Almost every enquiry an accountancy practice receives starts with the same question, whether or not the person asks it out loud: how much will this cost? Most accountancy websites do not answer it. They list services, mention a free consultation and leave the price for later.
There are good reasons firms hesitate to publish fees. There are also good reasons to do it. This guide looks at both sides, the ways you can show price without boxing yourself in, and how a pricing page can filter enquiries before the first call.
The question every enquiry starts with
A small business owner looking for an accountant usually has a deadline in mind, such as a tax return, year-end accounts or a VAT registration. They want to know three things: can you do it, when, and for how much. If your site answers the first two and not the third, they either fill in a form and wait, or they move on to a firm that shows a number.
The case for publishing prices:
- Fewer wasted calls. People who cannot afford you rule themselves out. People who can arrive ready to talk.
- Faster decisions. A client who has seen a price can say yes sooner.
- Trust. Clear pricing signals that you are straightforward to deal with.
- Search. People search for terms such as "fixed fee accountant" and "accountant prices for sole traders". A page that answers that question can be found.
The case against:
- Every client is different. A sole trader with clean records and a limited company with messy books are different jobs.
- Competitors can see your prices.
- A number without context can make you look expensive next to a cheap online service.
Both sides are right. The question is how to show enough price information to help clients without promising a figure you cannot hold.
Four ways to show price
1. Fixed packages. A small number of packages with a monthly or annual fee, such as "Sole trader: self-assessment and bookkeeping review". Clear and easy to compare. Works best when your client base is fairly uniform.
2. "From" prices. A starting price for each service, with a short list of what changes it, such as turnover, number of transactions or payroll size. Gives a sense of scale without committing to a final figure.
3. A fee calculator. The visitor picks their business type, turnover band and the services they need, and sees an estimate. More work to set up, but it gives each visitor a number that fits their situation.
4. Price ranges by client type. For example, "Most limited companies with one director pay between X and Y a month." Less precise, but still useful.
You can combine them. Many firms publish "from" prices for common services and add a calculator for the most popular package.
What to publish and what to quote
Publish prices for work that is predictable: self-assessment returns, annual accounts for small limited companies, VAT returns, payroll per employee and confirmation statements. These are the services most new clients ask about first.
Quote individually for work that varies a lot: catching up on several years of missed accounts, complex tax planning, company restructures, investigations and anything involving large or unusual transactions. Say clearly on the pricing page that these are quoted after a conversation, and explain what you need from the client to quote.
List what is included in each price and what is not. Clients are less likely to be surprised later if the page says plainly, for example, that bookkeeping software subscriptions are extra or that the fee assumes records arrive in an agreed format.
Lead with the deadline, not the services list
Most visitors arrive worried about a date. The self-assessment deadline, the company accounts deadline, the VAT quarter. A home page that names those dates and explains how you help clients meet them is more relevant than a generic list of services.
For example, a block near the top might read: "Self-assessment due 31 January. Fixed fee from [your price]. Send us your records by [your cut-off date] and we will file on time." That is specific, it answers the price question and it gives the visitor a reason to act now.
How a fee calculator helps
A calculator sits between fixed packages and individual quotes. The visitor answers a few questions and sees an estimate. Good calculators:
- Ask only what changes the price, such as business type, turnover band, VAT registration and number of employees
- Show the estimate straight away, without asking for an email first
- Explain that the figure is an estimate and what might change it
- Offer a next step, such as booking a call or sending an enquiry with the answers attached
When an enquiry comes in from someone who has used the calculator, you already know their business type and rough size, and they already know your rough price. The first call can focus on whether you are the right fit.
Rules to check
Before you publish prices, check the rules that apply to you. In the UK, the Provision of Services Regulations 2009 set out information that service providers must make available to customers, which can include price information. Your professional body, such as ICAEW, ACCA or AAT, may also have guidance on fees and advertising. Rules differ between countries, so check the ones that apply where you practise. This article is not legal or regulatory advice.
Setting up Marlow & Co
Marlow & Co is a Framer template for fixed-fee accountancy practices. It is built on the idea that the price is the thing every prospective client wants to know.
The template leads with the filing deadline a business is worried about, prices the work in the open, and puts a fee calculator on the page so someone can work out the cost before they pick up the phone. It includes services, process and enquiry pages, with layouts hand-tuned for desktop, tablet and phone. It is native and editable on the Framer canvas, costs $49 and comes with free updates through your remix link.
To set it up:
1. Replace the demo deadline with the one most of your clients care about.
2. Enter your own packages and prices, and list what is included in each.
3. Adjust the fee calculator's options and figures to match your pricing.
4. Write your process in plain steps: first call, onboarding, records, filing.
5. Connect the enquiry form to your practice email and send a test.
6. Add your professional body membership and regulatory details.
For more options, see our list of Framer templates for accountants.
A practical starting point
If you are not ready to publish every price, start small. Publish a "from" price for the one or two services that bring in most new clients. Watch the enquiries for a few months. If they are better qualified and calls are shorter, add more. Most firms that try it find the questions they get are more useful, because the price conversation has already happened on the page.