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What should an accountant's website include?

Published May 2026 · By Manon Vernay

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.

The checklist

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.

The people

Names, faces, credentials (CA/CPA/registered tax agent). People hand their finances to a person, not a firm name.

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.

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.

Online booking

The referred client is already sold. Four emails to find a meeting time is where the momentum dies.

Your stack, shown properly

Xero partner, QuickBooks, whatever is true, with what it means for the client, not just a logo strip.

Proof

Client industries served, years in practice, reviews where appropriate. Tessa Finance's site is built around exactly this verification logic.

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.

The 60-second referral test

Run your own site through the actual scenario. A business owner hears "you should talk to my accountant" at a barbecue, and looks you up on their phone that evening. In sixty seconds, can they confirm: you work with businesses like theirs, there is a human with a name and credentials, roughly how engagement and fees work, and a way to book that does not require composing an email? If any of those four takes digging, the referral you never knew about quietly evaporates.

Mistakes accounting websites keep making

The calculator-and-skyline photo theme. Stock images of calculators, city towers and handshakes tell the visitor nothing except that no one could think of anything true to show. Your office, your people, your actual town beat all of them.

"Trusted advisors providing tailored solutions." Every firm says it, so it carries zero information. The sentence "we look after trades and family businesses across [region], most clients on fixed monthly fees" wins because it can only belong to you.

A resources page from 2019. An abandoned blog or an outdated tax-rates PDF signals neglect on a site whose whole job is to signal diligence. If you will not maintain content, do not publish content that dates.

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.