In a rapidly changing digital world, accounting is no longer confined to the four walls of an office. Today’s accountants are leveraging technology to work remotely, travel freely, and still grow successful firms. The latest episode of Building the Premier Accounting Firm with host Roger Knecht dives into this transformation with guest James Donovan, a marketing expert helping accountants attract clients and build sustainable businesses from anywhere in the world.
Meet the Guest: James Donovan, Founder of 92 Media and Author of Book Solid
James Donovan is the founder of 92 Media and AccountingLeads, agencies dedicated to helping accounting professionals attract and retain clients through digital marketing. As Roger notes in the episode, Donovan is “our most popular guest, having been on the show the most.”
James recently published his book, Book Solid, which outlines the strategies that help accounting firms move beyond inconsistent referrals and instead build systems that deliver qualified leads. “A big piece of the book was how can I get the knowledge out there to help the niche that we work in,” James explained. “Another piece was developing authority within your space… you can use it as a marketing piece that says you’re the expert to be working with.”
His work blends marketing precision with lifestyle freedom—proof that an accountant can succeed as a digital nomad while maintaining a thriving practice.
Why Every Accountant Should Master SEO
James begins by addressing one of the most overlooked growth tools for accountants: Search Engine Optimization (SEO).
“People are going to Google first, so why not be visible where people are looking?” he said. “You can have a wonderful website, but unless people know where to find you, they’ll never know what you have to offer.”
He recommends that firms perform a quick audit by searching phrases like “bookkeeping services in [your city]” and analyzing who appears in the top results. This gives accountants insight into their competitors’ visibility and what improvements they can make to rise above.
Optimizing Your Google Business Profile and Local Listings
For James, one of the most powerful yet underused tools for accountants is the Google Business Profile (GBP).
“Your Google listing is basically a free website,” he said. “If you do what Google wants—add your hours, services, and photos—it rewards you by placing you higher in search results.”
He emphasized that even firms serving clients nationwide should claim and update their GBP because it builds credibility and trust. Details like consistent name, address, and phone number across all listings also signal reliability to Google’s algorithm—and to clients.
Roger reinforced this point with real-life experience, recalling how inconsistent contact information once cost his business leads. “It’s sad when years later you find these mistakes, but they unfortunately do happen,” he said.
Local Service Ads (LSAs): A Hidden Advantage for Accountants
James also highlighted the value of Local Service Ads (LSAs)—Google’s pay-per-call advertising platform. While these ads are widely used in industries like HVAC or plumbing, few accounting firms have adopted them.
“There’s not a lot of competition in accounting,” James noted. “So, if you’re running local service ads, you just get the top placement regardless of how well the ad performs.”
Because LSAs operate on a pay-per-call basis, firms only pay when potential clients reach out. “It’s a steroid if you’re looking to get qualified calls and appointments,” he added.
Building a Local Content Strategy That Boosts Visibility
A strong local content strategy is another pillar of James’ approach. This involves creating short blog posts or updates on Google Business Profiles featuring localized keywords.
“Not a lot of people are going to read them,” James admitted, “but when you look at someone’s Google page, it just adds more trust and authority.”
He suggests answering common client questions and using AI tools like ChatGPT to generate first drafts of posts—then refining them to ensure authenticity. This method keeps firms visible, relevant, and positioned as thought leaders in their niche.
Positioning Yourself as an Authority
Beyond technical marketing, James stresses the importance of authority positioning. Accountants who consistently provide value online—through articles, LinkedIn posts, or short videos—become the experts clients naturally turn to.
“If one person is asking a question, ten others are thinking it,” James said. “Share what people are asking you about. Give away the ‘what’ and the ‘why,’ and they’ll pay you for the ‘how.’”
He recommends turning recurring client questions into educational videos or newsletters. Repurposing content across platforms not only builds authority but also strengthens trust—a key factor in client retention.
Leveraging LinkedIn for Growth
James describes LinkedIn as the “professional’s playground” and one of the best platforms for accountants to grow their business. Unlike other social media platforms, LinkedIn is designed for business decision-makers and professionals actively seeking expertise.
“It’s a great spot to build authority because even if they don’t become a customer right away, they’ll keep seeing your content,” he said. “Eventually, they’ll reach out when they’re ready.”
Roger agreed, adding that LinkedIn allows professionals to celebrate peers’ successes and share valuable insights—turning networking into authentic relationship-building.
From Referrals to Marketing Systems
A recurring theme in the conversation is that too many accountants rely solely on referrals. While word-of-mouth brings in clients, it doesn’t create predictable growth.
“Referrals are great,” James acknowledged, “but they’re inconsistent. You can’t control who comes through your door.”
With SEO, Google Ads, and consistent content, accountants can develop scalable marketing systems that generate steady leads. This, James explained, gives firms more control over their growth and the type of clients they attract.
The Digital Nomad Accountant Lifestyle
James practices what he preaches. Based in Canada, he spends winters working remotely from Central and South America—mainly Mexico. “As long as the internet’s stable, business carries on as usual,” he shared.
He credits his remote success to the systems he’s built: automated marketing pipelines, clear client processes, and a mindset of freedom through structure. “I wanted to travel the world and work for myself. Now that I can do it, I try to take full advantage of it.”
His story proves that the combination of technology, discipline, and effective marketing allows accountants to thrive anywhere.
Key Takeaways
This episode offers a practical roadmap for accountants seeking both freedom and growth:
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Master SEO to make your firm discoverable.
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Optimize your Google Business Profile for credibility.
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Use Local Service Ads to get qualified leads faster.
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Create local content that positions you as the go-to expert.
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Build authority and trust through consistent visibility.
As James puts it, “Get on Google. Get where people are looking for your service. You’re doing yourself a disservice by not.”
For accountants ready to modernize their marketing, this episode is a must-listen. Subscribe to the podcast for more expert insights and explore resources from Universal Accounting Center to start humanizing the numbers in your practice.
Offers:
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