How to Build Your CPA Firm's Authority

Brought to you by Salim Omar and the CPA Marketing Genius Podcast.



"When you build authority, you are seen as an expert in your field—you stand out like a purple cow," says Omar. According to Omar, authority has several benefits including:

• Easier client attraction.
• You gain your clients loyalty.
• Your firm starts to retain clients.
• The status of your CPA firm is enhanced. 
• Your clients and prospects become willing to pay you the right fees.

Does Your CPA Firm Lack Authority?

"If your firm lacks authority you become a commodity. This puts you in a poor position,"says Omar. Signs that include a lack of authority include:

• Your clients see you as indispensable
• You blend in with other CPA firms who lack authority.
• Your firm has difficulty attracting and retaining clients. 
• Your client's resist your fees or try to negotiate lower rates.

How to Build Authority for Your CPA Firm?

According to Omar, there are many platforms to help CPA firms build authority including creating or appearing on: 

• Websites 
• Blogs Posts
• Nurture emails
• Social media
• Special reports
• Ebook videos
• Webinars
• Podcasts.

"Your firm’s website can have the biggest impact—websites are the first place your prospect is going to visit. If your prospect is from a referral, they will most likely perform a Google search for your name and visit your website, before they ever contact you," says Omar.

Authority, Trust and Your CPA Firm

Omar encourages CPA owners to think about who or what inspires them? Building authority is akin to the trust you have with someone you admire—an expert or a mentor. "This is the type of authority you need to build with your audience," says Omar.

Your Website is Your Most Important Marketing Asset

Omar emphasizes that a website must convey trust. "When a prospect visits your website—you want them to instantly fall in love. There must be an instant attraction. This creates a feeling of trust," says Omar.

Salim Omar On How He Developed His Authority

Omar has built three authority websites for his own companies. He dissects one of his websites, Straight Talk CPAs.

Important elements that have helped build authority on this website include—

• A headline that clearly states, what it is the firm does and who it is that they work with.
• A subheadline that pulls in the prospect.
• The outcomes or results your firm provides its clients.

"These are the results that you provide to your clients. For Straight Talk CPAs our outcomes are increased profits, maximized business value, minimized taxes and peace of mind," says Omar.

• Appropriate images that convey your message.
• Answers to the questions that your clients struggle with.
• Your unique approach—what makes you different? 

"Every firm is different, based on experiences, what you bring to the table and your expertise. Your firm is unique and different from any other firm that is out there. Articulate this on your website as your unique or secret sauce. Give freebies of items that give you credibility such as a book, a lead magnet or a special report," says Omar.

• A roadmap of what the prospective client will see as they browse through the rest of your website. 
• A video at the top of your website.
• Frequent blogs with relevant and rich information.

"Having a blog section on your website establishes your authority as an expert. You become a thought leader when you share your expertise with your clients. Blogs are also great for SEO, which helps get your firm more leads," says Omar.



According to Omar, blogs let your audience know that you are present—you are presenting information that is trustworthy and answers your clients questions.

Fill Your CPA Practice with High Paying Clients

If you follow these steps your authority will build and you will begin to draw in a steady flow of leads. This puts your CPA in a position to choose the prospects who they want to work on. "Fill up your practice with high value clients. It is better to have 10 high value clients than 30 low value clients," advises Omar.

Closing Remarks from Salim Omar

"Repurpose your blogs and put it out there in the form of a nurture email, a social media post, a video, a special report, ebook webinar, and podcast for more interaction" says Omar. A single blog post can be distributed in multiple ways. This is the 'snowball effect' that will firmly establish your authority with your audience.

CPA Marketing Genius offers Done-and-You services for web design, SEO and online marketing for CPA firms who want to grow with high value clients. Listen to the CPA Marketing Genius Podcast for more amazing insights.