An accountant website that shows who you serve and how you charge
Small businesses rarely switch accountants for a cheaper fee alone; they switch because they want someone who understands their kind of business and answers emails. An accountant website should name the clients you specialise in, explain your packages and how fees are worked out, and make booking a first call simple. Here's the structure, and how to build it with Anticode.
Specialisms do the selling
"Accountancy services for individuals and businesses" is every firm's homepage. What makes someone book a call is recognising themselves: contractors and freelancers, landlords, e-commerce sellers, dental practices, creative agencies, charities, start-ups preparing to raise money. Pick the client types you're good at and give each a short page that names their headaches in their words.
- For landlords: rental income records, allowable expenses, jointly owned property, what to do when you sell.
- For online sellers: marketplace payouts reconciled with sales, stock, sales tax across regions, platform fees.
- For contractors: company or sole trader, expenses, how employment status rules may apply, dividends and salary.
- For start-ups: bookkeeping from day one, cap tables, grants and tax reliefs, investor-ready accounts.
Keep these as a sectors CMS collection in Anticode, so each specialism gets its own page and you can add one when you take on a new niche.
Packages and how fees are worked out
Many firms hesitate to publish fees because every client is different. You don't have to give a single figure; explain the approach. Fixed monthly packages with a starting price, what each package includes (bookkeeping, payroll for a number of staff, year-end accounts, tax returns, a quarterly call), and what pushes the price up (transaction volume, number of entities, messy records). A table comparing two or three packages answers most questions before the call.
State what isn't included, such as tax investigations, catch-up bookkeeping or one-off advisory work, and how that's charged. Our guide to showing service prices has wording for "from" prices that doesn't mislead.
Discovery calls without email ping-pong
A free 20- or 30-minute call is the natural first step, and it's a good fit for Anticode's booking calendar: one booking per slot, past dates and anything beyond 120 days refused, and two prospects can't land on the same time. The times are fixed (six a day from 09:00 to 17:30, Mondays skipped), so you can't set your own call hours, and Anticode doesn't email the prospect: you confirm each call yourself. Put the Book a call button on every specialism page. The calendar doesn't sync with Outlook or Google Calendar, so if several partners take calls, either give one person the slots or use a scheduling tool and link to it.
Before the call, a short custom form (up to 30 fields, tied to a site function) can ask what you need to know: business type, turnover band, number of staff, current software, what's prompting the change. Anticode can send each one to HubSpot or Airtable so it sits with the rest of your pipeline. The discovery call booking workflow covers the full sequence.
Guides and deadline reminders
Short, accurate guides show expertise and bring in search traffic: key filing and payment deadlines for the year, a checklist of records a sole trader should keep, what happens at year end. Keep them in a CMS collection with a "last checked" date field, and review them each tax year, because out-of-date tax guidance is worse than none. Anticode's CMS has no scheduling or RSS, so you publish each guide when it's ready.
Trust, privacy and the regulator
Name your professional body memberships and the firm's registration where it applies, the qualified people on the team, and your professional indemnity cover if you're required to disclose it. The firm is responsible for its regulatory wording and any disclosures its professional body requires. Anticode writes a starting Privacy Policy and Terms from what the site collects; adapt them to your engagement terms.
Clients worry about their financial details. Ask for as little as possible on the website and never invite people to send tax references or bank details through a contact form. Submissions are sealed at rest, and Anticode won't publish a site that collects data until the account owner and the person publishing have two-factor sign-in on.
A design that reads as organised
Generic generated accounting sites fall back on calculator photos, upward-arrow charts and "your trusted financial partner". Swiss (Inter Tight) or Technical (IBM Plex Sans) give a tidy, numbers-friendly layout; Editorial (Geist) suits a firm that publishes a lot of guidance. Use photos of the actual team.
Where Anticode stops
- No client portal. There's no document upload or e-signature; use your practice software's portal.
- No proposal or engagement letter tool. Send those from your practice software after the call.
- No live calculators with tax data. An app build can simulate a calculator with clearly labelled sample figures, but it has no live tax rates.
- No calendar sync for the booking calendar.
Questions people ask
Should an accountant website show prices?
Showing starting prices for packages, and what changes them, usually brings better-fit enquiries. A full quote can still follow the call.
Can clients upload documents through the site?
No. Anticode's forms collect text fields, so use your secure client portal for documents and statements.
Can I publish tax deadline guides and update them each year?
Yes. Keep guides in a CMS collection, each with its own page, and edit them in the dashboard when rules or dates change.