Website for tax and accounting firms: what it needs to win good clients

A tax and accounting firm’s website that wins good clients has a page per service, shows who is behind it and filters enquiries before you have to call anyone. It also publishes in step with the calendar of the Spanish Tax Agency (Agencia Tributaria): before each deadline, not during it. Here you will find the page map for a firm of 3 to 10 people and an annual content calendar with the official dates.

A “Services” page with a list neither ranks nor converts

A list of services does not answer any search, and people who need an adviser search for something very specific. Nobody types “accountancy services”. They type “accountant for self-employed in Vila-real”, “gestoría for a limited company with 4 employees” or “tax return with a rented-out flat”.

If your whole offer fits on one page with twelve bullet points, Google has nothing specific to show for those searches. The same goes for AI assistants. For ChatGPT or Gemini to mention you when someone asks for a payroll and employment adviser in Castellón, there first has to be a page of yours that says so.

It does not convert either. The self-employed person who lands on it wants to know whether you work with people like them, exactly what is included and roughly how much it will cost. A bullet point that says “Tax advice” answers none of the three.

And there is a third reason. Google asks for helpful, reliable, people-first content. It also explains that on topics that can affect people’s financial stability it gives even more weight to experience and trustworthiness. Taxes, payroll and inheritances fall squarely into that category.

A firm of 3 to 10 people needs about 13 pages, not 40

At this size, these pages are enough, each with a clear job. The searches are examples of how people ask, not volume data.

3 rules for using the table:

• Start with your biggest earner. If half your income comes from companies, that page goes first. Three complete pages are better than twelve half-finished ones.
• Each page with its own content. Copying the template and swapping “tax” for “payroll” helps neither Google nor the client.
• City pages, only where you really serve clients. Google’s spam policies consider it doorway abuse to create pages for cities or regions that lead to the same place. If you have offices in Castellón and in Vila-real, each office deserves its own page. Without an office, only if you have something of your own to say about that city.

If you are going to rebuild your website, this map is the basis of a web design aimed at winning clients.

Each service page answers 6 questions

1. Who it is for, and who it is not for. For example: “We handle self-employed clients under direct assessment and companies with up to 25 employees”. That sentence filters more than any form.
2. What it includes, with specific names. Forms (303, 130, 200…), deadlines and what the client receives each quarter.
3. How you work. How they send invoices, how often you talk and through which channel.
4. Who handles it. Name, photo and association membership of the person in charge.
5. How much it costs or what it depends on. If you give prices, the Information Society Services Law (LSSI), art. 10.1.f requires you to say whether they include taxes. Law 17/2009 (Ley 17/2009), art. 22 asks for the full price including taxes when you set it in advance. If you do not, you must give anyone who asks the price, the method for calculating it or a detailed quote.
6. What questions the client has. The ones you get on the phone every week, with their answers.

At the end, a button to the form with that service already selected.

The Tax Agency calendar sets when people look for an adviser

People start looking for an adviser when a deadline approaches: the income tax return, the quarter, Corporate Income Tax or an inheritance with a deadline. Your website has to be ready beforehand.

There is no reliable public data on monthly searches for your city. But you can see your own pattern in the Search Console performance report: compare April impressions with August ones.

The official dates that structure the year

They come from the 2026 taxpayer’s calendar of the Tax Agency (AEAT). Some days change every year, so check them when the next calendar is published.

• 2025 income tax return. It was filed from 8 April to 30 June 2026. If tax was owed and paid by direct debit, until 25 June.
• Quarterly returns. From 1 to 20 April, July and October. They include form 303 for VAT, 130 and 131 for instalment payments, and 111 and 115 for withholdings.
• Fourth quarter and annual summaries. These come in January. In 2026, the 111 and 115 were due on 20 January. The 303, the 130 and the annual VAT summary (390), on 30 January. Information returns such as 180 or 190, on 2 February.
• Transactions with third parties (347). Until 2 March 2026.
• Corporate Income Tax (200). Until 27 July 2026 for companies whose financial year matches the calendar year. Instalment payments (202) run from 1 to 20 April and October, and in December, this year until the 21st.
• Second instalment of the split income tax payment (102). Until 5 November.
• Next year’s scheme. Until 31 December you can file waivers and revocations of simplified direct assessment and objective assessment (form 036).
• Verifactu. After Royal Decree-Law 15/2025 (Real Decreto-ley 15/2025), invoicing systems must be adapted before 1 January 2027 if you pay Corporate Income Tax. Everyone else, before 1 July 2027.

