We get it. You’re busy running a practice, keeping up with deadlines and juggling a hundred client demands. But while you’ve been doing all that, your website might have been quietly turning new business away.
And no, we’re not being dramatic. Sometimes it’s the smallest missteps that do the most damage. Confusing jargon. Vague messaging. No clear next step. These are the things that make potential clients click away.
Let’s fix that.
Speak their language, not yours.
There’s a fine line between showing expertise and speaking in riddles.
If your homepage is crammed with terms like “statutory year-end reporting” or “MTD-ready VAT submissions,” you might be impressing your peers, but not your prospects.
The real question isn’t “Are we sounding smart?” It’s “Are we making things clearer for our clients?”
Talk about what they care about. Cash flow headaches. End-of-year stress. Payroll problems. Then explain how you help make those issues disappear.
Build trust with proof, not promises
Anyone can say they’re experienced or client-focused. But visitors need more than warm words. They need proof.
What helps?
- Client testimonials that highlight real outcomes
- Logos of businesses you’ve worked with
- Accreditations or awards from trusted industry bodies
- Case studies and Google reviews that back up your claims
These trust signals do the heavy lifting. They reassure visitors that others have chosen you—and would do so again.
Make the next step obvious and easy
Imagine someone’s ready to reach out but can’t find how. Or worse, they’re stuck in a form that feels like a tax return. Odds are, they’ll give up.
Instead, offer friction-free ways to take action:
- A free calculator or checklist in exchange for an email
- A link to book a discovery call—no faff, no emails back and forth
- A visible “What to do next” prompt on every page
The simpler the path, the more likely people are to take it.
Here’s the takeaway. Your website should sound like a helpful accountant, not a technical manual. It should feel like a warm handshake, not a locked door.
If your site isn’t doing that, it might be time for a rethink. And if you’d like some help, we work with accountants just like you.
