Lead Generation for Accounting Firms
Lead generation for an accounting firm starts with one definition: a lead is a call or a form that reached the office, and nothing more. It is not a client and it is not a result. Our work is to point search pages and ads at the lines of work the firm wants more of, and then log every call and form against the page or ad that produced it.
What the front desk does with each contact is the owner's business. We supply the log and the month-end sheet.
Ledger of contacts
Each contact posted to the page that earned it
A firm that wants more bookkeeping engagements and fewer of another kind should see which pages and ads bring each. So every landing page carries its own tracking number, and every form arrives tagged with its source. Good lead generation is posted to the right line.
Searches such as tax preparation near me
and outsourced bookkeeping services
reach offices for different reasons, which is why each line of work gets its own page. Pages come from our search plans and ads from paid ads management, and the log treats both the same way.
Forms on these pages are kept to contact details and never ask for financial information. How a call is answered and how a form is followed up belong to the partners and the front desk.
Four sources a lead can come from
- Search pages
Landing pages for each line of work
A page for tax preparation, one for bookkeeping and one for payroll each carry their own tracking number, so a call tells us which page it came from.
- Maps listing
Calls that start at the Google Business Profile
The listing shows a number of its own. Its calls are logged apart from website calls, so the two never blur into one total.
- Paid ads
Ads aimed at chosen lines of work
Ads on Google Ads, Bing Ads (Microsoft Advertising) or Meta Ads (Facebook and Instagram) are logged campaign by campaign, with the platform's spend shown beside them.
- Referral pages
Links from partner organizations
A local association or other advisor may describe the firm on their own page. Contacts arriving that way are entered under their own heading.
How a contact is entered in the month's log
| Way it arrived | What each log line holds | Where it is posted |
|---|---|---|
| A call to a number on a service page | The call, the page and the line of work | That page's row |
| A form sent from a town page | The form and the town it came from | That town's row |
| A phone call placed from the Maps entry | The call and the listing it came through | The listing row |
| A form or call that began with a paid ad | The contact and the campaign behind it | The campaign row, beside platform spend |
| A form after a visit to a referral partner's page | The form and the partner page behind it | The referral row |
From a list of wanted work to a footed column
Name the lines of work worth chasing
The owner tells us which engagements the firm wants more of and which it has no room for. The list steers every page and ad.
Give each page its own way in
Each landing page gets its own tracking number and form source, so no contact has to be guessed at afterward.
Log each call and form against its page
Contacts are entered one line each, tied to the page or ad that produced them.
Close the month with a column that foots
The sheet adds the lines, checks the total against the tracking numbers and form tags, and flags any contact whose source we cannot name.
What the owner decides about lead work
- The lines of work the firm wants more of, and the ones it wants fewer of
- The towns the pages and ads should name
- Who at the front desk answers the tracking numbers
- How the office follows up on a form, which stays the firm's own business
- Which paid platforms, if any, the firm wants to try
- Confirmation that no client figure, tax ID or account detail goes into any form, ad or tracking tag
Beliefs about lead counts
Said at the partners meetingA lead and a client are the same thing.
What the ledger showsA lead is a call or form that reached the office. What follows is the firm's own matter and no part of our count.
Said at the partners meetingA bigger count always means a better month.
What the ledger showsThe owner decides which lines of work are wanted, so pages and ads aim at those, not at any contact at all.
Said at the partners meetingA number of leads can be set in advance.
What the ledger showsWe promise no number. Each month shows what was logged, page by page. Lead generation is a log, not a forecast.
Questions about how contacts are counted
What exactly goes in the log?
Does the firm pay for each lead?
Can the log tell which line of work brings the most calls?
What if a call comes in on a number we cannot match?
Who follows up on a contact?
Tell us where the inquiries should come from
Leave a message naming the lines of work you want more of. The optional slot lets you pick the hour for the CEO's call.
Which lines of work get the first pages?
Name the kinds of work the firm wants more of, the towns its clients come from and the referral partners who send people over. Leave out every client name and every figure from any return or statement.
Ready to post the first entry?
Book a call with the CEO by choosing a weekday and a time of day, or tell us which work the firm wants more of. Please keep client names and figures out of the note.
The pencil and its double rule are drawn for show. They forecast nothing.