For accounting firms, you might think that your website is just a business card for your accounting firm. However, it’s so much more than that. Your website is the foundation of your online presence and plays a huge part in your success.
Don’t believe us? A well-designed website helps you stand out from the competition, attract clients and even make your day-to-day operations run smoother. When potential clients are researching your site, they need to know that you’re the right choice. Are you doing everything possible to convince them?
In this article, we’ll share 20 features every accountant website must have. If you’re missing any of them, it’s likely costing you clients and cash without you even realising. From secure portals to live chat features, read on to discover everything you need to create a website for your accountancy firm that builds trust and delivers results.
1. Professional and modern design
Your website is often the first impression potential clients have of your firm, so it’s critical to make it count. A professional, modern website design reflects your firm’s credibility and expertise, reassuring clients that they’re in capable hands.
A clean layout with intuitive navigation is key. Prospective clients should be able to find the information they’re looking for – whether it’s your services, contact details or a blog – without feeling overwhelmed by clutter or excessive imagery. Consistent branding, including your logo, colour scheme and typography, helps reinforce your firm’s identity across the website.
Avoid common design pitfalls such as stock imagery that looks too generic or overloading the homepage with too much text. Instead, focus on high-quality visuals and white space to create a polished, approachable look that encourages visitors to explore further.
2. Mobile-friendly and responsive layout
With more than half of global web traffic coming from mobile devices, having a mobile-friendly website is no longer optional – it’s a must. Not only does a responsive design improve user experience on smartphones and tablets, but it also leps your website perform well in Google’s search rankings, as mobile-friendliness is a key ranking factor.
A responsive website automatically adapts to different screen sizes, allowing visitors to easily access your site whether they’re browsing on a desktop, tablet or smartphone. Fast loading times, touch-friendly navigation and optimised images are all essential components of providing a user-friendly experience.
Remember, a potential client might be searching for your services during a commute or a coffee break. If your website is slow or difficult to use on mobile, you could lose their interest – and their business – to a competitor.
3. Clear contact information and map
Making it easy for clients to get in touch is one of the most fundamental aspects of any accountant’s website. Your contact details – phone number, email address and office location – should be highly visible, ideally on every page of your website. Consider placing them in the header or footer for easy access.
A dedicated ‘Contact Us’ page is also essential, providing not just contact details but also additional information like your business hours, parking availability, and directions. For firms with physical offices, embedding a Google Maps widget can be invaluable, helping clients locate your premises quickly.
Clear contact information also builds trust. When potential clients can see that your firm is easy to reach and transparent about its location, it reassures them that they’re dealing with a legitimate, professional organisation.
For example, take a look at this brilliant contact page for Streets Chartered Accountants, featuring contact information, a map, sector expertise, team photos and more!
5. Informative, SEO-optimised content
Content is king, especially when it comes to websites for accountants. High-quality, informative content not only helps you connect with potential clients but also improves your website’s visibility on search engines like Google. By writing content that addresses common pain points and queries, you can position your firm as a trusted authority in your field.
Your website should include clear, well-written service pages that explain what you offer in detail, from tax preparation to payroll and financial planning. Beyond services, consider adding value with resources like blogs, guides and FAQs. For example, a blog post on “Top Tax-Saving Tips for Small Businesses” can attract potential clients searching for advice online.
SEO plays a crucial role here. Use keywords like “accountant near you” or “tax advice for businesses” strategically in your content to improve your rankings, but be careful not to over-do it and become spammy. Additionally, make sure your meta titles and descriptions are optimised for search engines, as these are the first things potential clients see when your website appears in search results.
4. Live Chat
Incorporating a live chat feature is a great way to engage visitors and convert them into clients. Live chat allows you to answer quick questions in real-time, helping potential clients feel supported and valued from their very first interaction with your firm.
For accountants, live chat can be particularly useful for handling common queries, such as pricing, services or booking a consultation. It also reduces friction for visitors who may not want to pick up the phone or wait for an email response.
For example, take a look at this Live Chat on Haslers’ website. By including the phrase ‘I’m a real person!’, they’ve provided a personalised touch that gives the user more motivation to interact.
If offering 24/7 live support isn’t feasible, consider using an AI-powered chatbot to handle basic inquiries outside of business hours. This means you capture leads and provide assistance even when your team isn’t available.
6. Lead magnets and tools
One of the best ways to generate leads is by offering free resources or tools that provide value to your audience. These could include downloadable eBooks, tax calculators, financial checklists or budgeting templates.
For example, take a look at TaxScouts’ range of handy tax calculators. Tools are an amazing way to earn backlinks to your website, which is a key ranking factor for search engines.
