The Wright Books
Priced in public. An Exeter accountancy and bookkeeping practice with a website that answers the question every prospect has and almost no practice will put in writing: what does this actually cost?
- Services
- Web Design · Copywriting · Local SEO
- Sector
- Accountancy & Bookkeeping
- Location
- Exeter, Devon
The practice
The Wright Books is an Exeter bookkeeping and accountancy practice serving small businesses and sole traders across Devon and the wider UK. It is run by Lewis, an AAT licensed accountant and certified QuickBooks ProAdvisor who spent six years as an assistant accountant at Simpkins Edwards, a Devon firm founded in 1968, before going independent.
What was there before
A Squarespace site Lewis had built himself. It was an SEO mess, it was not ranking, and it was not generating leads. That is a very common place for a new practice to start, and there is no shame in it: building your own first site is the right call when you are proving the business works. It stops being the right call the moment the site is supposed to bring the work in.
The deeper problem was the one almost every accountancy website has. It was a brochure. It described services in the same words as every other practice, it would not commit to a number, and it left the two questions a prospect actually has unanswered: what will this cost me, and how hard is it to move from the accountant I already have.
The approach
Answer both questions in public, and structure the rest of the site around what people genuinely search for rather than around how a practice is organised internally. That meant a full pricing page instead of a contact form, a dedicated page about switching, and separate pages for bookkeeping, accountancy, Making Tax Digital and tax deadlines rather than one page called Services.
Lewis arrived with a logo and a loose sense of the brand rather than a finished identity, so the visual system was built around what he had rather than replacing it. Charged wrote every word of the copy, aimed deliberately at the clients he actually wants: small businesses and sole traders who need the finance side taken off them, not larger firms shopping on price alone.
The whole thing is custom-built rather than assembled from a template, which is what made the pricing calculators possible at all.
What we built
Every price, on the page
Most practices will not put a number anywhere. This one publishes a starting price for every service, from bookkeeping lines at £10 a month to year-end accounts and corporation tax at £600 a year, along with what makes a price move.
A package you build yourself
The pricing page is interactive. You tick the services you think you need, the running total builds as you go, and the selection goes to Lewis so the first conversation starts from something concrete instead of from scratch.
The switching page most practices skip
Practices grow largely by taking clients from other practices, and almost none address the fear of doing it. This one does: six steps, four of them handled by the accountant, plus the four things that usually stop people moving.
Separate pages for how people search
Bookkeeping and accountancy get their own service pages rather than sharing one, with Making Tax Digital and a tax deadline guide as their own resources. Thirteen pages in total, each answering a different search.
Credentials where doubt starts
The AAT licence number, the AAT money laundering supervision, the QuickBooks ProAdvisor certification and six years in a Devon practice all sit on the first screen, not filed away in a footer.
Two ways in, not one
A booked consultation for people who are ready, and a two-field name and email capture for people who are not. Phone and WhatsApp alongside both, because a lot of small business owners would rather message than fill anything in.
Built light
Thirteen pages plus a blog, hand-built rather than assembled in a page builder. It scores 100 out of 100 on all four Lighthouse categories on mobile: performance, accessibility, best practices and SEO. Largest Contentful Paint is 0.6 seconds, total blocking time is 50ms, and cumulative layout shift is zero. The homepage answers in 45ms across 17 requests and roughly 24KB.
Structured data marks the business up as an accounting service with its FAQs attached, so search engines and AI assistants can read what it does without having to guess.
Where it stands
The site went live recently, so there is no ranking or enquiry data worth quoting yet, and we are not going to invent one. What can be said is that it replaced a self-built site that was not ranking and not generating leads with one built for a single job: collecting them. When there is a real number, it will appear here.
If you run a practice and want the same treatment, the thinking behind this build is set out in full on our page for accountancy practices.
Ready to grow your business?
Tell us what you need and you'll hear back within one working day. If you'd rather talk it through first, book a call.