The problem is that accounting, tax, running a business, and so on are such broad topics. So where do you start?

How about with what potential clients want the answers to?

According to Google, they want to know answers to questions in the following topics:

Topics accounting clients ask Google about Volume
VAT 41,200
Corporation Tax 24,550
Self employment 16,800
Inheritance tax 16,140
Limited companies 14,000
Corporation tax 13,000
Sole traders 9,230
Tax relief 5,030
R&D tax credits 4,400
Accountants 3,780
Expenses 3,280
PAYE 2,900
EIS/SEIS 1,970
Mortgage interest tax relief 1,550
Commercial vehicles 900
Dividend tax 900

That’s 162,540 searches for the most popular questions within this range of topics so that’s a great place to start.

That’s scratching the surface though. There are 1,000s of keywords related to each of the above topics I haven’t listed because less than 50 people a month use those terms.

After all, if you’re going to write a blog post, it’s better to write one for a term searched for 1,000 times than one searched 10 times. You’re 100 times more likely to be found.

Having worked with over 100 accountants since 2014, I know you lot are very much “numbers people” so, to satisfy your curiosity, I have broken each topic down even further and listed the most popular keywords in each one.

MTW note – “keyword” doesn’t mean just one word. A keyword could be two or more words, a sentence, or even a question.

Click on the plus sign beside the topic you’re interested in:

