Module 11

Accountants

This quick-start guide covers Google Business Profile optimisation for accountants, bookkeepers, and accounting firms. Your clients are entrusting you with their finances — your listing needs to project competence and reliability.

Your Setup Priorities

What to do

Focus on these elements first for accounting practices.

Step by step

  1. Professional qualifications matter. ICAEW, ACCA, CIMA, AAT — these credentials build immediate trust. Make them prominent.
  2. Services clarity. Small business accounting? Personal tax? Payroll? Bookkeeping? Be specific about what you offer.
  3. Reviews build confidence. Clients choosing accountants want to know you're reliable and responsive. Reviews address this.
  4. Accessibility. Can clients meet in person? Do you work remotely? Are you available year-round or just during tax season?
  5. Target market clarity. Sole traders? SMEs? Contractors? Landlords? Be clear who you serve best.

Recommended Categories

What to do

Choose categories that match your services.

Step by step

  1. Primary category: Accountant — The main search term most clients use.
  2. Alternative primary: Accounting Firm (for larger practices), Tax Consultant, Bookkeeping Service.
  3. Secondary categories: Tax Preparation Service, Bookkeeping Service, Payroll Service, Business Management Consultant.
  4. Specialisation: If you focus on a niche (e.g., contractor accounting), consider if specific categories apply.

Services to List

What to do

List your accounting services comprehensively.

Step by step

  1. Accounts preparation: Annual accounts, Management accounts, Company accounts, Sole trader accounts, Partnership accounts.
  2. Tax services: Self assessment tax returns, Corporation tax, VAT returns, Tax planning, Capital gains tax, Inheritance tax planning.
  3. Bookkeeping: Monthly bookkeeping, VAT reconciliation, Bank reconciliation, Credit control, Receipt management.
  4. Payroll: Payroll processing, RTI submissions, Auto enrolment, CIS returns, P11D preparation.
  5. Business services: Company formation, Business plans, Cash flow forecasting, Management reporting, Xero/QuickBooks setup.
  6. Specialist services: Contractor accounting (IR35), Landlord accounting, Start-up support, HMRC investigations.

Photos That Work for Accountants

What to do

Project professionalism and approachability.

Step by step

  1. Team/personal photos. Professional headshots. Friendly but competent. Approachable experts.
  2. Office environment. If you have an office, show it — modern, organised, professional.
  3. Working with clients. Photos of consultations (with consent) show personal service.
  4. Qualifications and memberships. Photos of ICAEW/ACCA certificates or membership plaques.
  5. Technology you use. Modern accounting software on screen (Xero, QuickBooks) shows you're up to date.
  6. Home-based accountants: Professional headshot is essential. Can also show home office setup if presentable.

What to Include in Your Description

What to do

Key elements for an accountant's description.

Step by step

  1. Qualifications first. "ACCA Chartered Certified Accountant" or "ICAEW Chartered Accountant" — lead with credentials.
  2. Who you serve. "Helping small businesses and sole traders" or "Specialist accountants for contractors."
  3. Key services. Main offerings — accounts, tax, payroll, bookkeeping.
  4. Your approach. "Clear, jargon-free advice" or "Proactive tax planning" — what makes you different.
  5. Location/working style. "Serving clients throughout [area]" or "Remote accounting services nationwide."
  6. Free consultation. If you offer free initial meetings, mention it.

Getting Reviews as an Accountant

What to do

Client relationships are long-term — leverage them for reviews.

Step by step

  1. Ask after tax season. After successfully filing returns and clients are relieved, ask for reviews.
  2. Ask when you've saved them money. "Glad we could reduce your tax bill! If you're happy with our service, we'd appreciate a Google review."
  3. Long-term clients. Ask clients you've worked with for years: "You've been with us a long time — if you've never left us a review, it really helps."
  4. New client onboarding. After successfully setting up a new client, ask once they're happy.
  5. Year-end email. Include review request in year-end communication to clients.

Q&A to Seed

What to do

Pre-populate these common questions.

Step by step

  1. "Do you offer free consultations?" — Your initial meeting policy.
  2. "What accounting software do you use?" — Xero, QuickBooks, Sage, etc.
  3. "Do you handle personal tax returns?" — Self assessment services.
  4. "Can you help with company formation?" — Start-up services.
  5. "What are your fees?" — Pricing structure or how to get a quote.
  6. "Do I need to come to your office?" — Meeting arrangements and remote options.
  7. "Are you regulated?" — Professional body memberships.

Priority Citations for Accountants

What to do

Get listed on these platforms.

Step by step

  1. ICAEW Find a Chartered Accountant — If ICAEW member.
  2. ACCA Find an Accountant — If ACCA qualified.
  3. AAT Licensed Accountant search — If AAT licensed.
  4. Xero/QuickBooks directories — If you're a certified advisor.
  5. Local business directories — Chamber of Commerce, local business networks.
  6. Yell, Thomson Local — General directories.
  7. Contractor-specific platforms — ContractorUK, etc. if that's your market.

Accountant GBP checklist: