Accountants · Websites

Websites for accountants

Prospects land on your site with three questions: do you get their situation, roughly what will it cost, and how painful is switching? Arête designs and builds accountancy websites that answer all three before the first call.

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From £1,800 per project

The situation

Why your customers are searching.

Prospects arrive from a referral, a map listing or a search for something specific, like a contractor or landlord accountant. Then many practice sites show them every service with equal weight. They can't tell what you're best at, or roughly what you charge. A rebuild is a good moment to decide which clients you want more of, and build the site around them.

What sends them looking

A new limited company, sole trader business or contract role that needs its first accountant.
The run-up to the 31 January Self Assessment deadline, when late starters need help fast.
Making Tax Digital for Income Tax, phased in from April 2026, bringing sole traders and landlords into quarterly digital reporting.
Slow replies, surprise bills or no proactive advice from the current accountant.
Growth that brings VAT registration, payroll or a need for regular management accounts.

The problem

What costs accountants work.

Where the work slips away

Generalist positioning makes your practice look like every other firm in town. Then prospects compare on price alone.
Competitors show fixed monthly packages or instant online quotes, so a practice that hides pricing behind a call starts on the back foot.
Enquiries bunch up around deadlines: a crush in January, quieter months elsewhere in the year.
Plenty of tax searches come from people after HMRC itself, a calculator or a DIY guide. Left unfiltered, they eat your ad budget.
Referrals don't reach clients who've never met a referrer, and winning those clients takes a website and search presence built for the job.

What makes customers hesitate

Switching sounds like paperwork, lost records and an awkward conversation with the current firm.
Does the fixed monthly fee hide extras for bookkeeping, VAT returns or year-end work?
An online or remote practice can feel less accountable than the one down the road.
Will a small practice have seen their industry or tax situation before?

How it helps

What a better website changes.

Builds the site around the niches and client types you want more of. No generic list of services.
Shows fixed-fee packages or a quote calculator, so prospects can gauge cost before they get in touch.
Walks through switching step by step, from professional clearance to HMRC agent authorisation. A common reason to delay, dealt with.
Puts qualified people, professional body membership and reviews right where the decision gets made.

What you get

Niche and service page structure

A page for each client type, from contractors and landlords to e-commerce sellers and sole traders. Each has its own problems, packages and FAQs.

Package and pricing pages

Tiers that show what each fixed fee includes, what counts as extra and how billing works. Built so you can update prices easily.

Online quote calculator

A short, step-by-step tool that asks about business type, turnover, transaction volume and payroll. It returns an indicative range and captures contact details.

Switching accountant page

How a switch works, what you handle on the client's behalf and what they need to provide, in plain English.

Discovery call booking

An embedded calendar or request form that gathers key details beforehand, so your first call starts with context.

Credentials and software section

Professional body membership, anti-money-laundering onboarding steps and cloud accounting software certifications, presented accurately and without clutter.

Measurement

The enquiries that count, tracked properly.

What counts as an enquiry

A completed quote or package calculator, with contact details attached.
A discovery call booked through an online calendar.
A contact form giving business type, rough turnover and whether they already have an accountant.
A call from the website or Google Business Profile that lasts long enough to be a proper conversation.

What gets tracked

Quote calculator starts and completions, and the step where people drop out.
Discovery calls booked from the site, split by the niche page that led to them.
Enquiries by client type, against the mix you want.
Which visitors read the pricing and switching pages before enquiring.

Worth knowing

What customers check, and the rules to follow.

What customers look for before they call

Package pages or a quote calculator showing what's included and what costs extra.
Professional body membership, such as ICAEW, ACCA or AAT, stated accurately for both the people and the firm.
Pages, articles and FAQs written for your niches: contractors, landlords, e-commerce sellers.
Named, qualified accountants with photos and short biographies, so prospects know who they'll deal with.
Recent reviews from your own clients, ideally describing the kind of work the prospect needs.

Rules worth knowing

Descriptions such as chartered or chartered certified accountant are tied to membership of specific bodies, so your site's wording should match the qualifications your people hold.
Practices offering accountancy services need anti-money-laundering supervision, through a professional body or HMRC. New clients go through identity checks, and your onboarding pages should explain them upfront.
Professional body logos and firm descriptions come with their own usage rules, so each appears only as that body permits.
Tax content dates fast. Rates, thresholds and deadlines need reviewing after each Budget and at the start of every tax year.

Straight answer

Is it right for you?

Yes, if you know which clients you want and you're prepared to show pricing or packages. If referrals already fill the diary, it's less pressing.

Made for

Practices with a defined niche, or fixed-fee packages ready to show.
Referral-led firms that want a site built to win clients from search too.
Growing practices adding a service line, such as payroll or Making Tax Digital support.

Not for

Practices at full capacity with no appetite for new clients in the coming year.
Firms that only need a basic contact page and don't expect the site to win work.
Practices wanting a templated site live within days, since a bespoke build takes longer.

Starting price

From £1,800

per project, fixed scope

What moves the price

Number of pages and page templates
How much copywriting and photography support is needed
A content management system or blog
Booking systems, integrations or multilingual structure
Custom animation and interaction

See all starting prices

Questions

Websites for accountants: your questions answered

Can a quote calculator give accurate accountancy prices?

It gives an indicative range from the answers provided. For most prospects, that's enough to decide whether to talk. The final fee still follows a conversation. Because the calculator runs on your own pricing rules, it changes when they do.

Can the website connect to practice management or cloud accounting software?

In most cases, forms and booking tools can pass enquiries into practice management or CRM systems, depending on what the software supports. Your cloud accounting partner status can sit on the site, while client portals normally stay with the software provider. Arête checks the options during planning.