How to Get Tax Clients: 13 Practical Tips

A lot of tax firms have trouble either:

  1. Getting clients in general, or…
  2. Getting the right clients (i.e. the ones that pay well and are easy to work with).

In this guide, I’ll show you 13 ways to get tax clients that align with your firm’s goals.

Let’s go!

Table of Contents

  1. Optimize Your Local SEO Profile
  2. Ask Clients for Google Reviews
  3. Implement Three-Tiered Pricing for Tax Services
  4. Develop Your Elevator Pitch
  5. Create an In-Person Networking Follow-Up Process
  6. Connect With Relevant People in Your Industry With Social Media Marketing
  7. Showcase Your Expertise With Q&A Calls
  8. Optimize Your Website for Conversions
  9. Publish Testimonials on Your Website and Other Channels
  10. Use Content Marketing To Show Up In Google Results
  11. Use a P.S. Line in Your Email Signature
  12. Develop Partnerships to Expand Your Reach
  13. Join Online Communities

1. Optimize Your Local SEO Profile

80% of US consumers search for local businesses online at least once a week, according to SOCi’s 2024 Consumer Behavior Index report.

This is called local SEO — every time you search for a business or service in a specific location, you’re tapping into it.

For example, if I Google “accounting firm montreal,” this is what I get.

Google Reviews results for "accounting firm montreal"

Sidenote: It’s good to see Xen Accounting here. It’s the firm I grew from scratch and sold back in 2018.

If you want people to see your tax business every time they search for the services you offer in your area, you have to set up your local SEO.

You can do this with a Google Business Profile.

Google Business Profile setup

Google will guide you through the process, but here are a few important tips for this process:

  • Make sure to use correct, up-to-date contact information.
  • You’ll see a “Enter a business category” menu. Add all of the services you provide (e.g., tax preparation service, bookkeeping service).

2. Ask Clients for Google Reviews

Per BrightLocal’s Local Consumer Review Survey 2024, 81% of consumers use Google Reviews to evaluate businesses.

BrightLocal Local Consumer Review Survey 2024

So if you have existing clients that appreciate your tax services, you should ask them to leave a review on your Google Business Profile.

Here’s a template you can use:

Email asking a client to leave a Google Review

Google reviews are so impactful and quick to implement that it’s one of the accounting marketing tactics I recommend to all firm owners.

In fact, they’re so effective that they became the best source of clients for one of my Future Firm Accelerate members.

LinkedIn feedback from a Future Firm community member saying Google Business has been their best source of new clients

This is one of the many lessons in Future Firm Accelerate, where I give firm owners the step-by-step system to build autopilot firms that don’t require them to work nights or weekends (even during busy season).

3. Implement Three-Tiered Pricing for Tax Services

Ultimately, marketing is about growing your firm.

Often, this is accomplished by bringing in as many new clients as the firm can handle.

But it can also be done by optimizing your pricing and packaging, as one of our Future Firm Accelerate members, Kevin Dodgson, can attest:

FFA member Kevin Dodgson doubled their revenue per client

I recommend three-tiered pricing, which looks like this (feel free to take this template and use it for yourself):

Three-tiered tax service packages

Three-tiered pricing keeps your work predictable and schedules manageable, because both clients and your team know exactly what’s being delivered (and what’s not).

Offering clearly defined packages like this also allows you to showcase the value of your services while positioning yourself to charge higher prices.

While not every client will choose the premium tier, this structure gives you the best opportunity to charge what you’re really worth.

Remember, more clients isn’t always better. Three-tiered pricing helps you sign tax clients that actually understand the value you bring.

With these clients, you can charge prices you’re happy with so you can earn more while you and your team spend less time working.

You can learn more in my guide to three-tiered pricing.

4. Develop Your Elevator Pitch

An elevator pitch is a brief, 30-second introduction that tells potential tax clients who you are, what you do, and what sets you apart from other tax firms.

When you leave a strong impression on someone, it becomes more likely that they refer clients to you (or hire your firm directly).

Here’s a basic but effective format for an elevator pitch:

We help [specific audience] achieve [outcome] through [services].

And here are a few examples to get you started:

  • We help freelance creatives save money on taxes and build financial stability with automated bookkeeping and hands-on virtual CFO services.
  • We help small business owners reduce their tax burden through proactive tax planning and preparation.
  • We help real estate agents maximize deductions and keep more of their earnings through specialized tax strategies.

You could also use ChatGPT to write one — and this is only one of the many ways ChatGPT can help in accounting.

This doesn’t have to be perfect. I didn’t consider myself good at pitching a decade ago, but I landed my first client for my previous firm that way.