VAT blog enquiries Volume
How much is VAT? 8,700
What is VAT? 7,600
How much is VAT in the UK? 5,000
How much is VAT in UK? 4,300
What is VAT rate? 2,900
How to calculate VAT 1,400
How to register for VAT 1,400
How to work out VAT 1,300
What is VAT threshold? 1,200
How to get VAT number 900
What items are exempt from VAT? 700
How to work out VAT from gross 600
How to add VAT to a price 600
When are VAT returns due? 500
What is VAT reverse charge? 500
How to claim VAT back 450
When is VAT due? 450
Paying someone who is not VAT registered 350
How much is import VAT? 350
How to avoid VAT when buying a van 300
How far back can you claim VAT? 250
What is VAT exempt? 250
How to submit VAT return 250
How long does VAT refund take? 150
How long does VAT registration take? 150
How long does it take to register for VAT? 150
How far back can you claim VAT on invoices? 100
How to defer VAT payment 100
How to deregister from VAT 100
How to invoice if you are not VAT registered 100
How to calculate flat rate VAT 100
Recovery Loan Scheme blog enquiries Volume
What is the Recovery Loan Scheme? 20,000
What is the business recovery loan? 1,300
Recovery Loan Scheme bad credit 350
Business Recovery Loan Scheme 350
Lloyds Recovery Loan Scheme 350
Barclays Recovery Loan Scheme 350
Recovery Loan Scheme interest rate 300
TSB Recovery Loan Scheme 250
Recovery Loan Scheme eligibility 200
Recovery Loan Scheme credit check 200
Recovery Loan Scheme Santander 200
British Business Bank recovery loan 150
Recovery Loan Scheme details 150
Recovery Loan Scheme lenders 150
Apply for Recovery Loan Scheme 150
Recovery Loan Scheme calculator 100
Self employment blog queries Volume
How to register as self employed 5,300
How to become self employed 3,100
How to pay National Insurance when self employed 1,900
How to go self employed 1,000
How much tax do self employed pay? 1,000
Getting a mortgage when self employed? 900
When to register as self employed 700
How to pay tax when self employed 700
How much can you earn self employed before paying tax? 600
How much National Insurance do i pay self employed? 600
When does HMRC investigate self employed? 250
What is self employed? 200
What is public liability insurance for self employed? 150
Buying a house when self employed 100
How to write a invoice for self employed 100
How to stop being self employed 100
How to close self employed 100
Inheritance Tax blog queries Volume
How much is the Inheritance Tax? 5,600
How to avoid Inheritance Tax 1,500
What is Inheritance Tax? 1,500
What is the 7 year rule in Inheritance Tax? 1,300
When do you pay Inheritance Tax? 1,200
How to avoid Inheritance Tax on property 1,100
How does Inheritance Tax work? 1,000
What is the Inheritance Tax threshold? 600
When is Inheritance Tax payable? 400
When is Inheritance Tax due? 300
How is Inheritance Tax calculated? 250
How to avoid Inheritance Tax with a trust 250
Who pays Inheritance Tax on gifts? 200
How much can you inherit before paying Inheritance Tax? 200
How long does HMRC take to process Inheritance Tax? 90
Inheritance Tax when second parent dies? 80
How to calculate Inheritance Tax 60
How to minimise Inheritance Tax 60
Where to send Inheritance Tax forms 50
Limited company blog queries Volume
What is limited company? 4,100
What is a private limited company? 2,600
How to set up a limited company 1,800
How to close a limited company 700
What does limited company mean? 500
What is a limited liability company? 500
How to register a limited company 450
How to open a limited company 400
How to become a limited company 350
How much does it cost to close a limited company? 300
How to start a limited company 250
How to close a limited company that never traded 250
How to dissolve a limited company 250
How to pay yourself from a limited company 250
How much does it cost to set up a limited company? 250
What is private limited company? 200
What is a company limited by guarantee? 200
How to get money out of a limited company without paying tax 200
How long does it take to set up a limited company? 200
How much tax does a limited company pay? 150
When should i become a limited company? 100
Corporation tax blog queries Volume
What is Corporation Tax? 6,900
How much is Corporation Tax? 2,000
How to pay Corporation Tax 1,800
When is Corporation Tax due? 1,000
Who pays Corporation Tax? 600
How is Corporation Tax calculated? 350
How does Corporation Tax work? 250
How to work out Corporation Tax 100
Sole trader blog enquiries Volume
What is a sole trader? 2,400
How to register as a sole trader 1,400
How to set up as a sole trader 1,100
What tax does a sole trader pay? 150
What expenses can i claim as a sole trader? 150
When do i need to register as a sole trader? 80
How to get a UTR number sole trader 50
What expenses can a sole trader claim? 50
How to change from sole trader to limited company 50
How to invoice as a sole trader 50
How to wind up a sole trader business 50
How to employ someone as a sole trader 50
Sole trader vs limited company 3,500
Sole trader vs limited company tax calculator 150
Tax relief blog queries Volume
What is tax relief? 1,300
How to claim tax relief for working from home 1,300
What is tax relief on pensions? 500
How much can i pay into a pension and get tax relief? 400
How does pension tax relief work? 250
How to claim tax relief on self assessment form 200
How does tax relief work? 150
How much dividend can i pay myself tax free 150
What is foreign tax credit relief? 150
What tax relief can i claim? 100
How to claim higher rate tax relief on pension 100
How much tax relief for working from home? 100
How to claim tax relief 100
How to claim SIPP tax relief 60
What is income tax relief? 60
What is R&D tax relief? 60
What can landlords claim tax relief on? 50
R&D tax credits blog queries Volume
R&D tax credits 3,600
HMRC R&D tax credits 350
R&D tax credits calculator 150
What are R&D tax credits? 100
R&D tax credits explained 80
How to claim R&D tax credits 60
R&D tax credits for small business 60
Accountant blogs Volume
What is a management accountant? 1,400
What is a chartered accountant? 1,400
How much does an accountant cost? 400
How much does an accountant cost for a small limited company 2021? 150
What is a forensic accountant? 100
How much is an accountant for a small business? 80
What does a financial accountant do? 50
How to find a good accountant 50
What do i need to give my accountant for taxes UK? 50
How to change accountant 50
What is a project accountant? 50
Expenses blog queries Volume
What are expenses? 500
What expenses can i claim? 400
What are business expenses? 200
What are sundry expenses? 200
What are allowable expenses? 200
What are accrued expenses? 200
As a landlord what expenses can i claim? 200
What is direct expenses? 150
What expenses can i claim when working from home? 150
What is subsistence expenses? 100
What expenses can i claim as self employed? 90
What are operating expenses? 80
What expenses can i claim as a limited company? 80
Rental expenses when property empty HMRC? 80
What expenses are tax deductible? 80
What are administrative expenses? 60
How to claim travel expenses 60
What expenses can a sole trader claim? 50
How to calculate total expenses 50
What expenses can i claim self employed? 50
What are disallowable expenses? 50
What expenses can i claim self employed construction? 50
What expenses can be claimed for rental property? 50
What expenses can a director claim? 50
What is miscellaneous expenses? 50
How to claim expenses on tax return 50
PAYE blog enquiries Volume
What is PAYE tax? 1,500
How is PAYE calculated? 500
How to pay PAYE 250
How to set up PAYE 200
How to pay PAYE to HMRC 100
How to calculate PAYE tax 100
How to register for PAYE 80
Basic PAYE tools: what to do when an employee leaves? 60
When does PAYE have to be paid? 60
PAYE or umbrella which is best? 50
EIS/SEIS blog queries Volume
Enterprise Investment Scheme 1,600
Seed Enterprise Investment Scheme 200
Enterprise Investment Scheme tax relief 70
Seed Enterprise Investment Scheme tax relief 50
Enterprise Investment Scheme providers 50
Tax relief on mortgage interest blog queries Volume
Tax relief on mortgage interest 1,000
What is mortgage interest tax relief? 450
Mortgage interest tax relief calculator 100
Commercial vehicle blog queries Volume
What is a commercial vehicle? 600
What is classed as a commercial vehicle? 150
What is a commercial vehicle UK? 100
What is a commercial vehicle for tax purposes? 50
Dividend tax blog queries Volume
What is dividend tax? 200
How much dividend can i pay myself tax free? 200
How to calculate dividend tax 50
What is dividend tax credit? 50
How much dividend can i take tax free? 50
Who pays dividend tax? 40
How much dividend income is tax free? 40
How much dividend can i pay myself before tax? 40
How to pay dividend tax 40

