Landing pages aren’t just for flashy tech startups or e-commerce brands—they’re vital tools for accountants, too. Whether they’re offering tax prep, virtual CFO services, or bookkeeping packages, a great landing page turns clicks into clients. It’s their digital storefront, built to persuade and convert.
Done right, a landing page:
• Grabs attention with a clear message
• Builds trust with professional language and structure
• Guides visitors toward one specific action (like booking a consult)
• Increases the ROI of your online ads or email campaigns
• Showcases your niche expertise (e.g., creatives, small businesses, startups)
Without one, accountants are losing potential clients.
However accountants struggle to write their own landing pages. Accountants are masters of numbers, compliance, and clarity—but when it comes to writing persuasive, customer-focused content, it’s a different ball game. Their language can be too technical with jargon-heavy text that confuses rather than converts. There’s a difference between explaining and persuading—most accountants do the former. Calls to action can be unclear: “Contact us” isn’t always enough. Furthermore. visitors want a human, approachable expert—not a robot with a calculator. And importantly, most accountants are already juggling deadlines and client work. They just don’t have the time to do landing pages!
5 Ways a Copywriter Helps Accountants Create High-Performing Landing Pages
👔 1. Highlights The Accountant’s Value Proposition Clearly
A copywriter uses a strong headline that communicates what makes their accounting services unique. A landing page headline is the main text that appears at the top of a landing page, serving as the first point of contact between the brand and the visitor. It plays a crucial role in setting expectations, communicating the page’s purpose, and compelling visitors to take action. A copywriter will Include a subheading that reinforces benefits like saving time, reducing tax liability, or ensuring compliance. A copywriter will avoid jargon and speak directly to the pain points of the target audience (e.g., small business owners, freelancers, etc.). Example: “Maximize Your Tax Savings with Expert Small Business Accounting”.
👔 2. Builds Trust Instantly
A copywriter will feature client testimonials with names and industries. The landing page will also display professional certifications (CPA, CA, etc.) and affiliations. It will also include photos of the accountant and their team to humanize the service. A copywriter will also add trust badges
like “X years in business” or “100+ satisfied clients.” These badges build trust and credibility, for visitors who may be hesitant to enter personal information or purchase a service unfamiliar website. By displaying trust badges, a website is essentially saying to its visitors, “We’re trustworthy, and here’s the proof”.
📊 3. Makes It Action-Oriented
A copywriter will use a clear and compelling call-to-action (CTA), like “Schedule Your Free Consultation” or “Get a Quote.” A copywriter will place the CTA above the fold and repeat it throughout the page. A copywriter will also use buttons that stand out visually and convey urgency or value. Every landing page needs a call to action (CTA)—a short phrase that guides visitors to take a desired action.
📱 4. Optimizes for Mobile and Speed
A copywriter will ensure the page loads quickly—especially on mobile devices. This means using responsive design so forms, text, and images look great on all screen sizes. It also means keep forms short: name, email, and one qualifying question is often enough. Why is this important? Because not all landing pages are created equal. What works for desktop users may not work for mobile users. If a copywriter doesn’t optimize the landing pages for mobile users, the accountant could be missing out on a huge opportunity to grow the business.
📈 5. Uses Visuals That Reinforce The Message
That might include charts, icons, or illustrations that represent financial clarity or growth. A copywriter will avoid stock photos that feel generic and look like they’ve been pulled off the internet. A copywriter will use custom graphics or real images when possible. A copywriter will also use whitespace strategically to guide the eye and reduce cognitive load. Less decoration and the right use of elements in the landing page—including white space—has more impact on the audience than a lot.
Want Landing Pages That Actually Convert? As a former finance journalist, I don’t just understand the numbers — I know how accountants think, what their clients need, and how to turn that insight into copy that drives action. If you’re ready for landing pages that speak your language and resonate with your audience, let’s talk.
📞 Call Leon Gettler on 0411 745 193 or 📧 Email leon@leongettler.com
Smart copy. Industry know-how. Results.
