A useful 90-day marketing plan for an accountancy firm should focus on better-fit clients, not simply more activity. Start with the services the firm wants to grow, the clients it serves best and the weaknesses in the current enquiry journey.
Days 1–30: clarify the offer and fix tracking
- Choose priority services and client types.
- Review homepage positioning and key service pages.
- Track forms, calls and booked consultations.
- Audit local and specialist search visibility.
- Check mobile usability and enquiry forms.
- Define what counts as a qualified lead.
Days 31–60: build demand around high-value services
- Improve service pages around real buying questions.
- Strengthen SEO for locations and specialist niches where relevant.
- Launch focused Google Ads only where tracking and landing pages are ready.
- Improve internal links from supporting content into commercial pages.
- Set a clear follow-up workflow for every enquiry.
Use the accountant SEO checklist to structure the search work.
Days 61–90: optimise for new clients
- Compare lead quality by service and source.
- Review enquiry-to-client conversion rate.
- Improve weak landing pages.
- Expand winning search themes.
- Record common objections and use them to improve messaging.
- Create the next 90-day plan from actual performance data.
What to measure
Track qualified enquiries, new clients, acquisition cost, enquiry-to-client rate, response time and estimated client value by source. These metrics are more useful than follower counts or raw traffic.
For the wider strategy, see digital marketing for accountants.
