Yes. Even referral-heavy accountancy practices lose clients without a credible website, because prospects check you online before they call. A good accountancy website makes your specialisms obvious, explains each service plainly, builds trust, and gives a clear next step.
Many accountants assume a referral business doesn't need a website. That's backwards. Referrals are a pipeline, but the referrer's confidence collapses if you don't look credible online. Here's why a website matters, and what actually works.
Why referrals aren't enough
- Prospects google you before calling. Someone refers you; the prospect types your name into Google. A missing or weak website loses the referral right there.
- A weak or missing site loses the referral. Even if the referrer was confident, a thin website makes the prospect wonder.
- Competitors with good sites win the comparison. The prospect might check three accountants. A credible, clear site converts the referral.
What an accountancy website should do
- State your specialisms and ideal client. "Tax for freelancers and contractors" is clearer than "business accounting". The ideal prospect finds themselves immediately.
- A page per service. One page for tax, one for bookkeeping, one for payroll. Not a list. A proper page answering: what is it, who is it for, how does it work, what does it cost.
- Show credentials, memberships, testimonials. ICAEW, ACCA, AAT, whatever applies. Real testimonials from real clients. A photo of the team.
- Make booking a call easy. A contact form or a booking link. Above the fold. One click to start a conversation.
- Rank for '[accountant] [town]' and your services. Local SEO does real work here. When a prospect searches "accountant Bristol" or "tax for freelancers", you should appear.
The pages that bring in clients
- Service pages. Tax returns, bookkeeping, payroll, VAT, accounts. One page per service, answering the real questions.
- A niche or industry page if you specialise. "Tax for freelancers and contractors", "Accountancy for e-commerce", "Bookkeeping for dental practices". Own the niche.
- A simple pricing or "how we work" page. Not every prospect wants to call. Showing the process and rough pricing builds confidence.
- An about page with the team. Names, qualifications, photos. Which of you would a client want to work with?
- A few helpful guides. "How to choose an accountant", "What do accountants charge?", "Tax deadlines for freelancers". Content that ranks and attracts the right clients.
What it costs
An OnSquared accountancy website with service pages, an about section, and clear messaging starts at £995 one-off plus £79/month for hosting and updates. Larger practices or those wanting more pages or integrations are quoted individually. See accountancy web design for more.
FAQ
Do small accountancy practices need a website?
Yes — even sole practitioners. Prospects check you online first, and a credible site converts referrals that would otherwise drift.
What should an accountant's website include?
Service pages, specialisms, credentials and memberships, testimonials, clear pricing or process, an about page, and an easy way to book a call.
How much does an accountant website cost?
An OnSquared accountancy website starts at £995 one-off plus £79/month; larger practices are quoted individually.