How to write an about page for an accounting firm

After the homepage and service pages, the about page is often one of the most visited pages on an accounting firm’s website. People choosing an accountant are choosing a relationship that may last years. They want to know who you are, how you work and whether you understand businesses like theirs.

What the about page needs to do

• show that you are real, qualified and established
• explain who you help and why you focus on them
• describe how you work: communication, technology, fees, responsiveness
• give a sense of personality and values
• lead to the next step

A structure that works

1. An opening that puts the client first

Start with what clients get, not with the founding date. For example: “We help owner-managed businesses in Norwich understand their numbers and keep more of what they earn.”

2. Your story

Storytelling works because it explains why. Keep it brief and true:

• why the firm was founded, for example the founder saw small businesses struggling to get timely advice
• a turning point, such as specialising in a sector or moving fully to cloud accounting
• what that means for clients today

Avoid inventing drama or overstating results. Professional body rules and advertising standards require marketing to be honest and not misleading.

3. Who you help

List the client types and sectors you know best, with links to sector pages. Specificity builds confidence: “We act for over 100 local tradespeople” is more persuasive than “we work with businesses of all sizes”, provided it is accurate.

4. How you work

Describe what working with you is actually like:

• a named contact or team
• how and how quickly you respond
• the software and portal you use
• how fees are agreed
• how often you meet or review

5. Credentials and memberships

State professional body memberships (such as ICAEW, ACCA, AAT or CIOT), any regulated activities, and relevant accreditations, such as software partner status. Use logos only where you are entitled to.

6. The team

Introduce key people with photos, roles and qualifications, linking to a full team page.

7. Proof

Add a few testimonials, review highlights or links to case studies.

8. Next step

Finish with a clear call to action, such as “Book a call with [name]”, and contact details.

Writing tips

• Use “we” and “you” naturally, and write as you would speak to a client.
• Show values through actions: instead of “we value transparency”, say “we agree fees in writing before any work starts”.
• Include a photo of the team or office; real images build trust far better than stock photos.
• Keep it scannable, with subheadings and short paragraphs.
• Check every claim can be supported.

Common mistakes

• a page full of generic statements (“professional, reliable, friendly”)
• a long history that never mentions clients
• no faces or names
• out-of-date team information
• no call to action

See also trust signals and website copywriting.

Frequently asked questions

What should an accounting firm about page include?

A client-focused opening, a brief true story, who you help, how you work, credentials, the team, evidence such as reviews, and a call to action.

How long should an about page be?

Usually 400 to 900 words, broken up with subheadings, photos and testimonials.

Should I include the firm’s history?

Briefly, if it helps explain your approach or experience. Focus on what it means for clients today.

Can I use storytelling on a professional services website?

Yes, if the story is true and relevant. A short story about why you work the way you do helps clients understand and remember you.