Key takeaways
- Write for your target client, not for other accountants: their problems, their words, their questions.
- Use plain English: short sentences, everyday words and explanations of necessary terms.
- Lead with outcomes and benefits, then explain what you do and how.
- Back every claim with proof: specifics, reviews, credentials and examples.
- Structure pages for scanning, with clear headings, short paragraphs and lists.
Most accounting websites say similar things: professional, reliable, tailored, proactive. Copy that sounds like everyone else’s gives visitors no reason to choose you. Good copywriting makes your firm sound like the obvious choice for a particular kind of client, in words they understand.
1. Know your reader
Before writing, describe the client you want more of:
- who they are: a contractor, a café owner, a landlord with five properties
- what keeps them up at night: penalties, cash flow, Making Tax Digital, not understanding their numbers
- what they search for and the words they use: “accountant for landlords”, not “property income compliance services”
- what would make them confident to get in touch
Write each page for that person.
2. Use plain English
Plain English is clearer for everyone, including people reading on phones, people with dyslexia and people whose first language is not English.
- prefer short sentences, around 15 to 20 words on average
- use everyday words: “help” not “facilitate”, “start” not “commence”
- use the active voice: “we file your return” not “your return will be filed”
- explain necessary terms the first time, such as “payments on account (advance payments towards next year’s tax)”
- avoid internal jargon and acronyms without explanation
GOV.UK’s content design guidance is an excellent free reference.
3. Benefits before features
| Feature | Benefit |
|---|---|
| Cloud accounting software | See your numbers any time, without waiting for year-end accounts |
| Monthly management accounts | Spot cash flow problems before they become emergencies |
| Fixed monthly fee | No surprise bills, ever |
| Named client manager | One person who knows your business, not a call centre |
Start with the benefit, then explain the feature that delivers it.
4. Be specific
Specific statements are more credible than adjectives:
- “We reply to emails within one working day” rather than “excellent communication”
- “We look after 140 contractors” rather than “extensive contractor experience”, if accurate
- “Fixed fees from £[X] a month” rather than “competitive pricing”
5. Prove it
Support claims with reviews, testimonials, case studies, credentials and real numbers. See trust signals. Advertising rules require claims to be substantiated; professional body codes require marketing to be honest and not to disparage other firms.
6. Structure for scanning
Most visitors skim. Help them:
- one clear idea per paragraph, kept short
- descriptive subheadings that make sense on their own
- bullet points for lists
- important information first
- a call to action at natural decision points; see calls to action
7. Find your tone
Decide how your firm sounds: warm and approachable, calm and authoritative, energetic and modern. Write a short tone guide with examples and use it consistently across the website, emails and social media.
8. Write for search too
- use the words clients search for, naturally, in headings and the opening paragraph
- give each page one main topic
- write unique page titles and descriptions
- answer common questions directly
See how to write SEO service pages and title tags and meta descriptions.
Common mistakes
- starting every page with “We are a firm of…”
- long paragraphs of generic claims
- listing services without explaining who they suit
- out-of-date rates and deadlines
- copying text from other firms or template providers, which harms trust and search performance
A quick editing checklist
- Would your target client understand every sentence?
- Does the first paragraph say what the page offers and who it is for?
- Is every claim specific and supportable?
- Can a reader skim the headings and get the point?
- Is there a clear next step?
See also how to write a homepage and about pages.
Frequently asked questions
How do I write website copy for an accounting firm?
Start with a clear picture of your target client, write in plain English about their problems and the outcomes you deliver, back claims with proof, and structure pages for scanning.
Should I hire a copywriter?
If writing is not your strength, a copywriter who understands professional services can help. Provide them with your knowledge of clients and services.
What is plain English?
Clear writing using short sentences, everyday words and the active voice, so readers understand it the first time.
How long should service page copy be?
Long enough to answer the main questions, typically 600 to 1,200 words, structured with headings and FAQs.
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.