Accounting firm marketing mistakes which makes you look outdated online
- Sarena Harwood
- Dec 9, 2025
- 3 min read
And what high-value clients expect instead
As a Marketing Partner supporting accountancy firms across Surrey, I carry out a lot of website and marketing audits. And the same issues come up again and again.
The good news? They’re easy fixes and they make a big difference to how your firm is perceived, how easily you’re found online, and the type of clients you attract.
Here are the most common accounting firm marketing mistakes I find, why they matter, and what clients actually want to see from a modern, trustworthy accountancy practice.
1. Outdated (or non-existent) blogs
Many accountancy firm websites fall into one of two camps:
No blog at all
A blog last updated in 2023 (or earlier!)
Why this hurts your firm
Your blog is more than a box-ticking exercise, it’s proof you’re active, informed, and ahead of the curve. Clients expect accountants to stay on top of ever-changing tax rules, compliance, and business advice. If your content is years out of date, they’ll assume your firm is too.
What clients want to see
Clear, practical guidance
Posts that reflect current regulations and trends
Helpful explanations that demonstrate your expertise
Consistent updates that show you’re present and engaged
Why it matters for growth
Fresh content directly supports SEO, helping you rank higher for local searches like “accountant in Surrey” or “VAT accountant Guildford.”
When your blog is inactive, Google assumes your firm is inactive too.
2. A ‘faceless’ firm with no real people shown
A surprising number of accountancy websites feature zero photos of the actual team, just generic stock images of handshakes, calculators, and suited professionals who don’t work at your firm.
Why this is a problem
Accountancy is a people-first service. Clients don’t buy a set of accounts, they buy trust, relationships, and confidence.
If your website doesn’t show who you are, prospects struggle to feel connected or reassured.
What clients want to see
Team photos that show personality
A partner/leadership page with short bios
Real images from your office environment
A sense of what it’s like to work with you
This instantly builds trust and helps you stand out from the “copy-and-paste” firms.
3. Over-reliance on stock photos
While stock images can be useful, relying on them heavily makes your brand blend into the background.
Why this damages your positioning
When every firm uses similar images (meeting rooms, laptops, smiling business owners), nothing differentiates you.
A high-value client choosing between two firms will always gravitate toward the one that feels more genuine, modern, and confident in its identity.
What to do instead
Invest in a small library of brand photos
Use images of your team at work
Showcase your office, client meetings, events, or community involvement
Authenticity is now a competitive advantage.
4. No social media presence (or one that hasn’t been updated in years)
Often firms have a Facebook page or LinkedIn account that was set up… and then abandoned.
Why this matters more than you think
Prospects do check your social media, not to see if you’re going viral, but to understand:
Are you active?
Are you modern?
Do you share valuable insights?
Do you look like a firm that cares about its clients?
An inactive social feed signals stagnation.
What high-value clients expect
Occasional updates showing firm news
Useful posts or reminders related to tax, payroll, or compliance
Thought leadership that positions you as proactive
Professional but personable content
Again, this is about credibility and reassurance, not volume.
So, what do high-value clients really want from a modern accountancy firm?
✔ To feel reassured you’re current, active, and switched on- If your website or social media looks neglected, they’ll assume your client service is too.
✔ To see the humans behind the firm- Relationships matter, especially for business owners and ambitious clients.
✔ To find you easily online- SEO, updated content, and Google Business optimisation are essential for local visibility.
✔ To trust that you understand modern business needs- A polished digital presence signals that you’re not an “old-fashioned” practice stuck in the past.
High-value clients expect professionalism, and your marketing is often their first indicator of the type of service they’ll receive.
Accounting firm marketing mistakes - Final Thoughts
These aren’t complex fixes, just the fundamentals that build trust, increase online visibility, and differentiate you from countless other Surrey firms offering similar services.
If your website, content, or marketing hasn’t been reviewed in a while, now is the ideal time to strengthen your online presence and ensure you’re attracting the clients you truly want.
Need your marketing to work harder for you?
I work exclusively with Surrey-based accountancy firms to help them modernise their marketing, attract better clients, and grow with confidence.
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