SEO for accountants: turning numbers into new clients

Feeling like your firm’s expertise is hidden behind a ledger? Discover how question-style headings, no-code FAQ schema and a polished Google Business Profile can transform your online presence—and keep your diary booked well beyond tax season.

John thought his client list would swell every April, but by May the phones fell silent. Then he reframed his website around the questions prospects actually type—“What does my annual tax return include?” “How can I reduce my self-assessment bill?”—and added FAQ schema without writing a single line of code. A few tweaks to his Google Business listing later, and his calendar was full twelve months a year.

Why question-style headings matter for accountants

Prospective clients aren’t typing technical jargon—they’re asking plain English questions. When your pages use headings like “What records do I need for a sole-trader tax return?” you speak directly to searchers and AI assistants alike. These headings become natural anchors for Google to generate rich snippets and for chatbots to quote your answers.

John reworked his “Services” page into a Q&A format. Instead of canned bullet lists, each service began with a clear question, followed by a concise answer and a gentle call-out: “Need help gathering your records? Book a free 15-minute review.” Within weeks, his organic impressions jumped 45%—and the first calls were coming through on pages that previously lived in obscurity.

Pro tip: When crafting questions, imagine the first phrase your client would type. If you hear “Do I need to declare my rental income?”, use that exact wording as a heading.

Harnessing no-code FAQ schema to stand out

Once your headings mirror user queries, wrap them in FAQ schema so search engines display them as interactive drop-downs in results. The good news? You don’t need a developer. Tools like Google’s Structured Data Markup Helper or plug-and-play WordPress plugins will generate the necessary code for you.

John used a popular WordPress schema plugin: he simply selected the heading and answer pairs, clicked “Add FAQ schema” and hit publish. Almost overnight, his target questions began featuring directly beneath his search listing, complete with clickable answers. These rich results boosted his click-through rates by more than 30% and positioned him as the answer-maker in his region.

Pro tip: Limit each FAQ block to five questions per page. Too many can clutter results and dilute clicks.

Local Google Business optimisations that fill your diary

A well-optimised Google Business Profile (GBP) is your digital front door. Many accountants neglect photo updates, posts and Q&A sections—missing easy wins. Post timely updates about deadlines (“Submit quarterly VAT by 31 July”), upload behind-the-scenes photos of your office ambience, and respond to every review—good or bad—to signal activity and trust.

When John added a weekly Q&A post (“Need help with your VAT return this month?”) and updated his profile hours for peak season, he earned a coveted “Local Services Ads” badge and saw profile views climb 60%. Prospects who found him through GBP were 25% more likely to request a quote than those who came via organic search alone.

Pro tip: Use Google Business posts like mini-blogs. Each post can revisit a top question you’ve also covered on your main site, reinforcing those keywords and schema signals.

Keeping momentum beyond tax season

Accountants often treat SEO as a one-off project, then let it stagnate. But rich results and local signals require ongoing care. Every time tax rules change or you publish a client story, revisit your Q&A headings and update your FAQ schema. Consider adding seasonal pages—“Self-employed tax tips for holiday rentals”—and refresh your GBP photos quarterly to show you’re active.

John schedules a monthly “SEO check-in” in his calendar. He reviews search queries in Google Search Console, identifies any new questions rising in “People also ask,” and inserts those into his next site update. This habit keeps his content evergreen and his diary packed—even in August.

Great accountants deserve to be found year-round—and with the right question-driven content, no-code schema and a lively Google Business Profile, you’ll fill your diary well beyond April’s rush. Ready to see where your site stands? Run a free Glafos audit at glafos.com and discover exactly which headings, schema and local tweaks will attract your next wave of clients.

Photo by charlesdeluvio