Key takeaways
- Showing fees, even as starting prices, helps prospects qualify themselves and reduces time spent on poor-fit enquiries.
- Common formats are packages, from prices for each service, or an online quote calculator.
- Be clear about what is included, what costs extra and whether prices include VAT.
- Explain what drives the price, such as turnover, transactions and complexity.
- Prices must not be misleading under advertising rules and professional body codes.
Many accountants are reluctant to publish prices, worrying that every client is different or that competitors will undercut them. But prospective clients increasingly expect some idea of cost before they get in touch, and online accountants have made transparent pricing the norm in parts of the market. For many firms, a well-designed pricing page brings in better enquiries.
The case for showing prices
- Qualifies enquiries: people who cannot afford your service self-select out, saving discovery calls.
- Builds trust: openness about fees signals confidence and avoids awkwardness.
- Supports conversion: visitors who see a price range are more likely to enquire than those who have to guess.
- Helps SEO and ads: searches such as “accountant fees for limited company” can land on a page that answers them.
The case against
- complex work, such as advisory or tax investigations, is hard to price in advance
- prices can anchor clients to the lowest figure
- competitors can see your rates
Most of these can be handled by publishing starting prices and explaining what affects the final quote.
Pricing page formats
| Format | How it works | Suits |
|---|---|---|
| Packages | Two to four tiers with defined services | Firms with standardised services for sole traders and small companies |
| From prices | A starting price for each service, with factors that increase it | Firms with varied clients |
| Quote calculator | Visitors enter turnover, transactions and services for an indicative price | Firms with a clear pricing model |
| How we price | No figures, but an explanation of fixed fees and what drives cost | Firms focused on bespoke work |
What to include
- what each price covers: for example, year-end accounts, CT600, confirmation statement, director’s Self Assessment, bookkeeping software
- what costs extra: payroll per employee, VAT returns, additional directors’ returns, catch-up bookkeeping, HMRC enquiries
- VAT: say clearly whether prices include VAT
- payment terms: monthly fixed fee or annual billing
- what drives the price: turnover, number of transactions, payroll size, complexity
- a next step: “Get an exact quote” or “Book a call”
Example structure
- Short intro: fixed fees agreed in writing before work starts
- Packages or from prices table
- “What affects your price” list
- Optional extras with prices
- FAQs about fees, contracts and switching accountant
- Call to action
Compliance
- Prices must not be misleading: if a price is “from”, the starting point must genuinely be available to typical clients.
- State whether prices include VAT, and give total prices where consumers are concerned.
- Follow your professional body’s guidance on publicity and fees, which generally requires fee information to be fair and not misleading and not to disparage other firms.
- Agree fees in an engagement letter before work begins; see engagement letters.
For pricing strategy itself, see how to set fees as an accountant and average accountancy fees.
Frequently asked questions
Should accountants put prices on their website?
Many firms benefit from showing at least starting prices or packages. It filters enquiries and builds trust, while bespoke work can still be quoted individually.
How do I show prices if every client is different?
Use “from” prices with a clear list of the factors that affect the final fee, or a quote calculator.
Should prices include VAT?
Say clearly whether they do. For consumer clients, showing VAT-inclusive prices is clearer and avoids misleading impressions.
Will showing prices make me compete on price?
Not if your page explains the value and service included. Clients who choose purely on price will look elsewhere either way.
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.