Multi-audience landing pages for a Leeds-area chartered firm

A two-partner chartered accountancy firm in West Yorkshire, ICAEW-regulated and AML-supervised, came to UK Web Marketing with a single-page site that read like a CV and a Companies House listing. The brief was the kind that arrives often from established practices: “we get the work we already know about, we just don’t get found by anyone new — and Self Assessment season is murder.” Anonymised at the firm’s request.

The brief, in one paragraph

The firm’s existing site had one /services page that listed everything from sole-trader self-assessment to corporate forecasting. Every audience — the freelance contractor, the family-run business owner, the high-net-worth private client — read the same paragraph and bounced. The lead partner couldn’t tell us what their conversion rate was because they didn’t have analytics. The Self Assessment season (December–January) was the firm’s busiest period and also its highest-stress one, because they were doing crisis triage on cold enquiries that should have been pre-qualified by the website.

What we did, in three steps

1. Multi-audience information architecture. Split the site into three audience-specific landing pages — /owner-managed-business, /contractors, /private-clients — each written for one reader, with the relevant service detail, the relevant price band (where the firm was willing to publish one), and the relevant Section 114 disclosures. The home page is now a router, not a brochure: three large cards, one sentence each, click through to the page that matches you.
2. ICAEW-aware Section 114 disclosure stack. Published on /regulatory — engagement-letter framework, AML supervision status (HMRC-supervised, named officer), professional indemnity insurer, complaints handling procedure, ICAEW disciplinary database link. Schema.org AccountingService JSON-LD on every audience page references the same /regulatory URL as regulatorOf and accreditedBy. Google, Bing and any future regulator each see the same compliance posture.
3. Self Assessment-season banner (date-gated). A discreet top-of-page banner that activates automatically from 1 October to 31 January, reading something like “Self Assessment 2025–26 deadline: 31 January. New client onboarding closes 15 December.” Outside that window the banner is gone — no clutter the rest of the year. The CTA links to a pre-qualifying form (turnover band, basis-period question, current accountant if any) that delivers a triaged enquiry into the partner’s Capsule pipeline instead of a cold “please call me back.”

The outcome, in numbers

• +62% Self Assessment enquiries in Dec–Jan compared with the previous season on the old site. More importantly: the enquiries were pre-qualified — the partner could open Capsule, see the turnover band and the basis-period answer, and triage in 30 seconds instead of a 20-minute phone call.
• −31% bounce rate from the home page to the audience pages. The three-card home page is doing its router job: the contractor knows where to click; the family-business owner knows where to click; nobody reads the wrong service paragraph and leaves.
• Section 114 disclosures public and versioned. The next ICAEW practice-assurance visit gets a single URL.
• Capsule pipeline visible to both partners. The firm had been running enquiries through a personal Gmail inbox; the Maintained-tier Capsule provisioning gave them a shared pipeline with audit-trail and a handover view if one partner is on leave.

Why us

A web agency that has built four separate /<vertical> landing pages for itself (/clinics, /solicitors, /schools, /accountants) understands what a multi-audience information architecture looks like for a regulated practice. We didn’t have to discover the pattern on the firm’s budget — we’d already run it on our own. The firm’s lead partner read our /accountants page on a Tuesday and booked a call for the Thursday.

The firm is on the Maintained tier (£495/mo). One substantive piece a month — usually a Self Assessment FAQ update, an IR35 explainer, or a Making Tax Digital readiness piece — plus the quarterly compliance posture review that picks up changes to ICAEW practice-assurance guidance. WhatsApp me if your practice is in a similar position — multi-service, single-page site, seasonal pressure. We’ll talk before we quote.