A software developer has just left her job to start her own consultancy. She knows she needs an accountant but has no idea what to ask. Should she be a sole trader or set up a company? What records does she need to keep? When is anything due? What does an accountant even cost? She looks at three practices' websites. Two talk about "comprehensive compliance solutions". The third has a page for new businesses that explains, in plain language, what she needs to think about and how the practice helps.
She contacts the third, and six years later her company is still their client.
Why founders struggle
New founders are experts in their own field but often know little about tax, bookkeeping or company law. They do not know what they do not know. Jargon-heavy websites make them feel out of their depth, and many choose the cheapest option online rather than asking questions they feel embarrassed about. Nervous first-timers in any service feel the same, as described in new clients nervous about their first treatment.
What founders ask
Founders usually want to know whether to be a sole trader or a limited company, how to set up a company, what records they need to keep, which accounting software to use, what the key deadlines are, when they need to register for taxes such as VAT, what they can claim as expenses and what an accountant costs.
The advice boundary
Business structure, expenses and tax registration questions depend on the founder's circumstances. The website can explain that the practice helps with these decisions, but the advice itself should come from an accountant in a proper conversation.
A page for new businesses
A dedicated page for new businesses, written in plain language, explains what founders need to think about, what the practice does for them and what it costs. It answers the fear of asking a silly question before it stops them getting in touch.
Answering without advising
SpideyChat for accounting firms answers questions about your new business services and fees from your own pages at any hour and captures the founder's details and situation for an accountant to follow up. It does not give tax or structure advice.
Founder: I've just gone freelance. Should I set up a limited company? Assistant: That depends on your income, plans and circumstances, so it's a question an accountant would go through with you. The new business page explains how the practice helps founders decide and set up. Would you like me to pass your details on for a free first conversation?
Starting with the right software
Many founders ask which accounting software to use. A practice that recommends software and helps set it up saves the founder hours and ensures clean records from the start.
Growing with the business
A founder who starts as a sole trader may later need payroll, VAT returns and company accounts. A practice that explains how its services grow with the business shows it is a long-term partner. Switching later is possible, as described in switching accountants and the questions new clients ask, but founders prefer to get it right first time.
Replying quickly
Founders are busy and often contact several practices. A prompt reply matters, as described in new client enquiries accountants answer too slowly. Other service businesses find the same, such as removal companies whose quick replies win moves, described in AI receptionist for moving companies.
Fixed fees for new businesses
Founders want predictable costs. A starter package with a fixed monthly fee, covering the basics, is easy for them to say yes to.
A new business page this month
Write a plain-language page for new businesses covering structure, records, deadlines, software and fees, and let founders ask questions without feeling judged. Try SpideyChat on your own site, or read about capture on the features page.