What Type of Clients Do You Really Want? How to Create Website Content That Attracts Them

Are you an accountant tired of getting the wrong kind of enquiries? Maybe you’re attracting too many time-wasters, or clients who don’t fit your ideal profile. The truth is, your website might be saying “yes” to everyone when it should be quietly saying “no” to the wrong ones. Let’s talk about how to fix that.

Step One: Decide Who You Actually Want to Work With

Before you even think about what to write on your website, you need to decide who your dream clients are. This isn’t about being picky — it’s about being smart. If you try to appeal to everyone, you’ll end up appealing to no one. Think about the clients you enjoy working with. Maybe it’s small business owners who value good advice and pay on time. Maybe it’s growing firms that need regular management accounts and tax planning. Maybe it’s freelancers who want help staying compliant without the jargon.  Or maybe, it’s larger established firms with higher turnovers.

Once you know who your ideal clients are, think about their problems. What do they lie awake worrying about? What annoys them about other accountants? What do they actually want from someone like you? When you know this, your website can speak directly to those people in their own language. That means fewer “Can you just do my tax return for £50?” messages and more “Can we book a call to discuss your monthly service package?” conversations. You’re not trying to sound clever — you’re trying to sound right for the kind of client you want.

Here’s the key: stop writing your website as if you’re explaining your services. Don’t use jargon but start writing it as if you’re talking to your ideal client about their life, their challenges, and their goals. Answering a visitors questions and concerns is what makes your content connect.

Step Two: Build Your Website Content Around Your Dream Clients

Once you know who you want, your website content should make those people feel like they’ve found the right accountant. That doesn’t mean listing every service you offer. It means writing about your services in a way that solves their problems. For example, instead of “We provide bookkeeping,” try “We’ll take care of your books so you can focus on growing your business — and you’ll always know exactly where your cash stands.” It’s a small shift, but it makes a big difference. It shows you understand what they care about.

Every page on your site should have a purpose. Your homepage should quickly tell visitors who you help, how you help them, and why they should trust you. Your service pages should dive deeper into the specific issues your ideal clients face and how you make life easier for them. And your “About” page should show your personality. If you like things neat and precise, say so. If you’re the friendly, approachable type who explains things without the jargon, say that too. You’re not just selling accounting — you’re selling a relationship.

Also, think about using simple examples. If you help construction firms, include short stories about how you helped one save time or money (you don”t have to mention the firm’s name, but don’t make up a case study). If you work with start-ups, explain how you guided a new business from idea to steady profit. Real-world stories make your content relatable and show that you understand your clients’ world. That’s what turns browsers into buyers.

Step Three: Use Language That Attracts (and Filters)

Your website isn’t just about getting more traffic — it’s about getting the right traffic. That’s why the words you use matter so much. The tone, the phrasing, even the examples all help attract the kind of people you want to work with. If you want to work with growing businesses, use energetic language about planning, growth, and long-term support. If you prefer smaller, steady clients, focus on reliability, simplicity, and peace of mind.

Don’t be afraid to subtly filter out the wrong people. For instance, you can say things like, “We work best with business owners who value proactive advice and regular contact,” or “We’re not the cheapest, but we focus on giving clients great long-term results.” or even, “we work with businesses who have a turnover of between £1 million and £10 million” These lines save you time — and they make the right people nod in agreement. It’s about creating a quiet alignment between what you offer and what your ideal client wants.

Make sure every part of your content — headlines, calls to action, even contact forms — supports this message. Your contact form could ask what type of business they run or what kind of help they need. Your service pages can mention the size or type of clients you typically work with. All of these clues help visitors decide whether they’re a good fit — and that’s exactly what you want. Because when your content speaks clearly, you’ll stop chasing leads and start attracting clients who are ready to say yes.

If you are a “remote” firm and don’t have an office, say that (“We are a modern, remote-working firm with clients across the South-East of England, based in West London and do not offer walk-in appointments.”)  – some visitors will want an acountant who they can visit while others will be happy to only use emails or phone calls (and possibly save money as the accountant has reduced overheads).

About the Author

John K Mitchell has been optimising websites for search engines since 1997 — before Google even existed. With a background in programming, John realised early on that he could analyse results and make educated guesses about why sites ranked the way they did. Since then, he’s worked on thousands of websites, often helping businesses achieve impressive results. His deep understanding of both people and search engines helps him craft content that performs — not just for clicks, but for real business outcomes.