How to Get Clients as a Freelance Bookkeeper

You're great with numbers, but how do you get the word out there about your skills? We’ve put this guide together to make the pipeline add up.

Read on to find out how to get clients as a freelance bookkeeper in the UK - from defining your ideal customer to building a repeatable outreach-and-follow-up rhythm that actually wins business.

Along the way, you'll see exactly where to find clients, how to pitch your services without cringing, and how to stay compliant.

And if you invoice overseas or work with clients who pay in different currencies, we’ve explained how Wise Business can help, thanks to its ability to connect to Xero and QuickBooks to automatically sync your multi-currency transactions, making reconciliation a breeze.

Register for Wise Business ✍️

Table of contents

Step 1: Create an 'Ideal Customer Profile' Step 2: Tailor your pitch to your ideal customer Step 3: Increase your visibility on the right platforms Step 4: Create a reachout plan Step 5: Be persistent with follow-ups Discover what makes Wise Business the perfect business account for freelancers FAQs Do I need to be AML-supervised? Do I need to pay the ICO data-protection fee? What about MTD - how does it affect my clients and my services? Where can I list my practice to get inbound leads? Can I cold email potential business clients in the UK? How many times should I follow up after the initial reach-out? I focus on trades, so should I mention CIS expertise?

Step 1: Create an 'Ideal Customer Profile'

Before you worry about where to find clients, get clear on who you want.

An Ideal Customer Profile (ICP) keeps your messaging, pricing and prospecting focused.

Think of it as a one-page snapshot of the client types you serve best and profitably.

Write two or three ICPs you genuinely want and build everything that follows around them:

Industry & model: e.g., e-commerce brands on Shopify, trades under CIS, creatives on project retainers, consultants working B2B, micro-SaaS using Stripe. If you'll work with builders or subcontractors, remember CIS rules change how payments and deductions work¹, and being fluent here is a real differentiator.

Size & stage: revenue range, VAT status, headcount, whether they're on cash vs accrual, and who actually signs your proposal.

Compliance context: MTD for VAT, payroll, CIS, or specific industry schemes. Making Tax Digital² continues to expand, and being the bookkeeper who keeps clients compliant (and calm) is a superpower.

Software stack: Shortlist your "supported stack" so you attract the right fit (Xero, QuickBooks, FreeAgent, Dext, Stripe, WooCommerce).

Cadence & scope: weekly vs. monthly bookkeeping, VAT returns, payroll, credit control, management reports, cleanup projects, and quarterly reviews.

Buying triggers: received a VAT notice, switching accountants, expanding internationally, moving to Xero, or hiring their first employee.

Step 2: Tailor your pitch to your ideal customer

When it comes to targeting the right client, your pitch should read like a diagnosis and a plan, not a generic brochure.

Anchor it in the pains your ICP feels and the outcomes they care about:

Lead with the outcome. "We help UK Shopify stores keep stock, cash and VAT spot-on, so you can scale without surprise tax bills."

Name the specific problems. Payment gateways not reconciling, VAT mis-codings, messy suspense accounts, CIS deductions, or directors' loans out of control. If you support MTD workflows² end-to-end, say so.

Show proof. Mini case studies, before/after screenshots (anonymised), and any recognised credentials. QuickBooks or Xero certification³ is worth mentioning, and both programmes come with training, credibility and directory exposure.

Make it easy to say yes. Offer a short diagnostic ("chart of accounts + bank feed review") and a fixed-fee onboarding plan with a 30-day check-in.

A quick note on compliance signals in your pitch: If you're supervised for Anti-Money Laundering (AML)⁴ by a professional body (AAT/ICB/ACCA/ICAEW) or by HMRC, then say it plainly. Also, add your ICO data-protection fee status⁵. These small cues build trust fast.

Step 3: Increase your visibility on the right platforms

Focus your energy where your ICP is already looking. Complete and polish your listings on Xero's Advisor Directory and QuickBooks' Find-a-ProAdvisor so prospects can filter by software, services and industry, and so your certification actually works as a lead magnet.

Add credibility with professional-body directories that UK small businesses trust. AAT's "Find an Accountant or Bookkeeper" and the ICB member directory⁶ both emphasise licensed, insured practitioners.

Claim and optimise your Google Business Profile so you appear in local searches ("bookkeeper near me"). Keep hours, services and reviews current, as Google surfaces this data prominently.

On LinkedIn, use a benefit-led headline and an "About" section that reads like a short promise to your ICP. LinkedIn's own guidance recommends making the headline more than a job title and using your summary to show the value you bring⁷.

If you prefer in-person referrals, groups like BNI can work when you commit weekly. The model is "one seat per profession" in each chapter, which helps you avoid competing with another bookkeeper in the room.

Step 4: Create a reachout plan

A repeatable outreach plan keeps your pipeline full between referrals and directory leads. For B2B corporate emails, it's important to build your list the right way (and legally).

The UK's PECR rules don't require prior consent, but you must identify yourself and provide a working opt-out in every message⁸.

Keep a do-not-contact list and respect it (GDPR still applies to the personal data you process).

