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Your accountancy firm website is often the first thing a new client sees. Most small firms win clients through referrals, but before anyone picks up the phone, they almost always look you up online. If your site is hard to use on a phone, doesn’t show prices, or looks unchanged since 2015, many people quietly move on to the next firm.
The good news is that a website that wins enquiries doesn’t need to be complicated. Here are five things every small accountancy firm’s website should have.
1. It works properly on a phone
Most people now search for local services on their phone, often in a spare five minutes between other jobs. If your text is tiny, your menu is hard to tap or the page needs zooming and scrolling sideways, they’ll give up.
Quick check: open your website on your own phone. Can you find your phone number and tap to call it within a few seconds? If not, that’s the first thing to fix.
2. It gives a clear idea of price
“How much will this cost?” is one of the first questions any business owner has. You don’t need to publish every fee, but showing starting prices or simple fixed-fee packages builds trust straight away. It also means the people who contact you already know you’re in their budget.
A small fee estimator, where visitors choose their business type and see a guide price, can work even better.
3. It says who you help and where
A visitor should understand three things within seconds of landing on your home page:
- What you do (for example, accounts, tax returns, payroll, VAT)
- Who you work with (sole traders, limited companies, landlords, contractors)
- Where you’re based and which areas you cover
If your home page opens with a stock photo and a list of services, but never mentions your town, you’re making people work harder than they should.
4. It shows real reasons to trust you
Choosing an accountant is a big decision. Make it easier by showing:
- Genuine client reviews, ideally linked to Google
- Your professional memberships, such as ACCA, ICAEW or AAT
- Real photos of you and your team, not just stock images
- How long you’ve been in business
These small details tell a visitor that you’re a real, established firm they can rely on.
5. It makes getting in touch easy
Every page should make the next step obvious. That means:
- Your phone number visible at the top of the page
- A short contact form that asks only for what you need
- Clear opening hours that match across the whole site
- A simple call to action, such as “Book a free 20-minute call”
It’s also worth checking that your contact form actually works, and that the email address on your site is one you still check.
A quick health check for your website
Before you think about a new website, it’s worth fixing the simple things. Look out for:
- Spelling mistakes in headings
- Old copyright years in the footer
- Out-of-date notices, such as COVID-19 messages
- Broken links, including old social media icons
- Error messages or empty sections on the home page
Each one takes minutes to fix, but together they make a big difference to how professional your firm looks.
See what this looks like in practice
We designed a concept website for a fictional accountancy firm, Kestrelwood Accountants, to show how these five ideas can work together. It includes fixed-fee pricing, a fee estimator, a clear switching process and a mobile-first design.
Need a hand with your website?
If you’d like an honest second opinion on your firm’s website, get in touch. We’ll reply by email with a few plain-English suggestions, and if a new website makes sense, a fixed price in writing.
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