What an Accounting Firm Website Needs (Page by Page)
A page-by-page outline of what a small accounting, CPA or bookkeeping firm website should include, from the homepage and services pages to fees, booking and insights.
For most small accounting, CPA and bookkeeping practices, the website does one job: it helps a prospective client decide whether you are the right firm, then makes it easy to start a conversation. It needs to be clear about who you serve, what you do, roughly how you charge, and what happens next.
This guide walks through the pages a typical firm site needs, what to put on each one, and the small details that tend to get missed.
Start with three decisions
Before you write a single page, settle three things. Everything else follows from them.
Who you serve. “Small businesses” is too broad to persuade anyone. A niche such as owner-managed trades businesses, e-commerce sellers, medical practices or venture-backed start-ups lets you write copy that sounds like it was written for the reader.
What you want visitors to do. For most firms this is booking an introductory call or sending an enquiry. Pick one primary action and use it consistently across the site.
How you charge. Fixed monthly fees, packages, hourly or project-based. You don’t have to publish every number, but you do need to explain your approach.
The homepage
The homepage should answer “is this firm for me?” within a few seconds. A practical structure:
Headline and sub-headline stating who you help and the outcome, in plain language. Avoid generic lines like “Your trusted financial partner”.
Primary call to action such as “Book an intro call”, repeated in the header so it is always visible.
Problems you solve, written from the client’s point of view: books that are behind, a looming filing deadline, no visibility on cash, outgrowing a part-time bookkeeper.
Services overview with a short line on each and a link to its own page.
How it works, usually three or four steps from first call to ongoing service.
Proof, but only real proof: genuine client quotes you have permission to use, professional memberships and qualifications you actually hold, and software certifications you have earned.
Fees teaser that points to your pricing or “how we charge” page.
Closing call to action and contact details.
Folistead’s own check of 247 US accounting, bookkeeping and CFO firm homepages (research page) found that 79% had no online scheduling link on the homepage and 81% didn’t link to a pricing or fees page. The study looked at homepages only, so some of those firms may cover this elsewhere, but it suggests that a visible booking link and a fees page are easy ways to stand out.
Services pages
Give each core service its own page rather than listing everything on one. Separate pages are easier to read, easier to link to from ads or emails, and give search engines a clear topic for each URL.
A useful structure for each service page:
Who it is for, and who it is not for.
What is included, as a concrete list (for example monthly reconciliations, management accounts, year-end accounts, payroll, tax returns).
What the client needs to provide and how often.
Timelines, such as when monthly reports arrive, described as your actual process rather than a guarantee.
Fees or a starting point, or a link to your fees page.
FAQs specific to that service.
A call to action that matches the service, for example “Book a catch-up review” on a clean-up page.
Typical service pages for a small practice include bookkeeping, tax preparation or compliance, payroll, management reporting, catch-up and clean-up work, and advisory or fractional CFO support.
About and team
People hire accountants they trust, so the about page matters more than in many industries.
A short firm story: why you started, who you focus on, and how you work.
Team profiles with real photos, names, roles, qualifications and areas of focus. A line on what each person actually does for clients is more useful than a list of hobbies.
Professional memberships and credentials, stated accurately. If you mention a professional body or a licence, make sure it is current and named correctly.
Location and service area, especially if you work remotely across regions or countries.
Pricing or “how we charge”
Many firms avoid a pricing page because every client is different. You don’t have to publish a full price list, but explaining your approach removes a big source of hesitation. Options include:
“From” prices for each service, with a note on what changes the price.
Packages or tiers for recurring services such as bookkeeping and monthly reporting.
A plain explanation of fixed-fee versus hourly work, what is included, and what would be quoted separately.
A short FAQ covering contracts, notice periods, onboarding fees and how scope changes are handled.
Whatever you publish, keep it accurate and up to date, and check your professional body’s rules on advertising and fee information before you go live.
Contact and booking
Make the next step obvious and low-effort:
An embedded scheduling tool or a clear “Book a call” link, with a note on how long the call takes and what will be covered.
A short enquiry form asking only what you need to respond: name, email, business type and what they need help with. Long forms put people off.
Response expectations, such as “we reply within one business day”, only if you can genuinely keep to it.
Phone, email and address, plus office hours.
A privacy note explaining how enquiry data is used. Don’t invite people to send sensitive financial documents through a general web form; tell them how you will collect documents securely after onboarding.
Insights or resources
An insights section is optional, but it can help if you commit to it. Answer questions your target clients actually ask, such as deadlines and year-end preparation. A few genuinely useful articles beat a stream of thin posts. Date every article and review older ones, because tax guidance goes out of date.
Details that are easy to miss
Mobile layout. Check every page on a phone, especially forms and booking widgets.
Accessibility. Use sufficient colour contrast, real text instead of text in images, descriptive link text and labelled form fields. The W3C’s Web Content Accessibility Guidelines are the reference standard.
Page titles and meta descriptions for each page, written around the service and location you want to be found for.
Legal pages: privacy policy, terms of engagement or website terms, and any disclosures your professional body requires.
Speed. Compress images and avoid heavy video on the homepage.
Ownership. Make sure your firm controls the domain, hosting account and analytics, not a former supplier.
Template or custom build?
Once you know which pages you need, the next question is how to build them. A well-structured template can get a small firm live quickly, while firms that need client portals, complex integrations or a distinctive brand system may be better served by custom work. We compare the costs and trade-offs in Accounting firm website: template vs custom build.
If you are leaning towards a template and use Framer, the Folistead Accounting & Fractional CFO Website System is a Framer template for accounting and fractional CFO firms, priced at $69 as a one-time purchase at the time of writing (October 2026). You can see the page structure in the live demo, which uses a fictional sample firm.
Next step
Write down your niche, your primary call to action and how you charge, then sketch the pages above as a simple outline. With those in place, building the site, whichever route you choose, becomes a much smaller job.