If you run an accountancy firm, you have probably paid for leads at some point. Directories, marketplaces, and referral platforms can work, but the quality is mixed and the costs rise fast. Local SEO is one of the best ways to bring in consistent enquiries from people who are actively looking for an accountant in your area.
This is not about chasing vanity traffic. It is about showing up when someone searches “accountant near me”, “tax return accountant London”, or “accountant for contractors Manchester”. Here is a practical approach that works for small UK firms.
Get your Google Business Profile right
Your Google Business Profile is often the difference between being invisible and getting calls.
Key improvements:
- Choose the correct primary category, then add supporting categories that match your services
- Fill in services properly, not just a short description
- Add opening hours and keep them accurate
- Upload real photos of your office or team if you have them
- Use the Q and A section to answer common questions
- Post updates when you have seasonal demand, such as self assessment deadlines
If you have multiple offices, create a separate listing for each real location. Do not create fake locations.
Collect reviews consistently
Reviews are one of the strongest trust signals for accountants. Make review collection part of your process.
A simple method:
- Ask for a review at the moment the client is happiest, for example when a return is filed or a problem is solved
- Send a direct review link by email or text
- Reply to every review, even the short ones
Aim for steady and genuine growth. One or two reviews a month beats a big push once a year.
Build service pages that match intent
Many accountancy sites try to rank with one generic services page. That makes it hard for Google to know what you specialise in.
Create individual pages for your core services, such as:
- self assessment tax returns
- limited company accounts
- bookkeeping
- VAT returns
- payroll
- CIS for subcontractors
- accountant for contractors
- accountant for ecommerce sellers
Each page should explain what is included, who it is for, what the process looks like, and what you need from the client. Keep it clear and avoid fluff.
Add location signals without stuffing keywords
If you want local leads, your site must clearly communicate where you operate.
Good local signals include:
- your address on the contact page and footer
- embedded map and clear service area wording
- a page for your main city or borough if you serve a large area
- case studies mentioning local work, where appropriate
- testimonials that reference locations or industries
If you serve multiple areas, create a small number of strong location pages, not dozens of thin copies.
Fix the basics of on page SEO
On page improvements often deliver quick wins.
Check:
- each service page has a unique title tag and meta description
- headings match the page topic and include natural language questions
- internal links connect related pages, for example from bookkeeping to VAT
- pages load quickly on mobile
- your phone number is clickable on mobile
If you only do one thing, make sure your best service pages are fast, clear, and easy to contact.
Build citations and local links
Citations are mentions of your business name, address, and phone number across trusted sites. They help Google trust your business details.
Start with:
- Companies House details matching your website and Google listing
- key local directories and business listings
- professional memberships where relevant
Then build a few local links that actually make sense:
- local chambers of commerce
- sponsorship pages for local events
- partnerships with solicitors, mortgage brokers, and financial advisers
- guest articles on local business blogs
A handful of relevant local links can move the needle more than a pile of generic links.
Create content that drives local enquiries
Accountants have built in seasonal demand. Use it.
High intent content ideas:
- self assessment deadline checklist
- what to bring to your first accountant meeting
- how much tax should a contractor set aside
- VAT registration thresholds and when to register
- limited company expenses guide
Each article should link to a relevant service page and include a clear next step.
A simple 60 day plan
Weeks 1 to 2
- optimise Google Business Profile and tracking
- fix titles and core service pages
- create a review request system
Weeks 3 to 6
- publish 3 to 5 high intent articles
- add one strong location page if needed
- build key citations
Weeks 7 to 8
- outreach for 3 to 5 local links
- refine pages based on what converts
Local SEO is one of the most reliable channels for accountants because it targets people who already want help. If you want Finsem to set this up properly, we can handle the technical fixes, service pages, and a safe local outreach plan that brings in consistent enquiries.