Accountants & accounting firms
How should an accounting firm explain its services on its website?
Examples and review prompts for service pages that help businesses distinguish audit, financial due diligence and accounting advisory enquiries.
Explain the work a client can enquire about on the first screen
A service page should help a business contact decide whether the work fits their purpose and understand what to prepare before enquiring. Separate audit, financial due diligence and accounting advisory information according to the services actually offered. For each page, explain its audience, discussion topics, matters to be agreed after consultation and enquiry route. Different service names alone do not justify duplicating the same introduction.
This article addresses website communication. It does not determine whether an individual business requires an audit or how it should account for a transaction.
Give each service its own introduction and scope checks
The following are writing examples. Use them only after the responsible person confirms the services and process actually offered. Do not add unsupported experience or services the firm does not provide.
| Service page | Example opening | Scope to verify before publication |
|---|---|---|
| Audit | For audit enquiries, we first discuss the proposed work, preferred timeline and subsequent document-sharing process. | Work actually accepted, scheduling process and enquiry contact’s role |
| Financial due diligence | We discuss the transaction purpose and proposed review scope, then agree what information and scope the engagement would require. | Transaction types served, work that can be described and matters requiring separate agreement |
| Accounting advisory | The consultation begins by clarifying the accounting issue and the support the business is seeking. | Topics actually covered, support scope and how deliverables are agreed |
Show the consultation process instead of relying on adjectives
A claim such as ‘We solve every problem with the highest expertise’ does little to explain what work a client can request. A concrete alternative is: ‘After clarifying your consultation purpose and preferred timeline, we explain the work we can provide and any further information needed.’ This is also an example to be verified by the responsible person, not a promise of results.
Describe business sizes and industries only within the firm’s verified, disclosable scope. Service scope and process can be explained without client names, transaction names or performance figures.
Record the review at passage level
The writer organises the reader’s questions and page structure; the firm’s responsible person verifies services, experience and procedures. If specialist explanations are included, separately identify who will review them and the scope of that review. Record the passages reviewed, evidence, date and draft version so later revisions can be checked precisely.
Google’s content guidance also encourages clear sourcing and information about who created or reviewed content. Do not mark an unperformed review as complete or describe editorial work as an accounting review.
Complete one page and check its connections
Start with one service page, giving it a distinct title, summary and URL, then link to it from the service index and relevant question articles. Use destination-specific wording such as ‘Preparing for a financial due diligence consultation’ rather than ‘More’. Google’s link guidance likewise recommends wording that helps readers and search understand the destination.
Finally, read the text and tables on a phone and open the enquiry link. After checking the connections and obtaining the responsible person’s review, reuse the writing framework for other services while verifying what differs for each one.