When I started an accounting firm in 2013, I thought clients would be easy to come by.
(Because businesses always need their books done.)
I was wrong.
I scratched and clawed just to get my first clients, and in a lot of cases, they weren’t easy to work with.
But after years of trial-and-error and painful mistakes, I identified strategies that helped me steadily attract and win clients.
And today, I’m sharing them with you.
Let’s go!
How to Find Bookkeeping Clients
I’ll get to the list very shortly, but before that…
There’s one thing I need to tell you if you’re trying to get new bookkeeping clients:
Do not compete on pricing.
Yes, that’s one way to attract bookkeeping clients…
But they’re not going to be good clients.
More likely than not, they’re going to leave you the second they find a cheaper bookkeeping firm.
Instead, follow the marketing strategies below:
1. Leverage Social Media
As of October 2024, there were approximately 5.52 billion social media users worldwide, according to a study conducted by Statista.
While there are plenty of social media platforms, I recommend LinkedIn because business owners and professionals are already there.
There are a few ways you can build your presence and grow your audience.
On top of sharing interesting news and facts, sharing value always works well.
Example:
- What expenses can be deducted
- A comparison of different cloud accounting apps
- How to save time with your bookkeeping
To give you an idea, look at the value Josh shared, which generated 400+ likes!
For more social media tips, I wrote a guide to using social media for accountants (and bookkeepers).
2. Email Marketing
Email marketing just might be my favorite marketing channel.
Even after many years of doing it, I still enjoy writing my Future Firm newsletter.
That said, you don’t need to have a big list of recipients to start making this marketing strategy count.
Start with these:
The P.S. Email Tactic
We send dozens of emails every day.
By attaching a P.S. in your email signature you get to advertise something every single day across every email you send.
The Check-In Email Tactic
Sometimes it’s not about finding new clients, but finding business amongst existing clients.
By checking in periodically with existing clients, you’ll be able to spot upsell opportunities.
Here’s a simple 6-word check-in email I like to send every few months to my clients.
You’d be surprised at how well it works in getting clients opening up to you.
They’ll also appreciate you checking in!
The Thank-You Email
Every time you complete a service for your client (ex: a month-end close), send them a thank you note while asking if they know anyone else who might be interested in your services.
3. Host Local Bookkeeping Workshops
Hosting workshops or webinars is a great way for bookkeepers to teach people about what they know and help possible clients.
Here’s an example of an organization hosting a bookkeeping workshop.
Check out the topics they are covering:
By talking about things like how to manage finances, bookkeepers can catch the attention of people who might want their help.
Overall, hosting webinars and workshops is more about establishing yourself as an authority in the industry.
4. Ask for Google Reviews
If you were hiring a business, which one would you pick: a business with Google reviews or one without?
(I bet you’d hire the one with reviews!)
Those with positive Google reviews will have a much better chance of attracting potential bookkeeping clients.
You can get reviews for your firm by asking existing clients after you’ve completed the work.
Send them this message:
Hi [First name],
We really appreciate your business and we want to thank you again for working with us.
Would you mind clicking this link [insert link] and leaving us a Google review of our services?
Your support for our small business means a lot!
[Your Name]
Having multiple good reviews improves your online visibility, so more prospects can find it.
5. Start Your Own Website
Don’t settle for social media alone.
A good website is still important in turning people who visit your social media profiles into clients.
Regardless of how your website looks, one thing it should have is CTAs.
Calls to action like “Book a Consultation” or “Download Our Guide” can drive potential client engagement and lead to conversions.
If you want to get more insights and examples on how to create a website for your business, check out these modern accounting websites.
6. Set Up Your Local SEO Profile
There are over 100,000 Google searches every second.
And about 46% of all Google searches are looking for local information!
That’s why you need to make sure your Google My Business account is set up correctly.
It helps prospective clients find your website when they’re looking for specific services in your area.
Setting up your Google My Business account is one of the easiest ways to get the word out about your bookkeeping business.
For example, if someone looks up “accounting firm montreal”, my previous firm, Xen Accounting, pops up:
I always suggest this to firm owners because it doesn’t take too long to set up.
You can find more strategies like this in my guide to accounting firm marketing.
7. Pick a Specialization
Picking a niche can be difficult, especially for beginners.
Choosing to specialize in a particular industry or type of business, like online stores, doctors’ offices, or artists, helps you stand out from other bookkeepers who work with all kinds of businesses.
You don’t have to do this.
But specializing in an industry makes it easier to market your services.
For instance, Olabero focuses on non-profit organizations and social entrepreneurs, setting themselves apart from other firms trying to get all kinds of clients.
Again, if you don’t have anything specific in mind yet, that’s okay.
You don’t have to hyper-specialize right from the start.
Target a broader category like “medical field” or “small business owners” and then refine it further based on your client base.
As you gain experience and build relationships, you can narrow your focus.
8. Offer Educational Content Upgrades
To make your blog posts or free resources even better, you can add extra stuff like templates, checklists, or downloadable guides.
This makes people want to give you their email in return for the cool stuff you’re offering.
Then, you can grow your email list and keep in touch with potential customers over time.
As an example, I released a resource on how accounting firms use AI, which a lot of readers enjoyed:
When you match these upgrades with the topics or problems you talk about in your blog posts or resources, you attract clients who are interested in what you do.
9. Get Training and Certifications
Certifications give potential clients peace of mind, showing that you’re keeping pace with industry standards and best practices.
It demonstrates your commitment to professional development and excellence, making you a more attractive option than other service providers who opted not to get certifications.
One of the best ways to earn certifications is through a QuickBooks Online Certification.
Once you become a certified Quickbooks ProAdvisor, you’ll be visible on their directory listing.
Just a heads-up, some of these courses may not be free, but they offer discounts for registered users.
10. Try Referral Programs
Consider referral programs to motivate your existing customers to refer potential leads.
You can provide incentives for successful referrals and express gratitude to those who contribute to the growth of your firm.
For example, you could offer a 10% discount on their next invoice to existing clients who refer their contacts to you.
It’s not my favorite way to pick up clients, but I did employ this method early on running my firm.
11. Leave Brochures or Business Cards at Local Businesses
Leaving brochures or business cards at local shops can help if you’re targeting your local community.
Placing them near checkout counters means every customer to that business will see your business’ name before they leave. ????
For instance, if your target niche is contractors, placing business cards near the checkout counter in hardware stores can help potential clients see your bookkeeping business’ name.
If you aim to get freelancers, leaving your cards in coffee shops where they often work can be a great way to connect.
You can easily make brochures and flyers with Canva.
(You might even get some of your first bookkeeping clients in this manner.)
12. Partner with Complementary Businesses
Collaborating with other businesses can be a powerful strategy for acquiring bookkeeping clients.
You can team up with:
- Accounting firms
- Financial advisors
- Business consultants
This simple strategy can help you grow your client base and make your bookkeeping services stand out.
Some effective ways to implement this strategy are by co-hosting workshops and webinars, developing exclusive offers, and sharing marketing efforts.
I recommend targeting a business with a strong social media following and an established audience.
Ensure they don’t offer a similar set of services to yours.
You can use Google to search for businesses that fit these criteria.
Once you identify a few candidates, start making contact and see if they’re interested in collaborating with you.
Pro tip: Think from the business owner’s perspective and consider how you can make it a win-win for both parties.
13. Join the Chamber of Commerce or Business Associations
Becoming a member of your local Chamber of Commerce or other business associations can help you gain access to a network of local businesses and entrepreneurs.
Plus, being a member of these organizations enhances your credibility and increases the likelihood of securing bookkeeping work from fellow members.
You can usually find information about these organizations online via Google.
Here is an example from the Tampa Bay Chamber of Commerce.
Reach out to the Chamber of Commerce or business association directly to inquire about membership and events.
14. Consider Paid Google Ads
Visibility in search results can lead to significant website traffic, leads, and ultimately, clients.
That’s why many use paid ads, as they offer a quick and efficient way to ensure your website appears prominently in search engine results.
Bookkeepers are no exception.
Personally, I’m not a huge fan of this approach, because I feel many business owners jump to it too quickly and have unrealistic expectations.
You need to have a deep understanding of your audience’s needs, desires, and challenges.
It also demands crafting compelling ad copy, selecting the right keywords, and optimizing your campaigns, which is intricate and time-consuming.
That being said, if you’re confident about your chances, go to Google Ads and start from there.
If you’re looking for an organic way to improve your visibility in search results, I wrote a guide about SEO for accountants.
15. Sponsor Local Community Events or Fundraisers
This can be costly and time-consuming, but aligning your own brand with reputable and well-organized events can attract potential clients.
Do this by reaching out to local non-profit organizations in your area and check out if they are interested in collaborating.
However, if you’re just starting out and have almost no experience or budget to spare, you may want to consider the other tips I suggested before this.
Where to Find Bookkeeping Clients
Networking Events
Focus on events that fit your niche for the best results.
For example, if you’re targeting small businesses, check out local business association meetings or industry-specific meetups.
A good website to check out for networking events is Meetup, where you can search for events in cities near you.
Eventbrite is another good place to look for events.
Some of these events may not always be free to attend, but the chance of meeting potential clients can make the investment worthwhile.
Online Communities
Joining online forums and groups can help you network with others more easily.
For example, in my Future Firm Accelerate community, members (like the one below) won’t hesitate to refer bookkeeping or accounting clients to those who might be able to accommodate their specific needs.
Find and join active online communities to connect with peers and discover more referral opportunities for your bookkeeping business.
Job Posting Websites
Many business owners post jobs on websites such as LinkedIn, Indeed, and ZipRecruiter.
You don’t need an account to browse listings, but you’ll need to sign up if you want to apply or contact the client or employer.
What’s great about these websites is that you can filter the results by location to find clients near you or remote opportunities.
Using these free job boards is a simple way to connect with clients who are looking for bookkeeping services.
That being said, it’s important to know that some job postings might be for in-house bookkeepers.
However, there’s still a chance that some business owners would be open to working with an independent bookkeeper like you, especially if you can prove the value you provide.
Local Directories
Local directories are a great way to find bookkeeping clients for your practice.
Listing your bookkeeping business on platforms like Yelp, Angie’s List, and Expertise could help improve your local visibility.
Many of these platforms are free to browse and let you create a basic business profile.
However, some offer paid options for extra visibility or features.
To make the most of local directories, start by creating or updating your own free business profile.
Then, search for businesses in industries that often need bookkeeping help, like restaurants, contractors, or retail stores.
Once you find a good lead, reach out with a friendly message or call explaining how your services can save them time and reduce stress.
Start Attracting Bookkeeping Clients
Getting bookkeeping clients might seem hard at first, but there are ways to make it easier.
You can use both technology and real-life ways to connect with people, show them what you’re good at, and get them interested in working with you.
If you think smart and stay active in finding clients, you can build a successful bookkeeping business.
Now, let me ask you…
Which tip did I provide that resonated with you the most?
Did I miss anything?
Comment below and let me know.
