How CA Firms Get New Clients Online Within ICAI Guidelines
What the ICAI Code of Ethics applicable from April 2026 allows CA firms to do online, and a practical website, Google and LinkedIn plan that stays compliant.
For decades, most CA firms in India grew only through referrals, partly because the ICAI rules on advertising and websites were strict. That has changed. The revised Code of Ethics approved by the ICAI Council in December 2025 and applicable from 1 April 2026 allows chartered accountants and firms to advertise through a factual write up across print, websites and social media, and to promote services that are not exclusive to the profession more actively. The rules still draw clear lines, and crossing them is professional misconduct. This guide explains what the change means in practice and how a CA firm can build a steady flow of enquiries online without putting its membership at risk.
This article is a general guide, not professional advice. Always check the current Code of Ethics and announcements from ICAI’s Ethical Standards Board before publishing anything.
What changed from April 2026
ICAI announced the reforms in its press release of 12 December 2025. In plain terms, the revised guidelines allow members and firms to:
- Advertise their particulars and services through a factual, dignified write up in print and electronic media, including websites and social networking platforms.
- Use “push” technology, such as promoting content to people who did not ask for it, for services that are not exclusive to chartered accountants, such as accounting and consultancy.
- Mention client names on the website or in a write up with the client’s permission, within the conditions the Code sets.
- Publish knowledge content such as articles, professional updates and educational videos.
- Allow ICAI registered network firms to run their own websites.
What is still not allowed
The core restrictions remain. A CA firm should not:
- Solicit clients or work, directly or indirectly.
- Publish testimonials or endorsements, or display the fees it charges.
- Make exaggerated claims about services, qualifications or experience, or use phrases like “best firm” or “leading firm”.
- Compare itself with other firms or disparage their work.
- Mention awards, except those given by the Central or State Government or a regulator.
- Use a firm logo or monogram, other than the official CA India logo.
- Push information about services reserved for chartered accountants, such as audit and attestation, to people who did not ask for it.
- Ask people to like or follow its social media pages, or run banner advertisements on its own website.
| Now possible | Still not allowed |
|---|---|
| Factual write ups on websites and social media | Solicitation of clients |
| Promoting non exclusive services such as accounting and consultancy | Pushing audit and attestation services |
| Client names with permission | Testimonials and fee details |
| Knowledge content and educational videos | Superlatives, comparisons and most awards |
Step 1: a website that informs rather than sells
The website is still the foundation. It should help a prospective client understand what you do and how to reach you, in a factual tone.
- Firm details: name with “Chartered Accountants”, firm registration number, year of establishment, office addresses, working hours and contact details.
- Partner profiles: qualifications, membership numbers, areas of practice and a passport style photograph.
- Service pages: one clear page for each service, explaining what it involves and who it is for, without claims of superiority.
- Knowledge section: articles on tax changes, compliance calendars and explainers for business owners.
- Client portal: a secure, password protected area for documents and communication, which the guidelines specifically permit.
Keep the domain name close to the firm’s registered name and make sure the details match ICAI records.
Step 2: be found when people search
Business owners search for specific needs, such as “GST registration in Bangalore”, “company incorporation in Bangalore” or “income tax filing for NRIs”. Service pages that answer these needs clearly, with the city and the process explained, help your firm appear in those searches.
A Google Business Profile for each office, with the firm’s registered name, the right category, accurate hours and real photos of the office, helps you appear on Google Maps. Be careful with reviews: do not reproduce client reviews on your website or in any write up as testimonials, and check the latest ICAI guidance before actively asking clients to post reviews.
Step 3: knowledge content that builds trust
Content is where CA firms have always been allowed to shine, and it remains the most effective long term channel. Explain budget changes, new GST rules, startup compliance or tax planning for salaried professionals in simple language. Good explainers bring business owners to your website at the exact moment they need help, and they are also the kind of answer Google AI Overviews and ChatGPT quote.
One detail to remember: the Code does not permit including your website address inside educational videos, audio or podcasts uploaded to the internet. Let the content speak for your expertise.
Step 4: LinkedIn and social media
LinkedIn suits CA firms well because founders, finance heads and HR teams spend time there. Partners can share short analyses of regulatory changes, practical compliance reminders and insights from their practice areas. Keep posts factual and educational, avoid asking people to like or follow and avoid anything that reads like a sales pitch for audit services.
Step 5: promoting non exclusive services
The new rules open the door to promoting non exclusive services, such as accounting, bookkeeping and consultancy, through digital channels as factual write ups. Because this is new territory for the profession, have every campaign and its wording reviewed against the Code before it goes live, and keep audit and attestation strictly out of anything that is pushed to an audience.
A quick compliance checklist before you publish
- Is the content factual, dignified and free of superlatives?
- Does it avoid testimonials, fees and comparisons?
- If a client is named, do you have their written permission?
- Are exclusive services mentioned only where a person has come looking for the information?
- Does every detail match ICAI records?
Nuwizo’s view
The April 2026 changes give CA firms more room online than ever before, but the winning approach is still the quiet one: a clear website, strong knowledge content and partners who share useful insight. That is how we approach marketing for CA firms, and it starts with website development that is built for both search and compliance.
Frequently asked questions
Can chartered accountants advertise in India?
From 1 April 2026, the revised ICAI Code of Ethics allows members and firms to advertise through a factual write up in print, electronic media, websites and social media, within conditions. Solicitation, testimonials, fee display and superlative claims are still not allowed.
Can a CA firm show client names on its website?
Under the revised guidelines, client names can be mentioned with the client’s permission, subject to the conditions in the Code. Check the exact wording before publishing.
Can CA firms use social media for marketing?
Yes, for factual and educational content. Firms should not ask people to like or follow their pages and should not push information about services reserved for chartered accountants.
Can a CA firm have a logo?
The Code continues to restrict firm logos and monograms. Members may use the official CA India logo as permitted by ICAI.
