Why an accountant's website quietly loses enquiries
When a business owner needs an accountant, they rarely pick the first name they see. They choose on trust and clarity. They want to know that a practice understands their situation, that the people behind it are properly qualified, and that reaching out will be simple. Most of that decision now happens on a phone screen, often late in the evening or between meetings, long before anyone picks up a phone or types an email.
The journey is predictable. Someone lands on your site, scans your list of services, checks whether you handle their type of work, glances at the team, looks for a sign that other people trust you, and only then decides whether to enquire. If any step is slow, confusing, or looks insecure, they close the tab and try the next practice. You never see the enquiry you lost, which is exactly what makes the problem so easy to ignore.
PageScore gives you an instant scan of your website across five areas that shape that decision. It takes seconds, and it turns a vague worry about your site into a clear list of what to fix.
What matters most for an accountancy practice
A few things carry more weight for accountants than for almost any other trade:
- Clear services and specialisms. Self assessment, limited company accounts, VAT, payroll, bookkeeping, tax planning for landlords or contractors. If a visitor cannot see within seconds that you do their kind of work, they assume you do not.
- Trust signals. Qualifications and memberships such as ACCA, ACA or AAT, real reviews, and named team members with photos. These are the proof points that separate an established practice from an unknown one.
- An easy enquiry path. A visible phone number, a short contact form, and a clear next step on every page.
- Mobile experience. Most first visits happen on a phone, so the site must be readable and tappable without pinching or zooming.
- Security. Enquiry and onboarding forms often collect financial details. Visitors, and the search engines ranking you, expect that data to travel over a secure connection.
What each of PageScore's five checks means for you
Speed
A slow site loses people before they read a word. If your homepage takes several seconds to appear on a phone, a share of visitors leave before your services list even loads. Speed protects every other part of the page.
SEO
This is how businesses find you when they search for an accountant in your town or for a specific service. Clear page titles, sensible headings and descriptive content help you appear for searches like "small business accountant" in your area, rather than staying invisible.
Mobile
The mobile check looks at whether your site works comfortably on a phone: readable text, buttons large enough to tap, and a layout that does not break. Since this is where most enquiries begin, a weak score here costs you real work.
Security
For an accountant this is not optional. The security check confirms your site loads over HTTPS and that forms handling financial or personal data are protected. A browser warning next to your address, or an insecure contact form, is enough to make a cautious client walk away.
Accessibility
Accessibility measures how usable your site is for everyone, including people using larger text or screen readers. Good accessibility widens your audience and tends to improve overall clarity, which helps every visitor complete an enquiry.
How to read your result and fix things in the right order
Run the instant scan and you get a score for each of the five areas. Do not try to fix everything at once. Work in the order that protects enquiries first.
Start with security, because a warning on a financial site undermines everything else. Next fix speed, so people stay long enough to read. Then tidy mobile, since that is where most of your visitors are. After that improve SEO so more of the right people arrive, and finally lift accessibility to round out the experience.
The instant scan shows you where you stand. When you want the full picture, the £29 professional report gives you a detailed 20-page audit with specific, prioritised fixes for your practice, so you or your web developer know exactly what to change and why.
Your website is often the first impression a business owner has of your practice. A few clear fixes can turn a site that quietly loses enquiries into one that steadily brings them in.