A tax website has about eight weeks a year when it matters enormously and forty-four when almost nobody visits.
That concentration means it has to do more work per visitor than most sites. Someone arriving in late January is deciding today.
Here is what has to be on it before they get there.
"Individual and business tax preparation" describes everyone.
Name the situations: multi-state returns, rental property, self-employed and contractor income, S corporation returns, expatriate filing, crypto transactions, back taxes and notices.
A person with a complicated situation is specifically searching for someone who has seen it before.
Say what you are and what it means in one line.
Credentials matter here more than in most trades, because the client is handing over financial documents and relying on the outcome.
UNCERTAIN: credential requirements and what each designation permits vary. State your own accurately and do not describe what other designations can or cannot do.
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Tax pricing anxiety is real and it stops people booking.
You do not need exact figures. Give a starting point by return type, or a range. "Individual returns start at X, business returns start at Y."
The inquiries you lose were price shopping. The ones you keep arrive ready.
This is the field almost every tax site omits and the one visitors most need.
Are you accepting new clients this season? What is your cutoff date for new engagements? When does the extension conversation start?
Stating it prevents a February inbox full of people you cannot serve.
A simple document checklist on the site does two jobs. It helps clients arrive prepared, and it signals organization.
Put it where a new client can find it before their first appointment, not only in an email after.
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A generic contact form is weak here. Offer a booking link with the appointment type: new client consultation, return drop-off, notice review.
Sorting at the point of booking saves enormous time during the season.
Most tax relationships end at filing and resume eleven months later, which is why they are easy to lose.
Say what ongoing support looks like: quarterly planning, estimated payment reminders, notice handling. This is where a one-off return becomes a relationship.
Situations handled, credentials, pricing structure, availability, document list, specific booking, and what happens after.
Have it live by December. In February nobody is reading a new website.
Action Plan
- List the specific tax situations you handle.
- State your credentials in one clear line.
- Publish a starting price by return type.
- Add current availability and your cutoff date.
- Post a document checklist.
- Replace the contact form with typed appointment booking.
- Describe what ongoing support looks like after filing.
Not sure which gap costs you most? Take the free Marketing System Scorecard. Twelve questions, about a minute, and you get your score plus your three biggest gaps, no email required.
If you would rather have it built before the season, the Tax Advisor BrandPack includes the website, typed appointment booking, document request automation and client reminders. Start free for 14 days, then $97 a month, no setup fee, cancel anytime. It also includes the full Bookkeeper, Accounting and Financial Planner BrandPacks free, which matters if you deliver more than tax.
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