Step-by-step strategies to optimise your LinkedIn page as an accounting firm

Company owners research online before they choose an accountant. Partners build trust with what they publish. Graduates check your social media pages before they apply. That is why LinkedIn sits close to demand, trust and recruiting.

LinkedIn is where B2B buyers validate expertise and people. A complete, active LinkedIn Page improves discovery and credibility, while consistent thought leadership influences preference and the quality of incoming messages. Firms that publish and engage benefit from visible expertise, and both graduates and experienced hires use recent posts to judge culture, learning opportunities and seriousness as an employer.

How to build an outstanding LinkedIn Page

Page identity

Your Company Page name should match your legal trading name and be supported by a high-resolution logo that works on mobile. The banner should state your niche or tagline in eight words or fewer, and the CTA should clearly reflect the next step you want visitors to take, such as Contact us or Visit website.

About details

Use the about section to clearly state who you help and the outcomes you deliver. Add search-friendly specialties that reflect your services, complete all contact and location details, and include a public email for all sorts of enquiries.

Encourage employees for scale

Encourage every employee to list the firm as their employer to strengthen the People tab and extend organic reach. Ideally your employees also have a personal profile that matches the company brand, with a similar banner and description.

Build a recognisable, unified visual system

LinkedIn company pages work best when every post clearly “belongs” to the same brand. Visual consistency matters more than individual post creativity.

Define a simple visual system (colors, typography, layout, imagery) and apply it consistently across:

• Regular feed posts
• Newsletters
• Past and upcoming events
• Hiring and campaign content

When someone lands on your page or scrolls through your recent posts, it should look intentional.

Design for the page, not the post‍

Posts are rarely seen in isolation. Most visitors scan:

• The recent posts grid
• The featured section
• The events and newsletter blocks

Your visuals should work as a set. Consistent banners, recurring layouts, and predictable structure make the page easier to understand and faster to trust.

Clarity over decoration‍

Avoid reinventing the design every time. Reuse layouts. Keep messages short. Prioritise contrast, hierarchy, and legibility so content is instantly readable on mobile and desktop. Use large type, sufficient contrast, alt text for images, and captions for videos so all branded content is usable by everyone.

The goal is simple: when someone sees one post, they should immediately recognise the company behind it. And when they visit the page, everything should feel like it belongs together.

Related strategies to improve your page performance

Measure what matters

For accounting firms, it’s not about vanity metrics. It’s about attracting the right audience and building trust. On your LinkedIn company page, track follower growth to ensure you're expanding your reach with the right professionals. On a post level, you can measure post engagement by format, and clicks to see what drives traffic to your website. Use LinkedIn Analytics to track this, or simplify it all in one place with Willow’s analytics dashboard .

Equip your team to advocate

Just a company page is not always enough to do all the heavy lifting. When your employees join your efforts, your reach can easily increase exponentially. But employee advocacy isn't easy. It starts with clarity and enablement. Ask team members to follow your LinkedIn company page and give them what they need to post with confidence:

• Provide ready-to-use bios, branded visuals, and weekly or monthly post prompts.
• Set expectations, but keep it voluntary. Advocacy works best when it feels authentic.
• Give your team time to work on ideas and create visual content together.
• Celebrate the small wins to keep the team motivated.

See how Carbofisc and Godderis rolled out employee advocacy successfully, combining structure with flexibility.

Common pitfalls and final checklist for accounting firms

• The banner clearly states who you help and what you’re known for.
• The logo is current, recognisable, and consistent with your website branding.
• The tagline explains your value in plain language, without technical jargon.
• The “About” section clearly describes your clients, the problems you solve, and your specialisation.
• The CTA button matches your goal and links to a relevant, up-to-date page.
• Company size, industry, and location details are accurate and complete.
• Specialisations and categories are selected to support LinkedIn search visibility.
• Visuals and tone align with your website and other brand touchpoints.
• The public page URL is customised and easy to share.
• Admin access is limited to people who actively maintain the page.

For a structured walkthrough of each element, see the LinkedIn company page fundamentals guide on Willow.

But remember that most issues don’t come from doing things “wrong”, but from expecting the page to do too much on its own.

• Expecting the company page to generate leads without consistent visibility or amplification.
• Treating the page as a broadcast channel, instead of a trust and credibility asset.
• Assuming one good post per month is enough to stay visible in the LinkedIn feed.
• Copying personal LinkedIn content styles that don’t translate well to company pages.
• Judging success only by likes, instead of profile views, followers, and clicks.