Marketing for payroll companies

Win payroll clients the big apps can't serve.

Payroll is sticky, recurring revenue, and the national apps spend a fortune to own it. Most payroll firms want owners who value a real person on the phone, but typical agencies just bid on the same expensive clicks. We'll build the site, videos, ads and follow-up that win local owners, and track every one to the signed client.

Book your Sales & Marketing Audit Get the free guide

A live call with our team. You'll leave with your top three fixes.

Rob SatromAlso built an accounting firm

Business owner on the phone at his laptop — Built forPayroll firms that win on service

Owners searching nowPayroll help for small business

17Ksearches for "payroll services"

4.9★

177+ Google reviews from real clients

2015

helping small businesses grow since

550+

businesses transformed

Foundation enables execution

Build it in this order, and every piece makes the next one work.

Most marketing fails because it's built upside down: ads before a message, content before proof. We build from the base up.

1A clear message, before any design or traffic
2Website, videos and messaging that build trust and drive sales
3Proof from day one: reviews, projects, video
4Ads and remarketing, paid search first
5Content that gets found: guides, service and town pages
6Systems, people and process, so growth doesn't bury you

Brand script first. Design second. Always.

Book your Sales & Marketing Audit

Offense and defense

Activities create conversations. Foundations make them compound.

Tools amplify activity. They don't replace it. The four activities on top bring in conversations. The three foundations underneath turn every one into trust that lasts.

1Offense: paid ads, video, prospecting and content with clients
2Defense: reviews, your content library and one input turned into eight outputs
3Each layer makes the other more powerful

Tactics decay. Behaviors compound.

Book your Sales & Marketing Audit

What we hear from payroll firms

Sticky clients. Hard to win.

Owners stay with a bad payroll app because switching sounds risky. National brands buy every click. And your CPA partners send work when they remember to.

Owners usually call when it hurts. They just hired their eighth person, a filing went wrong, or their admin is buried in payroll taxes. If your site doesn't make switching feel safe, they stay put.

Sound familiar?

Most businesses waste 30-80% of their marketing spend. At payroll firms it hides in expensive clicks the national apps already own, and referral partners nobody follows up with.

Convert

Switching feels scary.

Nothing on your site shows an owner exactly how you move them over without a missed paycheck.

Convert

You sell features, not peace of mind.

Owners want payroll done right and taxes filed on time. Most payroll sites lead with software.

Advertise

National apps own the search.

Big brands buy every click, so you can't win the same way they do.

Advertise

Referral partners go quiet.

Accountants send work when they remember. Nobody keeps you top of mind.

Prove

No proof online.

Great service, but nothing on your site shows it.

Scale

Your team is buried in busywork.

Chasing documents, double entry and a patchwork of apps. Your best people burn out, or leave.

Book your Sales & Marketing AuditIf nothing's broken, we'll tell you that you don't need us.

Where the money leaks

Most businesses waste 30-80% of their marketing spend. Here is where it goes.

Advertise · AdsYou can't connect ad spend to sales.

You know what you spend, not what it brings back. So you keep funding what doesn't work.

Every lead is traced to the ad that brought it, so you fund what works.

Advertise · LeadsLeads aren't predictable.

Some months the phone rings. Some months it doesn't. When referrals slow, the discounting starts.

A steady flow of leads from ads, search and referrals, month after month.

Convert · WebsiteYour website doesn't sell.

It looks fine, but nothing tells a stranger why you're the better choice. So they call whoever makes it easy.

A clear message and real proof, so strangers know why you're the better choice.

Prove · TrustContent that builds trust never gets made.

When it does, it doesn't sound like you. So buyers compare you on price like everyone else.

Reviews, stories and videos in your voice, every month.

Convert · The saleYou can't sell the bigger, higher-margin job.

You quote what people ask for, one piece at a time, instead of guiding them to the full solution.

A sales process that guides buyers to the full, higher-margin solution.

Scale · DeliveryYour team is buried and your tools don't talk.

Double entry, busywork and a patchwork of apps. Your best people burn out, or leave.

One connected system and a trained team, so nothing falls through.

Find your leaks: book your Sales & Marketing AuditIf nothing's broken, we'll tell you that you don't need us.

How we start, then scale, for payroll

Finish the core before you go outward.

Marketing isn't a project. It's a system that compounds. We build it from the center out: convert first, then paid search, then each ring as the last one pays for itself. Tap a stage, or let it play.

Profit tracking runs underneath every stage. Every review, page and video compounds.

