4D AGO

The lead generator sitting in plain sight (that most firms ignore)

Is your website quietly losing you clients every single week? Do you know you need to do something about your firm's digital presence but can never quite find the time to prioritise it? If you're not sure whether your website is actually working hard for your business or just taking up space on the internet, this episode is for you. I share what I've learned from digging into the real data behind professional services websites, and some of it genuinely shocked me. In this episode, I talk about the gap between websites that sit there and websites that actively generate enquiries, why AI has fundamentally changed what potential clients expect to find when they search for you, and the specific trust signals that move a visitor from browsing to booking. You'll come away knowing exactly what's costing you business and what to focus on first. What you'll learn in the podcast episode: - The data that shows the true cost of a poor-performing site (including what a single percentage point improvement in conversion can mean for your pipeline) - How AI has changed the way your ideal clients research and evaluate firms before they ever contact you, and what that means for how your website needs to show up in 2025 and beyond - The mobile and speed factors that are silently killing your conversion rate, and the surprisingly small changes that can have a dramatic impact - Why reviews and video testimonials aren't just nice-to-haves, with the specific numbers behind how they boost conversion rates in ways that are genuinely measurable - The content trap that most professional services websites fall into and how to fix it - Why email marketing still outperforms every other digital channel for professional services, and what benchmark numbers you should be aiming for Related episodes: How to get clients to say yes (without chasing or discounting) https://startuptogrownup.substack.com/publish/posts/detail/182227725?referrer=%2Fpublish%2Fposts%2Fpublished Why your marketing isn’t working and how one simple document can fix it: https://startuptogrownup.substack.com/publish/posts/detail/176407408?referrer=%2Fpublish%2Fposts%2Fpublished What is really takes to get a referral (it’s not what you read on social media): https://startuptogrownup.substack.com/publish/posts/detail/172325532?referrer=%2Fpublish%2Fposts%2Fpublished The 5Ps to make sure that Business Development always happens: https://startuptogrownup.substack.com/publish/posts/detail/169289180?referrer=%2Fpublish%2Fposts%2Fpublished How to put your marketing on autopilot: https://startuptogrownup.substack.com/publish/posts/detail/168697651?referrer=%2Fpublish%2Fposts%2Fpublished Steal my top idea to consistently generate new business https://startuptogrownup.substack.com/publish/posts/detail/163530106?referrer=%2Fpublish%2Fposts%2Fpublished Useful links: - sign up as a paid subscriber and use this link to get 20% off an annual membership of Start Up To Grown Up Welcome to a free podcast episode of Start Up To Grown Up: Your source for ideas, insights and tactics to take back control of your business and scale it sustainably and profitably by Heather Townsend, award-winning author of The Accountants’ Millionaires’ Club and Founder of The Accountants’ Growth Club Each episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup so you never miss an article or episode again. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe

20 min

FEB 15

How to turn meetings with existing clients into invoiceable business (without adding more to your plate)

Are you leaving tens of thousands of pounds on the table with your existing clients? Do you find yourself exhausted from chasing new business whilst opportunities with current clients slip through your fingers? Are you so busy firefighting that you miss the buying signals right in front of you? I share what I've learned about turning routine client meetings into profitable new work without adding more to your already overwhelming plate. In this episode, I talk about why most firm owners are so focused on winning new clients that they completely overlook the goldmine sitting in their existing client base. You'll hear the exact framework I use when training firm owners to spot opportunities, have the right conversations, and close work that clients are already ready to buy. What you'll learn in the podcast episode: - Why existing clients are far more profitable than new ones and how to shift your focus without abandoning business development entirely - The buying signals your clients are giving you right now that you're missing because you're too busy or hiding behind email - The SPIN questioning framework that helps clients convince themselves they need your services, without you ever feeling pushy or salesy - How to flush out objections before you waste days writing proposals that go nowhere, using questions most professionals are too afraid to ask - The biggest mistake firm owners make after a good client meeting and why most opportunities die in the follow-up, not in the conversation itself - A simple system for maintaining momentum with opportunities so nothing falls through the cracks when you're stretched thin Related episodes: How to get clients to say yes (without chasing or discounting) https://startuptogrownup.substack.com/publish/posts/detail/182227725?referrer=%2Fpublish%2Fposts%2Fpublished Why your marketing isn’t working and how one simple document can fix it: https://startuptogrownup.substack.com/publish/posts/detail/176407408?referrer=%2Fpublish%2Fposts%2Fpublished What is really takes to get a referral (it’s not what you read on social media): https://startuptogrownup.substack.com/publish/posts/detail/172325532?referrer=%2Fpublish%2Fposts%2Fpublished The 5Ps to make sure that Business Development always happens: https://startuptogrownup.substack.com/publish/posts/detail/169289180?referrer=%2Fpublish%2Fposts%2Fpublished How to put your marketing on autopilot: https://startuptogrownup.substack.com/publish/posts/detail/168697651?referrer=%2Fpublish%2Fposts%2Fpublished Steal my top idea to consistently generate new business https://startuptogrownup.substack.com/publish/posts/detail/163530106?referrer=%2Fpublish%2Fposts%2Fpublished Useful links: - sign up as a paid subscriber and use this link to get 20% off an annual membership of Start Up To Grown Up Welcome to a free podcast episode of Start Up To Grown Up: Your source for ideas, insights and tactics to take back control of your business and scale it sustainably and profitably by Heather Townsend, award-winning author of The Accountants’ Millionaires’ Club and Founder of The Accountants’ Growth Club Each episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup so you never miss an article or episode again. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe

