How to Get Tax Clients: 13 Surefire Ways to Win New Clients

The tax industry is fiercely competitive. While there is a steady demand for tax preparation services – a market valued at $13.9 billion in 2023, growing 3.2% annually since 2018 – the landscape is crowded with 124,371 competitors vying for the same clients.  This is especially challenging for new firms without an established reputation.

Whether you’re a seasoned pro or just starting out, acquiring new clients is essential for growth. Passive strategies won’t suffice. You need a proactive approach to consistently expand your client base.

This article outlines 13 diverse strategies to help you attract and win new tax clients.

13 Sure Ways to Get Tax Clients

1. Develop a Strong Online Presence

One of the most basic but effective ways to get clients is with a professional website. It serves as your virtual storefront, often being the first point of contact between you and potential clients.

Your website should clearly communicate your services, expertise, and unique value proposition. Pearl Lemon Accountants does this well:

Strategically placing calls-to-action (CTAs) at different sections make it easy for potential clients to contact you or schedule a consultation. Take a look at how Harrison Swift utilizes CTAs:

Finally, ensure your website is visually appealing, responsive, and easy to navigate. This will create a positive first impression and encourage visitors to engage further with your firm.

2. Focus on an Industry/Niche

Specializing in a particular industry or tax niche can set you apart from generalist competitors and bring you more clients.

By becoming an expert in a specific area, you can:

• Offer more targeted, valuable services to clients in that niche.
• Command higher fees due to your specialized knowledge.
• More easily market your services to a defined audience.

Common niches include real estate, tech, healthcare, or small businesses. For example, The Profit Constructors specialize in providing advisory services for constructions companies in the US. This means they niched by industry and location, making them more attractive to construction companies in the US:

When choosing a niche, select one that aligns with your interests and expertise, and where you see growth potential. Be sure your website and social media pages reflect your specialized focus. As you build your reputation in the niche, you’ll attract more of the right clients who value your expertise.

3. Offer Free Consultations and Special Offers

Everyone loves a good deal, and potential tax clients are no exception. Offering free initial consultations to discuss a potential client’s tax situation is a great way to showcase value to potential clients. See an example from BBK Partnership:

This initial interaction allows potential clients to get a taste of your services without any upfront commitment. It also lets you showcase your expertise, build rapport, and demonstrate the value you can provide.

Another tactic is to offer limited-time discounts or discounted service bundles. These offers can attract new clients and incentivize them to choose your firm over competitors. Be sure to clearly communicate the value and duration of special offers on your website and your marketing materials.

Balance these promotions with your overall pricing strategy to maintain profitability and track their effectiveness to optimize your approach.

4. Utilize Social Media

Social media is a great way to connect with potential clients. Many channels are available, including LinkedIn, Twitter, Facebook, and Instagram.

• LinkedIn is rated as the number one platform for B2B lead generation, with over 1 billion business professionals. On this platform, position yourself as a thought leader by sharing practical tips related to tax and finance, your experience, and industry updates.
• Facebook is the most used social network, with over 3 billion active users and over 1 billion people connecting with a business account per week. After creating a Facebook page for your firm, share informative content in a more casual format and join relevant groups.
• Instagram is a more visual platform with 2 billion active users. Post attractive images and videos that showcase your expertise and firm culture. Leverage Instagram Reels and Stories to share quick tax tips and connect with your audience.
• Twitter (or X) has the lowest active users of all the platforms mentioned here (335.7 million), but it’s still a great place for brands to be present.

If you are not sure what type of content to posts on your social media channels, check out these creative social media content ideas for accountants we created.

5. Attend Industry Events

Networking at industry events, conferences, and meetups can be a goldmine for client acquisition.

These events provide opportunities to meet potential clients face-to-face, exchange business cards, and build relationships that can lead to new business.

So, when you go to these meetups, introduce yourself, share your expertise, and collect business cards. Then follow up with attendees afterward to continue the conversation.

You can also consider speaking at these events to position yourself as an authority in your field.

Here are some upcoming accounting conferences in 2025

6. Get Involved in Your Local Community Events

Demonstrate your commitment to social good and give back to your local community through corporate social responsibility (CSR) initiatives. You don’t have to be a big corporation to have a local presence. Consider volunteering at community events, sponsoring local organizations, offering pro-bono tax services, joining your local Chamber of Commerce, or participating in community boards.

This demonstrates your commitment to the area and helps you connect with potential clients on a personal level. As you engage with the community, you’ll naturally expand your network and increase your chances of referrals and new business.

