8 things small businesses check before choosing an accountant

Choosing an accountant is a bigger decision than most purchases a small business makes. Owners are trusting someone with their tax, their deadlines and often their personal finances. Before they get in touch, they read your website carefully. These are the eight things they look for.

1. Proof you are qualified and properly supervised

Why it matters: Anyone in the UK can call themselves an accountant. Owners who know this look for a professional body and proof that you are supervised for anti-money laundering, which accountancy firms must be.

• Name your professional body clearly, for example ICAEW, ACCA or AAT, and link to your listing where one exists.
• State who supervises you for money laundering regulations.
• Show the names and qualifications of the people who will actually do the work.

2. Fees, or at least a clear starting point

Why it matters: The biggest worry for a small business is an unexpected bill. Firms that hide all pricing behind a "contact us" form lose owners who want a rough idea first.

• Publish "from" prices for common packages: sole trader tax return, limited company year-end, payroll, VAT returns.
• Explain what is included and what costs extra, such as late paperwork or extra meetings.
• Offer a fixed monthly fee option, which many small businesses prefer for budgeting.

3. That you are ready for Making Tax Digital

Why it matters: Sole traders and landlords with qualifying income over £50,000 have had to use Making Tax Digital for Income Tax from 6 April 2026. The threshold drops to £30,000 from April 2027 and £20,000 from April 2028. Many people searching for an accountant now are doing so because of this.

• Write a short, plain-English page on Making Tax Digital: who it affects, when, and what you do for them.
• Name the software you support and whether you help clients set it up.
• Explain the quarterly updates in a sentence, so worried owners understand what changes.

4. Who you work with

Why it matters: A hairdresser, a landlord and a growing tech company need different things. Owners want to see you understand businesses like theirs.

• List the types of business you work with most, with a short example of how you help each one.
• If you specialise (trades, medical practices, property, creative businesses), say so on the home page.

5. How quickly you reply and how you keep in touch

Why it matters: The most common complaint about accountants is slow replies. A clear promise sets you apart.

• State your normal reply time and how clients reach you: email, phone, client portal.
• Explain how you remind clients about deadlines, so nothing is missed.

6. How easy it is to switch

Why it matters: Many owners already have an accountant they are unhappy with. They worry that moving will be awkward or that something will fall through the gaps.

• Explain your switching process step by step, including that you contact the previous accountant for them.
• Say how long it usually takes and whether there is any cost.

7. Reviews and real examples

Why it matters: Trust is everything for an accountant. Reviews from clients in similar businesses do more than any sales copy.

• Ask happy clients for a Google review after a tax return or year-end is finished.
• Share short client stories (with permission): the problem, what you did, the result.

8. An easy first step

Why it matters: A busy owner is more likely to book a short call than fill in a long form.

• Offer a short introductory call with an online booking link.
• Make your phone number tap-to-call on mobiles and keep the enquiry form to a few fields.
• Show your office address, or explain clearly that you work remotely across the UK.

See what this looks like for an accountancy firm

We built a sample accountant website with these points in place: qualifications up front, clear fees, a Making Tax Digital section and an easy booking step. You can see it here: getweblify.com/demos/accountant/. If you would like one for your own firm, we are happy to talk it through.