What clients look for on an accountant's website
Small business owners and freelancers choose an accountant on clarity and trust: which clients you serve, which services you offer — bookkeeping, payroll, annual accounts, tax returns, advisory — roughly what it costs and whether you work with their software. The audit checks whether that information is visible and machine-readable, so search engines and AI assistants can match you to queries like accountant for freelancers in Utrecht.
It runs our full AI & Digital Growth Audit: SEO, speed, AI visibility, conversion, lead capture, trust, consent, accessibility, security and email, with explanations aimed at accounting and tax practices.
Specific points for accountancy firms
- AccountingService structured data with address, phone, opening hours and areas served.
- Price indications or fixed-fee packages, which many prospective clients expect and which filter enquiries.
- Registration details and professional body membership visible in the footer.
- Email spoofing protection: fraudsters impersonate accountants to request payments or send fake tax documents.
- A secure route for documents instead of encouraging clients to email sensitive files.
Automation where accountants feel it most
Accountancy work is full of recurring, deadline-driven communication: requesting bank statements and receipts, chasing missing documents before filing dates, onboarding new clients with identity checks and engagement letters, and invoice reminders. The automation section of the report suggests where those flows could be automated based on what your website shows, with rough estimates of time saved.
If you already use a client portal or practice management software, the biggest gain often comes from connecting it to your website forms and calendar so new enquiries arrive structured instead of as free-text emails.
Busy-season readiness
Before each filing season, run the audit again and check the basics: that the contact form still delivers, that booking and document upload links work, that opening hours and deadlines on the site are current, and that your email authentication is intact. A website that answers the most common seasonal questions on its own reduces the calls and emails that arrive when your team has the least time. Also make sure seasonal pages, such as a tax-return checklist or a list of documents clients need to send, are linked from the homepage during the busy months and kept indexable, so that search engines and AI assistants can surface them when clients start looking. Remove or update them once the season is over, instead of leaving last year's deadlines online.