LinkedIn is where professionals connect and grow. It’s a place to share knowledge, build trust, and attract new clients. For accountants, it’s not just another platform — it’s where business owners and decision-makers go when they’re looking for someone reliable.
Used the right way, LinkedIn can open doors to valuable opportunities. But a profile alone isn’t enough. You need a clear plan to stand out, show your expertise, and turn your connections into long-term clients.
In this blog, we’ll walk you through how to build a profile that shines, share posts that show your expertise, engage with your audience, and use LinkedIn as a steady tool for growth.
Why LinkedIn matters for accountants?
LinkedIn is made for professionals like you. It’s where your target clients — business owners, directors, and CEOs — already spend time. For accountants, it’s a goldmine. Here’s why:
1. Decision-makers are already there
LinkedIn has millions of business leaders who use it on a daily basis. These are the very people you want to get into contact with.
2. Build credibility easily
You can earn trust faster by sharing tips, stories, and advice — much more effectively than through cold calls or ads.
3. Relationship-based platform
4. Cost-effective marketing
LinkedIn is a cost-effective method of advertising your brand and finding the right clients compared to advertisements or networking events.
When you do it the correct way, you will be able to reach out to individuals who require your services, demonstrate your knowledge, and acquire more clients in the most natural way.
Common mistakes accountants make on LinkedIn
- Treating LinkedIn like a CV: Just listing job titles doesn’t help potential clients. They want to know how you solve their problems.
- Posting inconsistently: You won’t get noticed by posting once in a while. Consistency matters more than frequency.
- Sending generic connection requests: A message like “I’d like to connect” feels cold. A short, personal note works much better.
- Being too salesy: Pushing services too soon can turn people away. Build relationships first.
- Ignoring analytics: Without tracking what works, you may keep doing what doesn’t.
How to win new clients on LinkedIn
Step 1: Profile optimisation to earn trust
Imagine that your profile is your shop window on the Internet. When visitors come they are asking themselves silently, “Is this someone I can trust?” — make sure the answer is yes.
- Profile photo: Use a clear, friendly, professional photo.
- Headline: Go beyond your job title. Example: “Helping small businesses stay compliant and save tax.”
- About section: Write naturally about what you do and what makes you different.
- Experience: Do not simply state positions, but talk about accomplishments, client testimonials, and areas of speciality.
- Skills & endorsements: Highlight the skills your clients value most.
- Recommendations: Have happy clients write brief testimonials – they create an immediate level of trust.
Step 2: Build and expand your network
Be strategic about who you connect with.
- Start with current clients, colleagues, and referral partners.
- Filter through business owners of your target area or industry.
- Personalise invites — for example: “Hi Sarah, I see you run a design agency. I help creative businesses with tax planning — happy to connect!”
- Join accounting, finance, and industry-specific groups for visibility.
Step 3: Share valuable content consistently
This is where many accountants go wrong. Sharing useful content makes you look like the expert people want to hire. You don’t need to post daily — two or three times a week is enough.
Try these content ideas:
- Explainers: “5 tax deductions small businesses often miss.”
- Tips: “What to do if you missed the Self Assessment deadline.”
- Case studies: Share anonymous client success stories.
- Personal stories: Why you became an accountant or what you’ve learned from clients.
- Industry news: Explain new HMRC updates in simple words.
Step 4: Engage with your network
Posting is only half the job — you also need to take part in conversations. Spend 15–20 minutes a day on:
- Commenting on posts from clients or peers.
- Liking and sharing relevant updates.
- Congratulating people on milestones.
- Joining discussions in groups.
Step 5: Use messaging the right way
LinkedIn messages can turn into great client opportunities — if used properly. Avoid direct sales messages. Instead, start with genuine conversations.
Try this:
- Connect with your target client.
- Engage with their posts for a few days.
- Then send a friendly message:
“Hi Tom, I liked your post about running a family business. I work with similar companies on tax planning — happy to share some tips if useful.”
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Step 6: Use LinkedIn search and filters
LinkedIn search will assist you to locate your best clients with ease. Filter by job title, location, or industry.
Examples:
- “Owner” + “Bristol” + “Marketing Agency”
- “Director” + “Construction” + “London”
Step 7: Share client testimonials and case studies
- Post short video testimonials.
- Share before-and-after success stories (anonymised).
- Add your best case studies in the “Featured” section.
Step 8: Track your analytics
Check what’s working. LinkedIn shows which posts get the most engagement, who views your profile, and how your network grows.
- Focus more on content that performs well.
- See which job titles visit your profile — they might be potential clients.
- Experiment with post types (polls, videos, carousels).
Step 9: Try LinkedIn ads (optional)
LinkedIn Ads may accelerate the process in case you have a marketing budget. You are able to target business owners by industry or location.
Example:
- Ad headline: “Running a creative agency? Here’s how to cut your tax bill legally.”
- Offer: A free consultation or tax-saving guide.
Step 10: Build relationships beyond LinkedIn
- Invite them for a quick chat online.
- Add them to your mailing list (with consent).
- Keep posting helpful content regularly.
Your goal: turn a connection → conversation → client.
What kind of content works best for accountants?
1. Educational posts
Simplify complex topics. Instead of “capital allowances,” say “ways to save money on equipment.”
Example: “Here are three expenses you can claim if you work from home.”
2. Thought leadership
Share your take on news or updates.
Example: “This HMRC rule could help small business owners claim more on home office costs. Here’s what it means for you.”
3. Behind-the-scenes content
4. Personal stories
5. Engagement posts
Ask questions or create polls.
Example: “What’s your biggest tax challenge? A) Deadlines B) Record keeping C) Rules.”
Keep your tone clear and friendly. Avoid jargon unless your audience is finance-savvy.
Advanced LinkedIn tips for accountants
Once you’ve built a routine, try these advanced tactics to grow faster:
- Start a LinkedIn newsletter – Share a monthly “Tax Tips” update. Subscribers get notified automatically each time you post.
- Host Live Q&As – Go live before deadlines like 31 January and answer common questions.
- Collaborate with peers – Partner with solicitors, HR consultants, or business coaches for joint posts or webinars.
- Repurpose content – Turn a blog into slides, a short video, or a quick text post. Saves time and boosts reach.
- Use hashtags smartly – Follow and post with tags like #smallbusiness, #taxplanning, #accounting to reach new people.
How to turn LinkedIn connections into paying clients?
1. Start with value
2. Invite for a discovery call
3. Stay in touch
4. Ask for referrals
5. Be consistent
Advanced strategies for accountants
1. Use a content calendar
2. Track metrics that matter
3. Build authority with stories
4. Engage with industry hashtags
5. Repurpose your content
How Think Little Big can help?
- Optimise LinkedIn profiles that attract the right clients.
- Create consistent, high-quality content that educates and builds trust.
- Develop LinkedIn strategies tailored to your goals.
- Run organic and paid campaigns to build a steady flow of leads.
LinkedIn is a great platform for expanding your business. With the right profile optimisation, content creation, real engagement, and relationship development, you will find it much easier to attract new clients without hard selling or cold calls.
The trick is only to appear, remain regular, and constantly add value. Do this, and LinkedIn will be one of your best business finders.
