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Generating qualified leads is your best chance of growing your certified public accountant (CPA) firm. Luckily, today’s internet marketing tools offer plenty of efficient, effective ways to do so. 

You can use numerous strategies to find more qualified leads for your business online. These tools will extend your firm’s reach and help you monitor your efforts. 

On this page, we’ll provide a lead-generation guide for CPA firms dabbling in internet marketing.

By the way — you can learn even more about internet marketing when you sign up for our email newsletter, Revenue Weekly. Subscribe for more tips straight to your inbox. 

1. Narrow your target audience

The first step to generating leads using digital marketing tools is determining who you’d like your leads to be. Pinpointing your ideal customers will help you focus your internet marketing campaign, leading to a greater return. Here’s how to get started.

Assess your customer base

To narrow your target audience, start by assessing your CPA firm’s current clients. See if you can find common threads that involve demographics, interests, hobbies, and buying decisions. Use the information you find to begin plotting the marketing strategies you’ll use. 

Understanding your ideal leads will help you conceptualize the messages, tones, and content they’ll respond the best to. 

There are a few ways your CPA firm can learn about the people it reaches and their buying habits. Tools like Google Analytics will show you which content on your site performs the best and who’s interacting with it. 

Alternatively, the software MarketingCloudFX unveils a wealth of in-depth consumer data that can inform your target audience decisions. 

Score your leads

Lead generation is an active process, so you can improve your strategy by looking at the leads you’re already earning. A tactic called lead scoring will help you rank your leads by how close they are to converting. You’ll see commonalities between leads at different phases that you can use to form customer segments and market to them.  

2. Optimize your website

In digital marketing, lead conversion happens on your website. Now that you know who to target with your strategy, it’s time to perfect the site you’ll direct them to. 

A CPA firm’s website needs to have a few essential user-facing elements — an intuitive design, an effective landing page, and engaging content that directs to the landing page. 

Web design

Let’s start with the design. Web design comprises a few aspects. Some of the most notable include the site’s layout, each page’s structure, the fonts you use, and the colors you implement. Always prioritize user experience (UX) in web design to ensure your site is easy to use. 

Prospective leads should be able to navigate to the information they want and trust that every link takes them to the right place. Additionally, every page should be readable with clear fonts, a scannable layout, and colors that facilitate a smooth, on-brand experience. 

Landing pages

A landing page is a place on your site where your prospects will express interest in your company. In the case of lead generation, the page will ask the user to provide contact information in exchange for something like a newsletter or an appointment with a sales representative. 

Keep your landing pages simple and specific. Tailor the landing page to the service the soon-to-be lead is interested in, then include a concise call to action that minimizes the amount of work the user needs to do. One button is all you’ll need. 

Content marketing

Users will reach your landing pages from the content they find on your site or other internet sources. 

A tactic called content marketing optimizes your site by filling it with the kinds of content your ideal leads will find the most useful. Common examples include blogs, infographics, white papers, case studies, and videos. 

The content on your CPA firm’s site should target lead prospects at every level of interest in your company. 

One prospect may simply be looking for a way to fill a need. Your content can offer accounting services as the best solution. 

Another may know they want to work with a CPA firm, but they’re not sure which one. You can state your case through engaging content. 

3. Increase your web visibility

Your website looks great, and it features content that your prospective leads want to find. Now you just need to make sure Google shows it to them. 

Around 93% of online experiences start with a search engine. With that, 32% of desktop users and 26% of mobile users click the first Google search result. How high is your site on the search engine results page (SERP)?

You can take two routes to reach the top of the SERP — the organic route and the paid route. Both are effective and worth taking.

The organic way to reach the top is through search engine optimization (SEO). SEO is all about telling Google that your site has what users want to find. For example, using CPA-related keywords on your pages will help Google recognize that your page matches the user’s search terms. 

The paid route involves pay-per-click (PPC) advertising. PPC ads shoot to the top of the SERP and look just like regular organic listings aside from an “ad” label beside the URL. 

Companies bid for PPC placement and pay for every click. Effective PPC management will ensure you get the most from your investment. 

4. Branch out beyond your website

Your website and SERP rankings are critical to lead generation, but there are other online channels you can use to augment your strategy. Start with social media pages.

Everyone’s on social media, even businesses. You can advertise to the people visiting your social media pages through organic and paid means. 

Organic social media content engages prospective leads who come across your page on their own. Paid social media advertising places your content in front of those you specify through the site’s ad generator or a third-party service

37% of marketers say that generating high-quality leads was one of their biggest challenges.

We want to decrease that percentage.

WebFX can help you generate high-quality leads with a customized marketing strategy.

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Generate leads with WebFX

You can draw more leads to your CPA firm by using online channels to target specific prospects on the platforms they use most often. 

At WebFX, we tailor digital marketing strategies that boost qualified traffic and lock in conversions. Our experts are ready to help your accounting team boost its numbers, so request a quote to get started! 

We Drive Results for CPA Firms

  • Dedicated account manager backed by 500+ digital experts
  • Renowned for our communication and transparency

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