Want your accounting firm to show up in LLM tools like ChatGPT? Here’s a fun, practical, and SEO-friendly guide to help CPA firms build trust and visibility with content that LLMs love.
Let’s start with the obvious:
You’ve probably used ChatGPT. Maybe to draft an email, maybe to write off the third time someone asked about S Corps at a dinner party. But here’s the thing you might not know: ChatGPT is powered by something called an LLM, or Large Language Model.
(Yes, that’s what the cool kids are calling it. No, you don’t have to like it. But you should understand it.)
An LLM is basically a brainy robot librarian that has read the entire internet, remembers everything, and tries to answer questions by pulling the most helpful, expert-level information it can find.
So when someone types, “What are the best tax strategies for a landscaping business in Ohio?” - the LLM isn’t just spitting out guesses. It’s scanning billions of web pages, trying to find an answer from a source that is expert, helpful, and trustworthy.
Sound familiar? That’s your job. Literally. You are the expert, the helper, and the trustworthy voice your clients need.
Now here’s where it gets interesting… If you want to show up in LLM searches, you don’t need tricks. You need trust. Let’s break it down.
Why LLMs Matter More Than Google
Google is still the big dog in search, but it’s no longer the only way people find answers. Tools like ChatGPT, Gemini, and Claude are fast becoming the go-to for business owners asking complex questions.
And if you’re still relying on word-of-mouth and the occasional “We do tax prep” blog post, your firm is gonna be invisible to these new AI overlords.
LLMs don’t care about ads. They care about answers. So instead of shouting “Pick me!” you need to quietly (and consistently) build a Trust Asset.
Think of your content like a Roth IRA.
You put in a little effort now, and it grows over time - tax-free visibility, baby! A Trust Asset is the sum total of your digital credibility: your website, articles, LinkedIn presence, Google reviews, and anything else that screams “we know what we’re doing.”
This is your foundation. And LLMs are trained to sniff it out like bloodhounds on a mission. If you’ve built a rich, helpful, niche-specific content library, the LLMs will find you, and recommend you.
If you’ve just got a “We help small businesses” page and a dusty blog from 2019? Well…let’s just say your odds are slimmer than a tax refund in Q4.
Pillar 1: Your Digital Office Lobby
This is the foundation of your online presence - and it starts with a few important assets:
Pillar 2: Your Expertise on Display
This is where the magic happens - LLMs crave real expertise.
Here’s what they’re looking for:
Start here:
Be generous with your knowledge. The more helpful your content, the more likely an LLM like ChatGPT will source your insights when someone asks that question online.
Pillar 3: Your Digital Handshake
Great content is only valuable if it’s seen. Here’s how to share it effectively:
This builds digital trust - with both humans and algorithms. The more your content circulates in professional spaces, the more likely it is to be viewed as credible and relevant - by people and machines.
This part is beautifully simple. If you want to be featured in an LLM’s answer, make sure you’ve already written that answer.
Start by brainstorming the top 10 questions you get from your clients. Things like, “How do I handle the new 1099-K changes?” or “What tax deductions am I missing as a contractor?” Then, write clear, helpful articles that address those questions head-on. Bonus points if you use the exact question in your title.
An article titled, “3 Things Every Florida Small Business Must Know About Sales Tax,” is far more likely to be used by an LLM than a generic “Services” page. Specificity wins. Clarity wins. And when that article gets referenced in an answer, that’s your moment. The one where a future client discovers you because you were the clear expert.
Look, if writing isn’t your jam, don’t sweat it. You can use ChatGPT (or any LLM) to help you create the very content that gets you discovered.
Ask it to help you brainstorm blog titles. Have it draft an outline for your next article. Let it take your notes and turn them into a rough draft. Then go in, clean it up, and infuse it with your firm’s voice and expertise. LLMs aren’t just something to impress - they’re a tool you can use to speed up content creation and finally keep that blog from collecting cobwebs.
This isn’t about tricking AI. This is about becoming the kind of expert that AI wants to feature.
That means getting clear about your niche. Answering the real questions your clients are asking. Building a library of helpful content. And sharing it consistently so the world (and the machines) know where to find you. If you do that, you won’t need to shout for attention. You’ll attract it. And if you’re ready to build your Trust Asset but don’t want to do it alone? Cajabra’s got you. We help accountants create expert-level marketing that gets noticed (by humans and machines).
