What Pages Should an Accounting Firm Website Have?

A good accounting firm website has six core pages: home, services, about, resources, client portal and contact.

Everything else is optional, and most firms have too many of them. The problem is usually not missing pages, it is pages that were added without a reason and never updated since.

This guide walks through the accounting website pages an Australian firm actually needs, what belongs on each, and the optional pages worth considering once the essentials work properly.

The Pages Every Accounting Firm Website Needs

An accounting firm website needs six pages to do its job: attract the right prospects, answer their questions, and make it easy to book. Anything beyond these should earn its place. A deep sitemap of ten or fifteen pages does not rank better than a focused site of six, it just spreads link equity and makes the site harder to maintain.

The six essentials cover the four things every prospect wants to know before they pick up the phone. Who are you, what do you do, can I trust you, and how do I get in touch. Each page below maps to one of those questions, and the client portal handles existing clients who have already said yes.

1. Home — the elevator pitch, proof, and a single clear action.
2. Services — one parent page plus individual service pages for the work you actually want more of.
3. About / Team — faces, credentials, story.
4. Resources / Blog — useful content that shows you know your trade.
5. Client portal / login — a place existing clients can access secure documents.
6. Contact — phone, email, address, booking form.

Some firms add a pricing page, some skip it. Multi-office firms need location pages. Everyone argues about the blog. We will get to all of that, but start with the six above and get them right before adding anything else.

What Belongs on the Homepage

The homepage is where most prospects land after a Google search or a referral, and you get about three seconds to make them stay. A homepage for an accounting firm needs to answer four things fast: what you do, who you do it for, why someone should pick you, and what to click next. If it takes scrolling past a stock photo carousel to figure any of that out, the homepage is doing the wrong job.

The structure below works because it matches how a prospect actually reads a site. They scan the top, check for proof, look for something specific to their situation, then decide whether to book or leave. Copy and images matter less than order. Put the right thing in the right spot and the page converts.

The must-haves

• A clear headline that names the firm, the work, and the market (for example, ‘Business accounting for trades and small retail in the Hunter’)
• A primary call to action above the fold: book a call, request a quote, or send an enquiry — pick one, not three
• Trust signals within the first scroll: years in business, number of clients, professional body logos (CPA, CA ANZ, IPA), or real client photos
• A services summary block that links to the individual service pages
• One real testimonial from a client (not a generic ‘great service!’ quote)
• Contact details in the header or footer, visible without scrolling

What the homepage does not need: a long ‘welcome to our firm’ paragraph, a slideshow of stock images, every service listed three times, or a mission statement written in the passive voice. Every element on the homepage should move a prospect one step closer to contacting you.

Services Pages: One Parent, Several Children

Services are where accounting firms lose the most SEO opportunity. Most sites have a single ‘Services’ page listing six or eight things the firm does, each as a short paragraph. That page cannot rank for any of those services individually, and it gives a prospect searching for ‘SMSF accountant’ nothing specific to read.

The fix is a parent services page that links out to individual service pages. Each individual page targets one keyword, explains that one service in depth, and ends with a service-specific call to action. The individual pages rank, the parent page handles navigation.

Which individual pages to build first

You do not need a page for every service you offer. Build pages for the services you want more of, in the order of revenue per client. For most Australian firms, that means:

• Business tax and BAS
• Individual tax returns (if you want that work — many firms do not)
• SMSF accounting
• Bookkeeping and payroll
• Business advisory / virtual CFO
• Tax planning
• Company setup and structure advice

If a service gets fewer than two or three enquiries a year, skip it. A service page that gets no traffic and no leads is just content to maintain.

What each service page needs

• A clear H1 naming the service
• Who it suits (industry, business size, situation)
• What is included in the service
• How your approach differs from the firm down the road
• Pricing guidance or a fixed-fee range (optional but reduces tyre-kickers)
• A service-specific booking CTA

The About and Team Page

The About page is where prospects decide whether they like you. A generic ‘we are a trusted firm of dedicated professionals’ paragraph does the opposite — it signals that you could not think of anything specific to say. Put real people, real credentials and a real story on this page, and it becomes one of the highest-converting pages on an accounting website.

For a small firm, combine About and Team on one page. For anything with more than four or five staff, separate them. The About page tells the firm’s story, the Team page lists individuals with photos, titles, qualifications, and one or two lines of personality.

• A professional headshot of each team member — not a stock photo, not a group shot from five years ago
• Name, role, and relevant qualifications (CA, CPA, degrees, specialisations)
• One line about what they actually do at the firm
• One line of personality — what they do outside work, a quirky detail, anything that makes them a person
• Professional body memberships with visible logos
• Years in practice and a one-paragraph firm story

Skip the photo from the 2018 Christmas party. Skip the section titled ‘Our Values’ with six abstract nouns. A prospect who lands on the About page wants to know who will actually do the work, and whether they will be easy to deal with. Help them answer both questions in under thirty seconds.

Resources, Guides and the Blog

A resources section is not optional for a firm that wants to attract new clients through search. It is how accounting firms rank for the questions their prospects are actually googling: things like ‘when does my BAS need to be lodged’, ‘how much super can I contribute this year’, or ‘do I need to register for GST’. A pure services site cannot rank for any of these — a content hub can.

