1. Start with last year's clients
Returning clients already know you, so they are the first people to contact. In November, send every client from last season a short text, email or call: you are booking for the new season, here is the link or number, and here is anything new (a new office, longer hours, virtual filing).
The rules allow this. According to the IRS's Section 7216 FAQ, you may use your clients' tax return information without their consent to make lists for soliciting tax return preparation business. Promoting anything else to them (insurance, loans, other services) needs their signed consent first; see advertising rules for tax preparers.
- Keep one list: name, phone, email, what they filed last year, whether they replied.
- Offer early appointment times to the people who reply first.
- Contact the people who did not reply once more in December.
2. Open a waitlist
A waitlist turns "I'll call you in January" into a name on your list now. Post a waitlist flyer in November and December with a short list of what joining gets them (first appointment times, a reminder when you open), and collect name, phone and preferred time. The week you open, confirm each person's slot before you announce opening day to everyone.
Example: the VIP waitlist flyer we designed for Nessa. More ideas in tax season flyer ideas.
3. Make referrals easy
Your clients' friends and family file taxes too, so give clients something to pass on. Decide the offer before you post it: what the client who refers gets, what the new client gets, and when. Then make a referral flyer or post they can forward in one tap.
- Put the terms on the flyer in plain words ("$X off your fee when a friend you refer files with us").
- Tell clients about it at the end of every appointment.
- If you pay cash for referrals, check your state's rules for tax preparers first.
4. Update your Google Business Profile before people search
When someone searches for a tax preparer near them, the map results come from Google Business Profiles. Google says local results are based mainly on relevance, distance and prominence, and that complete, accurate information makes a profile more likely to show for relevant searches. It also says there is no way to pay for a better local ranking.
- Hours for the season, plus special hours for holidays.
- Phone number, website and booking link, the same as on your website and social pages.
- Categories and services (tax preparation, bookkeeping, payroll, whatever you really offer).
- A description of who you help, and photos of your office, team and signage.
- Replies to every review, good or bad.
5. Ask every client for a review, the right way
Reviews help people choose you, and Google lists the number of reviews and ratings as part of prominence. Ask every client after their appointment, with a direct link to your review page, and let them write what they want.
Do not pay for reviews or trade a discount or gift for one. Google's policy forbids offering incentives such as payment, discounts or free services in exchange for a review, and forbids asking only happy clients or discouraging negative ones. Google says it may restrict a profile that breaks these rules, for example by stopping new reviews for a time or showing a warning that fake reviews were removed. In the US, the FTC's rule on fake reviews also bans incentives that depend on the review being positive or negative.
6. Get your website ready
- Your hours, phone and booking link at the top of the page, with tap-to-call on phones.
- A page or section for each kind of client you serve: individuals and families, self-employed, small businesses.
- A documents checklist, so clients arrive with what you need.
- A secure way to send documents and fill in intake forms (client intake forms).
- Prices or "starting at" prices if you publish them, and honor them (see the 30-day rule in the advertising guide).
If your site is out of date, we build websites for tax offices.
7. Put your posts and flyers on a schedule
From November to opening day, post on a fixed rhythm: waitlist reminders, your referral offer, the documents checklist, hiring posts if you need seasonal staff, and a holiday post. The month-by-month plan is in our tax season marketing calendar.
Your checklist before January
- Every client from last season contacted, twice if needed.
- Waitlist flyer posted and names collected.
- Referral offer decided, posted and mentioned in every appointment.
- Google Business Profile: hours, phone, website, services, photos, description.
- Review link ready to send to every client.
- Website: hours, booking, documents checklist, secure intake.
- Posts and flyers for November to January designed and scheduled.
Want the season's flyers and posts done in one go? Get a free quote or see social media posts for tax preparers.
Questions tax preparers ask
How can a tax preparer get more clients before tax season?
Contact every client from last season with an early appointment, open a waitlist, launch a clear referral offer, update your Google Business Profile and website, ask every client for a review, and post on a fixed schedule from November.
Do I need my clients' consent to contact them about this year's tax season?
The IRS's Section 7216 FAQ says you may use client information without consent to solicit tax return preparation business. Marketing other products or services to them needs their signed consent first.
Can I give clients a discount for leaving a Google review?
No. Google's policy forbids offering payment, discounts or free services in exchange for reviews, and Google may restrict profiles that break it. Ask every client for an honest review instead.
When should a tax office start marketing for the season?
In November. That leaves two months to bring back returning clients, fill a waitlist and fix your profiles before people start choosing a preparer in January.
Sources
- IRS: Section 7216 frequently asked questions (checked November 3, 2026)
- Google Business Profile Help: Tips to improve your local ranking on Google (checked November 3, 2026)
- Google Maps: Prohibited and restricted content (fake engagement, rating manipulation) (checked November 3, 2026)
- Google Business Profile Help: Restrictions for policy violations (checked November 3, 2026)
- FTC: Final rule banning fake reviews and testimonials (August 2024) (checked November 3, 2026)
This guide explains marketing for tax businesses. It is not legal or tax advice.