The UK Accountancy Website Index
We took the practices that rank on page one of Google for “accountants” in 12 UK cities and checked each website against six tests anyone can verify. No opinions about design or copy, just whether the things a prospective client looks for are there.
What we found
Most practices get the basics of credibility right. 47 of 61 sites (77%) state their professional body or chartered status, and 41 (67%) make the phone number tappable on the homepage.
Where sites fall short is helping a prospect decide. Only 8 publish a price of any kind, so most visitors have to make contact before they learn whether a firm is in their budget. Only 6 let a visitor book a call without waiting for a reply. And only 11 name the people a client would work with alongside their qualifications, even though trust in a named, qualified adviser is what an accountant sells.
These gaps are cheap to close. A starting-price table, a booking link and a team page with letters after each name are a day of work on most websites.
The leading websites
Every firm that passed 3 or more of the six tests, ordered by score, then alphabetically. Each tick links to the page where we found the evidence. Firms that scored lower are counted in the totals above but not named.
| Website | City | Prices | Booking | Team | Status | Call | Reviews | Score |
|---|---|---|---|---|---|---|---|---|
| goforma.com | Leeds | ✓ | ✓ | ✓ | ✓ | ✓ | · | 5/6 |
| huquechaudhry.com | Leeds | ✓ | · | · | ✓ | ✓ | ✓ | 4/6 |
| knowleswarwick.com | Sheffield | ✓ | · | · | ✓ | ✓ | ✓ | 4/6 |
| naseems.co.uk | Birmingham | · | ✓ | · | ✓ | ✓ | ✓ | 4/6 |
| taxdriven.co.uk | Glasgow | ✓ | · | · | ✓ | ✓ | ✓ | 4/6 |
| taxset.co.uk | Leeds | ✓ | ✓ | · | ✓ | ✓ | · | 4/6 |
| thomasandcointernational.com | Manchester | · | · | ✓ | ✓ | ✓ | ✓ | 4/6 |
| waldenway.co.uk | London | · | · | ✓ | ✓ | ✓ | ✓ | 4/6 |
| certaxlondon.co.uk | London | ✓ | · | · | ✓ | ✓ | · | 3/6 |
| cliveowen.com | Newcastle | · | ✓ | · | ✓ | ✓ | · | 3/6 |
| donachieca.com | Glasgow | · | · | · | ✓ | ✓ | ✓ | 3/6 |
| dunkleys.accountants | Bristol | · | · | · | ✓ | ✓ | ✓ | 3/6 |
| evanspartners.co.uk | Bristol | · | · | · | ✓ | ✓ | ✓ | 3/6 |
| gms-accountants.co.uk | Nottingham | · | ✓ | · | ✓ | ✓ | · | 3/6 |
| hayvenhursts.co.uk | Cardiff | · | · | ✓ | ✓ | ✓ | · | 3/6 |
| jsca.co.uk | Edinburgh | · | · | ✓ | ✓ | ✓ | · | 3/6 |
| jwhinks.co.uk | Birmingham | · | · | ✓ | ✓ | ✓ | · | 3/6 |
| mwa-accounting.co.uk | Manchester | · | ✓ | · | ✓ | ✓ | · | 3/6 |
| pagekirk.co.uk | Nottingham | · | · | ✓ | ✓ | ✓ | · | 3/6 |
| rogers-spencer.co.uk | Nottingham | · | · | · | ✓ | ✓ | ✓ | 3/6 |
| smh.group | Leeds | · | · | ✓ | ✓ | ✓ | · | 3/6 |
| steedman.co.uk | Edinburgh | · | · | ✓ | ✓ | · | ✓ | 3/6 |
| williamsoncroft.co.uk | Manchester | · | · | ✓ | ✓ | ✓ | · | 3/6 |
| wrightvigar.co.uk | Nottingham | · | · | ✓ | ✓ | ✓ | · | 3/6 |
The six tests
- Prices published 8 of 61
- A fee is stated in pounds on the site, such as “from £150 per year” or “£25 per month”.
- Online booking 6 of 61
- A visitor can book a call or meeting in a scheduling tool (Calendly, Microsoft Bookings and similar) without waiting for a reply.
- Qualified team named 11 of 61
- Named people are shown with their professional letters (ACA, FCCA, CTA, MAAT and so on). Firm-level statements such as “regulated by the ACCA” do not count here.
- Professional status shown 47 of 61
- The site states the firm’s professional body or a protected description, such as “chartered accountants”, ICAEW, ACCA, ICAS or AAT.
- Click to call 41 of 61
- The homepage phone number is a tappable link, so a visitor on a phone can call in one tap.
- Independent reviews 11 of 61
- Reviews from an independent platform (Google, Trustpilot, Feefo, VouchedFor and similar) are embedded or linked.
How we did it
Sample. On 25 October 2026 we took Google’s organic page one for “accountants” plus a city name in London, Manchester, Birmingham, Leeds, Bristol, Glasgow, Edinburgh, Liverpool, Sheffield, Cardiff, Nottingham, Newcastle. We kept every accountancy practice and removed directories, review sites, marketplaces and the Big Four. That gave 75 practices. 14 of them block automated visitors, so we could not check them and they are left out rather than marked down. 61 were scored.
Crawl. Our crawler identifies itself, follows each site’s robots.txt and reads at most six pages per site: the homepage plus the pricing, team and contact pages it links to. It does not fill in forms or send enquiries. A test only passes if the crawler saved the page and the text that proves it.
Hand check. A person then read the evidence for every pass. Where the matched text did not mean what the test needs (for example, HMRC’s working-from-home allowance looks like a price), we overturned it. There were 8 corrections, each recorded with its reason.
Limits. Six pages is not the whole site, and content that only appears after scripts run may be missed. A missing tick means we did not find the evidence in those pages, not that it does not exist anywhere.
Corrections. If your firm is listed, or should be, and you think we missed something, email ava@newgentech.ai with the page that shows it. We re-run the check and update the index.
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