Your current tax and accounting website might list your services. It might include a professional headshot. It might even have a blog or a free download.

But does it tell a story?

Most tax firm websites are digital business cards at best and major missed opportunities at worst. They speak about the firm (“We’ve been serving clients since 2009…”) but say nothing about the visitor’s journey. 

Nothing that makes prospects feel seen, understood, or excited to take the next step.

Let’s fix that.

When you turn your website into a narrative experience, it doesn’t just inform. It converts. It gives would-be clients a clear picture of what it’s like to work with you, and what’s waiting for them on the other side.

Your Homepage Should Read Like Chapter One

Think of your homepage as the introduction to the story you’re inviting visitors into. Within 10 seconds, it should answer these questions:

• Who is this for?
  
• What problem do they solve?
  
• Why does it matter to me?
  

If your homepage starts with a generic phrase like “We are a full-service accounting firm…”—you’ve already lost them.

Instead, try this kind of messaging:

“Running a business shouldn’t mean guessing on taxes. We help small business owners build smart financial strategies, so you can grow with confidence.”

It’s clear. It’s empathetic. And, it immediately makes the visitor the main character.

Every Page Is a Step in the Journey

Here’s how to apply narrative structure to your core site pages:

About Page: This isn’t your resume. It’s your origin story.

Why did you start your firm? What do you believe? What kind of clients are you passionate about helping? Be human here.

Service Pages: Don’t just list what you offer. Frame each service as a solution to a real pain point.

“Tax Prep” becomes “No more tax surprises. We’ll file your returns, uncover hidden savings, and help you plan for the future.”

Testimonials Page: Think of these as mini client stories (see Blog 5!).

Showcase transformation. Highlight emotion. Use names, photos, or quotes when possible.

Contact Page: This is the call to adventure. Make it easy. Make it warm. Reinforce what they’ll gain by reaching out.

“You’re one step away from financial clarity. Let’s talk.”

MAX and CWP Make It Easy

If you’re building your website through CountingWorks PRO, our team is already thinking about this for you. From brand messaging to SEO to copywriting, we help craft story-driven sites that feel modern, personal, and built for conversion.

And, if you’re updating any piece of content on your own down the road? Let MAX help. Feed it a few notes about your services, client type, and tone, and it can draft service page blurbs, about page bios, and even homepage headlines that sound like you.

This Isn’t Just Design. It’s Strategy.

When your website tells a story, you immediately draw people in.

You attract clients who are aligned with your approach. You reduce tire-kickers who don’t fit. You create a client experience that starts before the first email and continues through every interaction.

Because in a digital world, your website is your first impression. So, why not make it a story worth reading?