Lead magnets not only showcase your expertise but also help you build a database of potential clients. But it’s important to offer something that is genuinely of value and related to their pain points. For example, you could offer a guide titled “10 Common Tax Mistakes Businesses Make (and How to Avoid Them)” in exchange for an email address. Once you have their contact details, you can nurture these leads through email marketing campaigns.
Make your lead magnets easy to access with clear calls-to-action (CTAs) like “Download Now” or “Get Your Free Tool.” Place these CTAs strategically across your website, such as on your homepage, blog posts and service pages.
Need help generating leads for your accounting firm? We’ve got you covered. Here are 10 effective lead generation strategies for accountants.
8. Free discovery call, trial or demo
Offering a free discovery call, trial or demo is a great way to lower the barrier to entry for potential clients. Many people hesitate to commit to an accountant because they’re unsure whether your services are the right fit. By offering a no-obligation option, you can put them at ease and showcase the value of your expertise.
A free discovery call allows you to understand their needs while giving them a taste of how you work. You could also offer a free trial of software integrations or a demo of your accounting tools, if applicable.
Include a scheduling tool like Calendly on your website to make booking these sessions as simple as possible. Prominent CTAs like “Book Your Free Consultation” can drive visitors to take the next step.
7. FAQs
A Frequently Asked Questions (FAQs) section is a simple yet effective feature that adds tremendous value to your website. By answering the questions clients often ask, you can save time and establish trust with visitors.
Include practical questions like:
- “How much do your services cost?”
- “What documents do I need to provide for tax filing?”
- “Do you offer virtual consultations?”
An FAQ section also helps with SEO, as many people search for specific questions related to accounting. For example, a question like “What’s the deadline for filing self-assessment taxes in the UK?” could drive relevant traffic to your website if optimised properly. Take a look at how Parvez & Co are answering questions:
9. Services page with detailed offerings
Your services page is one of the most important areas of your website. Clients need to know exactly what you offer and how you can help them. Be specific and clear. Don’t just list “Accounting Services.” Instead, break down your offerings, such as:
- Tax preparation and planning
- Payroll management
- Bookkeeping services
- VAT returns
- Business growth advice
For each service, include a brief description of what it involves and how it benefits your clients. Where possible, provide examples of the types of clients you typically work with, such as small businesses, freelancers or large corporations.
To enhance this section, consider adding CTAs like “Get Started” or “Learn More” that link to individual service pages for more detail. This not only helps with user experience but also improves SEO by creating more opportunities to rank for specific keywords.
10. About page
Your About page is an opportunity to showcase the human side of your accounting firm. Potential clients want to know who they’ll be working with and whether they can trust you.
Introduce your team with professional photos and short bios that highlight their qualifications, experience and even a few personal touches like hobbies or passions. This makes your firm feel approachable and relatable.
Share your company’s story – why you started, what you stand for and what makes your firm different. For example, you might highlight your commitment to helping small businesses succeed or your decades of experience in the industry. Including awards, certifications or memberships in professional bodies adds further credibility.
11. Client testimonials and case studies
Social proof is one of the most powerful tools for building trust with prospective clients. Including client testimonials and case studies on your website allows visitors to see real-world examples of how you’ve helped others achieve success.
It’s easy to see that eCloud Experts are doing a great job!
A dedicated testimonials page or a prominent section on your homepage, can showcase glowing feedback from clients. Make sure the testimonials are specific and highlight the key benefits of working with your firm. For example:
“The team at [Your Firm’s Name] saved our business thousands by streamlining our VAT processes. Their advice was invaluable.”
Looks good, right? Case studies take this a step further by showing detailed results. Outline the client’s problem, your solution and the outcome. For example, describe how you helped a small business reduce tax liabilities or improved their cash flow. Adding real numbers, such as percentage savings or time saved, can make these stories even more impactful.
12. Secure client portal
A secure client portal is a must-have feature for any accountancy firm’s website, particularly if you want to offer a modern and convenient client experience. With a portal, clients can upload sensitive documents, access reports and track their financial data in one secure location.
Highlight the portal’s benefits on your website, such as:
- 24/7 access to financial records.
- Secure document sharing that complies with GDPR and data protection standards.
- A streamlined way to handle invoices, payrolls, or tax submissions.
Providing a portal demonstrates your commitment to professionalism and efficiency, helping you stand out from competitors. Be sure to promote this feature as a key selling point on your services or homepage.
