Accountants love making video… said no accountant ever. Standing in front of a camera? Yikes. “Will I look silly?” is a frequent mental panic attack. But the thing is, your clients (and prospects) expect video now. And if your firm avoids it, you’re leaving serious opportunities on the table.
Let me walk you through why video is so powerful, share the latest insights, and (most importantly) give you tiny steps to build confidence and get started.
Video is a trust-builder in stereo. When someone hears your voice, sees your face, sees how you talk, how you move - they start to feel like they know you. In professional services (like accounting), that’s gold.
Even if the first video is a bit rough, it humanizes your firm. People see you, not just your logo. And trust forms in those small moments before they even decide to pick up the phone.
Video isn’t just another thing to check off the marketing list. It genuinely works. Marketers report that video delivers one of the best returns on investment of any content format. In fact, more than 90% say it directly drives leads and sales. And firms that weave short, meaningful videos into their content see prospects convert faster, sometimes nearly 50% faster, because video builds connection early.
Beyond the numbers, think about your own behavior: when you land on a website and there’s a friendly, short video introducing the team or explaining a concept clearly, you stick around longer. You start to trust. That’s exactly what happens for your future clients, too.
Most accountants have a few predictable reasons for avoiding video, and honestly, they’re all understandable. The first is the “I’ll look awkward” fear. And yeah, you probably will at first. Everyone does. The first few videos might feel stiff, a little sweaty, and full of retakes. That’s normal. Like anything else, it gets easier with practice.
Then there’s the gear excuse: “I don’t have fancy equipment.” Good news: you don’t need it. Your phone, some decent lighting, and clear audio are more than enough to get started.
Another common one is “I don’t know what to say.” The trick is not to overthink it. Start simple. Record a short 45-60 second video for your homepage. Just introduce yourself, say who you serve, and share one small way you help. No scripts, no teleprompters, no Oscars required.
And finally, the time excuse. You don’t have to produce a feature-length film. Start small. One short, clear, helpful video can do more than ten paragraphs of text.
Let me give you a little roadmap you can follow:
Here’s where video really shows its muscle:
If you’re in the “I don’t like video” camp, I get it. But what if that one 60-second clip could land you your next dream client? What if a prospect stumbled on your homepage, watched a quick video, and thought, “These are my people”?
That’s the magic of video. It’s not about polished perfection. It’s about being real. It’s about letting people hear your voice, see your personality, and start trusting you before they ever book a call.
So here’s your challenge: record one short video this week. Post it on your homepage, LinkedIn, or even email it to a client as a warm intro. Treat it like a low-stakes experiment. Laugh at the bloopers. Learn as you go. You’ll be surprised at how something so simple can make your firm feel more approachable, memorable, and magnetic.
And if your first instinct is to fake your own disappearance rather than figure this out yourself… maybe hold off. Cajabra’s got you. We help accounting firms like yours create marketing strategies that actually work: including building video content plans, crafting scripts, coaching your team on delivery, and making sure your videos integrate seamlessly into your broader marketing.