Different types of “search”

SEO copywriters like More Than Words believe there are three different main types of pages on websites:

  • product pages – they’re the ones which describe your products in detail and are written for people at or near the point of contacting an accountant
  • informational pages – they’re blog posts and articles which are designed to answer someone’s questions about your area of expertise but they might not be ready to contact you yet.
  • credibility pages – they’re your “about us” pages, company history, staff bios, and so on.

So why invest in informational pages and not product pages?

There are two main reasons why investing in blogs and articles for an accounting website make commercial sense…

1. Google crawls your site more often meaning better search rankings

What that means is that Google will index the content of your site more often because it knows that you update it regularly.

Having just 21-54 articles on your site boosts traffic by up to 30% because it’s got great information on it and it’s crawled more frequently.

In fact, by investing in a blog over the longer term, your website has a 434% higher chance of being ranked a lot higher if you keep adding new content.

Google loves two things – the highest quality content and links from other websites to your quality content.

A regularly maintained blog means that other websites are 97% more likely to link to your site.

The more links back to your website and the blogs on them, the higher all pages will rank – a rising tide lifts all boats.

2. 70% of SME owners would not recommend their accountant to other business owners – this is an opportunity

Over a quarter said they are likely to switch accountants, according to research by Xero.

What causes clients to want to leave their accountants (again, according to Xero) are:

  • rarely providing support (62%),
  • limited industry knowledge (57%),
  • making them feel like a low priority (55%),
  • being behind on technology (53%),
  • being unresponsive (52%), and
  • not providing enough value (44%).

Happy clients call their accountants for advice.

Unhappy clients don’t trust their accountants as much as they should and look for the information they want online instead.

For your bread and butter monthly direct debit clients, invite them to subscribe to your newsletter and stay in touch with them. They’ll engage your services eventually.

For higher-ticket services like R&D, estate planning, inheritance tax, and so on, use your blog/article as an opportunity to invite them to get in touch with you straight away.

What difference does blogging make?

There are two ways you can attract more traffic to your website. You can create quality content or you can pay for each click with a Google Ads campaign.

Both work but the big difference between the two is that, as soon as you stop spending money on a Google Ads campaign, the traffic and the enquiries stop. As you see above, the benefits of investing in top quality content last for years and, once you’ve paid for an article, you’ve paid for it.