Start hereAuto-playing

Tap any stage

Paid searchVideo adsEmail & nurtureGuides, search & AISocial & referrals

Illustration, not client data

Book your Sales & Marketing Audit

The Profitable Growth System

The system that makes switching payroll feel safe.

We build it in order. A message about peace of mind, a site that explains the switch, then ads, partner follow-up and proof.

The fundamentals

The advantages

Fundamental 1 of 8

Strategy and messaging workshops

ProblemYour message sounds like everyone else's, so good prospects can't tell why they should pick you.

SolutionWe sit down with you and find the words that make your best customers say, "that's exactly us."

ResultOne clear story. Every page, ad and video says the same thing, and the right buyers lean in.

So that you can stand out and win work on value, not just price.

Your one-liner and story
Who you serve and why they buy
The message every page and ad uses

Fundamental 2 of 8

Brand and design standards

ProblemYour trucks, site, ads and proposals all look a little different, and every mismatch costs you trust.

SolutionOne look everywhere, so you show up polished on your trucks, your site, your ads and your proposals.

ResultA polished look people recognize, from yard sign to inbox.

So that you can look as established as you really are, before the first quote.

Logo, colors and type rules
Templates your team can use
Consistent from yard sign to inbox

Fundamental 3 of 8

A website that sells

ProblemVisitors look around, don't see why you, and call the next company.

SolutionA fast site that tells your story clearly, shows real work and makes it easy to call, book or request a quote.

ResultMore calls, forms and booked estimates from the traffic you already have.

So that you can turn the visits you already get into booked work.

Clear message above the fold
Real photos and real reviews
Every form and call tracked

Fundamental 4 of 8

Videos that sell and nurture

ProblemBuyers can't tell you from the next company, so price becomes the only way they compare.

SolutionWe craft the script, then shoot it or build it for you, whether you're local or national. Videos made to sell, build credibility and win higher margins.

ResultTrust before the first call, and buyers who already believe you're worth more.

So that you can sell at higher margins without a harder sell.

Scripted, shot or built for you
Local or national
Captions, music and every screen size

Fundamental 5 of 8

Paid ads

ProblemAd dollars go to clicks and tire-kickers instead of the jobs you want.

SolutionGoogle and Meta ads aimed at the jobs you actually want, in the areas you actually serve.

ResultLeads for the right jobs in the right areas, tracked all the way to booked work.

So that you can spend where it pays and stop guessing.

Google Search and local ads
Facebook and Instagram ads
Budgets tied to booked jobs

Where your ads run

Google Ads

YouTube

Funnel and retargeting

ProblemMost people don't buy on the first visit, and then they're gone.

SolutionMost people don't buy on the first visit. We follow up with the right message until they're ready.

ResultThe right message follows them until they're ready to call.

So that you can win the buyers who just needed a little more time.

Lead magnets and landing pages
Email and text follow-up
Retargeting ads that remind them

Fundamental 7 of 8

AI optimization, AEO and SEO

ProblemWhen people ask Google or ChatGPT who to hire, you're not in the answer.

SolutionGet found on Google, in the map pack and in the answers people get from ChatGPT and other AI tools.

ResultYou show up in the map pack, on page one and in AI answers.

So that you can be found by buyers who are already looking for you.

Local SEO and Google Business Profile
Answer pages AI tools can quote
Rank tracking across your service area

Fundamental 8 of 8

Ad management and testing

ProblemAds nobody checks quietly waste more of your budget every month.

SolutionWe test headlines, offers and creative every month, then move money to what books jobs.

ResultMoney moves every month to what books jobs. One client found 47% of their ad spend was going to channels with zero customers, reallocated it and grew revenue 38% on the same spend.

So that you can get more jobs from the same ad spend.

Monthly creative tests
Search term and waste cleanup
Cost per lead and per job watched

Advantage 1 of 6 · what most agencies won't do

Authority building

ProblemA thin online reputation makes buyers hesitate, and the competitor with more reviews gets the call.

SolutionReviews, client stories and quality content on your website, YouTube and social, so you rank higher, earn trust and own your market.

ResultReviews, client stories and content that rank higher and earn trust.

So that you can own your market instead of renting it from the ad platforms.

A steady stream of Google reviews
Client stories and case studies
Content for your site, YouTube and social

Advantage 2 of 6 · what most agencies won't do

Client engagement system

ProblemLeads go cold while you're on the job, and past customers forget you exist.

SolutionFast replies, friendly follow-up and check-ins that run on their own, so no lead goes cold and past customers come back.

ResultEvery lead gets an instant reply and a follow-up, and past customers come back.

