digital marketing doesn’t always have to mean trying to reach thousands of strangers. Often, it starts with the people who already trust your firm.

Grow these current client relationships.  Remind them that you’d value their referral. Then make sure your online presence backs up their recommendation.

Gaining a professional edge isn’t about having flashy marketing or posting every day. It’s about showing future clients that the trust their friend placed in your firm is credible.

Let your reputation help generate your next lead.

Then, let Practice Panda’s websites, newsletters, weekly tax tips, and video content make it easy to show your prospective clients that you are the true tax expert they need to have in their life.