Your website doesn’t need to win awards.
It just needs to sound like you.

But for too many accounting firms, their homepage still leads with “Welcome to our website” and never gets better from there. In a world where clients are bombarded with choices—and algorithms are choosing who shows up first—your voice is what sets you apart.

Here’s how to check if your website copy is working for you—or against you.

Red Flags That Your Copy Needs a Rewrite

We know you’re busy running a tax firm, not moonlighting as a copywriter. However, your website is still often the first impression a client has of you. When it’s full of recycled phrases or robotic tone, it signals one thing: this firm sounds like everyone else. These red flags show up constantly in accounting firm copy and are almost always fixable.

• “We provide solutions…”
  → Vague, meaningless, overused.
  
• Passive voice everywhere.
  → “Taxes were done” vs. “We file early so you can relax.”
  
• No clear ‘Why Us’ line.
  → If it could appear on your competitor’s site, it doesn’t belong on yours.
  
• It sounds like it was written by ChatGPT circa 2022.
  → Generic content signals low trust and low effort.
  
• No real voice or tone.
  → If you wouldn’t say it out loud, don’t write it.
  

What Great Copy Looks Like

Strong copy doesn’t mean flashy slogans or gimmicks. It means clarity, confidence, and connection. Copy that truly resonates with an audience uses the kind of language that sounds like a real human being—ideally, you—is speaking directly to your client’s biggest concerns. Here’s what to look for when evaluating whether your copy is doing its job:

• Clear and conversational
• Focused on the client’s world, not your service list
• Anchored in voice traits (e.g. practical, calming, strategic)
• Written for humans, traditional search engines, and AI search
• Aligned with your firm’s story

A Simple Fix

Before you panic about SEO rankings or bounce rates, start here. Sometimes, the simplest gut-check questions reveal the biggest opportunities. Read your homepage out loud—or better yet, have someone outside the firm read it—and then ask:

“If a stranger read this, would they:

• Know who it’s for?
  
• Understand what we actually do?
  
• Feel like they could trust us?”
  

If the answer’s “no” to any of those, it’s not a visibility problem. It’s a voice problem.

With MAX, you can rewrite your website content in your own tone, using your own narrative inputs, and publish in days, not weeks.

What Your Homepage Should Say in 10 Seconds or Less

Most visitors won’t scroll. Many won’t even click. That means your homepage headline and first few lines need to pull more weight than ever.

Forget generic introductions. Your homepage should immediately answer three things:

• Who you serve
• What makes you different
• Why they should trust you right now

Here’s how that might look:

"We help six-figure business owners stop dreading tax season."

→ Clear niche, emotional relief, strategic positioning.

"We speak fluent IRS, so you don’t have to."

→ Friendly tone, technical reassurance, voice that stands out.

"From bookkeeping to big-picture strategy, we make the numbers make sense."

→ Service scope + storytelling + empathy in one line.

These kinds of phrases act like a magnet. When they’re written in your voice and speak to your client, they immediately lower resistance and spark connection.

When MAX is trained on your voice profile, it can write intros like this automatically, for your homepage, service pages, newsletters, and more. So, the real question becomes: If someone landed on your homepage today… would they know they’re in the right place?

Get started with a CountingWorks PRO product specialist today.