A lot of accounting firms have “Book a free consultation” as their main call-to-action.

This is weak because business owners (rightly) see it as a sales meeting is disguise. Plus, time is their most valuable commodity so giving up an hour seems like a cost.

To get people to book a session like this, you need to make it seem like an unmissable opportunity. Here are some tips:

• Replace generic “free consultation” with specific outcome-based offers
• Craft clear and concise messages highlighting the outcome (e.g., “Free Tax Saving Session”).
• Use attention-grabbing language and guarantees (e.g We’ll find one small business tax saving for you in under 12 minutes.”)

I did a teardown on a real accounting website in the video below, showing how I would transform their call-to-action.