Most people choose an accountant the same way: a recommendation, a quick search, then a look at the website before they pick up the phone. That look usually happens on a phone, often in the evening, and it takes less than a minute.
In that minute they’re trying to answer three questions. Do you look after businesses like mine? Will I get on with the person I deal with? How do I get started? A good accounting firm website answers all three without making anyone dig.
Services written for the clients you want
A single page listing tax, bookkeeping, payroll and advisory speaks to nobody in particular. Separate pages for the groups you want more of, such as sole traders, small companies, rental property owners, farms or trusts, let you explain what you do for each of them in their own words. They also match how people search: someone with a rental property rarely types “full service accounting firm”.
Your people, front and centre
Clients want to know who will be looking after their books. A friendly photo and a few lines about each partner and accountant, what they specialise in and how they like to work with clients, does more for trust than any slogan. Team pages are often among the most visited pages on an accounting site.
An obvious next step on every page
Make getting in touch easy from anywhere on the site: a phone number that taps to call, a short enquiry form, or a link to book a first meeting. Keep forms short. Ask for a name, contact details and what they need help with, and leave everything else for the first conversation.
Keep sensitive documents off the website
Tax returns and financial statements shouldn’t travel through a basic website form or plain email. If you use a client portal, link to it clearly so existing clients can find it in one tap, and let the website do what it does best: bring new clients in.
Details that build trust
- Professional memberships and qualifications, shown where people will notice them.
- Reviews from real clients, in their own words.
- Clear information about how you charge, even if it’s only how quotes work.
- Office locations with a map, parking notes and hours.
We build and look after WordPress websites for accounting firms across New Zealand, from single offices to national networks.
Easy to keep current
Deadlines, fees, team changes and office hours go out of date quickly, and an out-of-date website chips away at trust. Your team should be able to change a profile or a price in a few minutes without calling a developer. If you’d rather hand those changes off, that’s what a care plan is for.
Secure, fast and looked after
Clients trust you with their finances, and your website should reflect that. It needs to run over a secure connection, stay up to date, and be backed up every day somewhere separate from the site itself. We cover why that last part matters in your backup probably isn’t a backup.
The bottom line
A good accounting firm website shows the right clients that you understand their situation, introduces the people they’ll deal with, and makes the first step easy. Get those right, keep the site current and secure, and it will keep bringing in the kind of clients you want.
