Decide what kind of client you want before comparing agencies
A firm focused on owner-managed businesses has a different acquisition brief from one growing specialist tax, audit, outsourced finance or contractor services. Ask agencies to structure the plan around priority services, client profile and minimum-fit criteria.
Check whether the plan is local, niche or both
Some firms compete mainly within a city or region, while others can serve a UK-wide niche. The provider should explain whether local SEO, national content, paid search, LinkedIn or referral-supporting content deserves priority. A generic channel bundle is not a strategy.
Compare proposals by commercial responsibility
| Question | Why it matters |
|---|---|
| Who creates service pages? | SEO recommendations need implementation. |
| Who approves technical content? | Tax and accounting claims require accuracy. |
| Who manages CRM hand-off? | Lead quality is easier to assess when outcomes are captured. |
| Who owns accounts? | Your firm should understand access after cancellation. |
| Who reports pipeline? | Traffic alone does not show commercial value. |
Ask how seasonal demand changes delivery
Tax deadlines, year-end activity and business planning periods can affect demand. Your provider should be able to plan content and campaigns ahead of relevant periods without turning every month into the same recurring checklist.
Insist on useful qualification
Agree what makes an enquiry useful, for example business type, service requirement, geography or size. Marketing cannot control every lead, but a provider should understand how targeting and landing-page messaging influence fit.
Protect expertise during content production
The agency can make complex services clearer, but your accountants should remain the source of truth for technical accuracy. Ask for a workflow that separates marketing copywriting from professional approval.
Comparing accountancy marketing providers?
Use Kydos' published services and pricing as a benchmark.
View Kydos pricingFrequently asked questions
Should an accountant agency focus on SEO?
SEO can be valuable, but channel priority should follow your target services, geography and sales cycle.
Is LinkedIn always necessary?
No. It can support B2B positioning, but should earn its place in the plan.
Who should approve tax content?
Your firm should provide appropriate technical review before publication.
Should reporting include lead quality?
Yes where your process can capture suitable outcomes.
Can an agency work with our CRM?
Ask what integration, tracking and follow-up scope is actually included.
How do we compare retainers?
Compare deliverables, implementation, ownership and measurement rather than package labels.