Why its difficult to find a good accountant

Rebecca's problem appeared a couple of years after she started the business. It grew slowly, at first, and was easy to ignore.
But now it shows up in places she never expected. She can't make decisions with the confidence she's used to. It's slowing her business' growth and biting into her bottom line.
That's why unlike most clients, Rebecca is looking for a transformational, not transactional, relationship. She's prepared to invest heavily in a partnership that makes the problem disapear. 
But Rebecca is struggling to connect with a partner with the expertise she needs. 

Rebecca's search is coming up blank!  
She's found lots of firms claiming plenty of expertise. Most are experts in everything! Apparently.
But no one gets how her problem makes her feel. 
● No one shows they even understand her problem!
● No one brings her insight on her problem.
● And, no one demonstrates they help people just like her, or businesses like hers.
All she finds on accountants' websites are unsubstantiated brag and boasts claims of general expertise. 
Rebecca is frustrated: "I don't care how good they think they are. I only care how good I'll be, after they've helped me!

Rebecca understands she needs a close relationship to guide her through the transformation she needs. 
She's worked worked with enough consultants to know that expertise without connection, won't cut it. They don't have to be best friends, but if their character, style or values clash there's trouble ahead. 
But Rebecca can't find even a hint of a firms' character on accountants websites. 
Cliches and generalities abound as firms hide behind a suit of 'professional' armour. 
As for their Values! "What a joke. More cliches dreamt up by marketing departments!"

Yours is the umpteenth website Rebecca's hopped on.
But unlike the others, she didn't click on the back button after a second or two. 
That's because your website was nothing like the others.
She didn't find the usual pompous, naval gazing about what 'we pride ourself on...', or 'are passonate about...'
Scrolling down to the end of the homepage it struct her that you wouldn't even know it was an accountant's website!
Your website was different because it focused on, and was built around your perfect client - Rebecca.  

Personal Connection

Although Rebecca wasn't aware of it, she was learning about more than your expertise and problem solving solving skills.
Your conversational tone and openess gave her a glimpse into your firm's personality. 
Rather than a bland, uniform team of 'professionals' these people had something about them. At last she felt some connection. 
Rebecca was starting to get a feeling of what it would be like to work with you. It was only an outline but, the more she read the more she liked.
'They seem like our kind of people', she thought.  

...Rebecca's curser was hovering over the Contact Us tab, when she was distracted by an image further down the page.

A frowning, casually dressed businessman looked up under an explanation of his own struggle with the same problem Rebecca faced!

She clicked on the link to a short video, it only lasted 2 or 3-minutes. Jim summarising the trouble he experienced and how it impacted his business. Rebecca's eyes widened, it was though he was speaking her words.

An example of a Proof of Gain testimonial

He went on to describe his first meeting with you and the role you played in disolving his problem. The video ended with Jim laughing as he talked with excitement about opening his new Oxford, office. He explained that without you, and your team's support the new office and his family's new holiday home in Aldeburgh would never have happened.
Rebecca was put through to you after she dialled the number on the the big shiny yellow, Call To Action, button.
Although you've met with a lot of potential clients over the years, your meeting with Rebecca was unusual. She was excited to meet you and eager to start working together. Although the fee, or investment, you quoted was considerably higher than usual she just smiled and asked, "When can you start?