Make referrals count with a trusted online presence

Referrals still open doors, but in today’s digital-first world, they’re only the beginning. Mary Cloonan explains how accountants can ensure their visibility supports their reputation

Six sided blocks with silhouettes of people on them laid out individually and in groups. Between those blocks, there are white lines connecting them.

For most mid-sized accountancy firms, referrals remain the most consistent route to new work.

A client mentions your name, a contact passes it on, and someone says, “You should speak to them”. It is one of the most powerful forms of marketing. But even the strongest referral is not enough on its own.

These days, no one takes a recommendation at face value.

They type your name into Google and click into your LinkedIn profile. They land on your firm’s website. In that moment, often in under sixty seconds, they start to form an opinion about whether you are the right person, or the right firm, for what they need.

The journey of a referral

Imagine this: one of your best clients has just recommended you to a contact of theirs. Before they pick up the phone or send an email, they do what most of us do now—they look you up.

They are not seeking a comprehensive history; they are looking for signs that they can trust you with an important job.

If what they find is vague, outdated or inconsistent, even a glowing recommendation can start to lose its edge.

And the truth is, you will never know why they didn’t trust what they heard about you, because you never know about the referrals that quietly fall through the cracks. They will not introduce themselves or ask follow-up questions. But they could have been great clients.

Visibility supports reputation

This is not about turning yourself into a marketing machine. It is about removing friction and making it easy for the right people to find you, recognise your expertise and feel reassured.

Ask yourself:

  • If someone searched for me today, what would they find?
  • Does my LinkedIn reflect the work I actually do and want more of?
  • Is my profile on the firm website accurate, up to date and written in clear, plain English?
  • Are my contact details easy to find?
  • Do I look like someone active and connected in my field?

You do not need to post often. Even a profile that is simply clear, relevant and well-maintained sends the right signal. It quietly confirms what the referral said about you.

Not everyone comes through the front door

Some new clients will come directly through a referral, but others will only start searching when they become dissatisfied with their current adviser. They may not be ready to ask for a recommendation. Instead, they start to look around.

This is where visibility matters most. If you have deep experience in succession planning, cross-border tax, start-ups or a specialist sector such as healthcare or hospitality, ensure that this is visible. Otherwise, you risk being invisible at the very moment someone is actively searching.

Steps you can take

You do not need a big campaign. A few small steps, taken consistently, can make a big difference. For example, you can:

  • Review your LinkedIn profile. Does it reflect your current role, focus areas and ideal clients?
  • Use a recent professional photograph. It builds trust.
  • Make sure your contact details are visible and accurate.
  • Share occasional updates such as a talk you gave, a client milestone or a published piece.
  • Check that your firm bio speaks in plain English and focuses on how you help, not just your title or department.

These are simple ways to strengthen what others see when your name comes up.

Be found for the work you want

If you want to grow in a specific area, work with a particular client group, or attract a different kind of brief, ensure your visibility supports this goal.

Sector positioning is especially powerful. It can help you stand out in a competitive space, give clients a reason to choose you and focus your efforts.

Trying to appeal to everyone rarely works. Trying to be visible to the right people, in the right places, is far more effective.

One profile. One article. One quiet endorsement at the right time. That is how reputations are built. Like everything else, it starts small and builds over time.

Show off your good reputation

Reputation is still earned through good work and trusted relationships. But visibility is what carries this reputation forward.

When your next referral looks you up, as they almost certainly will, make sure what they find reflects the quality of work you already deliver.

Mary Cloonan is Founder of Marketing Clever