Digital presence checklist

Accounting & bookkeeping

Most accounting firms are invisible online at the exact moment a client is searching for them. They have a website. They might be on Google. But they're missing the things that actually turn a search into a call.

This checklist covers 23 items across five areas, website credibility, local SEO, content, client retention, and paid advertising. Work through it honestly. The gaps you find are where your competitors are winning business you should be getting.

Areas covered
5 categories
Items to check
23 specific actions
Time to complete
About 10 minutes
Your score so far: 0 / 0
Talk to us about the gaps

Tick every item that genuinely applies to your firm, not what you intend to do, but what is actually live and working right now. That honest number is the one worth talking about.

Score 19 or above and you're ahead of most local firms. Below 12 and there are quick wins here that are probably costing you clients every week.

1

Website & credibility

0 / 5

Before a client picks up the phone, they check your website. It is often the only thing standing between a search and an enquiry. A site that looks dated, loads slowly, or says nothing specific about who you serve will send that person straight to a competitor.

Professional website with clear service pages
A website where each core service has its own dedicated page, covering what you offer, who it is for, and how to get started.
Industry niche pages (e.g. tradie accounting, SMSF)
Dedicated pages targeting a specific client type or service area, separate from your main services listing.
Team page with photos and qualifications
A page showing each team member with a photo, their name, role, and professional qualifications or memberships.
Client testimonials and case studies on the site
Written or video reviews from existing clients, and case studies showing the type of work done and the outcome achieved.
Secure client portal prominently promoted
A dedicated login area where clients can securely submit documents, view records, and communicate with the firm.
2

Local SEO & Google presence

0 / 5

When someone searches for an accountant in your suburb, Google decides whose firm appears at the top. That decision is based on signals most firms have never set up properly. Local SEO is not complicated, but it does require consistent attention.

Google Business Profile fully completed and verified
Your Google Business listing, including business hours, photos, services, address, and verification status with Google.
'Accountant in [suburb]' page on your website
A page on your website written specifically for your suburb or service area, with location-relevant language and search terms.
50+ Google reviews with a response on each
The total number of reviews on your Google Business Profile, and whether your firm has replied to each one.
Listed on business directories (TrueLocal, Yellow Pages, Yelp)
Your firm's name, address, and phone number listed consistently across general business directories.
Google Posts published at least monthly
Short updates published directly to your Google Business Profile, visible to people who find your listing in search.
3

Content & thought leadership

0 / 5

Publishing useful content consistently keeps you ranking when someone is researching accountants and builds trust with people who are not quite ready to call yet. The firms that publish well own the searches. The ones that do not are invisible between lodgement periods.

Blog covering tax tips, ATO updates and deductions
Regular articles published on your website covering topics relevant to your clients, such as tax changes, deductions, and ATO updates.
Annual tax deadline content calendar in place
A planned schedule of content mapped to key dates in the financial year, such as BAS deadlines, EOFY, and lodgement periods.
LinkedIn company page active with regular posts
A company page on LinkedIn with regular posts, used to share content and stay visible to business owners and professional networks.
Industry-specific guide as a lead magnet
A free downloadable resource, such as a tax guide or EOFY checklist, offered in exchange for a visitor's contact details.
Video content: team introductions or explainers
Short videos introducing the team or walking through common client questions, published on the website or social channels.
4

Lead nurture & client retention

0 / 4

Getting the enquiry is only part of the job. Firms that retain clients long-term have systems running in the background, keeping people engaged between lodgement periods and making referrals feel natural rather than forced.

Email newsletter covering ATO updates and tax tips
A regular email sent to your client list covering relevant tax updates, reminders, and firm news.
Automated email campaign running at tax time
An email sequence that sends automatically at set times, triggered by key dates such as EOFY or the start of lodgement season.
Referral partner strategy with lawyers and mortgage brokers
A structured approach to building relationships with complementary professionals who can refer clients to your firm.
New client onboarding email sequence
A series of automated emails sent to new clients in their first weeks, covering what to expect and how the firm works.
5

Paid advertising

0 / 4

Organic reach has a ceiling. Paid channels let you put your firm in front of the right businesses at the right moment, and with proper tracking you know exactly what each new client costs to acquire.

Google Ads running at tax time (July to October)
Paid search ads that appear at the top of Google results when someone searches for an accountant in your area.
Meta Ads targeting local business owners
Paid ads running on Facebook and Instagram, targeted by location, interests, and business type.
LinkedIn Ads targeting business owners and directors
Paid ads on LinkedIn targeted by job title, company size, and industry.
Remarketing active to previous website visitors
Ads that show specifically to people who have already visited your website but did not make an enquiry.
Overall progress0%

Where to start if you scored under 12: not every item on this list carries the same weight. The fundamentals, a complete Google presence, consistent local listings, and an active review profile, tend to move the needle faster than paid advertising for most firms. If your score is under 12, start there before spending on ads.

Your result
0 / 23
0% of items complete

Work through the checklist above to see your result.

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