Website planning for accounting firms: what pages do you need?

Before choosing a template or writing a word, decide which pages your website needs. A clear plan makes navigation simple, helps search engines understand the site and stops the site from growing into a maze. This is a typical structure for a small to medium accounting practice.

1. Core pages

2. Service pages

One page for each main service, for example:

• accounts and Corporation Tax for limited companies
• Self Assessment tax returns
• bookkeeping
• payroll and pensions
• VAT returns and Making Tax Digital
• management accounts and advisory
• tax planning
• company formation

Each should cover what is included, who it suits, how it works, pricing or how fees are set, and frequently asked questions. See writing SEO service pages.

3. Sector or client-type pages

If you specialise, create pages for each client group: contractors, landlords, medical professionals, construction and CIS, ecommerce, charities, startups. These convert well, because visitors see their own situation described.

4. Location pages

If you serve clients in more than one town or have several offices, a page for each genuine location can help local search. Each page needs:

• the office address and contact details, if you have an office there
• content specific to that area, such as local clients served or local business issues
• team members based there

Avoid publishing near-identical pages for towns you do not really serve; they are unlikely to rank and can harm trust. See local SEO for accountants.

5. Trust pages

• Team: profiles with photos, roles and qualifications; see team pages
• Reviews or testimonials; see trust signals
• Case studies; see case study pages
• Accreditations: professional bodies, software partner status and awards, if relevant

6. Resources

• a blog or news section for tax updates, deadlines and guides
• FAQs; see FAQs for accounting websites
• tools such as tax calculators, if you can keep them accurate
• downloadable checklists, for example a year-end checklist

7. Legal and utility pages

• privacy notice, explaining how you use personal data; see privacy policy set-up
• cookie information and consent settings; see cookie consent
• terms of business or engagement terms, or a link to request them
• accessibility statement (good practice)
• complaints procedure, which many professional bodies expect firms to make available
• regulatory details in the footer: company name and number, registered office, and professional body statements

Example sitemap

Home
About
  Team
  Reviews
Services
  Limited company accounts
  Self Assessment
  Bookkeeping
  Payroll
  VAT and MTD
  Tax planning
Who we help
  Contractors
  Landlords
  Construction and CIS
Fees
Resources
  Blog
  FAQs
Contact
Privacy notice | Cookies | Complaints | Accessibility

Planning tips

• Keep the main navigation to around six or seven items.
• Use short, descriptive URLs, such as /services/self-assessment/, and avoid changing them later.
• Write content before design, so the design fits real text.
• Plan who will keep each page up to date.

Frequently asked questions

How many pages does an accounting firm website need?

Typically between 15 and 40: core pages, a page per service and specialism, trust pages, resources and legal pages. Quality matters more than quantity.

Do I need a separate page for each service?

Yes, for your main services. Separate pages answer specific questions and rank for specific searches.

Should I create pages for every town near me?

Only for places you genuinely serve, with content specific to each. Thin location pages rarely help.

What legal pages does an accountant’s website need?

A privacy notice, cookie information with working consent, and regulatory details such as company information and professional body statements. A complaints procedure is also expected by many professional bodies.