Self Assessment season marketing plan for accountants

A Self Assessment marketing plan for an accounting firm runs in three phases: November for people who want it done early, January for late filers, and February for those who missed the deadline. Each phase needs its own message, channel and cap on how many new returns you will take. This plan covers the 2025 to 2026 returns due by 31 January 2027.

Why Self Assessment demand arrives late

Most people look for help in the final weeks. HMRC’s figures for last season show 475,722 returns filed on 31 January 2026 alone, with the busiest hour from 5pm to 6pm. HMRC estimated about 1 million people missed the deadline.

For 2025 to 2026, HMRC expects about 12 million returns, according to its release of 23 October 2026. That is a large, predictable audience, but most of it will not act until January.

Set your capacity cap first

Marketing should only promise what your team can deliver. Before you publish anything, decide how many new returns you can take and by what date. Our capacity planning guide shows how to work out the hours.

When you reach the cap, close the offer on your website and switch to a waiting list or a “book for next year” message. Taking on work you cannot finish risks late filing penalties for clients and complaints for you.

The 12-week marketing calendar

This calendar runs from early November to the end of February. Adjust dates to your own cap.

The December message works because GOV.UK says people with PAYE income who owe under £3,000 can pay through their tax code if they file online by 30 December. It gives prospects a real reason to act before Christmas. See tax deadlines as content for more angles.

Which channels to use in each phase

Each phase suits different channels.

• November, existing clients: email and client portal reminders. Use our tax deadline email templates.
• December, prospects: a short blog post on the 30 December cut-off, shared on LinkedIn and your Google Business Profile.
• January, late filers: your Google Business Profile, local search ads with a daily budget cap, and a clear “places left” banner on your homepage.
• Late January: pause paid ads once you reach your cap. Clicks you cannot serve waste money.
• February: content on late filing penalties and how to appeal, which people search for after the deadline.

Keep a single landing page for the season with your price basis, what you need from the client and your cut-off date. See Google Business Profile for accountants for setting up posts and offers.

Content to prepare now

Write these pieces in November so they are ready to publish:

• a checklist of documents a client needs for a 2025 to 2026 return
• a post on the 30 December tax code deadline
• a short guide to Self Assessment penalties: £100 at once, then daily penalties after three months
• a page for pensioners on the Winter Fuel Payment charge for those with income over £35,000
• a post for landlords and sole traders on Making Tax Digital for Income Tax from April 2027
• a February post on appealing a late filing penalty

Stay within the marketing rules

Three sets of rules apply to accountancy marketing.

1. PECR for email and texts. The ICO’s guidance lets you email existing clients about similar services under the soft opt-in, if you offered an opt-out when you collected their details and in every message. Sole traders and some partnerships count as individuals, so you need consent to email them as prospects. Bought-in lists are not covered by the soft opt-in.
2. Professional body ethics. ICAEW’s marketing helpsheet, updated on 5 November 2025, says references to fees must not mislead, and comparisons with other firms must be objective, verifiable and relate to the same services. Promotion must not amount to harassment. ACCA and AAT members should check their own rulebooks.
3. The CAP Code. The UK Code of Non-broadcast Advertising section 3 covers misleading claims, pricing and testimonials. Keep evidence for any claim you make, such as “returns filed in 48 hours”.

Measure what worked

Track a small set of numbers each week from November to February:

• enquiries by source, such as search, referral, LinkedIn or ads
• enquiries converted into signed engagement letters
• new returns accepted against your cap
• cost per new client for any paid channel
• reviews received after filing

Use the results in March to plan next season and to decide whether to push MTD for Income Tax services before April 2027.

What to do this week

1. Set your cap on new Self Assessment clients.
2. Email existing clients the 30 November records deadline.
3. Draft the 30 December tax code post.
4. Check your email list’s consent records against PECR.
5. Review your website fee wording against the ICAEW helpsheet.

Frequently asked questions

When should accountants start Self Assessment marketing?

Early November. It gives existing clients time to send records and lets you promote the 30 December tax code deadline to prospects before Christmas.

Can I email sole traders who are not clients about tax returns?

Usually not without consent. The ICO treats sole traders and some partnerships as individuals under PECR, so the soft opt-in only covers existing clients.

Should I run Google Ads in January?

Only up to your capacity cap. Set a daily budget, and pause ads once you reach the number of new returns you can file on time.

Can I advertise a fixed fee for tax returns?

Yes, but ICAEW’s guidance says fee references must not mislead. State what the fee includes, what costs extra and how long the price applies.

What should I market after 31 January?

Help with late returns and penalty appeals. About 1 million people missed the deadline in 2026, according to HMRC.