So that you can stop losing work to whoever replies first.

Instant text back on every lead
Follow-up until they book
Check-ins that bring repeat work

Advantage 3 of 6 · what most agencies won't do

Profit and ROI tracking

ProblemMost businesses waste 30 to 80% of their marketing spend and can't say which part.

SolutionSee which marketing turns into paid invoices, not just clicks. Then put your money where it pays.

ResultClients who use our profitability tracking see an average 10 to 20X ROI in the first year.

So that you can put every dollar where it pays.

Every lead tracked to its source
Revenue and profit by channel
One simple monthly scorecard

Advantage 4 of 6 · what most agencies won't do

Your AI hub

ProblemYour best knowledge lives in your head, so AI gives generic answers and your team keeps asking you.

SolutionYour business knowledge in one place, so you and your team can ask Claude or ChatGPT and get answers that fit.

ResultAnswers, replies and plans that sound like you.

So that you can get your time back without losing your voice.

Your story, offers and SOPs loaded in
Write, reply and plan in your voice
Works with Claude, ChatGPT and Grok

Advantage 5 of 6 · what most agencies won't do

Feedbackwrench OS

ProblemSix tools that never talk, so leads slip through and nobody sees the whole picture.

SolutionYour website, leads, texts, quotes, jobs and invoices in one system your whole team logs into, instead of six tools that never talk. See what's inside

ResultOne system where every lead, text, quote and job lives.

So that you can run the business from one place instead of six.

Website hosting, CRM and one inbox
AI agents that answer and book
A pipeline your whole team can see

Advantage 6 of 6 · what most agencies won't do

Hire, train and deploy your people

ProblemGrowth stalls because everything still runs through you.

SolutionThe right people in the right seats, trained on your systems, so the business runs without you in every job.

ResultThe right people in the right seats, trained on your systems.

So that you can step back from every job and let the business run.

Job posts and screening
Training built from your SOPs
Scorecards for every role

Every part feeds the next. One team, one system, built in the right order.

Book your Sales & Marketing Audit See the full system

Websites we built for payroll

Real websites for payroll. Still live, still selling.

See all 143 sites

The 4 Activities

Tools amplify activity. They don't replace it.

No tool wins against the national apps by itself. Payroll firms that grow keep four activities going every week. We set up the tools that make each one faster.

01Digital foundation

A site built to convert, search ads for your best terms, remarketing and one strong switch page.

02Video everywhere

A short sales video, then quick answers to the payroll questions owners ask.

03Prospect in person and make sales calls

CPAs, bankers and business groups. Meet owners and partners, call, follow up.

04Collaborative content with clients

Feature the owners you serve. One interview becomes 15+ assets.

Underneath: capture trust and credibility continuouslyThen SEO and content that compounds

The model Rob teaches accounting, tax and payroll firms.

Look closer

What makes a website sell? Here's one we built.

This is the live site for Performance Financial, a small business CPA firm in Des Moines. Every numbered piece has a job, and every one of them is tracked.

A headline that says what you do and where.Buyers know right away they found the right company, and Google does too.
One clear next step: "Book a Free Tax Analysis".The same button sits on every page, so a ready buyer never has to hunt for it.
Click-to-call, tracked to the source.Every call is tied to the ad, search or post that brought it, all the way to the paid job.
4.6 stars from 71 Google reviews, up front.Proof right where buyers decide, pulled in live so it never goes stale.

Visit performancefinancialllc.com ↗

Performance Financial homepage, built by Feedbackwrench

Performance Financial website on a phone

See 71 real accounting firm websites we built.Every one is live. Click through and see what makes them sell.

See the examples

Accounting firms we work with

Owners in accounting and tax trust us with their marketing.

We don't have a payroll company story to share here yet. These are owners from accounting and tax firms, the closest work to yours.

4.9 177+ Google reviews · read them

**Shamal Asnani**Asnani CPA Tax & Accounting

★★★★★

Google review ↗

Great experience working with Rob and his team! They built a fantastic website for my CPA firm and helped me set up paid advertising. The results were way better than I ever could have expected, I would highly recommend.

Drew DuskinDuskin CPA

★★★★★

Google review ↗

I can’t say enough good things about Rob and his team at FeedbackWrench. Rob is the owner, and he has built an incredible team of marketers who are truly cutting-edge, especially when it comes to AI-driven marketing, video strategy, and modern web presence.