14 min

FEB 8

Most business owners quit their podcast after episode 3 (here's what to do instead)

19 min

FEB 1

Where did the week go? (And why it keeps happening)

Do you start Monday with a clear plan only to reach Friday wondering where the week went? Are you constantly firefighting instead of moving your business forward? Do you know exactly what you should be doing to grow, but somehow those tasks never seem to happen? I share what I've learned about why our weeks disappear into client work and admin, and what actually works to break the cycle. In this episode, I talk about the truth that your brain is actively working against you, and why willpower alone will never be enough to get the important work done. You'll hear the practical systems I use to make sure growth tasks actually happen, even when the urgent stuff is screaming for attention. What you'll learn in the podcast episode: - Why business owners spend 68% of their time working IN the business when 73% would prefer to flip that ratio - The science behind why your brain prioritises urgent over important, including the 'Mere Urgency Effect' that hijacks your attention even when you consciously know better - How to build a Growth Plan that actually drives action, not just good intentions sitting on a piece of paper that you never look at - The accountability framework that increases your success rate from 10% to 95%, and why a Monday morning check-in is non-negotiable - My approach to time blocking that reduces overwhelm by 41% and cuts weekend work by 33%, including when to schedule your blocks and how to protect them - What to do when you inevitably have a bad week, and why treating failure as a data point rather than beating yourself up is essential for long-term progress Related episodes: You’re not running a business, you’re running an expensive job (and how to change this): https://startuptogrownup.substack.com/publish/posts/detail/182867523?referrer=%2Fpublish%2Fposts%2Fpublished Working harder won’t get you there (here’s what will in 2026): https://startuptogrownup.substack.com/publish/posts/detail/182227399?referrer=%2Fpublish%2Fposts%2Fpublished Why we feel the compulsion to overwork (and how to stop): https://startuptogrownup.substack.com/publish/posts/detail/171535895?referrer=%2Fpublish%2Fposts%2Fpublished 4 micro habits to stop burnout (before it starts): https://startuptogrownup.substack.com/publish/posts/detail/167596494?referrer=%2Fpublish%2Fposts%2Fpublished Useful links: - sign up as a paid subscriber and use this link to get 20% off an annual membership of Start Up To Grown Up Welcome to a free podcast episode of Start Up To Grown Up: Your source for ideas, insights and tactics to take back control of your business and scale it sustainably and profitably by Heather Townsend, award-winning author of The Accountants’ Millionaires’ Club and Founder of The Accountants’ Growth Club Each episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup so you never miss an article or episode again. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe

