Hub · Win clients

Win clients

Most firms grow on referrals until the referrals slow down. Then they find the website says nothing a prospect can act on, the marketing is a newsletter nobody opens, and every new client is whoever called first rather than the kind they wanted.

This hub collects what The Firm has published on bringing in the right clients: what a firm website needs and how to brief one, whether to publish your prices, what marketing actually works for accountants, and adding the advisory work that gives good clients a reason to stay.

Updated 27 September 2026 · 23 pieces

Start with these

What an accounting firm website needs on every page

Most accounting firm websites fail the same way: they say what the firm is, not who it helps or what happens next. This guide goes page by page through what each one must do for a prospect, for Google and for AI answer engines, and ends with a checklist you can run against your own site in an hour.

Trent McLaren · 27 Sept 2026 · 9 min read

How to brief a new firm website in an hour (with a template)

A copyable website brief template for owners of accounting and bookkeeping firms, whoever builds the site: yourself, a freelancer, an agency or a template. It covers the decisions only the firm can make, from ideal client and proof to redirects, integrations, compliance lines and account access, plus how to judge what comes back.

Trent McLaren · 27 Sept 2026 · 9 min read

AI in Accounting

Why ChatGPT doesn’t mention your accounting firm, and the fix

AI answer engines mostly search the web first and then summarise what they find, so a firm they never name is usually a firm their search step never surfaced or could not corroborate. This guide explains how ChatGPT, Google, Perplexity and Claude pick the businesses they mention, gives a 20-minute test any owner can run, and ranks the fixes by payoff, from plain service pages to robots.txt.

The Firm newsroom · 29 Nov 2025 · 9 min read

Everything else

Partner note

If you would rather hand the website to someone than build it yourself, S7UDIO SEVEN builds custom websites for service businesses and has them live in seven days.

S7UDIO SEVEN is a brand of Journey, which shares an owner with The Firm.

Guides and tools

From the AI in Practice Summit

Stop Missing Advisory Opportunities — How AI Turns Your Meeting Transcripts Into a Growth Engine Trent McLaren shows how to mine client meeting transcripts for five advisory signals and turn them into prioritised, sellable services using Claude and Vinyl.

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