10 blogging tips for accountants to engage and grow your client base
As an accountant, you’re skilled at tackling topics like taxation and compliance for small businesses. However, translating that expertise into an engaging blog that people are excited to read is a different challenge.
Blogging is a great way to share your knowledge, connect with potential clients and establish yourself as an expert. Here are some key blogging tips to help you get started with your accounting blog:
1. Consider your target audience
Think about who you’re trying to attract. Are they small business owners, individuals needing tax advice or larger companies? Write directly for them. Discuss the challenges they face and explain how to solve them.
For example, if your target audience includes small business owners struggling with cash flow management, you could write about how cash flow issues are common for small businesses, but regular financial reviews and forecasting can help. You might explain that by tracking expenses and income monthly, they could identify potential shortfalls and take steps to secure financing or cut unnecessary costs. This demonstrates how your accounting firm can address a specific problem.
When you show that you understand your readers’ needs, you position yourself as a go-to resource, making it easier for potential clients to trust and engage with you.
2. Write SEO-friendly blogs
Search engine optimisation (SEO) is essential to getting your blog noticed. Keywords are the words or phrases people might type into Google to find an accountant, such as “accountant in the North Shore, Sydney”.
Use these keywords naturally throughout your blog. Also, include relevant keywords in the title, URL (the website address of the blog) and meta description (a brief summary of your blog that appears in search results). For example, if your accounting firm specialises in helping National Disability Insurance Scheme service providers, you might:
- Think of blog topics such as “Tax tips for NDIS service providers”
- Use keywords such as “NDIS tax compliance” and “NDIS accounting services”
- Write meta descriptions such as “Discover tax tips for NDIS service providers. Learn about NDIS tax compliance and accounting services to simplify your financial processes.”
3. Publish consistently
Consistency is key. You don’t have to write lengthy blogs every week, but aim to publish blogs on a regular basis. For example, publishing once a month is better than publishing two blogs in one week and then nothing for three months. Regularity keeps your audience engaged and helps build trust.4. Brainstorm in advance
Take time to plan your blogging strategy. Ask your team about common questions they hear from clients and the community. Their responses can serve as inspiration for valuable blog topics. Having a list of ideas ready will save you time when it’s time to start writing.5. Stay inspired by reading other blogs
To stay on top of the competition and discover new content ideas, read other accounting blogs. Subscribe to their newsletters to see what they publish and how they structure their blogs, such as the headlines they use, the images they use and the way they present their text (whether it’s long paragraphs or smaller, digestible sections).6. Edit before you publish
Once you’ve finished writing, edit and proofread your blog. Break up long sentences into shorter ones, cut out any unnecessary words and ensure your message is clear and concise. Write your headline last, ensuring it accurately reflects the topic and includes relevant keywords that your audience might search for.7. Structure your blog for easy reading
Remember that people tend to scan online content rather than read every word. Use bullet points, short paragraphs and clear headings to guide them through your blog. For example, this blog uses numbered tips to organise information, making it easier for readers to follow along and quickly find what they’re looking for.8. Practise, practise, practise
If you’re new to blogging, start by experimenting with a personal blog. Practise posting pictures, adding hyperlinks and using keywords in the ‘alt text’ of your images. These same skills can boost conversions when applied to your professional blog.
If you’re short on time or need help with writing SEO-friendly blogs, outsource this task to a content marketing agency like Hunter & Scribe, which specialises in writing for accountants and other finance professionals.
