There are so many accountants who struggle to attract business on their websites. It’s because their websites aren’t up to scratch.
They just don’t attract customers. It’s usually because the accountant has put the website together themselves, with perhaps the help of a web developer, or even AI.
They would have needed to use a copywriter who, unlike a web developer or AI, knows how to communicates your brand’s message, and also persuade visitors to take desired actions on the website, such as making a purchase or filling out your contact form.
Accountants can’t do it on their own. Think about it: we all know accountants who use technical language that makes sense to them but confuses potential clients. Secondly, they don’t have time that could be better spent on client work. Also, they lack marketing expertise.
I mean, website copy is about persuasion, SEO, and guiding visitors to take action, And SEO is important. A website isn’t just a digital business card—it needs to rank on Google.
A copywriter can solve all this. They can translate complex financial concepts into clear engaging content on the website, they can ensure the website gets done without taking away from the accountant’s business, and they know how to structure content that engages and ranks well on Google.
A copywriter will provide five key sections on your website which will attract business:
1. Home page.
The home page should spell out the specialty of the accountant. Contrary to popular belief, accounting isn’t a cookie-cutter profession. It’s a diverse field that offers a variety of specialisations. There are the different types of accountants and there are unique qualities suited for each. Is the accountant a specialist in tax and BAS? Are they an auditor? A forensic accountant combining combine expertise with investigative skills to detect and investigate financial fraud and white-collar crimes? A management accountant providing actionable insights that drive business strategy and performance? Do they work in insolvency? Are they risk assessors?
The home page should also have a short paragraph introducing the firm, founder, or team with friendly but professional photos. Don’t use your smartphone for photos. A copywriter will also provide a few lines showcasing how the firm has helped clients save money or grow their businesses.
And a copywriter will put in a contact and call to action with links saying “Get in Touch” / “Book a Free Strategy Call”
2. About page
This page should tell the firm’s story in a way that connects with clients on a personal level. It should showcase the firm’s expertise and experience. A copywriter will do that without making it sound robotic. The About page also differentiates the accountant from competitors by emphasizing what makes their approach unique. Personal branding is essential for accountants looking to differentiate themselves.
This involves a copywriter creating a unique identity and showcasing the accountant’s skills, expertise, and personality. A copywriter will create a website, social media profiles, and other online platforms showcasing the brand to attract potential clients.
3. Blog Content (Ongoing or as a content bank for your site)
A blog written by a a copywriter positions the accountant as an authority in their field by answering common client questions. It also boosts SEO. The website ranks higher on Google. The blog can cover topics such as “5 Tax Deductions Most Business Owners Forget” or “How to Choose the Right Accountant for Your Business.”
Just saying all this in a web page or corporate brochure “We’re experts” is far less convincing than being able to demonstrate it in a blog. Whether that expertise is within a certain sector, a specialist service such as R&D tax credits or online accounting packages, a blog is a great way to show elements of this expertise. A copywriter producing regular blogs that are aimed and written from the perspective of the target audience will greatly help build the accountant’s reputation. And better still, a copywriter can re-purpose the blog into Linkedin posts and podcasts.
4. Lead Magnets & Email Sequences (To capture and nurture leads)
When the accountant focuses on marketing the firm a key aspect to its success will be their ability to keep in touch with your prospects and nurture them to become clients. The best way for this to be achieved is through email marketing. But in order to carry out successful email campaigns for the accounting firm the accountants will need email addresses. This is usually obtained by exchanging “something” for it. This is what’s known as a lead magnet.
Downloadable guides from a copywriter (e.g., “Essential Tax Tips for Small Business Owners”) will encourage visitors to leave their email. Automated email sequences that follow up with leads, will keep the accountant top of mind with clients.
5. FAQ Page
This page answers common questions in a way that makes clients feel informed and confident. It also reduces unnecessary calls and emails, saving the accountant time.
An FAQ (frequently asked Questions ) page is a great way to provide information in a concise and easy-to-understand format. Plus, an FAQ page can help to improve customer service. And if a copywriter includes keyword-rich questions and answers on the FAQ page, it can help the firm to rank higher in search engine results pages (SERPs).
Attention Accountants!
Your website should be bringing in business—but is it falling short?
I’ve given you five reasons why your accounting firm’s website isn’t adding up. Now, let me fix it.
I’m Leon Gettler, an experienced copywriter with a deep understanding of the accounting industry, thanks to my background as a business journalist. I know how to craft content that drives results.
If you want a website that works for your business, let’s talk.
📞 Call me: 0411 745 193
📧 Email me: leon@leongettler.com
