Accountancy website navigation clients can follow

Key takeaways

Accountancy website navigation should help two groups: prospects choosing a practice and clients who need to log in, upload documents or check a deadline. Group services by client type, such as sole traders, limited companies and individuals, link fees or packages clearly, and put the client portal login in the top right of every page.

• Group services by client type, not by service code.
• Link fees or packages from the main menu.
• Put the client portal login top right on every page.
• Link deadlines and guides from a resources area.

Who uses an accountancy website?

Prospects compare practices on services, fees, sector experience and approach. Existing clients come to log in, upload records, find a deadline or contact their accountant. Navigation that serves only prospects sends clients to email; navigation that serves only clients buries the offer.

• How clear website navigation improves user experience
• Navigation for returning customers: logins and reorders

How should services be grouped?

Most prospects know what kind of client they are, so group by that first, then list the services each needs. Name services as clients describe them.

• Sole traders and freelancers: Self Assessment, bookkeeping.
• Limited companies: accounts, corporation tax, payroll, VAT.
• Individuals: tax returns, property income, estates.
• Sector pages where you have real expertise.

• The services menu: how to list what you sell
• Audience-based navigation: should menus split by customer?

Where should the client portal go?

In the utility area at the top right, labelled 'Client login', on every page and on phones. Clients who cannot find the portal email or call instead, which costs the practice time. Link it from the footer too.

• Utility navigation: login, basket and search, out of the way

Should fees be in the menu?

Many prospects want an idea of cost before contacting a practice. Fixed-fee packages or 'from' prices, linked from the main menu as 'Fees' or 'Packages', help them qualify themselves. If you price individually, link a page explaining how fees are set.

• Should 'Pricing' be in your website menu?

What about deadlines and guides?

Tax deadlines and how-to guides draw search traffic and help clients. Group them in a resources area, linked from the menu or footer, and link each guide to the related service. A guide on the Self Assessment deadline should lead to the Self Assessment service.

• Resource hubs: navigation for guides, downloads and help

What does this look like in practice?

A pattern we see: a practice lists 14 services alphabetically, and the client portal is a small link in the footer. Grouping services under three client types and moving 'Client login' to the header reduces 'how do I upload?' emails and makes the offer clearer to prospects.

• See client work
• Website Design & Development for UK businesses
• Professional services website design mistakes

Accountancy navigation checklist

• Services grouped by client type.
• Fees or packages linked from the menu.
• Client login top right on every page.
• Guides linked to related services.
• Contact action in the header.

• Law firm website navigation: by problem, not department
• How navigation shapes whether visitors trust you

Next step

Ask a client to find the portal login on your site on their phone, and watch.