Introduction
Here’s something that might surprise you: most accounting websites are basically expensive digital leaflets. They’ve got the usual suspects – a homepage, maybe an about page, and if you’re lucky, a services section. But they’re missing the pages that actually turn browsers into buyers.
I’ve spent years working with UK accounting practices, and I can tell you that the difference between a website that sits there looking pretty and one that actually brings in clients comes down to having the right pages. Not just any pages – the ones that answer the questions running through your potential clients’ minds.
You know what I mean. When someone lands on your website for accountants, they’re not just having a casual browse. They’re usually in one of two situations: they need help right now, or they’re planning ahead and comparing options. Either way, they’ve got specific questions, and your website needs to answer them.
Let me walk you through the 12 pages that separate the successful accounting websites from the also-rans. Some of these will be obvious, but I guarantee a few will make you think “I hadn’t considered that.”
1. Homepage: Your 3-Second Pitch
Your homepage is brutal. You’ve got about three seconds to convince someone they’re in the right place before they hit the back button. That’s not even enough time to read a full sentence properly.
I see so many accounting websites that treat their homepage like a corporate brochure. Big stock photo of people in suits, generic headline about “professional services,” and a wall of text that nobody reads. It’s a waste of prime digital real estate.
Your homepage needs to answer the visitor’s immediate question: “Can these people help me?” And it needs to do it fast. Instead of “Welcome to Smith & Associates Chartered Accountants,” try something like “Small business keeping you awake at night? We help Manchester entrepreneurs sleep better.” It’s specific, it’s relatable, and it speaks directly to a feeling your ideal client recognises.
Keep it simple. Brief overview of what you do, quick testimonial or two, and clear ways to get in touch. Think of it as the front window of a shop – interesting enough to make people come inside, but not so cluttered they can’t see what you’re selling.
2. About Us: The Trust Test
Here’s where most accountants get it completely wrong. They turn their About page into a LinkedIn profile – qualification after qualification, years of experience, professional body memberships. It reads like a CV, and it’s about as exciting as watching paint dry.
People don’t hire accountants because they’ve got letters after their name. They hire them because they trust them with their money. Your About page is where that trust starts building.
Tell your story, but make it about them, not you. “After watching too many small businesses struggle with confusing tax advice, I started this practice to make accounting actually helpful” is so much more compelling than “I have 15 years of experience in tax advisory services.”
Include photos – real ones, not stock images. Show your team in your actual office, not posed in front of a fake white background. If you’re working from home, own it. Authenticity beats perfection every time.
And here’s a tip: mention what you don’t do. “We don’t work with businesses over £5 million turnover because we believe smaller companies deserve focused attention” tells potential clients exactly whether you’re right for them.
3. Services Pages: Stop Speaking Accountant
This is where I see the biggest missed opportunities. Accounting websites that list “Corporation Tax Compliance” and “VAT Advisory Services” like they’re items on a restaurant menu. Nobody wakes up thinking “I really need some VAT advisory services today.”
Your potential clients have problems, not service needs. They’re lying awake wondering if they’re paying too much tax, or panicking about a VAT inspection, or completely baffled by their cash flow. Your services pages need to speak to those real concerns.
Instead of “Bookkeeping Services,” try “Monthly Bookkeeping That Actually Makes Sense.” Instead of “Tax Planning,” consider “Keeping More of What You Earn (Legally).” It’s the difference between features and benefits, and it matters more than you think.
Create separate pages for different client types too. A startup’s tax needs are nothing like an established business’s, and your website should reflect that. A “New Business Package” page will resonate much more than a generic “Tax Services” page trying to cover everything.
4. Pricing Page: The Elephant in the Room
Most accountants avoid putting prices on their website like it’s some kind of trade secret. I get it – you’re worried about being undercut, or scaring people away, or having to explain why different clients pay different amounts.
But here’s what actually happens when you don’t show prices: people assume you’re expensive and look elsewhere. Price transparency is becoming a competitive advantage, not a liability.
You don’t need to list every possible scenario and fee. But giving people a ballpark figure for your core services helps them self-qualify and removes a massive barrier to picking up the phone.
Try offering packages instead of just hourly rates. “Startup Support Package: £200/month” is much easier to understand than “We charge between £150-£300 per hour depending on complexity.” People like knowing what they’re signing up for.
And be upfront about what’s included and what isn’t. Hidden fees are relationship killers before the relationship even starts.
5. Contact Page: Don't Make It Hard Work
Your contact page seems like the easiest one to get right, but I’ve seen some absolute disasters. Phone numbers buried in footers, contact forms that ask for your life story, or worse – no clear way to get in touch at all.
Make it stupidly easy for people to contact you. Phone, email, contact form – give them options. Some people hate phone calls, others won’t fill out forms. Cover all bases.
If you meet clients face-to-face, include proper directions. Not just your postcode, but actual parking information, which entrance to use, where the nearest coffee shop is. These little details show you think about the client experience.
Consider adding a simple contact form that asks the right questions upfront. “What’s your business structure?” and “What’s your main concern?” help you prepare for the conversation and show you’re organised.
