What now? How accounting firms can win over new clients this summer
Some clients of other firms aren't satisfied with their current providers. Now is the time to be ready for them as they consider making a change.
If you run an accounting firm, you’re probably enjoying a quieter office these days. The emails have slowed, the phones aren’t ringing off the hook, and your team is (finally) taking some well-earned vacation. But if you’re just coasting through the summer, you’re missing a big opportunity.
This “slow” season? It’s prime time to attract clients who used someone else to do their taxes this year—and weren’t thrilled with the experience.
Let’s be honest: tax season reveals a lot about a firm. Clients remember if their CPA was unresponsive, if things felt rushed, or if the final bill came with a side of sticker shock. And while they might not have been ready to make a change back in March, they’re absolutely open to it now.
Here’s what you and your team can do over the summer to appeal to those folks who are quietly shopping around for a better option:
1. Make It Easy to Find and Like You
If a potential client googles “CPA near me” or “tax accountant in [your city],” what do they find? What does your website say to someone who’s casually exploring new options? Now is the time to polish your online presence—not just for SEO, but for clarity and appeal.
Update your homepage so it speaks directly to people who are dissatisfied with their current provider. Try something simple and direct, like: “Not thrilled with your last tax experience? Let’s talk.”
Keep your messaging focused on real-life frustrations: poor communication, unclear pricing, lack of proactive advice. Then, position your firm as the solution: responsive, transparent, and strategic.
2. Follow Up with Leads from Tax Season
Chances are you had a few people reach out in February or March who didn’t follow through. Maybe your calendar was full, or maybe they just weren’t ready. Either way, don’t let those leads disappear.
Send a short, friendly follow-up: "You reached out earlier this year about tax prep. We know it’s a big decision to switch firms—if you’re still thinking about it, we’d love to chat."
That little nudge can turn a cold lead into a new client, especially now that the stress of tax season has passed.
3. Offer a Summer 'Second Opinion'
A great way to attract tax clients in the off-season? Offer to review their most recent return. Call it a "Post-Tax Season Checkup" or “Second Opinion Review.” It’s not a full audit—it’s a simple, flat-fee review of their 2024 return with your professional take: Did they leave money on the table? Miss any opportunities? Was it prepared accurately? Timely?
Frame it as a low-pressure way to explore a better fit. Even if you don’t find anything wrong, you’ve built trust—and when next tax season rolls around, you’ll be top of mind.
4. Create Content That Speaks to Their Frustrations
Now’s the time to post blogs, send emails, or record quick videos that address what real clients are dealing with.
Try titles like:
“Not Happy With Your Tax Preparer? Here’s When to Switch.”
“5 Red Flags That It’s Time to Find a New CPA”
“What a Good Accountant Should Be Doing for You—Year-Round”
You’re not naming names or slinging mud. You’re helping people articulate what they already feel—and showing them a better path forward.
5. Train Your Team to Spot and Serve Switchers
Not all “new” clients are brand-new to taxes. Many are seasoned professionals or small business owners who’ve just had a bad experience with another firm. These switchers have specific pain points—and they’re often more skeptical than someone filing for the first time.
Train your staff to ask a few key questions upfront:
“What prompted you to reach out to us this year?”
“What worked and didn’t work with your last accountant?”
“What does a great relationship with your CPA look like to you?”
When people feel heard, they stay. Even more importantly—they refer.
6. Stay Visible All Summer
Attend local events. Join (or rejoin) your chamber. Be active on LinkedIn. The summer lull is when many professionals finally catch their breath—and start thinking about their business relationships. Don’t disappear (even as some of your competitors are relaxing a bit) just because tax season is over.
The Bottom Line
Now through September, there’s a quiet churn happening behind the scenes. Clients who stuck with their tax preparer out of habit or convenience are reevaluating. For any one of myriad reasons, they're just not satisfied. They’re open to a new relationship—one that feels easier, more professional, more helpful.
Try to avoid feeling guilty about potentially gaining clients who leave another firm you know and respect. It’s just business. Besides, we’re talking about prospects who are already not completely satisfied with their current provider anyway.
Position your firm as the answer, and you won’t just fill your fall pipeline. You’ll be ahead of the game long before January rolls around and “busy season” ramps up.
Let’s talk about making the most of your summer. Contact The Whittington Group at 210.240.9041 or ericw@thiswgroup.com
