Someone needs an accountant. A new company. Year-end closing. A VAT question that will not wait. They search for an accountant near them, open your site, and decide in a few seconds whether you look clear enough to write to. Soft stock photos and a buried email do not count. They open the next firm that already answers.
An accountant website is not a logo page for people who already know you. It is the first conversation before they call.
That first screen has to answer:
- Who you help — freelancers, small companies, trades — in the first sentence.
- What you actually do: bookkeeping, payroll, tax returns, annual accounts — in plain words.
- How to reach you: a number that works on a phone, a short form, or a clear email — whichever you really answer.
- Where you are, and whether you work remotely or in the town that matters to them.
- A little proof you are real — your name, the town, not a generic waiting-room photo.
You do not need a long essay on every tax rule. You need a page that lets a busy owner decide without calling three offices.
If your current site still makes them hunt for that, write to hello@merkwell.com. Say what a first enquiry must answer on the first screen. We can put the desk where they can find it.