Many accountants assert that they get most of their best new clients through referrals. That belief, especially when it’s true, confirms what we’ve all long known:there is a lot of value in the power of word-of-mouth recommendations.
Plenty of accountants seem happy to let referrals and recommendations arrive of their own accord — as if by magic. And that’s fine if you’re not trying to grow your practice. If the odd new client simply replaces one who’s retired, sold up or died, you may not need to do anything to generate more referrals of the type you really want.
I make that distinction as plenty of accountants get referrals and take on ‘non-ideal’ new clients as that feels easier than taking steps to get more of the clients they really want. That may refer to the type of work clients want, the type of people they are, their ambitions, their attitude to paying/avoiding tax or their willingness and their ability to pay decent fees.
So if you are keen to secure more ‘ideal’ clients you would probably prefer a more predictable, more purposeful flow of referrals. Ideally, from the kind of people you actually want to work with.
What’s become clear to me over the years is that few accountants stop to consider why they get recommended — and what they could do to attract better, more consistent referrals to ‘ideal’ new clients.
Some assume that any referrals are simply a reward for doing good work. And yes, that helps — but only to a point. It doesn’t always bring the clients you’d choose for yourself. Or the volume you might like.
If you’d rather grow your practice with the right kind of new clients — and make it easier for people to remember you, refer you and recommend you — then it’s time to improve your REACH.
And no, I don’t mean churning out more posts, newsletters or videos.
I mean making sure more of the right people know who you are, what you stand for, and why you’re worth remembering — and recommending.
Here’s how I break it down:
R – Raising awareness
No one can recommend you if they’ve never heard of you.
That might sound obvious, but many sole practitioners are practically invisible outside of their current client list and their (often neglected) LinkedIn profile.
Raising awareness means getting your name out there, and noticed by the right people, more consistently and intentionally.
It’s about showing up – online and offline – in ways that feel natural for you. Rather than trying to post loads of content on Linkedin (or elsewhere) you’re more likely to raise awareness of you, your point of view and your approach by commenting usefully on LinkedIn, speaking at local events, joining niche networking groups, or contributing to articles and forums where your ideal clients hang out.
You don’t need to become a “thought leader.” Just aim to be a friendly, helpful accountant who’s visible and remembered.
E – Establishing credibility
Awareness alone isn’t enough. You want people to think, “Ah yes, she knows her stuff,” or “He’s the go-to accountant for people like me.”
Credibility builds when you share useful insights, answer relevant questions, and communicate in a way that builds trust. No jargon. No fluff. Just clear, commercial, confident messages.
LinkedIn is particularly powerful here — when used well. Your profile, posts and comments all add up to shape how credible you seem. Not just whether you are experienced, but whether that experience is obvious and relevant to those you want to attract.
A – Attracting the right people
You don’t want just any clients. You want those who will value what you do, pay your fees, be a pleasure to work with and hopefully stick around for a while.
To attract the right people, you need to make it clear who you’re for. And just as importantly, who you’re not for.
Many accountants shy away from this because it feels limiting. But in practice, it makes you stand out to the right people. Clarity creates cut-through. If you try to appeal to everyone, no one really sees you.
When people recognise themselves in your content, they’re more likely to lean in and think, “This accountant gets me.”
C – Convincing the right people
Attracting attention is one thing. Inspiring action is another. This is where trust turns into traction.
If someone’s been watching you on LinkedIn or hearing about you locally, what do they see when they visit your website or when they message you directly? Do they feel reassured they’re in the right place? Or is it all a bit vague and generic?
Think about how you demonstrate proof and personality. Testimonials help. So does a tone of voice that sounds like you, not like ChatGPT trying to impersonate an accountant.
Don’t assume people will connect the dots for themselves. Help them see how working with you solves their problem.
H – helping them help you
Finally, once you’ve impressed someone — a client, introducer, or even just a contact — make it easy for them to advocate for you.
If you’re memorable and likeable, and if it’s clear who you work best with, people will want to recommend you. But they still need a nudge or some structure.
You can help by:
– reminding them who you’re looking for,
– sharing useful posts they can forward or tag others in,
– giving them a reason to talk about you (your story, niche or quirky style all help here).
The more confident people are in describing what you do or what makes you special, the more likely they are to spread the word.
It’s not about being louder. It’s about being clearer
Improving your REACH isn’t about flashy marketing or fake confidence. It’s about being strategic and intentional about how you show up — so more people know who you are, trust what you do, and feel good about recommending you.
If you’d like personalised guidance to improve your own reach, and to be remembered, referred and recommended more often, you know where I am. First off we should have an exploratory call to check whether we’d be happy to work together. And we both want to move forwards we can then work together to clarify your message, boost your confidence, and get you in front of the right people, in a way that fits your style.