Outside the AEAT there are two more deadlines that bring in clients:

• Annual accounts. They are drawn up within the 3 months following the year end (art. 253 of the Capital Companies Law (Ley de Sociedades de Capital)). They are approved at the general meeting in the first 6 months of the financial year (art. 164). And they are filed at the Companies Register (Registro Mercantil) in the month following their approval (art. 279).
• Inheritances. You have 6 months from the date of death to file the Inheritance Tax return (art. 67.1.a of its Regulation). In the Valencian Community, form 650 is filed with the Valencian Tax Agency (Agencia Tributaria Valenciana).

Annual content calendar for a tax and accounting firm

The rule: each piece is published at least a month before the deadline it relates to. Google warns that crawling can take anywhere from a few days to a few weeks, and after that the page still has to climb the rankings. If you publish the income tax return page on the day the campaign starts, you are too late.

2 notes. The 2026 public holidays came out in the BOE of 28 October 2025, so the employment article is prepared at the start of October. And for 2027, add a piece on Verifactu for the self-employed in spring: their deadline is 1 July.

If you run paid campaigns, the calendar tells you when to switch them on

Switch on the income tax campaign a few days before the official start and turn it off after 30 June. Add searches that will not turn into clients as negative keywords: “tax agency appointment”, “draft tax return”, “free tax return”. And send each ad to its service page, never to the home page. The full method is in Google Ads for small service businesses.

A 6-question form filters without losing good clients

A good form separates the company with employees from the one-off price enquiry, without either of them feeling rejected. 6 questions are enough:

1. What are you? Self-employed, company, individual or “I’m about to start”.
2. What do you need? Options that change depending on the previous answer: accounting and tax, payroll, income tax return, inheritance, registration or a formality.
3. How big are you? In bands: invoices per quarter or employees on the payroll. Never the exact figure.
4. Do you have an adviser now? No, yes and I want to change, or yes and this is a one-off.
5. When do you need it? With closed options.
6. Contact. Name, email or phone number, and town.

Nothing else. No tax ID, no documents, no exact turnover. The GDPR requires data to be “adequate, relevant and limited to what is necessary” (art. 5.1.c). And every extra field makes it harder for the client with little time, who is usually the one you are most interested in.

The answer does the filtering, not the form

Each combination of answers leads to a different outcome. Imagine a firm of 6 people in Vila-real, in the middle of the income tax campaign:

• Company with employees or self-employed person with a high volume of work. They see a message with the name of the person who would handle their account and the promise of a call that same day.
• Individual with a simple tax return. They see a fixed price and a calendar to book an appointment. If you do not take simple returns, they get an honest answer and the Tax Agency’s own help channels.
• One-off formality. They see the price and the documents for the procedure, with a button to send them.

The enquiry that does not fit leaves with a useful answer. They may come back when they open their business or recommend you to someone who does fit.

Then, note which page and which form route each client who signs up came from. In a quarter you will know which pages bring clients and which only bring enquiries. Adjusting that is the job of conversion optimisation (CRO).

Trust is shown with information the client can check

Association, membership number, names and reviews: that is what convinces. Nobody can verify claims about being approachable and professional.

Association, number and link to the official search tool

Show the association and membership number of each professional, and link to the association’s public search tool. If your profession requires membership, it is also an obligation. That is the case for labour relations advisers (Royal Decree 1415/2006 (Real Decreto 1415/2006), art. 18) and administrative agents (gestores administrativos) (Decree 424/1963 (Decreto 424/1963), art. 20).

In a regulated profession, article 10.1.d of the LSSI requires you to put your association and membership number on the website. Also your qualification and the applicable professional rules. And if your profession requires insurance, Law 17/2009 (art. 22.2.i) asks you to give information about the insurer and its geographical coverage.

