Power of Words: Content Marketing Essentials for Accountants

Your website is the central spot of your online identity. Whether navigating here after a Google Search or typing in the information on your business card, you have 3 seconds to capture your visitor’s attention.  So what you say really matters. 

Your should clearly articulate how you can address the issues your clients may have when they come.  It should also tell them who you are and what services you provide. 

Pro Tip: The number one conversion tool on your site is having an easy way for visitors to call. Ideally, your number should be in the upper right-hand corner of the navigation bar.



Ensuring mobile responsiveness and designing for user-friendliness can increase user engagement. It is important to remember that websites are not just about looks; they are the primary resource for clients seeking trust and expertise.

The most coveted spot online is getting to the first page of Google. To get there, you must be patient and have a solid strategy. Remember that Google promotes websites that provide helpful content.

So, when you develop content, focus on your client's specific needs and concerns. Identify what clients ask you offline and let that help dictate your online content.

If your clients are trying to understand tax law changes or developing a more robust tax plan, that should guide your topic selection. 

Providing valuable informational content that addresses these concerns on your website will not only showcase your expertise; it actively engages your audience, demonstrating your relevance and authority. And it will shorten the time it takes to get you to rank high in the search results.

Blogging is still an effective tool that enhances your SEO.  But you must write blogs in a cohesive voice and with a logical plan.  You should always write for something other than the algorithm. However, conducting the appropriate keyword research will allow you to write in a way that will drive more traffic to your site and improve your search engine rankings. 

In addition, each blog post should include proper meta titles and meta descriptions. Whenever possible, you should link to both internal pages and reputable external sites. This not only helps your firm rank higher on search engines but also establishes it as a thought leader.

Social media has really taken off.  There are so many different platforms to be aware of.  As a digital marketing expert specializing in accountants, they often ask which social media platforms they should post on.  My answer is always it depends(my husband hates that answer😊).  While this is vague it is also true. 

It really depends on whom you are trying to target.  If, for example, you are trying to target other business owners, you must post on LinkedIn.  Conversely, if you are targeting Millennials, invest in reels for Instagram.

You can utilize social media and email marketing to further your reach and engagement. Regular posts and updates about your services, insights into the accounting world, and personal engagement can build community and keep your audience informed. But your posting should have a purpose. 

Tips:

• Don’t try to sell on every post
• Get personal—don’t be afraid to post about your family or recent hike once in a while. Viewers love this—yes, even on LinkedIn.
• Become a resource for valuable information. Share articles from the IRS with your point of view. 

Email newsletters keep your clients up-to-date, reinforcing their decision to trust you with their financial needs.

Already have clients?  Use email marketing to keep your clients up-to-date on recent changes throughout the year, not just at tax time.  You can set up an automation to send out birthday emails to your clients as well. 

Email marketing can also be effective in reaching prospective clients.  You can place downloadable content on your website in exchange for an email address or gather those business cards you collected at your last networking event and create a drip campaign. 

Staying top of mind and sending the appropriate message at the right time can effectively win clients.

Effective content marketing for CPAs is about more than just sharing information—it's about creating connections and demonstrating your firm's value. By strategically using digital tools like Google Business Profile and your website and thoughtfully engaging through blogs, social media, and emails, you can significantly enhance your firm's visibility and client trust.

Not sure where to start?  We have created a Content Calendar Planner to help.  You can download the file here.