How buyers in accounting decide
Choosing an accountant is a trust decision. Prospects read an average of 10 reviews before trusting a bigger decision, and 95% trust a business with many reviews versus 26% with few. They research quietly, shortlist two or three firms, and call the one that looked most established.
Your growth channel is being the answer: in Google, in AI recommendations, and in content that proves you know their situation before the first call.
95%
of buyers trust a business with many reviews — versus 26% for a business with few. Reputation decides the shortlist.
What usually breaks
Referrals plateaued
Word of mouth built the firm but can't scale it — and every retiring client shrinks the base.
Invisible to searching businesses
New businesses Google 'CPA near me' and AI-ask 'best accountant for small business' — and pick from who shows up.
A website that undersells the firm
Decades of expertise behind a site that looks like a template from 2015.
The playbook
Where I’d start in accounting
1
SEO
Rank for the searches new businesses make — and build the review base that closes them.
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2
AEO
When a founder asks AI for an accountant, be the firm it names.
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3
Web Design
A site that looks like the caliber of firm you actually are.
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Every engagement starts the same way regardless of industry: a full audit in week one, a one-page plan in week two. See the process.
Marketing for accounting, handled.
Tell me what’s broken. I’ll tell you how I’d fix it — 15 minutes, no obligation.
Not ready for a full engagement? Start with The Checkup — $450/mo, month to month, cancel anytime.