It’s no secret that LinkedIn has become an essential part of doing business. It’s where you connect with colleagues, share updates, and showcase your expertise. But if your digital presence begins and ends with your LinkedIn profile, you’re leaving opportunities on the table.
Building a strong, visible accounting practice means reaching people in more than one place. Clients aren’t just looking at your job history or the occasional post. They’re forming opinions based on your website, reviews, email content, and the tools you use to run your business. If you want to win trust and stay top of mind, you need a broader digital marketing strategy. Here’s how to make it happen.
Your Website Is Still Your Professional Home Base
LinkedIn might be where people discover you, but your website is where they decide whether to work with you. It’s the one place where you have full control over your message and branding.
A well-organized website should include service pages, an about page, and a contact form. It also needs to be optimized for search, with relevant keywords in your page titles and descriptions so people can find you, even if they’re not already connected to you.
It also helps to include clear next steps for visitors, like a simple contact form or a booking option, so potential clients know exactly how to reach out when they’re ready. You don’t need a complicated site, but it should show you’re established, trustworthy, and easy to work with.
Digital Visibility Beyond the Platform
LinkedIn is a great place to post updates, share insights, and engage with your professional network. However, its reach is inherently limited by algorithms and your existing connections.
To build long-term visibility and attract new clients beyond your immediate circle, you’ll need digital marketing strategies that go further.
Search engine optimization (SEO) plays a key role here. When someone searches for accounting help or financial advice online, showing up in those results can make all the difference. That means optimizing your website for relevant keywords, improving page load speed, and publishing blog posts that answer common questions your ideal clients ask, like “How do I prepare for a business tax audit?” or “What expenses can I claim as a freelancer?”
Email is another essential channel for sustained visibility. A monthly newsletter with tax tips, important reminders, or firm updates keeps your brand top of mind and positions you as a proactive advisor.
Together, these tools create a digital foundation that brings in new leads and nurtures existing clients. Most importantly, they give you control over your reach and messaging, helping your practice stay visible and relevant across multiple touchpoints.
The Role of Social Proof
Reviews and testimonials are often the first thing people check when deciding whether to hire you. They want to know what others have experienced and whether you’ve helped clients like them.
According to a recent BusinessWire report, customer reviews rank as the fourth most important factor in purchasing decisions, after product or service quality, customer service, and brand reputation. That means your reviews can influence a prospect just as much as your website or content.
If your presence doesn’t include visible reviews, you’re missing a trust signal. Encourage satisfied clients to leave reviews on Google or industry directories. Even a few specific comments can give potential clients the confidence to reach out.
Video and Webinars Deepen Engagement
If you want to stand out, consider going beyond written content. Short videos and webinars offer a powerful way to connect with clients and explain complex topics.
You might record a short video explaining how you help business owners stay audit-ready or host a live Q&A during tax season. These formats show how you communicate and demonstrate your expertise. They also allow you to speak directly to client pain points and show how your services provide real solutions.
Video increases time spent on your website and gives you content to share elsewhere. It strengthens your credibility and makes your practice feel more human.
Local Presence Matters
Even in a digital-first world, location still plays an important role. Many clients prefer to work with someone who understands their region’s tax rules and expectations.
Maintaining a Google Business profile is one of the simplest ways to improve local visibility. Include your location, services, and business hours. Ask clients to leave reviews, and make sure the profile is current.
You can also improve local SEO by referencing your region on your site and joining local directories. These steps help clients find you when they need support nearby.
Behind-the-Scenes Tools Build Trust
How you run your practice behind the scenes also affects how credible you appear. Tools like scheduling software, secure document portals, and automated reminders help you deliver a professional experience.
If your practice includes in-person or hybrid consultations, a conference and meeting room booking system can make scheduling simpler for everyone. It shows that you value clients’ time and have systems in place to manage meetings smoothly.
They also help you stay organized behind the scenes, so you can deliver consistently strong service without letting details slip through the cracks. These tools might not be client-facing, but they shape how clients perceive your reliability and professionalism.
Consistency and Strategy Count
It’s easy to focus on choosing the “right” platform, but long-term credibility comes from showing up consistently and delivering value across the board.
This matters more than ever as client expectations evolve. According to the Thomson Reuters 2024 State of Tax Professionals Report, 90% of clients want more tax strategy advice, and nearly half expect accounting firms to provide business consulting. Meeting those expectations takes more than a LinkedIn profile. It takes email, a strong website, video, and guest blogging to show the depth of your expertise.
You don’t have to be on every platform, but your visibility should be intentional, strategic, and focused on building trust.
LinkedIn Is Just the Start
LinkedIn can be a strong foundation, but it’s not a full strategy. If your practice is going to grow and meet evolving client expectations, your presence needs to stretch further.
The good news is, you don’t have to do it all at once. Start by improving one area, like collecting reviews, launching a newsletter, or adding a short video to your site. Small steps add up and help clients find you, trust you, and choose you.
To discover how Universal Accounting Center can assist you in expanding your accounting practice beyond LinkedIn, call 435-344-2060 or schedule a time to speak with our team today.
