Websites for accountants and law firms.
Websites for accountants and law firms have one job: help a referred client or a searcher see, within seconds, that you handle their situation, who they'd deal with and how to start. FlowConverts checks that journey with CRISP, then designs and builds the fixes, in plain English.
(Sound familiar?)
Your work is better than your website says.
Accountancy and law firms win most work through introductions and reputation. Then the prospect looks you up. If the site reads like every other practice, hides the people and makes the next step hard, a warm introduction goes cold and nobody tells you.
- Your team says the website is slow, dated or a bit embarrassing.
- You look the same as every other firm in your area.
- You want to hire, but the site gives candidates no reason to apply.
- You added a service, partner or office and the site never caught up.
(Four jobs)
Four jobs every firm website should do.
Accountants and solicitors sell expertise that clients find hard to judge. A good site makes it easy to see and easy to act on.
(01)
Stop looking interchangeable
A handshake photo and 'trusted advisers' could be anyone. Say who you work for, where, and on what kind of problem.
(02)
Explain your value so fees make sense
Clients pay more readily when they understand what the work covers. Clear service pages explain the scope, the stages and who does the work.
(03)
Show the people
Named partners, solicitors and managers with photos and a line on what they do. The same pages tell a good applicant what it's like to work with you.
(04)
Talk plainly
Visitors are often worried about tax, a dispute or money owed. Plain words and one clear next step help more than jargon.
(Design principles)
How we'd design a firm's homepage.
The decisions we make on firm websites, whether the worry is a tax bill or a court date.
- People first. Put the lawyers or partners next to the headline, so a client sees who they'd speak to before a list of services.
- Credentials under the first screen. Regulator and membership marks sit where people start asking 'can I trust this firm?', not in the footer.
- One next step, repeated. Every section ends with the same consultation offer and phone number. No choosing between five buttons.
- Services in plain English. Each practice area gets two or three sentences on what you do and who it helps, then a link to the detail.
- Directions compared side by side, so you can choose the right one before anything is built.
(What clients check)
Same questions. Different worries.
| The visitor asks | Accountancy firm | Law firm |
|---|---|---|
| Do you handle my situation? | Owner-managed company, landlord, contractor, start-up | A dispute, a debt owed, a property deal, a claim |
| Who would I deal with? | A named partner or manager and their qualifications | A named solicitor, their experience and who supervises them |
| What will it cost? | How fees are set, fixed monthly or not, what switching involves | Costs information, stages and what's included, as SRA rules require for some services |
| How do you work? | Cloud software, response times, one named contact | How often they'll hear from you and what happens at each stage |
| How do I start? | A short call or a simple enquiry form | A free first consultation and what to bring |
(Regulation)
Regulated wording, handled with care.
Law firms offering certain services must publish costs information on their website under the SRA Transparency Rules (sra.org.uk/solicitors/standards-regulations/transparency-rules/). Accountancy bodies have their own rules on designations and logos.
We build space for this into the page plan, write clear copy and flag anything that needs checking. Your compliance lead approves it before launch. We don't give legal or compliance advice.
(Failures)
Where firm websites fall short.
- Contextual: scales of justice, a handshake or 'expert advice for your business' that could belong to any firm in the country.
- Responsive: heavy sliders, tiny menus and long forms on the phone where many referrals look you up.
- Intelligent: twenty practice areas in one menu. A landlord, a company director and someone owed money all land on the same vague page.
- Seamless: one form for everything, no word on what happens next, and a phone number hiding in the footer.
- Powerful: team pages without photos, memberships as unexplained logos, nameless testimonials and a stale news page.
(Fit)
A good fit when you're...
- A busy partner who wants the website handled without it taking over your week.
- A practice manager or marketing lead who needs a team that can design, write and build.
- A new or breakaway firm that needs to look established from day one.
- A firm that wants to recruit and needs the site to show what working there is like.
- An established firm adding a service line, office or partner.
(Not a fit)
Not the right fit when...
- You want the cheapest template and no changes to content.
- You need a guarantee of a set number of new clients.
- Nobody has time to review copy or confirm regulated wording.
- You mainly need practice management software, not a website.
(Services)
What we do for firms.
Each piece stands alone. You only pay for what the site needs.
(01)
Website audit
A proper look at your services, proof, enquiry path and analytics where available, with priorities you can act on yourself or hand to your current supplier.
(02)
Redesign or rebuild
Structure by client type and practice area, plain-English service pages, team and credential pages, a clear consultation path, responsive build and launch checks.
(03)
Service landing pages
Focused pages for one service and one audience, such as tax planning for company directors or debt recovery for small businesses.
(04)
SEO for local and service searches
Technical foundations, location relevance, internal linking and structured data, so you're easier to find for 'accountant near me' or 'solicitor near me'.
(Process)
Small decisions, in order, around client work.
We know partners are busy around year ends, deadlines and hearings. Every review is short and specific.
(01)
1. Diagnose
We review your current site through CRISP, then look at your services, client types, proof, enquiry path, analytics where available and technical constraints. Output: evidence, risks and priorities.
(02)
2. Agree
We confirm the page list, who signs off regulated wording, integrations like booking or portal links, review rounds and exclusions. Output: written scope and plan.
(03)
3. Design and build
Structure first, then visual design, then the responsive build. You approve each stage before the next one starts. Output: approved pages and a working site.
(04)
4. Check and launch
We test forms, redirects, analytics, accessibility, metadata and mobile layouts, then hand over with a note of what we checked. Output: a checked launch.
(Questions)
Questions firms ask.
How much does a website for an accountancy or law firm cost?
One-off projects start at £10,000, and ongoing partnerships start at £3,500 a month. A two-partner practice with four services needs a different scope from a multi-office firm with sector pages, costs information and a content migration. Cost follows the pages, content, proof, integrations and migration involved, and the proposal states scope, exclusions and price before you commit.
Can you handle regulated wording, like SRA costs information?
We build space for it into the page plan, but we don't give legal or compliance advice. Law firms offering certain services must publish costs information under the SRA Transparency Rules, and accountancy bodies have their own rules on designations and logos. We write clear copy, flag anything that might need checking, and your compliance lead approves it before launch.
Most of our work comes from referrals. Does the website matter?
Usually more than it seems. A referral gives someone your name, and most will look you up before they call. At that point the website is checking whether you handle their situation, who they'd deal with and how to start. A clear site backs up the introduction. A vague one gives a warm lead a reason to stall.
Can the website help us recruit?
It can make the firm easier to judge. Candidates check your site the same way clients do. Real people, a plain account of how you work and an honest careers page give a good applicant a reason to talk to you. We won't promise applicant numbers, but we can make sure the site isn't quietly putting good people off before they apply.
Will you guarantee more enquiries?
No. Nobody can honestly guarantee enquiries or rankings, and you should be wary of anyone who does. What we can do is show you the specific friction we found, explain why it might put a potential client off and agree how the change will be measured. You get evidence and a measurement plan, not a promise dressed up as a forecast.
We got burnt by our last web agency. Who owns the website?
You do. It's a common story, so we put the answers in writing before work starts: what's included and excluded, who reviews what, and the ownership, access and hosting arrangements at handover. You own everything we build, including the code and the accounts. If your current supplier is doing good work on part of the site, we'll say so and scope around it.
See where your site stands.
Take the free five-question CRISP self-check, or get in touch and we'll look at your site with you.