Pages for the work you want to win
Service and sector pages with a point of view: who it is for, what the engagement looks like, what you will not take on. Selection is a feature. Ranking for everything is how you drown.
Accountancy practices · United Kingdom
SEO for accountants who want better work, not more noise
The firms that grow are not the ones shouting “tax return from £99”. They are the ones a director finds when they search for a specific problem, and the ones an AI assistant names because the website actually explains the work. That is a content and structure problem, not a logo problem.
Generic practice sites attract generic enquiries
If every page says you are friendly, proactive and partner-led, you are invisible. Making Tax Digital, contractor IR35, property, VAT on the threshold, year-end for an owner-managed company — those are the searches. Most accountancy websites still hide them under “our services” with a stock calculator graphic.
- 01You rank for the brand name and almost nothing else, despite twenty years in the town.
- 02Lead-gen marketplaces sell you the same local enquiries you should have owned.
- 03Your blog is a reworded HMRC bulletin that no human, and no model, would cite.
- 04The site cannot tell a contractor from a group with three subsidiaries, so the contact form fills with the wrong work.
Search that selects, rather than shouts
Local presence without pretending to be a national firm
Town and catchment pages only where you genuinely serve. Maps, profile hygiene, and a practice entity that Google can attach to reviews and to the partners’ names.
Answer-ready explanations of the boring, important stuff
MTD, Companies House filings, bookkeeping cadence, software you actually support. Written so a model can quote you and a client can forward the page to their co-director.
An enquiry path that qualifies
Forms and calls-to-action that ask the two or three questions a partner needs before a scoping call. SEO that only produces tire-kickers is a cost centre.
Start with an audit if the site is “fine” and the pipeline is not. If the architecture cannot carry specialist pages, we will say so and quote a rebuild in the mid-project range rather than bolting blogs onto a dead template.
Questions we actually get asked
Does SEO still matter when so much work comes from referrals?
Referrals remain the backbone for many firms. Search is how the rest of the market checks you after the referral, and how strangers with good work find you at all. The two are not rivals.
Will you keyword-stuff Making Tax Digital onto every page?
No. MTD belongs on the pages where it is the point. Spreading it like garnish is how you look like everyone else and help nobody.
Can you work with Xero, QBO or a proprietary portal already in place?
Yes. We do not need to replace your stack. The site should explain it and hand off cleanly — not compete with it.
How do you avoid attracting the £99 tax-return crowd?
By being explicit about minimums, specialisms and who you are for. Ambiguous friendliness is what invites the wrong work. Clear pages are a filter.
Next step
Book an audit. We will say if the site can carry the work.
Audits from about £700. Websites about £2–3k. Retainers from about £750/month. If a rebuild is the better path, we will say so before anyone is out of pocket.