William CostleyWilliam Costley LLC

★★★★★

Rob was amazing to work with. The guy went above and beyond at each turn and created an amazing website. His team is responsive and gives great insight. If you're looking for professional care when building your website and SEO, I recommend them to all of my fellow business owners!

Watch their review1 min

Drake Vant HulPerformance Financial

★★★★★

Rob and his team created a website for me that exceeded my expectations! They were patient, knowledgeable, and took care of all of my requests and much more within a short period of time. Working with FeedbackWrench is 100% worth the investment!

Darion WiggsWiggs CPA Tax & Accounting

★★★★★

Feedbackwrench did a great job on my website. They worked on creating the right content & walked me through the process. I wholeheartedly recommend them to work on your website & your marketing.

Ranjit MakhijaMakh Accounting

Accounting firms we've worked with.

Real owners and real offices, shot by our team or supplied by the firm.

See our work

The Performance Financial team in Des Moines — **Performance Financial**Shot by our team

Shamal and Rachel Asnani outside their office — **Asnani CPA**Tax and accounting

Taylor Vo and Vonida Ouk, owners of Vo & Ouk CPA — **Vo & Ouk CPA**Tax and accounting

Book your Sales & Marketing AuditWe'll score your website, ads, proof and tracking, then show you what we'd fix first.

Video we've made

Need video for your payroll projects, ads or selling? Check out our video work.

Real testimonials, project films and video sales letters we planned, shot and edited for our clients. Click any one to watch.

See our video work

Passageway FinancialProject film · 5 min

Mercer FlanaganVideo ad · 1 min

Living LedgerVideo sales letter · 1 min

Zagz AccountingYouTube video · 1 min

Paid ads that pay

Ads that fill your calendar. Tracked all the way to the paid job.

Most ads get clicks. Ours get booked jobs, because the hook, the offer and the follow-up are built together. Then we show you which ads actually turned into revenue.

1
A hook that stops the scrollReal photos of your work and words your buyers already use.
2
An offer worth raising a hand forA clear next step, like a free design consult or a quick quote.
3
Follow-up in minutes, not daysEvery lead gets a fast reply and lands in your pipeline with its source.

See how our ads work

Search and AI answers

Owners search for payroll help, and the clicks are expensive.

That's why we don't just buy clicks. We answer the questions owners ask on your site, Google Business, YouTube and social, so you show up on Google and in AI answers without outbidding the national apps on every search.

what your customers ask · US monthly

What owners search for

Payroll

payroll services17K

payroll for small business8.9K

payroll services17K

payroll services for small business8.9K

payroll companies5.9K

small business payroll services4.3K

online payroll services2.9K

payroll services near me2K

payroll processing services1.7K

outsourced payroll services1.6K

SOURCE: AHREFS, US MONTHLY SEARCH VOLUME, NOV 2026

Claude

ChatGPTGrok

What's the best payroll service for a small business with 10 employees?

AI answer

It depends on how much help you want. Apps leave filings and questions to you. A local payroll company runs it, files the taxes and answers the phone when something goes wrong.

★

Your payroll companyCited from your switch guide

SAMPLE · ILLUSTRATION

Questions your customers ask every month

Best payroll software for small business2.9K
Best payroll for small business2.6K
Best payroll service for small business1K
How to do payroll for small business800
How to set up payroll for small business600

Questions payroll firms ask us

Does Feedbackwrench do marketing for payroll companies?

Yes. We build the site, videos, ads and follow-up for payroll firms, then track every lead to the signed client. Payroll sits right next to the accounting work we know best.

How do we compete with the big payroll apps?

On service and trust, not on clicks alone. We lead with your people, your process and how safe switching is, then answer the questions owners ask.

Can you help us get more CPA referrals?

Yes. Your CRM keeps partners on a follow-up rhythm, and the content you create with clients gives partners something worth sharing.

Can my team update the website?

Yes. Add pages, update offers and build landing pages with a quick chat in Claude, ChatGPT or Grok. We're here when you want more.

Our work

Clear message. Real photos. More calls.

fitnesstaxes.com

CPA, Tax & Accounting for Fitness Coaches website

The system behind it all

Feedbackwrench OS runs your payroll marketing, with AI doing the heavy lifting.

Run your ads, follow up with every lead, edit your website and post to social, all from one login. Your team asks. The AI does the work.

See what’s inside Feedbackwrench OS Included with every plan. See pricing →

app.feedbackwrench.com

Edit your website with a sentence

Your Payroll CompanyFree estimate

Payroll with a real person in LakevillePrior Lake.

Say Prior Lake on the Prior Lake page.

