Most visitors to an accounting firm website were referred and are verifying, not browsing.
The checklist below is ordered by what that referred visitor checks first.
Home / Insights / Accountant Website Checklist
What should an accountant's website include?
The checklist
1/
Who you work with, specifically
"Small businesses and individuals" is everyone and therefore no one. "Trades, medical professionals and family businesses in [area]" lets the referred visitor find themselves in the sentence.
2/
The people
Names, faces, credentials (CA/CPA/registered tax agent). People hand their finances to a person, not a firm name.
3/
What working together looks like
Cadence, communication, what happens at tax time, who they actually deal with. This paragraph does more converting than any services list.
4/
At least a from-price or pricing approach
Naming a starting point or a fixed-fee philosophy filters tyre-kickers and reassures everyone else. The same logic applies to how your website should connect to Xero and Calendly.
5/
Online booking
The referred client is already sold. Four emails to find a meeting time is where the momentum dies.
6/
Your stack, shown properly
Xero partner, QuickBooks, whatever is true, with what it means for the client, not just a logo strip.
7/
Proof
Client industries served, years in practice, reviews where appropriate. Tessa Finance's site is built around exactly this verification logic.
8/
Compliance hygiene
Registered tax agent number, privacy policy, professional body memberships. Absence is noticed.
What to leave out
Stock photos of calculators, "welcome to our website", jargon paragraphs about "holistic financial solutions". Every sentence should survive the question "would a referred client care".
We build for accountants and finance firms regularly: websites for accountants.
Accountant website FAQs
What should an accounting firm website include?
Who you serve, the people and their credentials, what working together looks like, a pricing approach, online booking and proof. Ordered by what a referred visitor checks first.
Should accountants put prices on their website?
At least an approach or starting point. Silence on pricing reads as "expensive and vague", which loses the small business clients most firms say they want.
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