01
Everything happens in July and then stops
Individual tax returns spike and subside. Business advisory, bookkeeping and SMSF work is steady all year, worth considerably more per client, and almost entirely absent from most accounting websites.
Websites & SEO for accountants
Tax season is not a marketing strategy.
An accounting client, once they are onboarded, tends to stay for years and refer others. That makes the value of a single new client unusually high and the cost of a clumsy onboarding unusually expensive. It also means the interesting work is not the July rush — it is the advisory clients who arrive in the other eleven months.
Year-round enquiriesOnboarding that doesn't leakAdvisory, not just tax
What's costing accountants work right now
Three things we see on nearly every site in this industry. None of them are about how the site looks.
02
Onboarding that takes three weeks and four emails
Identity verification, engagement letters, prior-year documents, software access. Between the enquiry and the first piece of work is exactly where new clients go quiet, and most practices have no idea how many they lose there.
03
Indistinguishable from every other practice
Same services list, same stock photograph of a handshake, same claim about being proactive and personal. Nothing on the page tells a business owner why this practice rather than the one three suburbs over.
Timing
The tax calendar, and why it is a trap
The busiest months produce the least valuable clients, which is an uncomfortable thing to plan around.
Individual return flood. High volume, price-sensitive, largely one-off.
Quiet. The best months to publish advisory content and run cheap campaigns.
Business planning season. The clients worth having are looking now.
EOFY. Existing clients, not new ones — this is a service month, not a marketing one.
The signature build
The onboarding sequence, from enquiry to first job
Ask a practice where it loses clients and it will say price. Watch the process and it is almost always the three weeks between "yes, we'd like to engage you" and anyone doing any work.
01
One link, not four emails
The new client gets a single path: verify identity, sign the engagement letter, upload prior-year documents, grant software access.
02
They can see what is outstanding
A checklist with ticks. Most of the delay is a client not knowing what is still needed, and not wanting to ask again.
03
Reminders that are not from you
Automatic, polite, and they stop when the item arrives. Nobody on your team spends Friday chasing.
04
It ends in a job, not a folder
When the last item lands, the work is created in your practice software and somebody is assigned.
What we'd build
The set-up for a accounting practice
Six of the things we build or run, chosen for this industry. Each says whether it is in the monthly plan or quoted on top — custom software is software, not pages. Plans and prices are on the pricing page.
01
Quoted on topOnboarding that does not leak
Identity verification, engagement letter, prior-year documents and software access, in order, with the client able to see what is outstanding. The gap between enquiry and first piece of work is where practices lose clients without ever knowing.
02
Quoted on topEngagement letters generated, not rebuilt
Produced from the service and the fee agreed, sent for signature, and filed. Every practice has a precedent folder and every practice edits the wrong version occasionally.
03
Quoted on topAdvisory enquiries treated as a pipeline
A business advisory enquiry is a sale that takes weeks. Into HubSpot, Zoho or Pipedrive with the source attached, rather than an email somebody means to answer.
04
Quoted on topDocument exchange without email attachments
Upload, signature and status in one place. Worth building at the point where chasing documents by email is costing real hours every week, and not before.
05
Quoted on topConsultations booked straight in
Cal.com or Calendly against your actual diary, with the meeting type and duration set. Removes the three-email dance that starts every new client relationship.
06
In the planSpend that does not all land in July
Individual returns spike and subside. Advisory, bookkeeping and BAS run all year and are worth more, so the budget should not follow the tax calendar.
Included free with every plan
AI chatbot — free on every plan
A basic AI chatbot trained on your business, answering common customer questions on your site around the clock. We build it, train it and connect it free with every plan — AI message usage is billed separately.
Anything beyond basic question answering — lead capture and qualification, a large knowledge base, appointment booking, or connecting to your CRM and other systems — is quoted per project.
Worth being blunt about
The seasonality is a trap
Tax season produces a flood of low-value, price-sensitive individual returns, and it is tempting to build the whole website around it. The clients worth having — the businesses that need advisory, bookkeeping and BAS, and stay for a decade — are searching in October and March, when the practice's attention has moved on. Building for the quiet months is what changes the shape of the practice.
Your existing tools
The website should feed what you already run
Every tool listed here publishes a developer API, which is why it is listed — we checked. That is not the same as a connection already built: what can be pushed depends on your plan and setup, so we scope it before quoting. Where your software has no API, we say so rather than quote around it.
Practice software
Xero Practice ManagerMYOBKarbon
CRM
HubSpotZoho CRMPipedrive
Booking & automation
Cal.comCalendlyZapiern8nMake
What your customers type
Searches, not slogans.
These are the kinds of phrases people use when they need a accounting practice. Which of them are worth chasing depends on volume, difficulty and what the work is worth to you — that is what the keyword research settles before we write a word, and it is the first thing we do on any project.
Most accountants run something like Xero Practice Manager, MYOB or Karbon. Where that software publishes an API we can feed it directly; where it does not, the enquiry still arrives as structured data rather than a paragraph of email. We check which before we quote anything.
Typed into Google
- accountant melbourne small business
- tax accountant near me
- bookkeeping services melbourne
- smsf accountant melbourne
- company tax return cost
- business advisory accountant
Google Ads
Chase businesses, not individual returns
It is tempting to buy tax-season traffic because the volume is there. It is the least valuable traffic an accounting practice can buy.
Ad spend is not part of the plan — it goes straight to Google. What the plan covers is building and managing the campaigns. See how we run Google Ads →
For this industry
Where the money works"accountant for small business", "bookkeeping", "SMSF", "business advisory" — year-round, higher value, clients who stay.
Where it does not"tax return" and "tax refund" — enormous volume, price-shopped, gone next July.
Exclude"calculator", "ATO", "myGov", "free", "student", "how to lodge", "tax table", "jobs".
SeasonalityRun advisory campaigns in the quiet months when clicks are cheap and every competitor has stopped bidding.
Being straight with you
What we've actually built
We are a small Melbourne agency with two clients so far. Here is what that means for a project in your industry.
01
Square Flooring
Flooring supply for retail and trade. Website, a trade account system with logins and tiered pricing, SEO and Google Business Profile.
02
Nexa Support Coordination
An NDIS provider with no content, no photography and no time. We asked questions and produced everything else — copy, imagery and their Google Business Profile.
03
And in your industry
This page describes what we would build and why, not a track record we do not have yet. If you would rather hire someone with ten clients in your industry, that is a fair call — and we would rather say so than imply otherwise.
FAQs
Accountants — questions we get asked
Usually not as the main play. Individual returns are price-shopped and seasonal. Business clients are worth many times more over their life and are searching all year — that is where the same money works harder.
The structured flow and the website side, yes. Deeper automation between your systems — identity verification, engagement letters, document collection — is quote-only work with a tool like Zapier, n8n or Make, scoped against your practice software.
Absolutely, and it is the strongest thing you can do. A page for the industry you genuinely know outperforms a general accountant page, because it is what that business owner is actually searching for.
Not always. It is worth it when email attachments and chasing signatures are costing you real hours every week. Below that, a well-built website and a tidy onboarding flow get you most of the benefit.
Works well with
Law Firms
One matter can be worth a year of the plan.
Learn more →Dentists
Websites, local SEO and online booking for Melbourne dental practices. Built for new-patient search, high-value treatments and the advertising rules.
Learn more →Cleaning Companies
The valuable customer is not the one searching most
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