12 min

JAN 25

New year, same problems? Here's why nothing changed

Are you sitting there at the end of January wondering where the month went and why nothing's actually changed? Did those optimistic plans to finally delegate more, work fewer hours, and get out of the weeds disappear faster than your New Year's resolutions? If you're back to being the busiest person in your firm, firefighting the same problems you promised yourself would be different in 2026, this episode is for you. I share what I've learned about why our best intentions fail and what's actually happening in your brain when you revert to old patterns. In this episode, I talk about the real reasons you keep getting pulled back into client work despite knowing you need to work on the business. You'll hear the brain science behind why change is so difficult and the one practical step that will actually break the pattern. What you'll learn in the podcast episode: - Why defaulting to old patterns isn't a failure of willpower or discipline, but a predictable brain response - The certainty trap: how your brain chooses the immediate dopamine hit of client work over the uncertain outcomes of working on your business, even when you know what needs to change - Why the transition from growing to scaling creates a survival response in your brain that pulls you back to billable work, especially during light revenue months - How your identity as a successful firm owner has been wired to equate being busy with client work as important, filtering out the strategic work that actually matters - The planning fallacy that keeps you bumping business development to 'next week' and why that mythical quiet period never arrives - The one non-negotiable practice that breaks the pattern Related episodes: You’re not running a business, you’re running an expensive job (and how to change this): https://startuptogrownup.substack.com/publish/posts/detail/182867523?referrer=%2Fpublish%2Fposts%2Fpublished Working harder won’t get you there (here’s what will in 2026): https://startuptogrownup.substack.com/publish/posts/detail/182227399?referrer=%2Fpublish%2Fposts%2Fpublished Why we feel the compulsion to overwork (and how to stop): https://startuptogrownup.substack.com/publish/posts/detail/171535895?referrer=%2Fpublish%2Fposts%2Fpublished Why I can’t stop doing the one thing that’s limiting my business: https://startuptogrownup.substack.com/publish/posts/detail/180334311?referrer=%2Fpublish%2Fposts%2Fpublished 15 ways your life will unexpectedly change (and not always for the better) as your business moves from growing to scaling https://startuptogrownup.substack.com/publish/posts/detail/175091214?referrer=%2Fpublish%2Fposts%2Fpublished 4 micro habits to stop burnout (before it starts): https://startuptogrownup.substack.com/publish/posts/detail/167596494?referrer=%2Fpublish%2Fposts%2Fpublished Useful links: - sign up as a paid subscriber and use this link to get 20% off an annual membership of Start Up To Grown Up Welcome to a free podcast episode of Start Up To Grown Up: Your source for ideas, insights and tactics to take back control of your business and scale it sustainably and profitably by Heather Townsend, award-winning author of The Accountants’ Millionaires’ Club and Founder of The Accountants’ Growth Club Each episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup so you never miss an article or episode again. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe

11 min

JAN 18

How to get clients to say yes (without chasing or discounting)

Do you send proposals that never get a response? Have you had clients go silent after saying "looks good, we'll get back to you"? Are you losing work to competitors even though you know you're technically better? I share the six evidence-based principles that consistently get clients to say yes faster. In this episode, I talk about why most professional services firms lose pitches or new business not because their offering isn't good enough, but because they haven't thought about how to influence the decision-maker. You'll hear practical tactics for communicating in ways that actually land and make it easy for clients' brains to say yes. What you'll learn in the podcast episode: - Why clients disappear after saying "let me think about it" and how thinking like a professional advisor rather than like your client is killing your conversion rates. - The biggest mistake professional services firms make in proposals (talking about process, credentials and methodology instead of the outcomes clients actually care about). - How to use visual communication to shrink complex proposals into something clients grasp in thirty seconds, not thirty minutes. - Why one clear message repeated relentlessly beats ten brilliant ideas mentioned once, and how to identify your core message that matters most. - The critical difference between being brilliant in one conversation versus being visible everywhere - How to restructure your proposals so clients' attention is grabbed immediately Related episodes: The introverts' guide to networking: https://startuptogrownup.substack.com/p/the-introverts-guide-to-networking?r=l8khy What it really takes to get a referral (it's not what you read on social media) https://startuptogrownup.substack.com/p/the-biggest-mistake-professionals?r=l8khy How to put your marketing on autopilot https://startuptogrownup.substack.com/p/how-to-put-your-marketing-on-autopilot?r=l8khy From 0 to 1000 subscribers in 9 months: my exact playbook https://startuptogrownup.substack.com/p/from-0-to-1000-subscribers-in-9-months?r=l8khy Useful links: - sign up as a paid subscriber and use this link to get 20% off an annual membership of Start Up To Grown Up Welcome to a free podcast episode of Start Up To Grown Up: Your source for ideas, insights and tactics to take back control of your business and scale it sustainably and profitably by Heather Townsend, award-winning author of The Accountants’ Millionaires’ Club and Founder of The Accountants’ Growth Club Each episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup so you never miss an article or episode again. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe

11 min

JAN 11

The pitch slap and other ways to lose friends on LinkedIn

Are you wondering why LinkedIn isn't bringing you the clients you need? Do you invest time networking on the platform but feel like you're doing something wrong when the work doesn't materialise? Are you confused about what's changed with LinkedIn and why the tactics and content that used to work aren't delivering results anymore? I share what I've learned about LinkedIn prospecting after being pitch slapped and watching the platform fundamentally change how it works. In this episode, I talk about the common mistakes that are actively damaging your ability to win business on LinkedIn, from pitch slapping new connections to delegating your engagement to AI-powered assistants. You'll hear practical tactics for using LinkedIn effectively in the age of the new algorithm, and why relationship building beats formulaic prospecting every single time. What you'll learn in the podcast episode: - How LinkedIn's new 360brew algorithm has fundamentally changed the platform from signal-based to semantic-based, and what this means for your content strategy and prospecting efforts - Why the pitch slap (approaching new connections with an immediate sales pitch) kills opportunities before they start, and the simple networking event test to avoid this mistake - The fatal flaw of only prospecting when you're hungry for work - How to spot AI-generated engagement on your posts and why delegating your commenting to assistants armed with AI will get you blocked by the very prospects you're trying to reach - Why staying within your zone of expertise matters more than ever under the new algorithm, and the line between helpful personal stories and coming across as inauthentic The relationship building timeline that actually works on LinkedIn, including when it's appropriate to move from small talk to suggesting a call Related episodes: The introverts' guide to networking: https://startuptogrownup.substack.com/p/the-introverts-guide-to-networking?r=l8khy What it really takes to get a referral (it's not what you read on social media) https://startuptogrownup.substack.com/p/the-biggest-mistake-professionals?r=l8khy How to put your marketing on autopilot https://startuptogrownup.substack.com/p/how-to-put-your-marketing-on-autopilot?r=l8khy From 0 to 1000 subscribers in 9 months: my exact playbook https://startuptogrownup.substack.com/p/from-0-to-1000-subscribers-in-9-months?r=l8khy Useful links: - sign up as a paid subscriber and use this link to get 20% off an annual membership of Start Up To Grown Up Welcome to a free podcast episode of Start Up To Grown Up: Your source for ideas, insights and tactics to take back control of your business and scale it sustainably and profitably by Heather Townsend, award-winning author of The Accountants’ Millionaires’ Club and Founder of The Accountants’ Growth Club Each episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup so you never miss an article or episode again. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe

10 min

JAN 4

Working harder won't get you there (here's what will in 2026)

Are you setting goals to do more in 2026, even though working harder hasn't got you where you want to be? Do you find yourself stuck at the same revenue level despite putting in long hours? If you're still the most chargeable person in your business, cherry-picking the work you love, and feeling like everything runs through you, this episode is for you. I share what I've learned about the counterintuitive truth of scaling: the exact behaviours that got you to £100k or £250k are now the ceiling preventing you from growing beyond it. In this episode, I talk about the five critical things that worked brilliantly when you were growing but are now keeping you stuck. You'll hear honest reflections from my own struggles with delegation, how a chronic fatigue diagnosis forced me to change, and the costly recruitment mistake that set my business back 6-12 months. What you'll learn in the podcast episode: - Why you need to stop cherry-picking the work you love and go from being the most chargeable person to the least chargeable person in your firm - How keeping yourself as everyone's first port of call creates bottlenecks that cost you months of growth - The critical importance of documenting your intellectual property and processes so the magic isn't locked in your head - Why hiring when you're desperate leads to expensive mistakes and toxic team dynamics - How underpricing because you're scared to lose work actually attracts the most demanding, energy-draining clients Related episodes: This question could solve your frustrations with scaling your business https://startuptogrownup.substack.com/p/this-question-could-solve-your-frustrations The real reason you keep hiring the wrong people https://startuptogrownup.substack.com/p/the-real-reason-you-keep-hiring-the The tough love I keep giving clients (because it works) https://startuptogrownup.substack.com/p/the-tough-love-i-keep-giving-clients How to stay mentally strong when your business is under pressure and trading conditions are tough: https://startuptogrownup.substack.com/p/how-to-stay-mentally-strong-when?r=l8khy Why I can't stop doing the one thing that is limiting my business https://startuptogrownup.substack.com/p/why-i-cant-stop-doing-the-one-thing?r=l8khy 15 ways your life will unexpectedly change (and not always for the better) when you go from growing to scaling https://startuptogrownup.substack.com/p/15-ways-your-life-will-unexpectedly?r=l8khy Useful links: - sign up as a paid subscriber and use this link to get 20% off an annual membership of Start Up To Grown Up Welcome to a free podcast episode of Start Up To Grown Up: Your source for ideas, insights and tactics to take back control of your business and scale it sustainably and profitably by Heather Townsend, award-winning author of The Accountants’ Millionaires’ Club and Founder of The Accountants’ Growth Club Each episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup so you never miss an article or episode again. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe

10 min

The Start Up To Grown Up Podcast

The lead generator sitting in plain sight (that most firms ignore)

How to turn meetings with existing clients into invoiceable business (without adding more to your plate)

Most business owners quit their podcast after episode 3 (here's what to do instead)

Where did the week go? (And why it keeps happening)

New year, same problems? Here's why nothing changed

How to get clients to say yes (without chasing or discounting)

The pitch slap and other ways to lose friends on LinkedIn

Working harder won't get you there (here's what will in 2026)

About

Information

The Start Up To Grown Up Podcast

Episodes

The lead generator sitting in plain sight (that most firms ignore)

How to turn meetings with existing clients into invoiceable business (without adding more to your plate)

Most business owners quit their podcast after episode 3 (here's what to do instead)

Where did the week go? (And why it keeps happening)

New year, same problems? Here's why nothing changed

How to get clients to say yes (without chasing or discounting)

The pitch slap and other ways to lose friends on LinkedIn

Working harder won't get you there (here's what will in 2026)

About

Information