Website Optimization Strategies For Your CPA Firm

The website of a Certified Public Accountant firm (CPA) is the most important digital property it owns. With the US relying on virtual interaction now more than ever, your website needs to be optimized, secure, and credible. Are you looking to organically grow impressions that generate high quality leads? Here, we’ve mapped out the best website optimization strategies for your CPA firm according to the Google algorithm.

Web Security

The security of an accountant’s website should not be taken lightly. After all, you want to ensure a client’s personal information is safe with you. Web users will immediately click off of a site if it appears susceptible to spam and malware.  

An easy way to comfort visitors is to use an HTTPS (Hypertext Transfer Protocol Secure) protocol. In fact, take a look at the URL of this blog post. Do you see the closed lock to the left of it? This communicates the website is legitimate and the content cannot be altered.  

Without HTTPS it will display the text “not secure” next to the URL. That doesn’t make you feel too safe, right? This indicates a hacker could potentially tamper with your website to steal personal information such as login credentials and passwords.

Not only does the lack of an HTTPS protocol make visitors uncomfortable, but it will negatively impact your search ranking on Google. Your content will not be pushed to the forefront in the algorithm because it has reason to believe your website isn’t safe.

If you haven’t secured your website yet, put this at the top of your priority list.

Local SEO

SEO (Search Engine Optimization) is the improvement of organic traffic from search engine to webpage. The goal of any search engine is to meet the needs of the searcher. It does this by providing results with the highest content relevance and usefulness.

Location is a big contributor according to the algorithm. Have you ever searched using the phrase “near me?” Google responds with three listings on Google Maps before the organic results. This prime real estate is referred to as Google’s local 3-pack. Earning a spot there can exponentially drive traffic to your website.

So how does a CPA firm become one of the three?

Well, Google My Business is a free tool that helps businesses do just that. Having an account will promote your business on Google Search and Maps.

Your business information will be displayed in a more user friendly manner. It is also easier for the search engine to process. Therefore, when people search “accountants near me,” your CPA is more likely to appear.

Along with other optimization practices this article lists, a Google My Business account can dramatically increase clicks.

Website Content

Some people fear the intricacy of the search ranking algorithm, but do not be afraid! A search engine like Google wants to direct traffic to your website – you’re playing on the same team. However, you must upkeep your end of the bargain by communicating to Google that your website content will provide the answers their searchers want.

Think about what your business offers and what your target audience will search for. Does your CPA focus on business-to-business clientele and want to express their expertise in staff accounting? Or do your services cater towards individuals’ personal finances?

Take a moment to reflect on the needs of your ideal customer. How can those needs can be translated into “keyword” phrases for your website? If your CPA specializes in Nonprofits, then use “Nonprofits” as a keyword. Add that keyword tastefully on your website in the URL, title, and body text.

As a result, this will let the search engine know your webpage has the answers for searches like “CPAs for Nonprofits.”


The best way to capitalize on SEO is via a blog. Google favors websites that consistently update, and so frequently posting articles is an efficient way to please the algorithm. 

Do some research on what your target clients want to know. Some examples are “how to budget for a vacation,” or “upcoming taxes deadlines.” The questions they are asking pose for great content ideas. 

Blogs that provide satisfaction to inquiries will be promoted to a higher ranking on the search engine. Moreover, the quality of that one webpage will help the website ranking as a whole.

Aside from the benefits of SEO ranking, creating blog posts will showcase your expertise on the subject. This will attract interest to your business. The best part is, this content can be reused on your social media platforms and emails to further its reach and impact.

Website Usability

The navigation of your CPA firm’s website is critical for achieving your business’ goals. Many individuals don’t realize the importance of the software and device of a user. They can impact the design and loading time of your page.

Visit your website on different browsers and devices to see if they load correctly. You will find that different screen sizes will show different amounts of information. 

You must optimize all channels in order to appear higher on the search engine results pages (SERPs). This means to develop each page so that it can provide information on your services and a clear CTA (Call-to-Action) without having to scroll.

Website Credibility

Communicating trustworthiness on your website is essential for converting leads. Trust symbols and testimonials are two tactics you can use to demonstrate your CPA firm’s reliability.

Trust Symbols are recognizable images of associations, memberships, and certifications that instantly give your website legitimacy. If your firm is a member of American Accounting Association, let that be known! Showcase it with pride on your homepage.

Another reassuring feature of your website are testimonials. Ask previous clients who you’ve had a pleasure working with to write reviews on your Google Business account. This will spread positive word-of-mouth and aid the algorithm in supporting your website. Ask for permission to use it for your promotional material as this will aid in securing future clients.

To Recap:

  1. Use HTTPS protocol for security.
  2. Set up a Google My Business account to rank higher for local searches.
  3. Add keywords in URLs, titles, and body text on your webpages.
  4. Start a blog to frequently build upon your website.
  5. Tailor your web designs to fit different browsers and devices.
  6. Request testimonials and add trust symbols to your website to build credibility.

Now you’re ready to organically leverage your business. Have any questions? Contact us and we’ll get back to you.