Firm owners: Are you wondering how to get more clients? I talk a lot about marketing strategies for accounting firms, but there’s one tried-and-true method that works online and offline: build a referral system.
Your existing clients, the ones that you love working with, can send you high-quality leads for free.
But here’s the thing. When I ask CPAs how they get their referrals, it’s usually: They just kind of happen.
You can turn the “luck” of referrals into a system that you intentionally build to run in the background of your firm. A system that is aligned and sustainable so that you attract better-fitting clients without being as hands-on.
Nearly 90% of firms get the majority of new business through referrals. You just need the right mindset to be referrable.
I’ll give you an example.
If one of your clients had to explain what you do to a friend of theirs, could they? Could they do it in a single sentence? For Leaders Online, it’s as simple as, “Katie is a marketing professional for accounting firms.”
A strong referral system starts with clarity of:
Build an ecosystem that makes it easy for people to refer you.
Referrals from clients work well, but partners send you better-fitting clients. For example, if your ideal client is a retiree, you may want to consider partnering with someone who serves them, such as:
Do you need 50 referral partners? Not if they don’t understand who you help best. It’s better to have 10 strong partners who trust your work and know exactly what you do than 50 who send poor-quality referrals.
Start by giving first through:
Lead with value and referrals become not just a favor but a natural step to help clients. Your system will revolve around clear communication channels, regular check-ins with partners and email templates (I’ll explain more below).
Here’s the biggest problem with most referral systems: even when people want to refer you, they don’t know how.
They don’t know how to explain your services properly. They don’t want to create an awkward introduction.
Your goal is to remove the friction.
What’s the simplest way to do that?
Build a dedicated referral landing page.
Don’t overcomplicate things. All you need is a single page that clearly answers four key questions:
This page isn’t about selling. It’s all about giving clarity.
When someone wants to refer you, you can simply tell them: “Here’s a page that explains who I work with and how I work. Feel free to pass it along.”
Your page can also include a short intro video, client testimonials or a simple next step, like booking a call.
Want to take it even further?
Share:
When it comes to client referrals, make sure you have a system in place. You shouldn’t ask every client for referrals. You want to focus on your top clients.
These are the ones who:
Loop these clients in about your referral landing page. This will make it easier for them to send the right clients your way.
You can absolutely offer incentives for referrals. They don’t have to be flashy either.
Incentives can simply be a:
A referral system won’t work if your service is “fine.” You have to deliver remarkable experiences.
You want clients saying, “You HAVE to talk to my CPA,” not “I know a CPA if you need one.”
How do you deliver remarkable experiences?
You can also create opportunities for referrals to happen naturally. Try hosting:
Make it known that you’re open to new clients and create environments that lead to organic referrals.
Referrals don’t just happen face-to-face. They happen online. Your digital presence matters more than you realize.
What happens when you:
You stay at top of mind. And when someone asks one of your followers, “Do you know a good CPA?” your name will come up.
Digital channels matter. But so do offline (analog) channels.
Show up at:
Tell people how you help clients. Shifting the focus from “who can you send me” to the value you deliver changes the tone of your conversations.
Strong referral systems are built on three things:
Focus on these three key things, and you’ll build a solid referral system that makes growth predictable.
Digital marketing helps accounting firms reach new clients, build brand awareness, and showcase their expertise online.
A successful strategy includes a user-friendly website, search engine optimization (SEO), content marketing, social media engagement, and email marketing.
You can track metrics such as website traffic, conversion rates, social media engagement, and email open rates to gauge effectiveness.
Quality content establishes your firm as a thought leader, builds trust with potential clients, and improves your search engine rankings.
Regular updates are important; aim to refresh your website every few months and publish new content at least once a month.
Focus on platforms like LinkedIn for professional networking, and consider Facebook and Twitter for broader engagement with clients.