Karin over at The Kiss Business Too blog points us in the direction of her accountants' website. Before you yawn, it's got a lot of interesting stuff worth checking out. Lots of things they do right.
As Karin points out, they have a regularly updated news page (which would be even better if it had an RSS feed), but also they encourage you to register on the site using 'ethical bribes' such as a free report about getting the most out of your accountant and free access to a 'knowledge bank' of information. They also send a regular newsletter (by email...I'd say print would be better).
Now...most people probably don't register. But so what? Those that do will fall within their sphere of influence and are much more likely to hire them when they need them.