How to Keep Your Website in Peak Condition: A Guide for CPAs

In today’s digital-first world, your website is often the first impression prospective clients have of your firm. For CPAs, it’s more than just an online brochure—it’s a credibility builder, a client resource hub, and a lead-generation tool. But just like tax codes and financial regulations, the digital landscape is constantly evolving.

If your website isn’t well-maintained, it can quickly fall behind, leaving clients with the impression that your firm is outdated—or worse, untrustworthy. To help you stay ahead, here’s a practical guide to keeping your CPA firm’s website in peak condition.

  1. Keep Content Fresh and Relevant

Outdated information is a red flag for potential clients. Review your website regularly to ensure:

  • Accurate service descriptions – If you’ve added new specialties (like nonprofit audits or virtual CFO services), make sure they’re clearly highlighted.
  • Current team bios – Add new team members, update photos, and remove outdated profiles.
  • Timely resources – Tax deadlines, regulatory updates, and financial tips can position you as a trusted advisor.

Consider adding a simple blog or “Insights” section. Even one helpful post a month signals that your firm is active and engaged.

  1. Optimize for Speed and Mobile Use

A slow or clunky site can drive clients away. In fact, nearly 60% of all web traffic now comes from mobile devices, meaning your site needs to look and function perfectly on smartphones and tablets.

Quick wins include:

  • Compressing large images
  • Minimizing unnecessary plugins
  • Using a reputable hosting provider
  • Running periodic mobile-friendly tests

Think of it like a financial audit—you’re checking for inefficiencies that cost you credibility and leads.

  1. Ensure Top-Level Security

Your clients trust you with sensitive financial data. While your main portal may be separate from your public site, security still matters.

  • Always use HTTPS (SSL certificates)
  • Keep your CMS (like WordPress) and plugins up to date
  • Use strong passwords and two-factor authentication
  • Set up automated security scans

A secure site not only protects visitors but also boosts your Google search ranking.

  1. Prioritize Clear Navigation

Your clients are busy—they don’t want to dig for information. Simplify your site’s structure so visitors can easily find:

  • Services offered
  • Contact information
  • Client portals or resources
  • Clear calls-to-action (e.g., “Schedule a Consultation”)

Think of it like a well-organized set of financial statements—easy to read, easy to understand.

  1. Maintain Strong SEO Practices

Search engine optimization (SEO) helps clients find you when they’re searching for services like “CPA firm for small businesses” or “nonprofit audit accountant.”

Simple SEO improvements include:

  • Using descriptive page titles and meta descriptions
  • Adding location-specific keywords (e.g., “CPA in Raleigh, NC”)
  • Updating old pages with fresh, keyword-rich content
  • Claiming and maintaining your Google Business Profile

This ensures your site continues to bring in new leads organically.

  1. Regularly Back Up and Test Your Site

Just like you’d back up important client files, you should also back up your website. A simple glitch, outdated plugin, or accidental deletion can break key pages. Schedule regular backups and test your site’s key functions monthly—forms, links, and downloads.

  1. Review Analytics and Adjust

Your website is a living asset, and data tells you how it’s performing. Use tools like Google Analytics or Matomo to see:

  • Which pages get the most traffic
  • Where visitors are coming from
  • How long they stay on your site

If a key service page isn’t performing well, it may need clearer messaging or a stronger call to action.

Bonus Tip: Schedule a Website “Health Check”

Just like you encourage clients to schedule financial check-ups, set a recurring quarterly review for your website. Better yet, have a trusted web professional conduct an annual “digital audit” to catch any issues before they become costly.

Final Thoughts

A polished, secure, and up-to-date website signals to clients that your firm is reliable, detail-oriented, and modern. By investing a little time in regular maintenance, you’ll not only strengthen your online presence but also attract and retain more clients who value professionalism.

Remember: your website is often your first—and sometimes only—chance to make the right impression. Keep it in peak condition, and it will work as hard for your firm as you do for your clients.