What Accounting Websites Get Wrong + What Pros Recommend

Over ten years ago, I created my first website. Since then, I’ve been creating and managing websites and blogs, plus diving deep into the SEO (Search Engine Optimization) world. I’ve learned lots from trial and error, and the experience has been both challenging and rewarding.

Over the past few years, I’ve noticed a few patterns on service-based websites and accounting firm websites. These are simple things with straightforward fixes that can make a huge difference in user experience and in getting your site to show in search results.

Mistake 1 - no faces, no names, no company

Surprisingly, I’ve visited many accounting firm websites that do not state their company name front and center. You might assume visitors would already know it, but if your homepage only shows a logo with initials and the URL doesn’t state the full firm name, a visitor may not know it.

In addition, people also want to know the names and faces behind the business, and that matters even more in this Strange New World of AI.

The fix

Add the company name, the founder or partner’s names, and at least one real face somewhere easy to find on the website. If you have a team, even better.

Mistake 2 - the site is too vague

Many websites are too vague. They do everything for everyone, but you cannot compete with everyone doing everything.

Having a focus for your site helps with Google’s EEAT (Expertise, Experience, Authoritativeness, Trustworthiness) because it makes it clear to both people and search engines what you actually do and who you are qualified to help. This is the backbone of SEO, and it’s also used for GEO (generative engine optimization) among other factors. If your practice is location-specific, that’s also a way to narrow down the focus.

The fix

State who you serve, what you do for them, and where. Add this information somewhere on your site that doesn’t require a ton of scrolling to find it.

Mistake 3 - there’s no ‘next step’

What do you want the visitor to do? A website can be pretty and polished, but if it doesn’t guide the visitor to the next action, it’s not really doing its job. People do not want to work hard to figure out how to contact you or what their next step should be.

The fix

Tell the visitor what you’d like them to do. Give them a clear next step. Add a contact form, a meeting link, or some other easy way to connect with you. Make it easy to find and have it show up in multiple locations.

Mistake 4 - There isn’t a quick takeaway

Does your site have any information or actionable insight a visitor can walk away with? This can really set you apart from other generic websites and boost visitors' confidence in your expertise.

The fix

Give the visitor something they can take with them. That might be a checklist, an article, or an FAQ section on something related to the niche you serve. It could also be a ‘here is what to expect when you work with us’ section.

You don’t need to start a full blog if that’s not your thing, but if you have knowledge to share, publish an article when you can. It helps visitors trust you, gives Google more context about what you do, and if you’re competing locally in the same niche, it might be the thing that nudges you higher in search results.

Mistake 5 - it’s not optimized for search

You don’t need to be an SEO expert. You just need to cover some basics, and that will get you far. SEO can get complicated if you want to dive deep, but the basics are not.

The fix

Do all of the above. People assume SEO is only about keywords and then stuff them into everything on the site. Add some keywords here and there, but search engines are smart, and they don’t need you to repeat them endlessly. You’re helping search engines understand what you do, and you’re helping humans know they’re in the right place.

Now, there are some who say SEO is dead, blogs are dead, or people don’t visit websites anymore. The truth is, we don’t know for sure what will happen in the future, but right now, SEO basics are still working, and I know that because I see it in my own data every month. The best we can do is keep doing what’s working right now, keep an eye on the future, and pivot when necessary.

Scaling New Heights expert FAQ

At Scaling New Heights 2026, we’re bringing in Amy Juers to teach sessions about AI websites and GEO. Amy is the CEO of Edge Marketing and has over 25 years of strategic marketing and public relations expertise.

I reached out to Amy and asked for her expert opinions on all things websites. Here’s what she said:

What is the biggest website mistake you see accounting firms making right now?

The biggest mistake I see is firms trying to be everything to everyone and ending up vague. Most accounting websites still read like generic brochures: no clear specialty, no clear “who we’re for,” and no specific problems they solve. In a world where both humans and AI are scanning for signals of expertise, that lack of focus makes it hard for anyone to confidently choose you over the next firm. The sites that win are the ones that quickly say, “Here’s exactly who we help, here’s what we do for them, and here’s why we’re especially good at it.”

What is one change a firm can make this week that can improve conversions?

The fastest change most firms can make to improve conversions is to clarify and repeat a single primary next step. Right now, many sites leave visitors to hunt around for how to get started. Add one clear, low-friction call to action (for example, “Schedule a 20-minute consultation” or “Complete this short intake form”) and place it consistently in the header, on key service pages, and at the bottom of your most visited content. When people don’t have to think about what to do next, more of them actually take that step.

Is there anything specific we can do that’s an easy win for GEO?

A simple, high‑impact win for GEO is to turn one common client question into a focused “answer page” on your site. Pick a question you hear all the time, write a short, plain‑English explanation, add a few related FAQs, and close with a clear next step. Make sure the page’s title, headings, and URL reflect that question. Generative tools do a much better job recommending firms that publish clear, structured answers like this, because it is obvious what you know, who you help, and how you help them.

Any other quick wins we can make with our websites to show up better in searches?

Beyond that, there are a few quick wins that help you show up better in both traditional search and AI-powered results. Make sure your homepage clearly states who you serve, what you do, and where you work, without jargon. Update your bios with real photos, credentials, and niches so there is no doubt about your expertise. Check that your firm’s name, address, and services are consistent across key directories and association listings. None of this requires becoming a GEO/SEO specialist, but together these basics give search engines and AI far stronger reasons to surface and trust your firm.

How do I know if my website changes are actually working?

A simple way to know if your updates are working is to track just a few numbers over 30–90 days: how many inquiries or booked calls come from the site, which pages people view before they contact you, and whether visitors are spending more time on your key service pages. Even basic tools like Google Analytics and your intake form can show you trends. If you see more qualified inquiries and clearer paths through the site, you know you are on the right track; if not, you can adjust one element at a time instead of guessing in the dark.