10 Website Best Practices Every Accounting Firm Should Follow 

When it comes to building trust with prospective clients, your website is doing the heavy lifting. Whether your firm focuses on tax, advisory, or assurance services, your site should not only reflect your expertise — it should actively work to grow your practice. 

But with constant changes in technology, user behavior, and SEO trends, it’s easy to fall behind. That’s why we’ve compiled 10 tried-and-true website best practices every accounting firm should follow to stay ahead and make the most of their online presence. 

  1. Keep Your Services Clear and Client-Centric

Too often, accounting firm websites list out services in industry jargon or focus only on what they offer — not what clients actually need. Make your service pages easy to understand, clearly organized, and focused on client outcomes. Bonus: use plain language to connect with business owners, individuals, and CFOs alike. 

  1. Build for Mobile First

Roughly 60% of web traffic now comes from mobile devices. If your site isn’t optimized for phones and tablets, you’re likely losing traffic and credibility. Choose responsive design, make navigation thumb-friendly, and test loading speed on mobile devices — especially your homepage and contact forms. 

  1. Showcase Your Niche Expertise

Are you specialists in multi-state taxation? Do you work primarily with construction firms or nonprofits? Lean into it. Industry-specific pages not only help with SEO but show prospective clients you understand their unique needs — a huge differentiator in a crowded field. 

  1. Don’t Skip the Team Page

For accounting firms, people matter. Your team page is one of the most visited sections of your site. Use it to build trust: include professional photos, short bios, credentials, and even a little personality. Let clients see who they’ll be working with — it makes a difference. 

  1. Make It Easy to Contact You

This may sound obvious, but many accounting websites bury their contact information or force users through too many clicks. Make your phone number, email, and a quick contact form visible on every page — ideally in the header or footer — and test them regularly to ensure they work. 

  1. Prioritize Speed and Security

Website visitors won’t wait for slow pages to load — especially on mobile. Optimize images, avoid bulky plugins, and keep your site running smoothly. Bonus: make sure your site has an active SSL certificate (HTTPS). It’s not just good for security — it’s a trust signal and a Google ranking factor. 

  1. Use Calls to Action That Actually Convert

“Contact us” is fine, but not always compelling. Try CTAs that speak to client goals or pain points — like “Get tax planning help” or “Start your business advisory consultation.” Tailor your CTAs to the services you want to grow and place them strategically throughout the site. 

  1. Invest in SEO (Search Engine Optimization)

A beautiful website doesn’t help if no one can find it. Every accounting firm should have at least basic on-page SEO: title tags, meta descriptions, headers, and keyword-rich content tailored to your ideal client. Want to go further? Build backlinks, improve page speed, and write blog posts targeting relevant search queries. 

  1. Update Content Regularly

Google rewards fresh, useful content. Add value by writing blog articles, sharing timely updates, or publishing guides during tax season. This not only supports your SEO efforts — it gives visitors a reason to come back (and tells them you’re actively engaged in your profession). 

  1. Make It Accessible for All

Accessibility isn’t just a best practice — it’s the right thing to do. Use clear fonts, proper color contrast, descriptive alt text for images, and ensure keyboard navigation is possible. Not only will this help more users navigate your site, but it may also protect your firm from potential ADA compliance issues. 

 

Final Thoughts 

Your website should be more than a digital business card. With the right structure, messaging, and strategy, it becomes a 24/7 tool for building trust, attracting clients, and showcasing your expertise. 

Whether you’re redesigning your site or just looking to improve what you already have, these best practices offer a strong foundation tailored specifically for accounting firms. Not sure where to start? Focus on just a couple of these areas and build from there — small improvements add up fast.