When work slows down, discounting feels like the obvious fix. Drop the price of a tax return, run a new client special, match the firm down the road. The phone rings again.
The trouble is who rings. Clients who come for a discount tend to leave for a bigger one. They often want the most help for the least money, and they're rarely the ones who grow into bookkeeping, BAS, advisory and SMSF work.
There's a better way. This guide shows how to get more accounting clients who value what you do, at the fees you already charge, for practices in Toowoomba, Brisbane and beyond.
What people actually search for
Here's what Australians search each month, according to Ahrefs data from November 2026. The difficulty score runs from 0 to 100, and higher means harder to rank.
| Search | Monthly searches | Difficulty |
|---|---|---|
| accountant near me | 5,600 | 3 |
| tax accountant near me | 3,100 | 8 |
| smsf accountant | 1,500 | 5 |
| small business accountant | 1,100 | 0 |
| small business accountant brisbane | 400 | 38 |
| how much does an accountant cost | 150 | 0 |
| accountant for small business near me | 150 | 0 |
| accountant toowoomba | 100 | 0 |
| accountant for tradies | 100 | 0 |
| accountant fees | 80 | 0 |
| cheap accountant | 50 | 0 |
Look at the bottom of that table. "Cheap accountant" gets about 50 searches a month. "Small business accountant" gets 1,100. Far more people are looking for the right accountant than the cheapest one.
And people do ask about fees. "How much does an accountant cost" and "accountant fees" have real demand and no competition. Answering those questions openly is one of the best ways to attract clients who are ready to pay.
Decide who you want more of
Before you market anything, decide which clients you want more of. Look at your best clients, the ones who pay on time, value your advice and use more than one service. What do they have in common?
It might be an industry, like tradies, medical practices or farmers. It might be a stage, like businesses with five to 20 staff. It might be a need, like SMSF or property investment.
Then build your marketing around them. A page called "Accountant for tradies" with real detail about how you help tradies speaks directly to the clients you want, and "accountant for tradies" has no meaningful competition.
Publish your fees, or at least your packages
This is the step most practices avoid. It's also the one that does the most to stop price shoppers.
When fees are hidden, everyone has to call to find out. That fills your diary with people comparing quotes. When fees are clear, people who can't afford you don't call, and people who can arrive ready to start.
You don't need to publish every price. But you can:
- publish starting prices for common work, like individual tax returns or company returns
- offer fixed-fee packages for ongoing work, such as monthly bookkeeping, BAS and an annual return
- explain what changes the price, like the number of entities or the state of the books
- say what's included, and what isn't
A clear fees page also answers the "how much does an accountant cost" search, which no one else in your area may be answering. Good on-page SEO helps it rank.
Sell outcomes, not hours
Clients don't really buy tax returns. They buy peace of mind, time back, fewer surprises from the ATO and better decisions about their business.
Write your service pages around those outcomes:
- Instead of "We prepare BAS", try "We lodge your BAS on time, every quarter, so you never get a late lodgement penalty."
- Instead of "Tax planning services", try "We meet before 30 June to plan your tax, so there are no surprises in July."
- Instead of "Bookkeeping", try "Up-to-date books every month, so you always know where your business stands."
When people understand the value, they compare you on value, not on price.
Keep it accurate. Registered tax and BAS agents must not make false or misleading statements under the Tax Practitioners Board's Code of Professional Conduct, and the Australian Consumer Law applies too. So don't promise "maximum refunds" or results you can't guarantee.
Show proof, carefully
People trust accountants with sensitive information. Proof matters more than slogans.
- Show your credentials. Your Tax Practitioners Board registration number, professional memberships like CA ANZ, CPA Australia or the IPA, and named accountants with photos and experience.
- Build Google reviews. Ask happy clients after a job well done. Reviews that mention the type of work, like "sorted out our company structure", help you rank for those services too.
- Use case studies with permission. A short story about a client's problem and how you helped, without sharing their private financial details.
Only use genuine reviews and testimonials. Fake reviews breach the Australian Consumer Law, and rewarding people for reviews can mislead too, especially if the reward isn't disclosed.
Answer fast and make the first meeting count
Many enquiries go to whichever practice replies first. If someone fills in your form on a Tuesday and hears back on Friday, they've often booked elsewhere.
- Reply to enquiries within one business day, ideally the same day.
- Offer an easy way to book a first meeting online.
- Make the first meeting useful. Give them a clear picture of what you'd do and what it costs.
A free first meeting isn't a discount. It's a chance to show your value before anyone talks about price.
Grow the clients you already have
Your existing clients are often your best source of new work, without any discount at all.
- Tell clients about services they might not know you offer.
- Review each business client's needs once a year.
- Ask happy clients for referrals, and make it easy for them.
- Look after referral partners, like brokers, solicitors and financial planners.
A client who moves from a tax return to monthly bookkeeping and advisory is worth far more than three new tax return clients on a discount.
Get found in AI search
More business owners now ask ChatGPT, Gemini or Google's AI Overviews for help. Questions like "how much does an accountant cost for a small business?", "who's a good accountant for tradies in Toowoomba?" or "do I need an accountant for an SMSF?" are increasingly common. These tools pull their answers from websites, reviews and business listings, and often name just a few practices.
That's a lead source worth owning, and it suits practices that are open about fees and services. To give yours the best chance of being mentioned:
- Say it plainly. State your services, the clients you work with and your fees or packages in clear words.
- Keep it consistent. Make sure your website, Google Business Profile and directories all match.
- Answer real questions. Add short FAQs about fees, what's included and how to switch accountants.
- Show your credentials. Registration details and named accountants help AI tools trust your practice.
Most of this is the same work that helps you rank in Google. That's the focus of AI search optimisation.
Win on value, not price
Discounting brings in clients, but rarely the right ones. The practices that grow at full fees know who they want, publish clear fees or packages, sell outcomes, show real proof, reply fast and look after the clients they have. That's how you attract clients who stay, pay and grow with you.
If you'd like help, SEO for accountants covers your service pages, fee pages and local rankings together, and managed SEO keeps it all up to date. I work with accounting practices across Toowoomba and Brisbane. Book a free SEO strategy call and I'll show you where your next good clients could come from. Let's talk.
Questions accountants ask about finding clients
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Decide which clients you want more of, build pages for them, publish clear fees or packages, show your credentials and reviews, reply to enquiries quickly and ask happy clients for referrals.
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It usually helps. Clear fees or fixed-fee packages put off price shoppers and attract clients who are ready to start. You can publish starting prices and explain what changes the price without listing every fee.
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Rarely for long. Discounts tend to attract clients who leave for a cheaper offer and seldom grow into ongoing work. Clear value and good service usually win better clients.
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Yes, if they're genuine. Fake reviews breach the Australian Consumer Law, and rewarding people for reviews can mislead too, especially if the reward isn't disclosed. Use case studies only with permission, and never share clients' private financial details.
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Registered tax and BAS agents must not make false or misleading statements, so avoid promises like "maximum refunds" or guaranteed results. Only advertise tax or BAS services if you're registered with the Tax Practitioners Board.
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Increasingly, yes. People ask ChatGPT and Google's AI Overviews about accountant fees and local practices. Clear service and fee pages, consistent listings and visible credentials improve your chances of being mentioned.