These are the relevant associations in Castellón and Valencia:

• Economists. The Association of Economists of Castellón (Ilustre Colegio de Economistas de Castellón) and the Association of Economists of Valencia (Colegio de Economistas de Valencia), which has a public directory of members by specialty and town. The General Council of Economists also includes the Association of Commercial Graduates of Valencia (Colegio de Titulados Mercantiles de Valencia).
• Administrative agents. The Official Association of Administrative Agents of Valencia (Colegio Oficial de Gestores Administrativos de Valencia) covers the provinces of Valencia and Castellón, with a branch in Castellón. The register of members can be consulted in the Register of Administrative Agents.
• Labour relations advisers. The Official Association of Labour Relations Advisers of Castellón (Colegio Oficial de Graduados Sociales de Castellón), with a public member search, and the one in Valencia, with its own member search.
• Voluntary registers and associations. The REAF, a body of the General Council of Economists, has a directory of members and an Accredited Economist Tax Adviser accreditation. AEDAF is an association of tax advisers with a branch covering Valencia and Castellón.

Make sure your name, address and phone number match on the website, on your Google Business Profile and in the association’s search tool. Anyone comparing firms will notice.

Your association sets conditions on advertising

The law guarantees freedom of commercial communications in the regulated professions (Law 17/2009, art. 24). But each code of professional conduct sets its own conditions. Check yours before publishing testimonials, client logos or messages about price:

• Administrative agents. The 2020 Code of Professional Conduct requires the “Ga” mark and the association you belong to in all advertising. Nor does it allow you to advertise specialties without a qualification or training to back them. And the Statute (art. 22) asks you to identify the office with the agent’s full name, next to “gestoría administrativa” (administrative agency) or “gestor administrativo” (administrative agent).
• Economists. The General Council’s Code of Professional Conduct (2024, rule 1.14) prohibits mentioning clients without their express authorisation and comparing your work with that of other professionals.
• Labour relations advisers. Their Code of Professional Conduct (rule 10) asks for informative, not persuasive, advertising. No comparisons, no references to cost advantages, and making it clear that it is advertising.

In practice: no “the cheapest accountant in Castellón”, and named success stories only with written permission. If several professions work side by side in your team, apply the strictest rule on shared pages.

A team with names, and reviews you ask for

The team page answers the client’s first question: who is going to handle my account. Show each person’s name, photo, role and association membership. Google sees it the same way: its guide to helpful content asks whether it is clear who created the content.

You ask for Google reviews; you do not wait for them. Ask all your clients for one after a clear milestone, such as filing their tax return or closing the quarter, and within the following 30 days. The model messages are in how to get Google reviews. Use the link or QR code from the profile itself.

There are 2 limits. Google Maps policies prohibit offering incentives in exchange for reviews and asking for positive reviews. And when you reply, including to bad reviews, do not reveal any client information. Professional secrecy binds you, if your code provides for it, and in any case so does the duty of confidentiality in article 5 of the Spanish data protection law (LOPDGDD).

Google Business Profile: real name, precise category and one per office

When someone searches for “accountant near me”, Google ranks local results by relevance, distance and prominence. Prominence measures how well known your business is. You cannot control distance; you can control the other two:

• Real name, no keywords. The Business Profile guidelines ask for the name you use in the real world. “Asesoría Pérez, tax returns and self-employed in Castellón” does not comply if your sign says “Asesoría Pérez”.
• Few categories, as specific as possible. Google asks that they complete the sentence “this business is…”, not “this business has…”.
• Services and description aligned with your page map. What the profile says and what the website says must match.
• Individual profiles, only if they make sense. Google allows them for practitioners who deal with clients personally, with their name in the title. In a small firm, the office profile is usually enough.
• One profile per real office. And on the website, one page per office, with its address and its team.
• Structured data. Google recommends the most specific LocalBusiness subtype possible. For an accounting firm, schema.org has AccountingService.

Reviews also count: according to Google, positive reviews and helpful replies help your business stand out. The 20-point audit of a law firm’s Google Business Profile works just as well for a tax and accounting firm. If you do not appear on the map, start with how to appear on Google Maps. The ongoing work is in local SEO for businesses with an office.

What to do on Monday

1. Count the bullet points on your services page. Choose the 3 services that bill the most and write a page for each one using the table above.
2. Move the calendar into your diary. For each deadline, a publishing task one month before.
3. Rebuild the form with the 6 questions and decide what each route sees.
4. Review the legal notice and the team page. Association, membership number, qualification and professional rules.
5. Ask for a review from every client whose quarter you have just filed, with the official link to your profile.
6. Go over your Google Business Profile. Real name, main category, services and opening hours.
7. Check your details in your association’s registers and in the directories that matter for tax and accounting firms: you will find them, already checked, in where to list your business.

If you would rather review it with someone, at NOR studio we start from this same map. We explain it in websites and search visibility for tax and accounting firms.