7. Don’t Ignore Local SEO

Local SEO is crucial for attracting nearby clients searching for tax services. For instance, if someone in California searches for “tax firms in California”, here are the firms they’ll see:

These firms are only showing up because they’ve optimized their local presence. To do same for your firm, use the following tips:

• Claim & Optimize Google My Business: This free listing manages your online presence on Google Search and Maps. Ensure accurate info (name, address, phone number, website URL, hours) and add high-quality photos.
• Encourage Positive Reviews: Positive reviews on Google My Business, Yelp and other platforms build trust with potential clients.
• Local Keyword Optimization: Incorporate relevant local keywords into your website content, including your city and surrounding areas. Also, create location-specific content on your website to target local search queries.

By dominating local search results, you’ll be the first option that comes to mind when someone in your community needs tax services. Read our comprehensive guide –  SEO for Accounting Firms.

8. Ask for Referrals (From Clients, Friends, Family, Etc.)

Satisfied clients are your strongest advocates. Actively solicit referrals from them to expand your client base and leverage the power of word-of-mouth marketing. You can also ask friends and family to refer your firm.

Here’s how:

• Make it Easy to Refer: Provide clear instructions and referral forms on your website and social media. Consider offering referral bonuses as an incentive.
• Directly Ask for Referrals: Towards the end of a successful client engagement, politely ask if they would be comfortable referring you to friends, family, or colleagues who might need tax services.
• Offer Incentives: Implement a referral program with rewards for successful referrals. This could be a discount on future services, a gift card, or a charitable donation in their nme.
• Leverage Your Existing Network: Don’t underestimate the power of your personal and professional network. Inform friends, family, and past colleagues about your tax practice and politely ask them to spread the word.

Remember, referrals are a testament to your expertise and client satisfaction. By making it easy to refer you and offering incentives, you can harness the power of your network to attract new clients.

9. Collect and Use Testimonials or Reviews

Positive reviews and testimonials from satisfied clients can be incredibly powerful in getting new business. Display these on your website, social media profiles, and other marketing materials to build trust and credibility with potential clients.

Encourage clients to leave reviews on platforms like Google, Yelp, or your website. You can also ask them for written testimonials that you can feature prominently. These social proof elements can significantly influence a prospect’s decision to work with you.

10. Optimize Your Website for SEO

Optimizing your website for certain keywords ensures it shows up when potential customers search online for tax services. It increases your visibility and makes it easier for people to find you.

Key SEO strategies include:

• Conducting keyword research to identify terms potential clients are searching for.
• Optimizing your website’s meta titles, descriptions, and headers.
• Integrating target keywords naturally throughout your website content.
• Addressing technical aspects that impact search engine crawling and indexing.
• Building quality backlinks from reputable sources in the tax and finance industries.

Check out the SEO for Accounting Firms Guide.

11. Content Marketing

Content marketing is about establishing your tax firm as an expert while drawing in potential clients. Start by outlining a content calendar to plan your topics, formats, and publishing schedule.

When creating content, always consider your target audience. What are their pain points? What do they want to know? Diversify your content beyond blog posts to include ebooks, whitepapers, videos, and webinars.

Once your content is live, make sure it’s seen. Share it across social media, email newsletters, and relevant industry platforms. This will help you reach a wider audience and generate leads.

Check out the blog of Huddleston Tax CPAs for inspiration:

12. Use Online Directories and Marketplaces

Many potential clients use online directories to find tax professionals. So ensure your firm is listed on general business directories like Yelp and Yellow Pages (for your country), industry-specific directories such as those maintained by professional associations, and online tax and accounting services marketplaces.

Keep your listings up-to-date and include as much relevant information as possible to stand out.

When choosing online directories and marketplaces, choose cost-effective and reputable platforms frequented by your ideal client.

13. Provide Exceptional Client Service

While this may seem obvious, exceptional service is your best long-term strategy for client acquisition. Satisfied clients not only return year after year but also become your best source of referrals.

To elevate your client service:

• Communicate clearly and promptly
• Meet or exceed deadlines consistently
• Offer personalized tax strategies and advice
• Use technology to streamline processes and enhance the client experience.

Meet Financial Cents, the Practice Management Software for Accounting, Tax, and Bookkeeping Firms

Speaking of technology, tools like Financial Cents can help you be more efficient and provide better service to your clients. It’s why 94% of large firms and 90% of small firms are turning to technology to improve their tax season performance.

Financial Cents helps you manage your firm and clients more effectively by:

• Automating the manual tasks you have to do,
• Streamlining data collection processes from clients,
• Tracking important due dates and deadlines, and
• Improving team collaboration and communication

This lets you focus on growing your business and providing great service to clients so they refer you more.

Why not give us a try?

Use Financial Cents to manage your firm and clients.