This is me doing that…

Ryan Lazanis performing a pitch in 2013

Just make sure to clearly specify the outcome you want to achieve for your clients, the clients you want to work with, and how your services can make those outcomes happen.

5. Create an In-Person Networking Follow-Up Process

We may live in the digital age, but face-to-face connections remain one of the most effective ways to find tax clients and grow your local community presence.

Here’s how to maximize your in-person networking efforts:

  • Come prepared: Bring business cards. Make sure your elevator pitch is sharp. And go in with a plan to get out of your comfort zone. 🙂
  • Leverage your existing network: After each event, write down important details about the people you met — what they do, what they’re looking for, and how you might be able to help. Then, follow up by introducing them to someone in your network who could benefit from their expertise, or vice versa. For example, “I know a great financial planner who could complement your services. Can I connect you two?”
  • Follow up promptly: Don’t just send a generic message. Within 48 hours, send a follow-up email or LinkedIn message that’s specific and memorable.

Your follow-up email doesn’t have to be super long. It can be something like this:

“Hi [First Name], it was great meeting you at [Event]!

I really enjoyed our chat about [specific topic].

If there’s ever anything I can do to help out, let me know!”

6. Connect With Relevant People in Your Industry With Social Media Marketing

Social media is an excellent platform to build a professional network and connect with people who can become new clients.

It also expands your reach beyond local small businesses.

The key to success here is building genuine relationships. Here’s how you can do that:

  • Engage naturally:  Don’t just passively like or comment. Ask thoughtful questions or share a short insight that relates to their post. (And please, do NOT use AI to generate comments on posts. It’s cringey and obvious.)
  • Optimize your tagline: For instance: “Helping small business owners reduce taxes and grow their bottom line. | Owner, [Firm Name].”
  • Add value: Post practical, bite-sized tips that solve real problems. For example, “Did you know you can deduct up to $1,500 annually with the home office deduction? Here’s how to qualify,” or “Here are 3 tax deadlines every business owner needs on their calendar.” People love content that they can apply to the way they work — like this LinkedIn post of mine.
Ryan Lazanis LinkedIn post about offering only services you want to offer

Here’s one last thing:

Tread very carefully with cold DMs.

They can work — but it has to be the perfect message to the perfect person at the perfect time.

And truthfully…

I ignore nearly 100% of cold DMs I receive. Including this one:

Ryan Lazanis LinkedIn post about bad DMs

7. Showcase Your Expertise With Q&A Calls

Hosting Q&A calls is an easy, low-cost way to demonstrate your expertise in the tax industry while growing your client base.

I hold monthly AMA calls in my Future Firm Accelerate program with a tool called Crowdcast.

Ryan Lazanis hosting a Q&A with Crowdcast

In these sessions, you can let potential clients ask questions about common topics, such as how to save money on tax returns or which expenses they can deduct.

It’s a chance to provide value while showcasing your knowledge — and it’s also great marketing.

You can theme your Q&A sessions to match the season or your audience’s needs.

For example, during tax season, you could host a Q&A focused on “Last-Minute Tax Tips” or “Maximizing Deductions Before Filing” to show that you genuinely care about helping them save money.

Pro tip: Consider co-hosting with another professional in the tax industry or a complementary field, such as financial planning or client accounting services.

This approach is mutually beneficial because both of you can promote the event and tap into each other’s audiences.

8. Optimize Your Website for Conversions

When someone visits your website, they’re likely looking for answers to questions like:

  • How can you help me save money on taxes?
  • Can you handle tax preparation for my specific niche?

Always think about what is important to clients when you optimize your website.

Don’t focus on what you offer — focus on what they need and how you can address them.

With that in mind, here are 3 ways to convert visitors to leads:

  • Highlight results: Show how your services address their pain points. Use straightforward phrases like saving money on taxes, reducing tax liability, or meeting deadlines stress-free.
  • Include clear calls-to-action: Calls-to-action are obvious buttons or links that give visitors a clear next step, such as “Schedule a Free Consultation” or “Get Your Tax Prep Checklist.”
  • Offer a lead magnet: Visitors will appreciate free resources like a tax savings guide or a checklist. Readers provide their email addresses in return, which grows your newsletter.

A polished, user-friendly website ensures that when someone visits, they’ll see the value you bring and know how to reach you.

For example, here is the Future Firm website with those 3 elements.

Important website elements in the Future Firm website

9. Publish Testimonials on Your Website and Other Channels

Ask happy clients for a quick written or video testimonial, and then feature these on your website, social media, or even in your email signature.

One of my favorite testimonials is this handwritten note from one of our Future Firm Accelerate members.