✦ Visual edit · 1 change Publish

✓ Published. It’s live.

Your AI follows up in seconds

Alex M. · website form, 8:41 PMOur payroll app keeps getting things wrong. Who can I call?

AI agent · 8:41 PMThanks Alex! Want a free 15 minute payroll review? I have Wednesday at 10 AM or Thursday at 2 PM.

Alex M.Wednesday works.

AI agentYou're booked for Wednesday at 10 AM. I just sent a short form so we can see your setup first.

✓ Review booked

Run and improve your ads

Spend$1,288

Leads22▲

Cost per lead$58▼

Switch from an app · Lakeville$48

Payroll and HR · Prior Lake$52

Tax filings · Edina$89

✦ Move $300 from Edina to Switch from an app · Lakeville?Apply

✓ Applied. We’ll watch the next 14 days.

Write once. Post everywhere.

Five payroll mistakes that cost owners money.

✦ Written by AI✓ Scheduled for Thu 9:00 AM

Example screens and numbers. Yours will show your own business.

How it works

Three steps to winning on service.

No guessing and no giant proposal. You'll know what's broken and what we'd fix first before you spend another dollar.

STEP 01

Book your Sales & Marketing Audit

A live call with our team. We look at your message, website, inquiries, referral partners, ads and tracking.

STEP 02

Get your scored audit

You leave with a scored one-page audit, your top three fixes in order and what we'd do if it were our business.

STEP 03

We set up your system

We build your Profitable Growth System, then equip your team to run it. We're here when you want more.

Then we build in order, so nothing gets wasted: ConvertAdvertiseProveGet foundScale with profit tracking underneath every step.

Besides building two businesses of our own, we've helped over 550 small businesses since 2015. We know what it's like to be busy every day and still wonder where the profit went.

Rob built an accounting firm of his own, so the payroll side of a small business isn't new to us.

Book your Sales & Marketing Audit See our full process

Start where you are

What do you need most right now?

Pick the one that sounds like your firm. Every door leads to the same first step, your Sales & Marketing Audit.

I'm just getting started.

Launching a payroll service? Start with a message and a site that make switching feel safe.

Start here

My website and message aren't selling.

Your site leads with software, not peace of mind. Fix the message first.

Start here

I need more leads, predictably.

Add a steady flow of owners ready to hand off payroll, beyond referrals.

Start here

I'm advertising but can't see what's working.

Clicks are expensive. See which ones turned into signed clients.

Start here

I need content that builds trust.

Videos and client stories that prove you're the real person behind the payroll.

Start here

I'm ready to scale.

Systems, AI and hiring, so onboarding new clients doesn't bury your team.

Start here

Website designAccountant websites SEO and AEOAccounting firm SEO Learn it yourselfAccountant course Up a levelAll accountant marketing

More for accountantsAccountants CPA firms Bookkeepers Tax preparers Accountant course

Local search and maps

Own the map in every town you serve.

When someone searches for what you do, Google shows three businesses on the map. We track where you rank across your whole service area, pin by pin, then climb it town by town.

Google Business ProfileFully built out, posted to and full of fresh reviews.

Location and service pagesA page for each town and service that's worth winning.

Rank trackingA grid scan of your whole area, every month.

AI answersShow up when people ask ChatGPT and other AI tools.

See our SEO and AEO work

Everything we do for payroll companies

One team for your site, ads, video, reviews and follow-up.

Start with the $99 audit and we tell you which of these moves the needle first for your payroll company. Tap any one to see how it works.

Video we've made

Video that sells payroll work. Click any one to watch.

Videos we planned, shot and edited for real payroll businesses and owners like you. Click any one to watch.

Mercer FlanaganVideo sales letter · 4 min

MashbooksVideo sales letter · 1 min

Living LedgerVideo sales letter · 1 min

Passageway FinancialVideo sales letter · 3 min

Zagz AccountingYouTube video · 1 min

Mercer FlanaganVideo sales letter · 3 min

MashbooksVideo sales letter · 1 min

Living LedgerVideo sales letter · 1 min

Passageway FinancialProject film · 5 min

Zagz AccountingProject film · 1 min

Mercer FlanaganVideo sales letter · 5 min

MashbooksVideo sales letter · 1 min

Every video here was planned, shot and edited by our team for a real client.

Your next step

Win the owners who want a real person on payroll.

We'll score your website, ads, proof and tracking, then show you what we'd fix first.

Book your Sales & Marketing Audit Get the free guide

A live call with our team. You'll leave with your top three fixes.

More salesBetter marginsA team focused on what they do best