Expert insights and advice for ambitious financial businesses

How to craft an incredible About Us page that will attract accounting clients

accountant about us

We’ve all gone to About Us pages for accountants and have been put to sleep by the generic content they’ve written about themselves or their company.

Please tell me more about how you’re highly driven…you’re a team player…you’re passionate about high quality customer service…please, tell me more.

An About Us page is a great way to add some personality to your business; show that you’re more than just spreadsheets and Xero. Give readers a sense of what it would be like to work with you. That way, it begins the filtering process of attracting your ideal clients as early as possible and you’re more likely to bring in clients who like the way you are and the way you work, making your working life much more enjoyable.

I’m sure you can relate to seeing an accounting About Us page like the one I just described, but it’s an easy trap to fall into – the qualities mentioned are genuinely good qualities, so why is an About Us page that mentions those great qualities not a good About Us page?

Because an About Us page should be about YOU!

Listing a bunch of qualities that everyone has doesn’t make it about you it makes it about everyone and you’ve wasted a key opportunity to stand out.

What should I include in my accounting About Us page?


Although it may seem simple, so many people get this part wrong. Simply saying what year you were founded, what area you’re based in and that you have a huge passion for [insert field you’re clearly not passionate about (if your About Us is anything to go by that is!)] is not enough to engage readers as to WHO you are.

As accountants, we often think in black and white terms; a number is a number and that can’t be disputed. But the very best accountants tell a STORY from the numbers. What do the numbers mean? How did they go there? Where will they go?

Do you see where I’m going with this?

People engage with stories.

What’s your story? What made you set up an accountancy firm? What were you doing before you set up the firm? Who do you enjoy working with? What do you enjoy doing?

These are more than the black and white numbers accountants are known for. One of the main reasons for starting Accountac was that I wanted to dispel the myth that ‘Accountants are so boring.’

But I’m an accountant – I don’t have a story?


You do have a story – everyone does!

I truly believe that no-one is ‘boring’ but not everyone has found the right angle to make themselves interesting. Find an angle which makes you unique, use some imagination and express your personality. Expressing your personality is a fantastic way to build trust with your website visitors which will lead to more clients using your services.

Many business owners in need of accounting services are intimidated by finance and accounting, so if they see someone or a business who doesn’t fit the ‘boring’ accountant stereotype (believe me this stereotype will not last!) they will feel more at ease and comfortable working with you.

I hope that this post has given you some inspiration to make an About Us page which shows off your personality to your potential clients. Together, we will change societal norms and, before you know it, accountants will be the modern rockstars! (well, at least we won’t be boring!)

If you need any help developing your About Us page or your website and social media presence, book a FREE consultation call with us at Accountac and we’ll be able to help you become an accounting rockstar in no time.

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