Websites for accountants and bookkeepers

Why this matters

Accountants and bookkeepers sell on trust, clarity, and compliance. Your website is often the first place potential clients check whether you are credible and relevant to them.

If your site feels slow, generic, or hard to follow, you lose enquiries before the first conversation.

1) Clear positioning and services

Visitors need to know who you work with and what you do. Generic copy that could apply to any firm does not help.

What to include

• Who you help: Sole traders, limited companies, charities, landlords, etc. Be specific so people know you are for them.
• What you do: Clear service list: accounts, tax returns, bookkeeping, payroll, VAT, advisory. Plain descriptions, not jargon.
• Why you: Sector experience, qualifications, approach (e.g. fixed fees, monthly retainer, one-off).
• One clear headline per page: So people know what the page is about in seconds.

What to avoid

• Vague headlines: "Comprehensive solutions", "Your trusted partner".
• Copy that sounds like every other firm.
• Burying your main message below the fold.

For more on structure and clarity, see writing for the web: content that converts and websites for consultants and professional services.

2) Trust and compliance signals

Regulated professions need to signal legitimacy without cluttering the page.

What to include

• Professional body: If you are a member (e.g. ICAEW, ACCA, AAT, ICB), say so and link to the body. A logo or “Member of X” is enough; no need for long disclaimers on every page.
• Qualifications: Relevant qualifications in a simple list or short bio.
• Privacy and data: Clear privacy policy and how you handle client data. See privacy policies and GDPR compliance.
• Contact details: Address, phone, email. Visible and consistent.

What to avoid

• Long regulatory disclaimers on every page (link to a dedicated page if needed).
• Out-of-date membership or qualification info.

3) Structure and performance

Professional service buyers scan before they read. Weak structure and slow pages hurt trust [1]Source 1 .

What to include

• Clear headings: H2 for main sections, H3 for subsections. Descriptive, not clever.
• Short paragraphs: One idea per paragraph. Easy to scan.
• Logical flow: What you do → Who you help → How it works → Contact.
• Fast load: Images sized and compressed; no heavy scripts or trackers that slow the page.

For more on performance, see fast websites: what fast means in 2026.

4) Contact and next steps

Make it obvious how to get in touch.

• Contact in the header: Same place on every page. Phone and email or a short form.
• Enquiry form: Short. Name, email, brief message or “I’m interested in…”. Optional: “How did you hear about us?”
• What happens next: “We’ll respond within 24 hours” or “You’ll hear from us within 2 working days”.

For more on forms, see form design that gets completed.

Summary

Accountants and bookkeepers need a site that signals trust, clarity, and compliance: clear positioning and services, professional body and qualifications, privacy and data handling, and fast, scannable structure. Keep contact obvious and set expectations for response times.