Moneypenny announcement June

Accountancy websites don’t stand out from the competition

Almost three quarters of accountancy firms’ websites (72%) do not stand out positively from the competition, according to new research from Moneypenny and specialist marketing agency PracticeWeb.

In a study of 50 accountancy websites belonging to large top tier, mid-sized and boutique accountancy firms, Moneypenny and PracticeWeb set out to understand the quality of the digital customer experience and where website improvements are required regarding findability, branding, the user experience (UX), content and ease of getting in touch.

The study reveals that 10% of firms do not show up when their firm’s name is Googled, while 14% rely on paid advertising to deliver a Google result and put them in front of potential clients. This shows firms are not optimising websites adequately for their brand name.

In addition, more than a quarter (26%) of accountants do not present a strong brand image online and only 38% of websites score strongly for clarity.  Additionally, the majority (86%) rank average or less for how contactable they are.

Louise Walpole, head of the finance sector at Moneypenny, said: “This research highlights that there is not enough differentiation between accountants and their competition, clarity about products and services, or consideration given to what clients, prospects and candidates expect from a website. Accountants are missing an opportunity to stand out and improve their digital customer experience.

“One of the key areas accountants must address quickly is in relation to how easy they are to contact  – after all what is the point of a website if not to help people get in touch?  Poor website experiences can cost accountancy firms their reputation and potential business.”

Other key statistical insights include:

  • Only half of the websites studied feature integrations with review platforms like Feefo or Trustpilot – even though 13%[1] of people check reviews when looking for a new accountant.
  • All firms display their telephone number online, but only 10% do so very clearly, even though the phone is king for customers[2] and a web search often precedes a call.
  • Most accountancy practices do not offer online appointment booking (98%) or a call back (94%).
  • 12% of the websites surveyed do not translate well to mobile devices – which means they stand to lose out as almost half[3] of web traffic in the UK in 2022 came from mobile phones.
  • 92% of the websites studied don’t feature live chat – even though 42% of people use it to solve business queries and it’s an effective way to be contactable outside traditional office hours.
  • Two out of five websites have unclear signposting, which means web visitors don’t know what to do next or how to get in touch. Only half feature a search bar to help visitors navigate the site, while 40% of accountancy websites either offer too much or too little information.

Jacob Pugh, lead web designer at PracticeWeb, which delivers marketing support and web design services to accountancy practices across the UK, said: “It’s surprising that so many accountancy websites aren’t designed with the user experience (UX) in mind. Aside from leading to fewer conversions, a poorly structured website is also frustrating for the user. Nobody wants to interact with a website that’s difficult to navigate, poorly adapted for use on mobile devices, or just plain confusing.”


To learn more about the research and download the full report, titled ‘Small Changes Stack Up: An Accountant’s Guide to a Brilliant Website’, visit


Moneypenny provides telephone answering and live chat services to hundreds of financial services businesses and is trusted by the UK’s top accounting firms, including five of the top 30.

Established in 2000, Moneypenny is the world’s market leader for Telephone Answering, Live Chat, Outsourced Switchboard, and customer contact solutions.

For more information about how Moneypenny supports the finance sector, visit:

[1] PracticeWeb research report: The digital accountant: Is your firm behind the curve? (2022)

[2] From Moneypenny’s Global Customer Trends Report – the phone is consumers’ preferred way to get in touch with a business (2022).

[3] Taken from Statista – Share of website page views in the UK in Nov 2022 by device.



Moneypenny are the world's leading outsourced communications provider, working with businesses of all shapes and sizes, from sole traders right up to multinational corporations. Moneypenny have grown to become the biggest and fastest-growing company of their type, handling millions of calls and chats every year on behalf of their clients. Moneypenny are unique in their approach, and genuinely want their personnel to act in the interest of all clients, which is why their values are the foundations of all that they do. Their passionate employees are testament to the brand’s core values and are renowned for their knowledge and professionalism. The brand’s people and culture are the fundamental parts of their mission, values and vision. A strong team spirit embodies Moneypenny’s approach to employee engagement, which stems from the family values that underpin them. Their flat hierarchical structure means that employees are constantly empowered to succeed.