Handwritten testimonial from a happy Future Firm Accelerate member

Here’s how to make this process simple:

  • Ask questions that clients can easily answer:
    • What were things like before you started working with us?
    • What did you enjoy most about working with us?
    • How are things different now that you’ve worked with us compared to before?
  • Streamline this process with ChatGPT: Ask clients to fill out a short questionnaire or record a brief video. Then, input their responses into ChatGPT with a prompt like, “Turn this into a professional testimonial that I can easily present on my website.”
  • Showcase client satisfaction everywhere: Once you’ve gathered testimonials, post them prominently on your website, share them on social media, and include them in your marketing materials.

Here are some testimonials on the Future Firm website:

Testimonials on the Future Firm website

10. Use Content Marketing To Show Up In Google Results

“Content marketing” may sound intimidating, but it’s really about sharing useful information that helps your target market.

Done right, it can drive traffic to your website and convert people who are searching for answers online into ideal clients.

For example, when I type in “coaching for accounting firm owners,” Future Firm appears at the top of the list.

Google search results for the keyword "coaching for accounting firm owners" showing Future Firm as the top result

Here’s how to get started:

  • Look for keywords and topics your audience cares about: Think about common questions your clients ask, such as “How do I maximize deductions?” or “What’s the deadline for filing taxes?” Type these into Google to see related terms and queries that pop up. You can also try Ahrefs’ free keyword generator to get keyword ideas related to a target keyword.
  • Write content around these topics: For example, if your ideal clients are small business owners, create a blog post like “5 Tax Tips Every Small Business Owner Needs to Know.”
  • Focus on value, not perfection: You don’t need to be a professional writer. Focus on sharing your expertise in a clear and approachable way. Tools like ChatGPT can even help you outline or draft your articles. For example, we wrote this guide to AI in accounting with the help of ChatGPT.
  • Create calls-to-action: Every article should encourage the reader to take the next step — whether it’s scheduling a consultation, downloading a guide, or signing up for your newsletter. For example, end a post with a call-to-action to subscribe to your newsletter or book a call with your firm.

There are other ways to attract potential clients through search engines. You can read about them in this handy accountants’ SEO guide I wrote.

11. Use a P.S. Line in Your Email Signature

Adding a P.S. line to your signature is a mini-ad in every email you send.

It’s effective, and you can implement it right away.

Here’s a template you can use:

P.S. If you’re tired of stressing about taxes every year, we can help. With our Tax Return Service, we handle all the “dirty work” for you.

And here’s what a P.S. line looks like in action:

Example of a P.S. line

12. Develop Partnerships to Expand Your Reach

Building strategic partnerships with other businesses is a great way to grow your network and reach new clients.

This lets you create mutually beneficial relationships that amplify your visibility and credibility.

Here’s how to do it:

  1. Identify the right partners: Look for other businesses or professionals in complementary fields like financial planners, payroll providers, or legal advisors. These partners should have a solid reputation, a good following, and an audience that overlaps with your own target market.
  2. Offer incentives: Partnerships work best when there’s a win for both sides. If you’re having a hard time thinking of what to offer, I recommend the partner email swap marketing tactic.
  3. Say what you want: After telling them what they get from partnering with you, tell them what you want. Don’t beat around the bush — be professional, but keep it concise.

That’s it. You can take that three-step process and apply it to any client.

And like I said earlier… 

Don’t forget to follow up!

13. Join Online Communities

Online communities are a goldmine for connecting with potential customers and peers.

Look for relevant LinkedIn or Facebook groups where your audience gathers. For example, use keywords like “small business accounting” or “tax tips for entrepreneurs.”

Here’s the LinkedIn results page for the keyword “tax tips.”

LinkedIn results for the keyword "tax tips"

Once you’re in, focus on sharing practical tips, answering questions, and posting insights regularly.

Avoid being overly promotional — let your expertise do the talking. If it feels natural, mention your social media pages or services.

For example, here’s me engaging with someone’s LinkedIn post about the Bench meltdown. (I shared more of my thoughts on it in this podcast episode.)

LinkedIn conversation about the bankruptcy of Bench Accounting

You can also use these groups to scout potential collaborators for partnerships or referral programs.

If you’re looking for a more focused community, join my Future Firm Accelerate program.

As a member, you’ll join a network of accounting and tax firm owners who share your goals.

You can participate in forums where everyone supports each other, provides referrals when possible, and gets feedback to level up.

Plus, you’ll get access to resources designed to grow your firm’s revenue while cutting back on your work hours.

Use these tips to get tax clients

That’s all of it — over a dozen ways to find and land new tax clients.

Which tips were your favorite?

Are there techniques that worked well for you in the past? What did we miss?

Share them in the comments below!

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