Website for an accountant or bookkeeper: price and switching

"Take it off my plate"

A business owner looking for a new accountancy or bookkeeping firm usually has one wish: not to have to think about it anymore. Tax returns on time, no fines, no surprises. And a firm that calls back.

Often they're looking because it's going wrong at their current firm. They hear nothing, get a bill higher than expected, or discover a mistake too late. So their fear is very concrete: fines, surprises and silence. What they're looking for: someone who takes the initiative, for a fixed monthly price.

Say who you work for, and what it costs

The first screen answers two questions. Who are you there for? Freelancers, small and medium businesses, or a particular industry such as hospitality or healthcare. And: what does it cost? "From €95 a month" on your first screen does more than any promise about taking care of everything.

Underneath, the button "Book an intro meeting". If it's free, say so in the line under it.

Packages with the price on them

Business owners compare accounting firms on price. So show your packages with the price on the card. Per package:

• The price per month, with "excl. VAT" next to it. Business prices excluding VAT are allowed, as long as you state it.
• What's included: bookkeeping, VAT returns, annual accounts, income tax.
• Who it's for, for example up to a certain turnover or number of invoices.

Keep it to two or three packages. Only put "most popular" on the package that really is chosen most.

Switching: the biggest hurdle

The reason business owners stay with a bad firm is rarely satisfaction. It's the idea that switching is a hassle. So explain how it works:

1. Intro meeting: we look at your books and your current situation.
2. We handle the handover with your old firm, if you want.
3. Your administration moves to our package, for example Exact or Moneybird.
4. From then on we do the returns and you get fixed check-in moments.

Say when switching is most convenient, for example after a quarter. And what it costs, if there are costs.

Who picks up the phone

Before a business owner reads client stories, they want to know who they'll be dealing with. Show your team with photo, name and role. For your accountants, say whether they're RA or AA qualified and registered with the NBA, and mention memberships such as NOAB or RB. If you have software partnerships, such as with Exact or Twinfield, add those too.

Also say how reachable you are. "You have one dedicated contact, who replies within one working day." That's exactly the opposite of the silence your visitor is coming from.

Client stories

Then the stories from clients. The best are stories with a situation and an outcome: "I was three years behind on my tax returns. Within two months everything was up to date." With name, company and permission.

The tone

For freelancers and start-ups it can be energetic and direct. For larger businesses, businesslike and formal is often better. What goes for everyone: avoid "We take care of everything". Every firm says that. Say instead what you concretely do: "We file your VAT return and let you know when we need something from you."

Frequently asked questions

What do I still need to do myself? Which software do you use? What if the tax authorities ask questions? What does a one-off income tax return cost? Answer them on your site, so business owners don't have to ask in a meeting.

Better left out

• No prices.
• General promises like "we take care of everything".
• No explanation of switching.