When it comes to winning new clients, most of us hope the process is simple – a quick enquiry, a slick response, and a prompt sign-up. But according to recent research, the journey from lead to loyalty can actually take between 7 and 12 touchpoints. That’s a lot of opportunities to make (or break) a first impression.
At this year’s Accountex, our very own Louise Walpole hosted a brilliant panel session titled “From Lead to Loyalty: Crafting the Ultimate Client Journey” – exploring how accountancy firms can attract, convert, and retain clients more effectively. She was joined by three fantastic industry voices: Joanne Kingsnorth (Seymour Taylor), Henry Waddilove (Novus), and Jonathan Winchester (insight6). Together, they unpacked what a great client journey really looks like – from first enquiry to long-term relationship.
Too many firms are great at generating interest but fall short when it comes to follow-up. Joanne shared how Seymour Taylor runs regular tests on their website to experience the journey exactly as a prospect would – a small action that ensures they’re constantly refining the process. She also stressed the value of using a CRM properly to keep track of leads and touchpoints.
Jonathan took it back to basics, highlighting the importance of making sure enquiries reach the right person and that follow-up actually happens. Mystery shopping has shown time and again that poor internal processes are where good leads go to die.
Henry added a crucial point about accountability. Who actually owns the lead follow-up process in your firm? You might be spending thousands on generating interest – but if no one is responsible for nurturing those leads, you’re wasting both time and money.
And Louise reminded us of the importance of knowing your ICP (Ideal Client Profile). Not every enquiry is right for your firm – being selective helps ensure a better fit and a smoother journey.
If there was one theme that kept coming up, it was this the importance of picking up the phone.
All four panellists agreed that real conversations are still the most powerful way to build trust. Henry and Joanne both emphasised the value of asking clients how often they want to be contacted – and sticking to it. Simply talking to people can be the “wow” factor in a world overloaded with emails.
Jonathan noted that clients often remember the firms who check in, even just to ask how they’re doing. It keeps you front of mind – which matters when opportunities or referrals come around.
Louise added a generational lens to the conversation, reminding us that younger colleagues and clients may interpret “contact” differently. For Gen Z, an email might not count as proper outreach. Clear communication is key.
Consistency came up again and again. Joanne spoke about the importance of having familiar contacts who genuinely understand the client’s goals. Jonathan urged firms to keep things personal – because relationships are what build loyalty, not transactions. Louise tied this back to team culture: how you treat your people internally often shapes how your clients are treated externally.
As Jonathan put it: silence is a warning sign. If you’re not hearing from a client, it might be time to check in.
Louise shared a simple but powerful thought – don’t wait until a client asks for their notice period before you realise something’s wrong. Joanne encouraged firms to ask direct questions like, “What don’t you like?” in a non-confrontational way. Feedback isn’t a threat – it’s an opportunity to get better.
And Henry’s final point brought everything full circle: build processes that nurture leads from the start, and keep nurturing them long after the contract’s signed. It’s not just about winning business – it’s about keeping it.
Client journeys aren’t linear. They’re complex, evolving, and deeply human. But with the right processes, accountability, and communication – there’s every chance you’ll turn more leads into loyal advocates.
Because in 2025, great service still starts with a conversation. And that’s exactly where we come in.
At Moneypenny, we help accountancy firms create brilliant first impressions and keep the conversation going – from initial enquiry to long-term loyalty. Whether it’s answering calls, managing live chat, or qualifying leads in real time, we make sure every touchpoint adds value.
Want to see how we can support your client journey? Call us on 0333 202 1005 to get started today.
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