How to get tax clients in 2026: Proven strategies for firms

Winning new business can be a difficult task though. But with the right tools and strategies, you can break it down into clear, actionable steps. Here’s how to execute them successfully. 

5 strategies to get tax clients for your accounting firm

To grow your accounting firm’s tax client base, you need to show up where your ideal clients are, and put a convincing value proposition in front of them at the right time and consistently.

Here are a few strategies to make sure your firm stands out:

1. Client referrals

2. Content marketing

3. Email marketing

4. Targeted advertising

5. Networking

1. Ask for client referrals

When clients have had a positive experience with your services, they’re more likely to share their experience with friends, family, or colleagues. So, word-of-mouth and referrals from satisfied clients remain one of the most effective ways to attract new clients. 

You can create an easy referral program and process and offer incentives, like a referral bonus, to encourage clients to actively spread the word.

It doesn’t have to be complicated. It can be as simple as an email every quarter. 

Here are some tips for asking clients for referrals:

1. Be personal when you’re asking

2. Ask your best clients

3. Ask for referrals when clients are happy

4. Keep referral emails brief

5. Ask sparingly (but make it count)

6. Remember to thank them

2. Invest in online content marketing

Your online presence plays a big factor in your ability to attract new tax clients. A content marketing strategy can help you cover all bases, while increasing your reach and establishing your reputation as a great tax service provider.

Here’s what that strategy can include:

• An SEO-friendly website. Being discoverable online makes it easier for potential clients to find your firm when they search for tax services. Your website should include a simple overview of your services, a strong call to action with easy-to-find contact details, and testimonials or case studies from happy clients.

• Being active on social media. Platforms like LinkedIn, Facebook, or Instagram will help you share thought leadership content that allows you to engage directly with your ideal clients, preview your services and expertise to potential leads, and build your credibility in your chosen niche.

• Educational content. This can include blog posts and videos that address common tax filing questions or provide updates on tax laws, helping drive organic traffic to your firm, while giving potential clients a meaningful reason to explore your services.

• Webinars and workshops. Offering free advice and training on tax-related issues showcases your expertise and invites potential clients to interact with your firm in real-time. This builds trust and rapport, which is essential for converting leads into long-term clients.

It’s important to keep your content fresh, whatever it is. Stale content, especially when it’s related to the constantly evolving topic of tax, is irrelevant and unuseful—two terms you don’t want associated with your firm.

3. Run targeted advertising campaigns

Targeted advertising campaigns on platforms like Google Ads, LinkedIn, and Facebook allow your firm to reach its ideal client base directly. 

Most platforms offer advanced targeting options, enabling you to focus on clients from specific demographics, industries, or geographic locations that align with your services.

In your campaign, you can show your expertise in tax services, share customer success stories, or deliver strong, branded messaging that resonates with your ideal clients.

There are two types of campaigns you should consider:

1. Paid search campaign on Google Ads. When someone searches for specific keywords like ‘tax accountant near me’ or ‘business tax planning services,’ this type of campaign allows your firm to appear at the top of the search results. For the best results, test different options and, based on the number of clicks or conversions generated by each campaign, adjust your strategy accordingly.

2. Targeted ads on social media. Social media platforms allow you to push content to users based on demographics, job titles, interests, and specific behaviors. Generally speaking, LinkedIn is useful for reaching professionals and business owners with deep targeting options.

Either way, you need to include a strong call to action, such as offering a free consultation or a resource download, to encourage conversions.

4. Set up an email list

With 4.6 billion daily email users, email marketing seems like a no-brainer when it comes to attracting and nurturing tax clients.

One of the most effective ways to start building an email list is by offering valuable resources in exchange for their contact information. Once you’ve captured someone’s email address, it’s important to continue delivering relevant content so your firm stays top of mind as the go-to resource for tax-related information.

For example, you might offer downloadable tax guides or tax preparation checklists on your website. When people download them, make sure you give them the option to opt-in to receiving emails from you. 

That way, you can add them to your email newsletter list and send them a consistent flow of useful information. And when they need a tax pro, you’re the first name they think of.

Recommended reading: I’ve sent a newsletter every single week for 4 years. Here are 7 things I’ve learned.

5. Network with other accounting professionals 

Establishing relationships with colleagues in complementary areas of accounting or professional services can be an effective and rewarding way to get tax clients for your firm. 

For example, a CPA specializing in corporate audits might refer certain clients to you for tax return or bookkeeping services. In return, you can refer clients who need specialized services outside your expertise to them, fostering a mutually beneficial partnership.

Networking with professionals in similar fields, like legal services, can also enhance your reputation and credibility. You can refer a client to a legal firm, and that legal firm can refer another client back to you for tax prep work. It’s a win-win.

Choose the right strategy for your accounting firm

The right strategy for attracting tax clients to your accounting firm depends on a few factors. Here’s what you need to consider.   

Objective: Why do you want more tax clients?

Understanding your motivation for attracting tax clients is the first step in choosing the right strategy. For many accounting firms, the search for new clients can come from a desire to improve cash flow, increase revenue, diversify their services, or expand in size or services.

Whatever the reason, a clear objective keeps your approach to client acquisition aligned with your firm's long-term vision.

Analysis: Why is your firm struggling to attract clients?

If you’re struggling to attract clients, you need to identify the reason behind it. That will then inform your strategy for attracting more tax clients to your firm.

Many tax firms struggle due to a lack of brand awareness, clear value proposition, or targeted marketing strategy.

Taking the Practice Excellence Assessment can help you track the overall business performance of your firm and identify potential areas for improvement.

Audience: What type of clients do you want to target?

Defining the type of clients your tax practice wants to service is essential for creating a focused client acquisition strategy. By identifying your ideal clients' specific needs and characteristics, you can tailor your marketing efforts to reach the right people.

For example, you might choose to focus on tax preparation services for independent wine makers. With this specificity, you can narrow down on which marketing channels you focus on and the messages you’re conveying.

Solution: How to tailor your lead gen strategy to your accounting firm

Tailoring your lead generation strategy to your accounting firm’s unique strengths, services, and values is fundamental to attracting the right clients and growing your firm.

It’s important to remember that you can’t (and shouldn’t) do everything. Selecting one or two of the strategies above will ensure you’re able to realistically put enough energy into them.

For example, maybe you already have a robust email list so you decide to start that newsletter you’ve been thinking about. That alone is a significant short- and long-term commitment. 

And maybe that’s all you can dedicate yourself to right now—that’s completely fine (and sensible), especially with other priorities front-of-mind like tax season, reviewing your pricing, onboarding new staff, and maintaining client relationships.

You don’t need a fully fledged marketing campaign in order to have impact. It’s all about being realistic and strategic for you and your firm.

Growing your accounting firm with Karbon

As your firm grows and you onboard more clients, managing the increased workload while maintaining high service standards can be challenging.

Karbon is accounting and tax practice management that delivers robust features for tax firms, like FIFO queues, extension management, integrated tax organizers and IRS transcripts, progress report dashboards, recurring work schedulers, as well as client management, email management, data analytics, and workflow automation, so you can scale your firm without compromising on quality or client satisfaction.

And with a comprehensive Template Library offering over 400 automated work templates, you can immediately start standardizing and streamlining your processes at pace.

Book a demo today to explore the full potential of Karbon, and discover how it can help your firm grow efficiently.