An accounting practice can rank in the map pack with no website at all, and a beautiful website can be invisible there. The difference is the Google Business Profile. This guide covers the parts that matter for accountants specifically.
Choose the category carefully
Pick the most specific primary category that describes what an accountant does, then two or three secondary categories for the services people search for separately, such as business tax returns and BAS, bookkeeping and payroll and company and trust setup. Do not add categories for work you do not want. The primary category decides which searches you can appear for at all.
List every service, one by one
Add each service as its own entry with a sentence of description — business tax returns and BAS, bookkeeping and payroll, company and trust setup, tax planning, SMSF administration and cloud accounting (Xero, MYOB). Where sensible, add a price or a 'from' price: fixed-price packages for individual returns and small business bundles convert far better than 'contact us for a quote'. Services listed individually match more searches than one paragraph does.
Photos that get tapped
Profiles with recent photos get noticeably more clicks. For an accountant, upload your actual team and office; stock handshakes are the fastest way to look like every other firm. Add three to five every month and remove anything that looks like stock. Name the files sensibly before uploading.
Reviews: build the routine
Ask every customer, at the moment they are happiest, with a one-tap link. Reply to every review within a few days, mentioning the service and suburb naturally. Reviews that mention business tax returns and BAS or bookkeeping and payroll help the profile appear for those searches.
Hours and the phone number
Hours must match the website and the door exactly, with public holidays added a week ahead. A profile that says 'open' when you are closed earns the review you least want. Name, address and phone must be identical everywhere they appear.
Posts and questions
Publish a short update every few weeks — a recent job, a seasonal note, a new service. Seed the Questions section with the questions customers actually ask, such as Should an accountant list fees online?, and answer them plainly. Google shows these to searchers, and AI answers borrow from them.
Make the website back it up
The profile links to your site, and searchers click through to check you. The pages that need to exist are a page per client type (tradies, medical, e-commerce, investors) and a fees page with fixed-price packages, with the same services, prices and area the profile promises. Mismatches cost trust and rankings.
Timing
Searches peak from July to October and again around BAS deadlines; publish a 'tax time checklist' page every May and update it yearly. Post about it on the profile a few weeks ahead and update the relevant service description at the same time.
The monthly hour
- Check hours, phone and address against the website.
- Add three to five new photos.
- Reply to every new review and question.
- Post one update.
- Search small business accountant your suburb and note who appears.
Common questions
Should an accountant list fees online?
At least starting prices for individual returns and monthly small business packages. It filters enquiries and builds trust.
How do I show expertise without jargon?
Write pages for the industries you serve, describing their real problems, such as job costing for builders or GST on imports for online sellers.
How long does a small business website take to build?
A focused one-page site can be live in about 3 business days once the content is ready; a site with service pages usually takes around 7 business days. The part that slows most projects is gathering photos and deciding on prices, not the build itself.
If you want the profile, the website and AI visibility checked together, that is what YINO's search visibility review covers, from $699+ one-off or $799 a month+ ongoing.