6. Blog: Showing You're Switched On
Your blog is where you prove you’re not just technically competent – you’re actually paying attention to what’s happening in the business world. It’s your chance to show some personality and demonstrate that you understand the real challenges your clients face.
Don’t just write about tax changes. Write about what those changes mean for real businesses. When IR35 rules shifted, the best accounting blogs weren’t explaining the technical details – they were helping contractors figure out whether they needed to panic or not.
Think seasonally too. Cash flow planning before Christmas, getting ready for year-end, what to do when you take on your first employee. These are the topics that keep business owners up at night, and addressing them shows you get it.
Consistency matters more than frequency. One good post a month beats four rushed ones. And please, update your blog regularly. Nothing screams “we don’t care about our website” like a blog that hasn’t been touched since 2019.
7. Testimonials: Let Your Clients Do the Talking
Generic testimonials are worse than no testimonials. “Great service, highly recommended” tells potential clients absolutely nothing useful. It’s like saying “this food is edible” – technically positive, but hardly compelling.
The best testimonials tell stories. Start with a problem people will recognise, explain what you did, and highlight the outcome. “Before working with Sarah, I was spending every weekend doing bookkeeping and still had no idea if I was making money. Now I get clear monthly reports and actually understand my finances. Last month, I was able to spot a cash flow issue before it became a crisis.”
Include testimonials from different types of clients – startups, established businesses, different industries. This helps potential clients see themselves in your success stories.
And please, get permission before using client testimonials. It’s not just polite – it’s legally required in many cases.
8. FAQ Page: The Questions They're Really Asking
Your FAQ page isn’t just about practical stuff like opening hours (though include those too). It’s about addressing the concerns that stop people from calling you.
Think about what potential clients are really wondering: “How do I know if I need an accountant?” “What if my books are a complete mess?” “Will you judge me for not keeping proper records?” “What happens if I can’t afford your fees?”
These are the questions that keep people from picking up the phone. Address them honestly and helpfully, and you’ll remove barriers to contact.
Organise your FAQs by client type if possible. New businesses have different concerns than established ones looking to change accountants. Show you understand these different situations.
9. Resources Page: Being Actually Helpful
A resources page packed with genuinely useful stuff can set you apart from competitors while showing you care about more than just billable hours. It’s also brilliant for SEO.
Think downloadable guides for common scenarios: “The New Business Owner’s First Year Tax Calendar,” “VAT Registration: What You Actually Need to Know,” or “Preparing for Your First HMRC Inspection.” These resources capture leads while proving your expertise.
Link to useful external resources too – HMRC guidance, business support schemes, industry bodies. Curating helpful information shows you’re thinking about your clients’ broader needs.
Just keep it updated. Outdated resources are worse than no resources – they make you look out of touch.
10. Team Page: Real People, Not Corporate Cutouts
People hire people, not companies. Your team page should feel like meeting actual humans, not reading employee files.
Include proper photos – professional but not stiff. A photo of someone explaining something, or your team having a coffee break, works better than formal headshots that look like they belong in a yearbook.
Share some personality alongside the qualifications. What industries do they particularly enjoy? What do they do when they’re not knee-deep in spreadsheets? These details help potential clients connect with your team.
Highlight specific expertise too. “Sarah specialises in creative industry clients” or “Mike knows more about construction industry accounting than anyone should” helps people understand who they might work with.
11. News and Updates: Staying Current
This isn’t the same as your blog – it’s more about timely updates and practice news. It shows you’re actively engaged with current developments, not just coasting on old knowledge.
Share important updates about tax changes, new regulations, or government support schemes. When significant changes happen, your clients want to know you’re on top of them.
Include practice updates too – new team members, office moves, awards you’ve won. It builds a sense of community and shows your business is growing and successful.
The key is keeping it current. A “Latest News” section that hasn’t been updated in months is worse than having no news section at all.
12. Privacy Policy and Terms: The Boring But Essential Stuff
Nobody gets excited about privacy policies, but they’re crucial for building trust when you’re handling sensitive financial information. A comprehensive privacy policy shows you take data protection seriously.
Explain what information you collect, why you collect it, and how you protect it. With GDPR requirements, this isn’t optional – it’s legally required.
Include terms of service that clearly explain your working relationship. This prevents misunderstandings and shows you’re professional and organised.
Consider a separate cookies policy if your site tracks visitors. Transparency about data collection builds trust and keeps you compliant with privacy laws.
Making It All Work Together
When you’ve got all these pages working together, something magical happens. Instead of a static brochure, you’ve got a dynamic business tool that builds trust, demonstrates expertise, and guides potential clients towards getting in touch.
But let’s be honest – creating and maintaining all this content properly is a significant job. Most accountants either don’t have the time or don’t have the expertise to do it well. That’s why the smartest practices work with specialists who understand both the technical side and the unique challenges of accounting websites.
The reality is, your website should be working as hard as you are. When it’s done right, it becomes your best business development tool – attracting the right clients, qualifying leads, and building trust before you even have your first conversation.
Ready to build a website that actually brings in clients?
Xcellency knows what works for UK accounting practices because we’ve been doing it for years. Let’s talk about turning your website into your most effective marketing tool.
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