Helen Cox Marketing Consultant Kent and London

The accountancy firm buyer journey and content that converts

One of the trickiest parts of trying to make your accountancy firm a success has to be turning an individual into a fully-fledged client. In order for this to be a success, you are going to need to take the time to understand your target audience, as well as how you can best appeal to them.   

Not only do you want to appeal to them right from the start, but you also need to think about the buyer journey funnel and try to pinpoint at what point you are going to want to try and appeal to them.   

Once you have done this, you can then think about how you can use content to turn that person into a client.   

To help you to work out what might be best to do, I have put together some of the different stages of the buyer journey funnel for you to consider at which point you want to focus or whether it is going to be best for you to work through every stage of your client’s journey.   


The first stage in the journey funnel is awareness. If you want to try and raise awareness of who you are and what you do, then you need to use this to attract potential clients. Think of it as an introduction to your accountancy firm.   

The key part of this particular stage is to present all the most important information about who you are. Focus on your services and also give them more information about what your main vision or approaches are as a firm.   

When you think of content marketing and this awareness stage, you want to try and focus your website content to ensure that it delivers as much information as possible to those who are visiting. You can also post blogs that are written about who you are as a firm and the types of things that you can help with.   


Once your potential clients understand more about who you are and what you can do, then they should move onto the consideration stage. They already know who you are and have a rough idea of what you can do as an overview, but they are going to want to know more about what it is that they can expect you to do for them.   

The aim for you in this part of the journey is to convince them to choose you over others out there who may be offering them a similar type of service. They will compare the available options to find the best fit for them.

Make sure that during this stage, you are focusing on what sets you apart and what your unique selling point is. That way, they can make an informed decision on which accountancy firm is going to be right for them.   

During this part of the client journey, you are going to want to focus on social media and use it as your way of nurturing potential clients. This relationship is going to prove important for you to work on.   


The next part of the journey is when the client makes their decision. This decision (and whether it is in your favour) is going to be directly linked to the previous two steps and therefore is largely down to what you, as a firm, offer them.   

This is the time when you really want to convert the lead that you have into an actual client. Therefore this is the time when you should be presenting your accountancy firm in the best light possible. 

You should focus on sealing the deal with them by making sure that they know what you offer and also highlighting any tempting offers that could make them come your way. This could be a webinar, a free ebook or perhaps a discount voucher. Whatever you think will appeal to them the best.   


Finally, we have closing. This is when the lead is finally converted into a client. Whilst you may think that now is the time to celebrate, you do need to make sure that you still are able to offer the client the very best service possible.   

Of course, the main reason to focus on closing is that you want to keep that client on board, but you should also think about the long-term implications too. A happy client, one that has been treated well throughout the client journey, is going to be much more likely to recommend you as a professional service firm to others that need your help. Therefore helping you to achieve even more sales in the future.   

It is one thing to be able to find ways to generate leads, but you also want to make sure that those leads actually pay off in the end. This means that you need to be aware of the client’s journey and how they are going to come to the decision to choose your firm over others out there.   

Once you understand this process, then you can start to put in place all the key things that will help it to be as successful as possible.   

Some of my services: 

Fractional Marketing Director and Interim Marketing

Outsourced Marketing Management

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.