Why Referrals Need a Strong Online Presence (And How to Build One That Works for Your Firm)

First written for Accountancy Ireland, the Chartered Accountants Ireland valued publication.

Referrals still open doors, but in today’s digital-first world, they’re only the beginning. Mary Cloonan explains how accountants can ensure their visibility supports their reputation

Lost before Hello - The Silent Referrals That Slip Away

When someone hears your name and goes looking, your profile should reflect the trust you have just been given. What they find should build confidence, not raise questions, because we don’t know about the referrals that don’t make contact.

For most mid-sized accountancy firms, referrals remain the most consistent route to new work. A client mentions your name. A contact passes it on. Someone says, “You should speak to them.” It is one of the most powerful forms of marketing. But even the strongest referral is not enough on its own.

These days, no one takes a recommendation at face value.

They check.

They type your name into Google. They click into your LinkedIn profile. They land on your firm’s website. In that moment, often in under sixty seconds, they start to form an opinion about whether you are the right person or the right firm for what they need.

The Journey of a Referral

Imagine this. One of your best clients has just recommended you. They have told a contact, “You need to speak to Mary Cloonan.” That person is interested, perhaps hopeful. But before they pick up the phone or send an email, they do what most of us do now. They look you up.

What will they see?

They might find your firm bio, scan your LinkedIn summary, or come across an article you were quoted in. They are not seeking a comprehensive history. They are looking for signs. Can they trust you with something that matters to them?

If what they find is vague, outdated or inconsistent, even a glowing recommendation can start to lose its edge.

And the truth is, you will never know.

You will never know the referrals that quietly fall through the cracks. Those who initially validated you but stepped away because something didn't feel quite right. They do not introduce themselves. They do not ask a follow-up question. But they were real. And they could have been great clients.

A Real Example: It Is Never Just One Thing

Several years ago, I received an unexpected email from the managing partner of a mid-sized professional services firm. He asked if I would come in and discuss marketing strategy with him. I said yes, of course, and when we met, I asked him how he had found me.

He told me, quite matter-of-factly, that he had Googled “marketing for professional services” and Marketing Clever had come up second. That had caught his attention. But I was curious, so I asked, “Surely you did not decide to contact me based solely on a Google search?”

He laughed and said, “Actually, yes, that is what got me started. Your name, Cloonan, stuck in my mind because I remembered a dentist on Baggot Street with the same name years ago. It rang a bell.”

That spark of recognition was enough to make him pause. Weeks later, while playing golf with another managing partner, he had asked if anyone came to mind for marketing strategy. My name came up again. That added a layer.

Then, he saw something I had written in a professional magazine. A few weeks later, he noticed I was speaking at an event. That sealed it. He got in touch.

The lesson is simple. It is not one thing. It is the combination. A familiar name, a trusted referral, a relevant article, a visible speaking slot. Together, they built credibility. They made it easy for him to say, “I will contact her.”

Visibility Supports Reputation

This is not about turning yourself into a marketing machine. It is about removing friction and making it easy for the right people to find you, recognise your expertise, and feel reassured.

Ask yourself:

• If someone searched for me today, what would they find

• Does my LinkedIn reflect the work I actually do and want more of

• Is my profile on the firm website accurate, up to date and written in clear, plain English

• Are my contact details easy to find

• Do I look like someone who is active and connected in my field

You do not need to post often. Even a profile that is simply clear, relevant, and well-maintained sends the right signal. It quietly confirms what the referral said about you.

Not Everyone Comes Through the Front Door

Some new clients will come directly through a referral. But others will only start searching when they become dissatisfied with their current adviser. They may not be ready to ask for a recommendation. Instead, they start to look around.

This is where visibility matters most. If you have deep experience in succession planning, cross-border tax, start-ups, or a specialist sector such as healthcare or hospitality, ensure that this is visible. Otherwise, you risk being invisible at the very moment someone is actively searching.

Small, Strategic Steps You Can Take

You do not need a big campaign. A few small steps, taken consistently, can make a big difference.

• Review your LinkedIn profile. Does it reflect your current role, focus areas and ideal clients

• Use a recent professional photograph. It builds trust

• Make sure your contact details are visible and accurate

• Share occasional updates such as a talk you gave, a client milestone or a published piece

• Check that your firm bio speaks in plain English and focuses on how you help, not just your title or department

These are simple ways to strengthen what others see when your name comes up.

Be Found for the Work You Want

If you want to grow in a specific area, work with a particular client group, or attract a different kind of brief, ensure your visibility supports that. Sector positioning is especially powerful. It helps you stand out in a competitive space, gives clients a reason to choose you, and focuses your efforts.

Trying to appeal to everyone rarely works. Trying to be visible to the right people, in the right places, is far more effective.

One profile. One article. One quiet endorsement at the right time. That is how reputations are built. Like everything else, it starts small and builds over time.

Final Thought

Reputation is still earned through good work and trusted relationships. But visibility is what carries that reputation forward.

So when your next referral looks you up, as they almost certainly will, make sure what they find reflects the quality of work you already deliver.

That’s Cloonan with a double o…