Key takeaways
- The homepage must answer three questions fast: who you help, what you do, and what to do next.
- The first screen (above the fold) needs a specific headline, a short supporting line, one main call to action and a trust signal.
- Follow with services, proof, how working with you works, and a clear route to fees and contact.
- Write for your target clients in plain English, not for other accountants.
- Keep it focused: the homepage is a signpost to detailed service pages, not a place for everything.
Your homepage is often the first impression a prospective client has of your firm. Most visitors decide within seconds whether to read on. A strong homepage makes it immediately clear that you help people like them, shows why they can trust you, and gives one obvious next step.
Above the fold: the first screen
The part of the page visible before scrolling does the most work. It should contain:
- A specific headline saying who you help and with what. “Accountants for limited companies and contractors in Bristol” beats “Accounting made simple”.
- A supporting line that adds a benefit or a reason to choose you, such as “Fixed monthly fees, a named accountant and replies within one working day.”
- One main call to action, such as “Book a free 20-minute call” or “Get a quote”, with a phone number nearby.
- A trust signal, such as your review rating with its source, professional body logos or a short client quote.
Keep the first screen uncluttered. Avoid sliders that rotate messages, autoplay video and large stock images that push the message down on mobile.
Test it
Show the first screen to someone outside the firm for five seconds. Can they say who you help and what you want them to do?
The rest of the homepage
A proven structure, from top to bottom:
| Section | Purpose |
|---|---|
| Hero (above the fold) | Who, what, next step, trust |
| Who we help | Client types or sectors, each linking to a sector page |
| Services | Short descriptions linking to each service page |
| Why choose us | Three or four specific differences, backed by evidence |
| Proof | Reviews, testimonials, case study snippets, accreditations |
| How it works | Three or four steps from first call to ongoing service |
| Fees | Starting prices or how pricing works, linking to the pricing page |
| Team | Faces and names, linking to the team page |
| Resources | Latest guides or deadline reminders |
| Final call to action | Repeat the main action with a short reassurance |
Writing tips
- Write to one reader. Picture a typical client and address them directly as “you”.
- Lead with their problem. “Stop worrying about deadlines” speaks to the reader; “We are a firm of chartered accountants established in 1985” speaks about you.
- Be specific. “We reply within one working day” is more persuasive than “excellent service”.
- Prove claims. Back up “experienced” with years, qualifications or numbers of clients you can verify.
- Use plain English. Avoid jargon such as “compliance solutions” and “bespoke advisory”. See website copywriting.
- Keep paragraphs short and use descriptive subheadings.
Common mistakes
- a headline about the firm rather than the client
- listing every service in detail on the homepage
- several competing calls to action of equal weight
- out-of-date news or deadlines
- claims that cannot be substantiated, which professional body rules and advertising standards prohibit
SEO considerations
The homepage usually ranks for your firm name and broad local terms. Include your main location and service naturally in the page title, headline and opening paragraph, and link to service pages that target more specific searches. See optimising your homepage for SEO.
Example hero copy
Accountants for landlords and property investors in Manchester Tax returns, MTD for Income Tax and portfolio advice from a team that only works with property clients. Fixed fees agreed upfront. [Book a free call] · 0161 000 0000 · Rated by our clients on Google
Replace the details with your own, and only use claims you can support.
Frequently asked questions
What should be above the fold on an accounting website?
A specific headline about who you help, a supporting line, one main call to action and a trust signal such as reviews or professional body logos.
How long should an accounting firm homepage be?
Long enough to cover who you help, services, proof, process, fees and contact, with links to detail. Most effective homepages are several screens long on mobile.
Should I put prices on my homepage?
A short summary of starting prices or how you price, linking to a full fees page, helps many firms qualify enquiries.
How often should I update my homepage?
Review it at least yearly, and whenever your services, focus or team change.
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.