The Fiscal Flow Brief

Client acquisition systems for accounting firms.

Every two weeks, one write up on how acquisition and onboarding systems are actually built inside small practices. Written from live client work, not theory.

Free to read. One click to unsubscribe.

What lands in your inbox

Four things you get from every issue

Each edition covers one system, one decision or one build, explained closely enough that you could run it yourself.

System breakdowns, step by step

How a single mechanism works end to end, from the enquiry form through CRM routing to the signed engagement letter.

Niche demand analysis

What Companies House registration data and Google search volume say about which client niches have demand and which are already saturated.

Build teardowns from real firms

What we changed on a specific practice website or campaign, what the numbers did afterwards, and what we would do differently.

Onboarding and automation patterns

Workflow structures that move a new client from enquiry to onboarded without adding hours to anyone's week.

Will has been great since day 1 - clearly explaining his services, how the software works etc. and has responded quickly to any queries I have had. Since starting with Fiscal Flow last year, we have now seen a few clients added to our portfolio, with one of them being £250 + VAT per month, producing a great ROI. We haven't used any real advertising methods/software before (other than google ads) so i was sceptical - but really happy with how things have been going. I have now signed up for the CRM software/SEO side of things with Will and look forward to how this goes!

Kieran Stocker Managing Partner, Swift

Who reads it

Written for practice owners who build rather than browse

The content assumes you understand your own numbers and want the mechanics, not the pitch.

You run an accounting or CPA firm with 2 to 20 staff.
Most of your new work still arrives through referrals and you want a second channel.
You are willing to change how enquiries are handled, not only how they are generated.
You would rather read the process than be sold the outcome.

Behind the brief

Written by Will Pettifor

I run Fiscal Flow, which builds client acquisition and onboarding infrastructure for accounting and CPA firms. The newsletter exists because most of what gets written about marketing for practices is written by people who have never sat in a partner's office watching an enquiry get lost between an inbox and a spreadsheet.

Since 2024 we have worked with over 40 firms across the UK and US on niche positioning, SEO architecture, paid acquisition, CRM automation and digital onboarding. That work includes rebuilding OD Accountants' website around conversion, which took monthly visitors up four times over with ten to fifteen enquiries in the first month, and a registry data outbound engine for Thomas Emlyn Ltd producing thirty to fifty leads a month. I write about what those builds actually involved.

Will Pettifor Founder, Fiscal Flow

Practical questions

Before you subscribe

Short answers so you know exactly what you are signing up to.

How often does it arrive?+

Fortnightly, on a Tuesday. If there is nothing worth writing about that week, nothing gets sent.

What sort of content is it?+

Operational write ups on acquisition and onboarding systems inside accounting practices, drawn from client builds. No motivational content and no tool listicles.

Does it cost anything?+

No. It is free and there is no paid tier.

How do I unsubscribe?+

One click on the link at the bottom of any issue. No questions and no retention sequence.

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Read how the systems actually get built.

One fortnightly write up on acquisition and onboarding infrastructure for accounting and CPA firms.

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