Accountancy website examples, and how to judge one
Six concept designs for six genuinely different practices, not one template recoloured, plus the ten-point scorecard we use to judge whether a practice website is working. Bring us any of them, or a competitor you admire, and we design around it.
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Tell us which direction you like
Send your details and mention a concept below, or a competitor you admire, and we design around it.
These are concept designs, drawn for fictional practices to show six genuinely different directions. They are not client work and the firms shown do not exist. We say so plainly because the opposite is common.
Bring us any of them, a competitor you admire, a colour or a mood board, and we design around it. Builds are from £1,450 one-off, live in three to four weeks, with two rounds of changes included.
Fifty years of counsel to family businesses
Audit, taxation and succession planning for owner-managed companies across London and the Home Counties.
Concept design · fictional practiceTraditional practiceSerif, centred, gold rules and a navy seal. Every design decision says established. This is what a 50-year-old family firm should look like, and the type does more work than the colour.
I like this directionLimited company accounting, done for you
IR35 reviews, dividend planning and a named accountant. Switch in 48 hours with no exit fees to pay.
- Year-end accounts & CT600
- Self assessment included
- Unlimited IR35 reviews
- FreeAgent licence included
- Named accountant
Concept design · fictional practiceContractor accountantsBuilt like a software product, because that is what contractors compare it against. Pill buttons, a dark hero, and the price on a floating card so nobody has to hunt for it.
I like this directionAccounts that finally match your payouts
Marketplace reconciliation, cross-border VAT and inventory accounting for sellers doing £250k and up.
Concept design · fictional practiceE-commerce accountantsRounded, warm and confident. Online sellers are used to Shopify and Stripe, not accountancy brochures, so the whole design borrows from the tools they already use every day.
I like this directionChartered Tax Advisers
Should your portfolio be in a company?
We answer that question properly, with numbers, before you spend anything on restructuring.
Concept design · fictional practiceProperty tax specialistsVertical navigation down the left, which almost no accountancy firm does, and a rental income calculator sitting where the hero image would normally be. Quiet, editorial, and it earns the enquiry with a tool rather than a slogan.
I like this directionSpecialist accountants for dental and medical practices
NHS pension, superannuation and associate-to-principal planning, from a team that does nothing else.
Concept design · fictional practiceMedical and dental accountantsTwo-tier navigation with a utility bar, a booking card in the hero, and sector body logos rather than general credentials. It looks like healthcare because the people buying it work in healthcare all day.
I like this directionWe sit on the other side of your numbers.
A finance director for founder-run businesses turning over £1m to £20m. Quarterly board packs, cash flow you can act on, and the conversation your year-end accounts never start.
How we work →Concept design · fictional practiceAdvisory practiceAlmost nothing on the page. No navigation to speak of, no colour, one link. A firm selling judgement rather than compliance can afford to be this confident, and the restraint is the entire message.
I like this directionNone of these quite you?That is useful information. Send us a site you admire instead and we will work from that.
What actually differs between them
Six accountancy firms should not end up with the same website in different colours, so none of these share a layout. The navigation alone runs from a centred Victorian-style masthead to a vertical sidebar to almost no navigation at all.
| Concept | Navigation | Type | The idea |
|---|---|---|---|
| Whitcombe & Hale | Centred masthead | Serif | Established, formal, credential-led |
| Ledgerline | Logo left, sign-in right | Tight sans | Priced like software, because contractors compare it to software |
| Clearbook | Pill nav, rounded | Rounded sans | Borrows from the tools online sellers already use |
| Northfold Tax | Vertical sidebar | Editorial serif | Earns the enquiry with a calculator, not a slogan |
| Ashcombe | Two-tier with utility bar | Clinical sans | Looks like healthcare because its buyers work in healthcare |
| Merton Row | Almost none | Oversized sans | Restraint as the entire message |
Every practice shown is fictional and every design is a concept. They are not clients and not case studies.
Ten things to score an accountancy website on
Most “best accountancy websites” lists are ranked on how the homepage looks. That is the least useful thing about a website. Score yours, or a competitor’s, on these instead. Two points each, twenty available.
| # | Test | Two points if |
|---|---|---|
| 1 | Who it is for | The first heading names a type of client, not a town or a service list. “Accountants for Shopify sellers” scores. “Your trusted local accountants” does not. |
| 2 | A number | A price, a range or a starting point is visible without filling in a form. A page called Pricing that only contains a contact form scores zero. |
| 3 | Real people | Named individuals with photographs and qualifications. Stock photography of a handshake scores zero, and so does a team page with no names. |
| 4 | Regulator and registration | Professional body, firm registration and company number are stated, not implied. This is a legal requirement for a limited company and a trust signal for everyone else. |
| 5 | One page per service | Each service has a URL of its own. A single page listing eleven services cannot rank for any of them. |
| 6 | One page per specialism | The sectors named in the copy have pages behind them. Naming five specialisms and giving none of them a page is the most common miss in the profession. |
| 7 | Phone speed | It loads and becomes usable in under two and a half seconds on a phone on mobile data. Run it through Google’s PageSpeed Insights and read the mobile score, not the desktop one. |
| 8 | An enquiry path that is not a phone call | A short form, a booking link or a stated email address, with a stated response time. Eleven required fields and a mandatory phone number scores zero. |
| 9 | Evidence | Named testimonials, a Google Business Profile with reviews on it, or work you can point at. Anonymous praise from “a client, London” scores zero. |
| 10 | Something worth reading | At least one genuinely useful guide, updated this tax year. This is now the main route into the AI answers that appear above the search results. |
How to read your score
- 16 to 20. The site is doing its job. Spend the budget on visibility rather than a rebuild.
