Cookie-Cutter Is Dead: Building a Recognizable Accounting Firm in the Age of AI Search - 1 Hr CPE

The accounting profession is entering a new era of digital visibility where traditional websites, generic messaging, and outdated marketing strategies are becoming less effective in an AI-driven search environment. As platforms like Google AI Overviews, ChatGPT, Perplexity, and other AI-powered discovery tools reshape how prospective clients find and evaluate firms, accounting professionals must rethink how they position and communicate their value online. In this one-hour course, presenters Lee Reams II and Rebekah Barton explore how AI search is changing the competitive landscape for tax and accounting firms and why differentiation, narrative-driven messaging, and trust-building digital experiences are becoming essential growth strategies. Participants will learn how “cookie-cutter” firm positioning contributes to commoditization, reduced visibility, and pricing pressure—and how firms can create stronger recognition, authority, and trust through strategic messaging and client-focused positioning. The course also examines the evolving role of websites as trust systems rather than static digital brochures, the growing importance of AI visibility signals, and practical approaches firms can use to improve online differentiation, referrals, and long-term growth potential. This presentation is designed for CPAs and accounting professionals interested in practice growth, marketing strategy, client acquisition, and future-focused positioning in a rapidly evolving digital environment. LEARNING OBJECTIVES After completing this course, participants will be able to: Identify how AI-powered search and discovery tools are changing client behavior and online visibility for accounting firms. Recognize the risks of generic firm positioning and commoditized marketing language. Explain the role of narrative-driven messaging in improving trust, memorability, and differentiation. Evaluate the components of a modern digital trust system for accounting firms. Describe practical strategies firms can use to improve visibility, positioning, and client engagement online. Who Should Attend CPAs, EAs, tax professionals, accounting firm owners, partners, marketers, and practice managers interested in improving firm visibility, differentiation, and growth strategy in an AI-driven digital landscape. Instructors Lee Thomas Reams II, Founder & CEO, CountingWorks, Inc. A pioneer in AI-driven practice management, Lee has spent decades helping firms modernize marketing, communication, and workflow automation. As the visionary behind MAX AI and CountingWorks PRO, he brings deep insight into how professionals can harness AI to work smarter — not harder. Rebekah Barton, Chief Visibility Officer, CountingWorks, Inc. A digital marketing and GEO strategist with over 15 years of experience, Rebekah helps tax and accounting firms increase visibility across both traditional search and emerging AI-driven platforms. She specializes in AI content systems, SEO and GEO search, narrative positioning, and scalable marketing strategies that help firms grow smarter in a rapidly changing digital landscape. Course Details Detail Information Program Level Intermediate Prerequisites Basic knowledge of capital gains taxation Advanced Preparation None Field of Study Specialized Knowledge / Practice Management Credit Hours 1 Hour CPE Delivery Method Group Internet-Based CPE Eligibility CPAs Refund Policy For refund, complaint, or cancellation policies, contact our office at 1-800-384-1101. This course qualifies for NASBA continuing professional education credit. CountingWorks, Inc. is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.nasbaregistry.org.