Here's an example of how your weekly cadence could look:

• Monday: 10 warm intros (past colleagues, suppliers, local agencies, accountants), 10 cold emails to ideal businesses you can genuinely help
• Tuesday: 5 LinkedIn connection requests + a non-salesy note ("Saw you're moving to Xero. If you'd like a second pair of eyes on your chart of accounts, shout.")
• Wednesday: 20 minutes of directory optimisation (Xero/QuickBooks/AAT/ICB)
• Thursday: 30-minute "give value" block (post a tip, record a 90-second Loom on reconciling Stripe payouts, or publish a checklist)
• Friday: Log all activity in a simple CRM or spreadsheet, then line up next week's five best follow-ups

Step 5: Be persistent with follow-ups

Most wins happen after the first message. Sales email data shows reply rates jump when you follow up quickly (ideally within 24 hours after the initial reach-out⁹), and a sequence of polite, value-adding nudges outperforms one-and-done.

Your simple follow-up rhythm:

• T+1 day: "Just sent a 2-minute screen-share on how your Stripe payouts hit Xero. Want it?"
• T+4 days: Share a short checklist ("Month-end close in 7 steps for Shopify")
• T+10 days: A relevant win story in two sentences
• T+21 days: A soft "close the loop". Try something like "Happy to park this and check back next quarter. Worth a chat now or later?"

Keep every message short, clear, opt-out friendly, and put the burden on you ("I'll send the outline if helpful"). If you contact corporates, remember the PECR B2B rules^8,10 and always include an unsubscribe method.

Discover what makes Wise Business the perfect business account for freelancers

If you invoice clients in different countries, or just want fewer headaches reconciling payments, Wise Business gives you local account details in multiple currencies (like GBP, EUR and USD) so clients can pay you "like a local.

This lets you hold over 40+ currencies and convert as needed. Connect Wise to Xero (and other accounting tools) to import bills, pay them from Wise, and have those bills automatically marked as paid in Xero, which is useful if you manage payables for clients or want a cleaner month-end.

Getting paid is simpler, too: create payment links or full invoices inside Wise so customers can settle quickly, and funds land straight in your Wise account.

For spending, issue a Wise multi-currency debit card and instant virtual cards to separate expenses or empower team members, then reconcile the feedback in your books.

Connect your Wise Business account to your bookkeeping workflow and make international transactions easier for all parties involved.

Be Smart, Get Wise.

Register for Wise Business ✍️

"I did the maths and realised that for a £20,000 payment, I saved around £700 compared to my traditional bank. Over time, that adds up to thousands of pounds, which I can invest back into the business.”

-- Sarah Giblin, Founder of RiutBag

FAQs

Do I need to be AML-supervised?

If you provide accountancy services to the public (including bookkeeping), you must be supervised for AML, either by your professional body (AAT, ICB, ACCA, ICAEW, etc.) or by HMRC directly⁴, if you're not already covered.

Make sure to state your supervisor clearly in your engagement letter.

Do I need to pay the ICO data-protection fee?

Most small UK businesses that process personal data (which bookkeeping almost always does) must pay the ICO fee unless exempt⁵.

The ICO's checker confirms obligations and lets you register.

What about MTD - how does it affect my clients and my services?

All VAT-registered businesses must keep digital records and file via MTD-compatible software².

HMRC continues to expand the programme and support resources for agents. Positioning yourself as the "MTD-ready" bookkeeper is a competitive edge.

Where can I list my practice to get inbound leads?

Start with Xero Advisor Directory, QuickBooks Find-a-ProAdvisor, AAT's "Find an Accountant or Bookkeeper" and ICB's directory. Keep these profiles consistent with your website and Google Business Profile.

Can I cold email potential business clients in the UK?

Yes, you can email corporate subscribers without prior consent under PECR, but you must not conceal your identity and must include a working opt-out in every message⁸.

Keep a suppression list and respect it. (GDPR still governs how you handle personal data.)

How many times should I follow up after the initial reach-out?

There's no magic number when it comes to following up after the initial reach out.

That said, data suggests your first follow-up within 24 hours sees a noticeable bump in replies⁹, and a short sequence of polite, value-adding follow-ups generally outperforms a single email.

Test what works for your niche and keep your messages helpful.

I focus on trades, so should I mention CIS expertise?

Absolutely. Contractors and subcontractors under the Construction Industry Scheme (CIS) need accurate deductions and filings¹.

Positioning yourself as CIS-savvy helps you stand out. Link to HMRC guidance on your website and include CIS setup/reviews in your scope.

**Sources:**

1. GOV.UK, Construction Industry Scheme (CIS)
2. GOV.UK, Making Tax Digital for VAT: Final evaluation
3. Xero Central, Boost your skills and practice with Xero certifications
4. GOV.UK, Money laundering supervision for accountancy service providers
5. Information Commissioner’s Office, Data protection fee: what you need to do
6. The Institute of Certified Bookkeepers, Find a Bookkeeper near me
7. LinkedIn Blog, 12 steps to a better LinkedIn profile in 2025
8. Information Commissioner’s Office, Electronic mail marketing
9. Yesware, Top Sales Follow-Up Statistics for 2024 + Templates
10. Information Commissioner’s Office, Business-to-business marketing

Sources last checked on 27th October, 2025