As a direct result of our work, the following accounting clients of ours benefited from these results after 12 months of working with us:

  • Surrey accountant – a 300% increase in their general website traffic. This traffic would have cost £8,220 with Google Ads.
  • Oxfordshire accountant – a 200% increase in general website traffic. This traffic would have cost £5,892 with Google Ads.
  • Cheshire accountant – a 100% increase in general website traffic. This traffic would have cost £15,612 with Google Ads.
  • West Midlands accountant – a 1,550% increase in general website traffic. This traffic would have cost £32,276 with Google Ads.

These are the results of one client based on the South Coast:

How blogs help accountant websites

Traffic to Jon’s site has trebled in this time.

In fact, he told us that the amount of enquiries he had recieved had gone up 6-fold because not only was his website getting more traffic but the quality of the content was so high.

Do the effects of blogging last?

Although pay per click advertising is useful, its benefits end when you stop spending money on it. No more visits, no more leads – until you start paying again.

Blogs are different.

In response to a query from an accountant in London who asked us what are you ranking for with your clients, we found the following:

Keyword Rank Link
Directors guarantee 1 Link
Google Adwords VAT 1 Link
Commission only sales reps 1 Link
Paying subcontractors 4 Link
Bed and breakfasting 4 Link
Transfer rental income to spouse 4 Link
Paying VAT monthly 4 Link
Is it worth registering for VAT 6 Link
Beneficial loans 6 Link
Standard VAT accounting 9 Link
Lending money to a limited company 9 Link
How long to keep business records after closing company UK 10 Link

Well-written, highly-SEO-optimised blog posts last such a long time. These posts were originally written in 2017/2018 – they are continuing to attract visitors and pay for themselves 4-5 years later.

There are 5-10 times the number of blogs we’ve written for clients which finish in positions 11-20 from the same era – they’ve fallen but it has taken them years to fall.

Cutting to the chase

This is what we do for our clients.

After an exploratory call between us, we’ll understand your practice’s competences and your business goals for the coming 12-24 months.

We’ll then create a content plan – a comprehensive list of blog topics which we’ll write on your behalf (PS. If you want us to have a look at the rest of your website too so we can suggest improvements, please ask).

Package 1 – £100 per week

  • One SEO-optimised blog/article from your content plan every week
  • One high-quality stock image for each blog
  • We’ll upload your blog to your website for you (we’ll need your log-ins for that).

Package 2 – £125 per week

As above but including:

  • Choose 2,000 businesses by line of business, area, and size from our database (don’t worry – we can de-dupe against your client list if you need us to)
  • Once a month, we’ll create a newsletter to send to these businesses sharing your knowledge, linking to your new blogs, and promoting your service.
  • We’ll then send your newsletter to all 2,000 recipients (plus your own database if you want)
  • Three days after each transmission, we’ll send you a report showing which companies opened your email and which clicked through.

Our services are billable in advance every 4 weeks – there is a minimum term of 6 months. Why 6 months? That’s because this is how long we’ll need to effect a real difference to the levels of traffic to your website – you’d be wasting your money otherwise and we don’t want to do that.


  • Each article will be at least 1,250 words in length written in plain English so that readers understand what you’re sharing at every step
  • Focused on local SEO – we want to get traffic from the areas you can serve and not from the other end of the country (if you do wish to target nationwide, please let us know – there’ll be no difference in the price you pay).
  • Drafting system – we’ll keep on working on every piece until you’re 100% happy with it
  • Exclusivity – while you’re a client of ours, we won’t provide the same service to another accounting practice within a 10-mile radius

Get in touch with us

Mark, our lead copywriter, has worked with over 100 accounting firms since 2014 on everything from blogs, website copy, telesales campaigns, email campaigns and more.

To speak with Mark direct, please call us on 0330 010 8300 or click here to email him.

Call 0330 010 3495

Blog writing and article writing for accountants to increase quality website traffic

Please call us on 0330 010 3495, click here to email us, or fill out the form below and we’ll get back to you as quickly as possible