- 10 to 15. The structure is the problem, not the design. A restructure is usually cheaper than a redesign.
- Under 10. The site exists rather than works. Most practices we speak to land here, and most of them had no idea.
Six things the ones that work have in common
1. They narrow, hard
The strongest practice sites are willing to be wrong for most visitors. A page that speaks only to contractors will lose the landlord, and win the contractor at a fee the generalist down the road cannot charge.
2. They answer the fee question
Not necessarily with a fixed price. A range, a starting point or a worked example all work. What does not work is silence, which every visitor reads as expensive.
3. They show faces
Accountancy is a trust purchase in a regulated profession. A photograph of the person who will actually do the work outperforms every piece of design on the page.
4. They are built page by page, not section by section
One URL per thing someone might search for. Practices that cram everything onto a homepage find they rank for their own firm name and nothing else.
5. They make the next step small
Four fields, a stated response time, and no obligation to sit through a call. The enquiry form is where most accountancy sites lose the visitor they spent three years earning.
6. They publish something
One good guide, kept current, does more for visibility than a year of social posts. It is also what AI assistants quote when someone asks them to recommend an accountant.
What goes wrong, repeatedly
- The same town page thirteen times. One paragraph with the place name swapped. Google treats near-duplicates as one page, so twelve of them do nothing at all.
- A homepage carousel. Three rotating messages means no message. It also slows the page down and moves the thing the visitor was about to read.
- Stock photography of other people’s offices. Visitors recognise it, and it quietly undoes the credibility the rest of the page was building.
- Services listed but never explained. “Bookkeeping, VAT, payroll, self assessment, corporation tax” tells a business owner nothing about whether you can help them.
- A blog that stopped. Four posts, the newest from 2021. An empty blog is worse than no blog because it dates the firm.
- Review stars added to the practice’s own pages. Google treats reviews an organisation controls as ineligible for that feature, so the markup earns nothing and risks a manual action. Stars come from a Google Business Profile instead.
- No company number in the footer. A limited company has to display its registered name, number, place of registration and registered office on its website. Missing it is both a breach and a lost trust signal.
What practices say about the finished site
A website that reflects our firm
James R.Managing PartnerOur previous website felt dated and didn't represent the quality of our practice. The new site looks professional, modern and gives prospective clients confidence from the moment they visit.
Professional, clear and easy to navigate
Emma C.Chartered Certified AccountantOur new website makes it much easier for clients to understand what we do and how we can help them. We've had fantastic feedback from both existing and prospective clients.
More than just a good-looking website
Michael T.Accountancy Practice OwnerWe wanted a website that could help us attract new clients, not simply act as an online brochure. The finished site looks excellent and is already generating new business.
Collected directly from practices we have built websites for. Names are shortened at their request. We do not publish reviews we cannot evidence, and we do not add star rating markup to our own pages.
Questions about examples and designs
What is the best website for accountants?
There is no single best one, because the best site for a contractor specialist looks nothing like the best site for a five-partner audit firm. The useful question is which site is best at its own job, and the ten-point scorecard above is how we answer it: who it is for, whether it states a price, whether it shows real people and a regulator, whether each service and specialism has a page, and whether it is quick on a phone.
What should an accountant’s website include?
At a minimum: a heading that says who you are for, a price or a range, named people with qualifications, your professional body and company registration details, a separate page for each service and each specialism you want work in, a short enquiry form with a stated response time, and at least one useful guide. The nine-page structure we build from is set out on the website design page.
Are these real client websites?
No, and we say so on the page itself. Every practice shown is fictional and every design is a concept drawn to demonstrate a direction. Presenting concepts as client work is common in this industry and it is not something we will do.
Can we have one of these exact designs?
Yes. Point at the one you like and we build from it, adapted to your firm name, colours, services and specialism. You are not choosing a template; it is a starting point for a design that ends up yours.
How much does a website like these cost?
From £1,450 one-off for a five page Practice Starter build, £2,950 for Practice Growth at twelve to fifteen pages, and £5,500 for Practice Authority with a full location and specialism cluster. A £50 a month care plan runs alongside from launch. All prices exclude VAT. Full detail on the pricing page.
What if we like a competitor’s website instead?
Send us the link. It is the most useful single thing you can put in a brief. We will not copy it, but knowing what you are drawn to tells us more in one line than a page of adjectives.
Do you have a portfolio of accountancy practices you have built?
We show concepts rather than a client list, deliberately. Practice websites are often commissioned quietly and not every firm wants to be used as marketing material. If you want to speak to someone we have worked with, ask, and we will see who is willing.
Which design works best for getting enquiries?
The one that matches how your buyers already think. A contractor comparing you to an online service responds to something that looks priced and self-serve. An owner-managed business choosing a long-term adviser responds to credentials and faces. Getting that match right matters more than any individual design choice.
Can you redesign our existing site rather than start again?
Often, yes, and sometimes it is the better answer. If the design is sound and the structure is the problem, restructuring is cheaper than rebuilding. See website redesign.
How long until we could have something like this live?
Three to four weeks for a Starter build, five to six for Growth, eight to ten for Authority, measured from the day you send the brief. Those dates hold if sign-off comes back within three working days at each stage.
Point at one and we will start there
Or describe what you want in your own words. Either way you get a fixed price and a launch date within one working day.