13. Blog section
A well-maintained blog is a versatile tool for accountants. It helps you engage with your audience, establish your expertise and improve your website’s SEO performance. Use your blog to share content that’s both helpful and relevant to your target clients. HW Fisher’s blog is great example if you need inspiration:
Some content ideas include:
- Tax deadline reminders
- Guides for small businesses, such as “How to Manage Your Cash Flow Effectively”
- Insights on the latest changes in tax laws
Consistency is key. Posting regularly, even once a month, can make a big difference in keeping your website fresh and building authority in your niche. Plus, a blog is the perfect place to integrate lead magnets like downloadable guides or checklists, further boosting your site’s value to visitors.
For ideas on what content to create, read this article: 14 Blog Posts Every Accountant Should Write & Share.
15. Fast loading speeds
Website speed can make or break user experience. If your accounting website takes too long to load, visitors are likely to leave and look elsewhere – especially if they’re browsing on mobile devices.
To ensure your site performs well:
- Compress large images and videos.
- Use a reliable hosting provider.
- Minimise unnecessary plugins that slow down performance.
Page speed also impacts your SEO rankings, as Google favours faster websites. Use tools like Google PageSpeed Insights to identify and fix performance issues. By optimising your site’s speed, you’ll not only keep visitors happy but also increase your chances of ranking higher in search results. As an example of what you should aim for, take a look at Rapport Digital’s performance score.
16. Compliance and accessibility features
A professional accounting website must comply with legal and accessibility standards to cater to all users. Accessibility features like alt text for images, readable fonts and proper colour contrast are essential for ensuring your website is inclusive.
Additionally, your website should comply with GDPR and other data protection regulations. Include a privacy policy, cookie consent banner and disclaimers where relevant. These features not only protect your business but also build trust with potential clients by demonstrating your professionalism.
17. Local SEO features
Investing in local SEO is important. Optimise your website for local search by:
- Creating a Google Business Profile with accurate information.
- Including location-specific keywords like “accountant in Manchester” on key pages.
- Using schema markup to highlight business details such as address, phone number and opening hours.
These features ensure your firm is visible to local clients searching for accounting services in your area.
18. Links to social media profiles
Your website isn’t just a standalone entity. It should connect seamlessly with your broader online presence. By including links to your firm’s social media profiles, you give potential clients more ways to engage with you, stay updated on industry insights and get a sense of your firm’s personality.
Social media platforms like LinkedIn, Facebook and X can be excellent channels for sharing content, answering questions and even attracting new clients. Ensure that social icons are visible in the footer, header or contact page of your website, making it easy for visitors to follow and interact with your firm.
Not sure what to share on social media? Read this article: 25 Social Media Ideas for Accountants.
19. Mailing list subscription
A mailing list is a valuable asset for nurturing leads and keeping clients engaged. By adding a newsletter signup form to your website, you can capture email addresses and send regular updates, financial tips and important tax reminders straight to their inbox.
Make your mailing list appealing by offering an incentive for signing up, such as a free tax-saving guide, exclusive industry insights or early access to webinars. A well-placed call-to-action (CTA) like “Subscribe for Expert Accounting Advice” can encourage more sign-ups and help you build lasting relationships with potential clients.
20. Security and trust signals
Trust is a critical factor when choosing an accountant, and your website should reassure visitors that their financial data is in safe hands. By displaying clear security and trust signals, you can boost confidence and credibility.
Start with an SSL certificate, which ensures that all data transferred between your website and visitors is encrypted. A secure website (indicated by “https” in the URL) is not only essential for data protection but also improves search rankings.
If your firm accepts online payments, highlight secure payment methods and encryption protocols to reassure clients that transactions are safe.
Professional accreditations can further build trust. If your firm is a member of ICAEW, ACCA, AAT, or other recognised bodies, display their logos prominently on your website. Similarly, any industry awards, positive client reviews or affiliations with regulatory bodies should be showcased to reinforce your credibility.
Adding these security and trust signals can make all the difference in turning website visitors into long-term clients. Mercer & Hole has done exactly that, with the inclusion of their accreditation from the Good Business Charter (GBC) front-and-centre on the homepage:
Build an accountant website that delivers
A well-designed, feature-rich website isn’t just a digital storefront – it’s a powerful tool for attracting clients, building trust and showcasing your expertise. By including essential features like a mobile-friendly design, live chat, secure portals and SEO-optimised content, your website can set your accounting firm apart in a competitive market.
But creating a high-performing website is just one piece of the puzzle. To truly thrive online, you need a comprehensive digital marketing strategy that drives traffic, generates leads and converts visitors into loyal clients.
At Rapport Digital, we provide more than just web design services. We offer everything you need to grow your online presence from content writing and SEO to lead generation and web design. Whether you need a standout website or a full-service digital marketing strategy for your accountancy firm, our team is here to help. Get in touch today to find out how we can take your accounting firm to the next level.