Accountants struggle with lead generation, as these statistics show:

  • Almost 60% of accounting firms get less than six leads every month.
  • Up to 80% say they get fewer than 100 website visitors a month.
  • Nearly 45% of firms complain that they get no leads from their websites at all.

Want to avoid being a statistic and get better results for your accounting practice?

Then you’re in the right place.

We’re going to cover five proven lead magnets for accountants that can help grow your leads and business. We’ll also discuss some vital factors that distinguish the best-converting lead magnets from the duds.

What Makes A Good Lead Magnet For An Accountant?

Any free product or service that you give away to your website visitors in exchange for their email addresses is a lead magnet.

The best accounting firms use lead magnets to attract qualified leads and populate their email lists. And the most effective lead magnets tend to have a few things in common:

They Provide Value: A lead magnet must address a real problem that your clients often struggle with. Then, it must actually solve that problem. The more effectively it is able to do so, the more valuable it is.

They’re Easy To Consume: Short-form lead magnets (guides, checklists, quizzes, etc.) have a better conversion rate than their long-form counterparts (white papers, detailed tutorials, etc.). Leads want to solve their problem(s) fast!

They Offer A USP: When your prospect consumes your lead magnet, it should position your services as the obvious choice instead of the competition. Ideally, your lead magnet should set up the next natural step of your sales process.

Lead Magnets For Accountants

1. Free Consultations

The free consultation is a popular option among accountants. Though it’s certainly a tried-and-true approach, it does have a couple of drawbacks:

  • Since consultation offers are fairly common, it won’t help you stand out.
  • Consultations require a rather high commitment, so it can turn off all but the warmest leads.

If you want to maximize the effectiveness of your consultation offer while minimizing the above drawbacks, try to position it as an opportunity to engage an expert to address something critical.

Here’s an example from accountant Emma Bowdler, who positions her consultation as a “growth strategy session”:

This example of a strategy session is a good accountant lead magnet.

2. Ebooks

As lead magnet designers, ebooks are what we spend most of our time designing for our clients. And with good reason.

Ebooks give you the ability to provide a lot of value to your potential customers. They also let you showcase your authority and position yourself as an expert on the topic, which make them great lead magnets for an accountant.

Just keep one thing in mind: length is important.

Studies have found that prospects don’t like long ebooks. What they want is something they can consume in one sitting. You’d do well to prevent the size of your ebook from exceeding 4 to 6 pages (up to 2000 words). Beyond that, the effectiveness of the lead magnet will drop as fewer users will convert, read the whole thing, or get any value from it.

Here’s the ebook Chan & Naylor uses as a lead magnet: 

This ebook is a good example of a lead magnet for accountants

3. Checklists

Checklists can also be prepared on the topics your clients care about. You can embed it either on your website’s home page or (preferably) inside the blog post whose topic is similar to that of the checklist. Let the user download the checklist in exchange for their email. 

Here’s an example

Checklists like this can be great lead magnets for an accountant.

Checklists have a few big advantages:

  • They are easy to create.
  • They are easy to consume.
  • They can plant questions in the lead’s mind (whose answers they can get by contacting you).

4. Calendars

Calendars with important tax info can be a useful tool for your audience. Their biggest strength is the fact that leads will constantly reference it throughout the year, which keeps your company top of mind.

Here’s a calendar lead magnet from The Accountant Beside You:

This calendar of filing dates is a good lead magnet idea for accountants.

5. Templates

Arranging tax information can be overwhelming for many people. So, a template that gives them guidance and simplifies things so they just need to fill in the blanks is extremely useful.

Here’s one such example from FreshBooks:

An income statement template.

Create Your Own Accountant Lead Magnet

Using the ideas and examples above as inspiration, you should be able to confidently create your own lead magnets.

Also, the most successful businesses use multiple lead magnets, so don’t be afraid to experiment with different kinds and use them in combination with one another.

Do these things and you’ll be able to explode your leads, grow your accounting business, and leave the competition in the dust.

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