Most firms overcomplicate the blog. They set it up, publish three posts, then abandon it for two years. A slow, consistent publishing schedule beats a burst of activity every time. Aim for two well-researched posts a month rather than ten rushed ones, and focus on questions your existing clients ask you every week.

Types of content that work for accounting firms

• Tax year planning articles (deadlines, deduction reminders, what is changing)
• Industry-specific guides (for example, ‘tax deductions for tradies’ or ‘BAS for ecommerce businesses’ if you avoid Woo and Shopify topics)
• Regulatory updates explained in plain English (ATO rulings, Stage 3 tax changes, super rate updates)
• Comparison articles (sole trader vs company structure, DIY vs accountant)
• How-tos for basic tasks clients ask about constantly

Publish under a single /resources/ or /blog/ parent and use categories for topic grouping. Internal linking from blog posts back to service pages is where the SEO value actually lives — a well-written article on ‘how to pay less tax as a sole trader’ that links to your tax planning service page does more for rankings than any meta description.

The Client Portal and Login Area

A client portal is not a page in the strict sense, it is a secure area for existing clients to upload documents, sign engagement letters, and see tax returns. But it needs to be visible from the main website with a clear login link, usually in the header or a secondary navigation. A prospect seeing a ‘Client Login’ button in the top right reads it as a sign the firm runs a professional, modern operation. A firm without one reads as older and more paper-based, whether that is fair or not.

You do not need to build the portal yourself. Most firms connect to an existing platform — Xero, FYI Docs, Suitefiles, NowInfinity, or whatever document system the practice uses. The website just needs a login link that points to the right URL and a short landing page explaining what the portal is for, in case a new client has not used one before.

The Contact Page

The contact page has one job: make it easy for a prospect to get in touch in whatever way they prefer. Some people will phone, some will fill in a form, some will email direct, and some will want to see the office on a map before they pick a channel. All four paths need to be on the page, visible without scrolling on mobile.

A short contact form is better than a long one. Name, email, phone, and ‘what can we help with’ — that is it. Every extra field drops completion rates. Qualify prospects on the phone call, not on the form.

• A phone number that is clickable on mobile (use tel: links)
• An email address or contact form — pick one as primary
• Office address with an embedded Google Map
• Opening hours (including ‘closed for lunch’ if that is a thing at your firm)
• A booking link if you use a scheduling tool like Calendly or Acuity
• A short paragraph setting expectations on response time

Firms with multiple offices should still have one master Contact page that lists all locations, then separate location pages for local SEO. A single Contact page with all offices also helps a prospect who is unsure which office suits them.

Optional Pages Worth Considering

Once the six essentials are working, a handful of optional pages can earn their place on an accounting firm website. The key word is ‘earn’. Only add a page if it answers a question the essential pages cannot, or solves a specific business problem. Adding pages for the sake of a fuller menu is how firms end up with twenty-page sites that are ninety per cent outdated.

Pricing page

Splits accountants into two camps. Firms that publish pricing get fewer but better-qualified enquiries — people who can afford the firm and know what to expect. Firms that do not publish pricing get more enquiries, including plenty of tyre-kickers and people who cannot afford the fee. There is no wrong answer, but the decision should be deliberate. If you do publish, fixed-fee ranges work better than ‘starting from’ prices. See our website design pricing page for how we handle the same question.

FAQ page

Handy if you keep getting the same five questions. A single FAQ page or FAQs on individual service pages both work. Google also pulls FAQ content into rich results, which can pick up extra search traffic. Keep answers short — two to four sentences each — and use real questions clients ask, not marketing questions you wish they would ask.

Case studies or client stories

Powerful for business-focused firms, less useful for firms doing mainly personal tax. A single strong case study from a representative client does more than ten generic stories. Include the client’s industry, the problem, what you did, and the measurable outcome (time saved, tax reduced, cash flow improved). Get permission before naming clients.

Locations page (multi-office firms only)

If the firm has more than one office, each location needs its own page. This is how firms rank for ‘accountant [suburb]’ searches. Each location page should cover the team at that office, the services offered there, directions, parking, and local contact details. For inspiration on how multi-location service businesses structure this, see how web design in Sydney and web design in Melbourne sit alongside each other on our site.

Careers page

Only if actively recruiting. A dormant careers page with ‘no current openings’ is worse than no page at all, because it signals the firm is not growing. If you are hiring, the page should include the role, who you are looking for, the benefits, and a direct application link. If you are not, delete the page.

Getting the Pages Right for Your Firm

A well-structured accounting firm website has six core pages, a handful of earned optional pages, and nothing else. Most firms that ask us for a rebuild come in with a site that has thirty pages and no clear path from homepage to contact. The rebuild usually cuts the site in half, and the enquiries go up.

The common thread is focus. Each page should do one job, and the structure should make it easy for a prospect to move from ‘what do they do’ through ‘can I trust them’ to ‘how do I book’. Design matters, copy matters, but the biggest single lever is which pages exist and what belongs on each.