Marketing for accountants: how to get more accounting clients all year

New tax clients search in September and October because the ATO tells anyone using a registered tax agent for the first time, or switching agents, to make contact before 31 October, the due date for self lodgers, so they can join the agent's lodgment program. That sets off a wave of "tax agent near me" searches every spring.

Catch it with a page explaining the date in plain words, a Google Business Profile with current hours and a booking link, and same day replies. If it is early October as you read this, there is still time to email last year's clients who have not booked.

Accountants who advertise tax or BAS services must be registered with the Tax Practitioners Board, and the claims in their ads fall mainly under the Australian Consumer Law.

A bill adding criminal penalties for unregistered preparers passed the House of Representatives in August 2026, so watch for TPB updates.

• The TPB has issued cease and desist letters to unregistered businesses advertising tax services.
• The registered tax practitioner symbol can appear on ads, websites and signage only with your registration number, and never in a misleading way.
• The Code Determination 2024 added eight obligations, from 1 January 2025 for firms with over 100 staff and 1 July 2025 for the rest; its false or misleading statements rule covers statements to government agencies, not advertising.
• Under the ACL, a company's maximum penalty is now the greater of $100 million, 3 times the benefit or 30% of adjusted turnover, for conduct from 28 March 2026.

Choose a niche where you already have good clients, know the paperwork and enjoy the work. The TPB reported 46,900 tax agents and 16,965 BAS agents at 30 June 2025, so a generic "accountant near me" page faces plenty of competition, while a niche page speaks to one group directly.

A niche page lets an electrician think "they get my business", so they book without shopping on price, so your diary fills with clients you know how to help, so you lean less on referrals alone and get your evenings back with your family.

• Tradies: utes, tools, subcontractors and the move from sole trader to company.
• Medical and dental: practice structures and contractor arrangements.
• Property investors: rental deductions, depreciation and records for the eventual sale.
• New sole traders: an ABN, the first BAS and the right structure.

An accounting firm should publish to its clients' calendar: tax time from July to October, the summer lull and planning before 30 June. Year round services such as BAS, bookkeeping and advisory give you a reason to stay in touch between tax returns.

Emails to existing clients about directly relevant services can usually rely on inferred consent, but under the Spam Act each still needs your business details and an unsubscribe actioned within 5 working days. The quiet months guide covers the gaps between deadlines.

You get more referrals from bookkeepers and mortgage brokers by being clear about who you help best, replying to their clients the same day and reporting back after each introduction.

Referred clients still check you online. Nielsen's 2021 global survey found 88% of respondents trust recommendations from people they know above any other channel, and in a 2021 YouGov survey for Squarespace, 82% of Australians said they look up a business website before engaging. The referrals guide goes further.

1. 1Name the two or three client types you want, so referrers know who to send.
2. 2Give each referrer a direct line or booking link.
3. 3Thank the referrer once the client is on board, without sharing confidential details.
4. 4Catch up with key referrers each quarter.

Yes: Google says more reviews and positive ratings can help local ranking, and reviews are often the first proof a new client sees. Software vendor Thryv's 2025 report found 21% of Australian consumers always check reviews before buying, and 63% said friendly, responsive communication builds trust.

Send a review link to every client once their return is lodged, not just the happy ones, and offer no reward, because Google bans incentives and selective asking. I set up websites for accountants and financial firms with those reviews and the TPB registration number beside the booking button.

1. 1Check your Google Business Profile hours, including any evening or Saturday sessions.
2. 2Email last year's clients who have not booked, with a direct booking link.
3. 3Put the 31 October date and your booking link at the top of your home page.
4. 4Take the free 15 second lead score quiz to see where enquiries slip through.