Key takeaways

  • Good FAQs answer the questions prospects actually ask before they get in touch: fees, switching, deadlines and how you work.
  • Put FAQs on the pages they relate to, such as service and pricing pages, as well as on a central FAQ page if useful.
  • Write short, direct answers in plain English, then link to detail.
  • Keep tax-related answers up to date each tax year.
  • Google stopped showing FAQ rich results in May 2026, so write FAQs for readers and AI answers, not for special search listings.

Frequently asked questions are one of the most useful parts of an accounting firm’s website when they are done well. They remove doubts that stop people getting in touch, save your team time, and give search engines and AI assistants clear answers to quote.

Where to source questions

  • questions prospects ask on discovery calls
  • queries existing clients send each January and at year end
  • common objections: price, switching, software, availability
  • search data from Google Search Console and Google’s “People also ask” suggestions
  • your team’s experience: ask everyone for the top five questions they answer

Where to put FAQs

  • On service pages: three to six questions specific to that service
  • On the pricing page: fees, payment terms, what is included
  • On a central FAQ page: general questions about working with you
  • On sector pages: questions specific to that type of client

Spreading FAQs across relevant pages works better than one long page nobody reads.

Example questions by topic

About working with you

  • How do I switch accountants? See how to switch accountants.
  • Do you work with clients outside our area?
  • Who will be my main contact?
  • How quickly do you reply to emails?
  • What software do you use, and do I need to change mine?

Fees

  • How much do you charge for a limited company?
  • Are your fees fixed or hourly?
  • Do your prices include VAT?
  • What costs extra?

Services

  • What is included in your Self Assessment service?
  • Can you help with Making Tax Digital for Income Tax?
  • Do you do payroll for one employee?
  • Can you help if I have missed a tax deadline?

Deadlines and tax

  • When is my Self Assessment return due?
  • When do I need to register for VAT?
  • When is Corporation Tax due?

Keep factual answers accurate for the current tax year, and link to authoritative detail, such as our Self Assessment deadlines and VAT registration guides.

Writing good answers

  • Answer in the first sentence. “Yes, we can take over part-way through the year” before any explanation.
  • Keep answers short: two to four sentences, with a link to more detail.
  • Use plain English and avoid jargon.
  • Be honest, including about what you do not do.
  • Date-sensitive answers should name the tax year.
  • Do not give personal advice in a general FAQ; invite people to get in touch for their situation.

Structured data

Google stopped showing FAQ rich results in its search results from 7 May 2026 and has removed the documentation for them, so FAQ markup will not change how your pages appear in Google. Clear, visible question-and-answer content still helps visitors, and helps search engines and AI assistants find direct answers to quote. If you keep FAQPage structured data for other systems, the questions and answers in it must match what is visible on the page.

Keeping FAQs current

Review all FAQs at the start of each tax year and after Budgets. Outdated answers, such as last year’s thresholds, damage credibility and can mislead.

See also website copywriting and schema markup for accounting firms.

Frequently asked questions

Should my accounting firm website have an FAQ page?

Yes, but FAQs work best when placed on the pages they relate to, with a central page for general questions.

How many FAQs should I include?

Three to six per service or pricing page is usually enough. Include questions people genuinely ask.

Do FAQs help SEO?

They can, by answering specific questions people search for. Google no longer shows FAQ rich results, but well-written answers still help pages rank and be quoted by AI tools.

Can FAQs replace talking to clients?

No. They answer common questions and build confidence, but complex situations still need a conversation.

Sources

Facts and rules in this guide were checked against the sources below in October 2026. Platforms, prices and regulations change, so check the current position before acting. This guide is general information, not legal or professional advice.