Services and niche pages
Which client types each rival writes for, such as contractors, landlords, start-ups and charities, and which new pages they add.
Industries · Services · Accountants
Win the client who is comparing three practices at once.
A business owner looking for an accountant is often switching after a bad year-end. They want the monthly fee, the software the practice uses and the name of the person they will speak to. The free audit reads your site beside the practices you name and shows where yours falls behind.
Your buyers
How buyers choose between accountancy practices.
People looking for an accountant tend to arrive with a trigger: a year-end that went badly, a growing business that has outgrown a sole trader's set-up, a tax letter they do not understand. They want to know quickly whether a practice handles their kind of work.
The questions they bring are practical: whether the practice works with businesses their size and in their sector, whether the fee is monthly or per job and what it includes, which software it uses and whether they would have to change theirs, and who answers the phone.
Reassurance comes from reviews that talk about responsiveness, professional body membership shown on the page, and some sign that the practice is still taking clients. A vague services list and a contact form loses to a practice that answers those questions on the page.
The question a accountant’s buyer is usually trying to settle is whether the practice does the work they need, at a fee they can predict. The free audit checks whether your site answers it, and whether your rivals’ sites do.
A week in your market
The moments that cost or win you work.
A composite, illustrative week of the kind of thing that happens in this trade. It is not a customer's diary and nothing in it is measured.
- Monday
A prospect asks for a fee and goes elsewhere
A limited company director emails three practices. One replies with a question; another already shows monthly packages on its site. The director goes with the one that answered before they asked.
Is my pricing right against rivals? - Tuesday
A rival starts bidding on your town's name
A larger practice starts running paid search ads on your town plus 'accountant'. You only notice because the receptionist mentions an enquirer who had clicked their ad first.
Are rivals' ads beating mine? - Wednesday
The partners debate paid search versus referrals
Referrals have slowed and the question is where to spend. Nobody has a view of what rivals are paying for, or where they rank without paying.
Which channel should we fund? - Thursday
A competitor adds a page for a niche
A rival publishes pages aimed at contractors and landlords — work you do but never wrote about. Their new pages start appearing for searches yours never did.
What changed on competitor sites? - Sunday
A sole trader reads reviews before switching
A tradesperson unhappy with a slow accountant reads reviews for four practices. Yours are good but few, and none mention speed of reply, which is the one thing they care about.
Why aren't my reviews converting?
Built for accountants
What we read for a business like yours.
Public evidence about you and the rivals you name. Where a read depends on a loop that is still in build, the loop cards below say so.
Published fees and packages
Whether monthly packages or fee guides appear on the page, for you and each named rival.
Paid search keywords
The search terms rivals bid on, from third-party paid-keyword data.
Reviews
Google rating, review count and the themes in review text: responsiveness, clarity, cost.
Your site, read by five buyer types
Where a switching business owner or a first-time sole trader would stall before getting in touch.
Measured
What accountants' own clients search.
From our own keyword research, with its source and date. The free audit page for this trade sets your site against it.
- Searches a month for “how much do accountants charge”
- 880
- Source: docs/research/BUYER-INTENT-2026-08-23.md · checked 2026-08-23
Problems this trade asks us
Start from the question you have.
Is my pricing right against rivals?
Your prices, delivery terms and offers beside the rivals you choose, and what a discount or delivery threshold costs in margin.
Why did they choose someone else?
Your site read beside the firms you lose to, by five buyer types on one rubric, with the points on the page behind each verdict.
Which channel should we fund?
Where you and your rivals show up across reviews, paid search and organic search, read before the next spend is placed.
How do buyers see us?
Five buyer types read your site and your rivals' on one rubric, and you read what assistants answer about your trade, word for word.
Loops that matter here
The watches we are building for this trade.
A loop re-runs a read on a cadence you choose and reports what changed. None runs for customers yet, and none is on sale.
Competitor website monitor
Watches the rival sites you choose and reports what changed since the last run: new pages, prices and promotions.
Competitor ad watch
Keeps a record of the ads your rivals run, so you can see which are new, which stopped and which have run longest.
Reviews and reputation watch
Collects new reviews for you and the rivals you name, groups them into themes, and shows which themes moved.
Own-ads audit
Reads the ad accounts you connect and flags what changed in your own spend, results and creative since the last run.
FAQ
Questions from accountancy practices
Should we publish our fees?
That is your decision. The report shows whether your rivals publish theirs and how a comparing buyer reads a page with fees against one without.
Can you see what rivals spend on ads?
The ad-spend estimate gives a band from third-party data with its basis shown, never a single false figure. The competitor ad watch, which keeps a running record of rivals' ads, is in build.
Do I need to connect our practice software?
No. The Insight Report reads public pages only. Nothing needs connecting to run it.
What does the free report cover?
Your site read by five buyer types against a fixed rubric, beside the competitors you name, with the actions ranked. No account and no card are needed to start.
Read your site the way your buyers do.
The free report reads your site beside the competitors you name. No account and no card to start.