Calls to action for accounting firm websites: what works

A call to action (CTA) tells visitors what to do next. On an accounting firm website, that usually means getting in touch. Many practice websites leave visitors to find the contact page themselves, or offer a vague “Contact us”. Clear, well-placed calls to action are one of the simplest ways to turn more visitors into enquiries.

Choose one main action

Decide what you most want visitors to do. Common choices:

Use the same main action consistently across the site, so visitors learn it.

Write specific wording

Good CTAs say what happens and reduce perceived risk:

Supporting text next to the button can address hesitations: “No obligation. We reply within one working day.”

Only promise what you deliver: if you say “reply within one working day”, make sure you do.

Design and placement

• Make the main CTA a button in your brand’s action colour, used consistently and sparingly so it stands out.
• Ensure contrast: button text must be readable against the button colour; see accessibility.
• Repeat it: at the top of the page, after sections where interest peaks (such as after fees or reviews), and at the end.
• Make phone numbers tappable on mobile.
• Keep secondary actions visually quieter, such as text links or outline buttons.

Secondary actions for visitors not ready to talk

Not everyone is ready for a call. Offer something useful in return for low commitment:

• a checklist, such as “Year-end checklist for limited companies”
• a deadlines calendar
• a newsletter with tax updates, using clear, unticked consent
• a link to useful tools, such as tax calculators

These keep people in touch until they are ready. Any marketing emails require consent under the Privacy and Electronic Communications Regulations, so ask clearly and separately.

Page-specific CTAs

Match the action to the page:

• Service pages: “Get a quote for [service]”
• Sector pages: “Talk to our [sector] team”
• Blog posts: a related guide, newsletter sign-up or a soft “Need help with this? Book a call”
• Pricing page: “Get your exact price”
• About and team pages: “Book a call with [name]“

Measuring and improving

• Track form submissions, calls and bookings as conversions in analytics (with consent); see goal tracking in GA4.
• See which pages generate enquiries and which do not.
• Test one change at a time, such as the button wording or placement, and give each test enough time.

See also how to write a homepage and contact pages.

Frequently asked questions

What is the best call to action for an accounting firm?

For most firms, a low-commitment offer such as “Book a free 20-minute call” or “Get a fixed-fee quote” works well. Choose one and use it consistently.

How many calls to action should a page have?

One main action, repeated in a few places, plus a quieter secondary option.

Where should the call to action go?

At the top of the page, after key sections such as fees and reviews, and at the end.

Should I use a pop-up to capture enquiries?

Use them sparingly, if at all. Intrusive pop-ups annoy visitors and can be hard to use on mobile and with assistive technology.