The 7 winners.

The landing pages actually worth stealing from.

Winner #1: taxslayer.com

taxslayer.com/lp/switching-is-easy

Accounting landing page example from taxslayer.com
  1. 1

    What works

    Headline is about switching

    The headline says ‘We make switching easy’. A visitor who already files somewhere else sees their own situation straight away.

  2. 2

    What gets in the way

    No how-to on the import step

    The line says ‘Import a prior year return to speed things up or start fresh!’ It does not show how to get the file out of the old product.

  3. 3

    What gets in the way

    Tier names describe the product

    Cards read ‘All tax situations covered at one low price’ and ‘Tax pro help & VIP support to skip the line’. A first-timer cannot tell which fits.

  4. 4

    What works

    Four prices in the first screen

    $0, $44.99, $64.99 and $74.99 show under each card, with a line for the state return. A visitor can weigh the cost of switching before scrolling.

  5. 5

    What works

    Reviews repeat the word easy

    The quotes read ‘Easy tax preparation’, ‘It was easy’ and ‘Absolutely stress free’. Customers repeat the promise in the headline.

What to try

Show how to bring the old return over

Name the product a visitor is leaving and show the export in two steps next to the import line.

See the original page

Winner #2: bepbackoffice.com

bepbackoffice.com/lp/accounting-services

Accounting landing page example from bepbackoffice.com
  1. 1

    What works

    Headline has the trade in it

    The headline says ‘Expert-Led Restaurant Accounting Services.’ A restaurant owner sees their own trade in the first words.

  2. 2

    What works

    Customer count in one trade

    The line under the hero reads ‘4,000+ high-performing restaurant teams in the US & Canada trust Back Office’. It counts the trade, so an owner can see other restaurants already use it.

  3. 3

    What works

    Quotes show the person and the venue

    Each quote has a name, a logo and a venue, such as a Twin Peaks franchise or a steakhouse. A restaurant owner can check the praise comes from real places.

  4. 4

    What gets in the way

    Feature blocks have no figure

    ‘Leverage Industry Experts’ and ‘Maximize Efficiencies’ describe the service in general terms. Neither has a fee or a result, so an owner cannot weigh the cost.

  5. 5

    What works

    Case study quote about cost

    A case study quote prefers one platform to ‘3 different contracted services through a local CPA’. An owner paying several firms can see a reason to pay one.

What to try

Put a fee next to the demo button

The only ask is a demo and no figure shows. Even a ‘from’ price helps a small owner decide if the call is worth booking.

See the original page

Winner #3: pilot.com

pilot.com/lp/best-small-business-accountant

Accounting landing page example from pilot.com
  1. 1

    What works

    Headline is for small business

    The headline reads ‘Think BIG with the small business accountants’. A sole trader sees the page is meant for them.

  2. 2

    What works

    Review scores in a row under the headline

    A banner reading ‘The #1 small business accountants on G2 and elsewhere’ has 4.9 from Capterra, GetApp and Software Advice under it. Three sites agreeing is hard to doubt.

  3. 3

    What works

    Row of client logos

    Airtable, Scale and three more logos sit under ‘ORGANIZED TO HELP YOU GROW’. A buyer sees who already uses the service.

  4. 4

    What works

    Short list of jobs the firm does

    Under ‘Accounting, books, and tax prep in one’ a list shows accounting, bookkeeping, tax prep and CFO services. An owner sees what they can stop doing.

  5. 5

    What gets in the way

    Quotes come from startup staff

    The quotes are signed ‘CFO, Crossnet’ and ‘Product Manager, Greynoise’. A one-person business may decide the page is not for them.

What to try

Show three review sites in a row

Capterra, GetApp and Software Advice each show 4.9 here. List the sites your reviews come from, with the score for each.

See the original page

Winner #4: taxact.com

taxact.com/taxes-online/file-your-own-taxes

Accounting landing page example from taxact.com
  1. 1

    What works

    Refund guarantee under the headline

    ‘Your max refund is guaranteed.’ comes straight after ‘File Your Taxes Online’. It answers the fear that a cheaper product leaves money behind.

  2. 2

    What gets in the way

    Band says one price, cards add state fees

    A band under the headline offers federal and state together for one total price. The cards lower down add a state fee to each paid tier.

  3. 3

    What works

    Chips ask about the buyer first

    A row of chips, headed ‘Select all that apply’, covers self-employed filers and more. A buyer describes their own situation before seeing four prices.

  4. 4

    What gets in the way

    Four tiers with four lists at once

    Free, Deluxe, Premier and Self-Employed show $0.00, $59.99, $99.99 and $109.99, each with a feature list. A first-time filer has a lot to read before choosing.

  5. 5

    What works

    Paid help with one price

    ‘Xpert Assist’ offers ‘Unlimited Access’ to credentialed tax experts for $45.00. A nervous filer can see what help costs before starting.

What to try

Ask about the buyer before the prices

TaxAct shows ‘Select all that apply’ before its four prices. Ask one question first if your tiers need explaining.

See the original page

Winner #5: wolfandco.com

wolfandco.com/outsourced-accounting-made-simple

Accounting landing page example from wolfandco.com
  1. 1

    What works

    Headline is the service itself

    ‘Outsourced Accounting Made Simple’ is the service in plain words. A buyer looking to outsource their books knows at once it is the right page.

  2. 2

    What gets in the way

    Button label says nothing about next

    The first button reads ‘GET STARTED’ and gives no next step. A buyer cannot tell if it books a call or asks for a quote.

  3. 3

    What works

    Services climb from books to CFO

    ‘From Bookkeeping to Virtual CFO Services’ shows where a small firm can start and where it can grow to.

  4. 4

    What works

    Headings answer worries before the sale

    Tailored Guidance From Experts, Streamlined Financial Management and Enhanced Cost Efficiency match what an owner fears before handing over the books.

  5. 5

    What gets in the way

    Quote signed with a title and no company

    The quote is signed ‘CEO and Co-Founder’ beside a photo marked with a library fund, while the case study is about Salient Predictions. A reader cannot tell who is speaking.

What to try

Label the button with what happens

The button reads ‘GET STARTED’ and gives no next step. Try ‘Book a call’ or ‘Get a quote’ so a buyer knows what the click gets.

See the original page

Winner #6: 1800accountant.com

1800accountant.com/lp/accounting-services-geo

Accounting landing page example from 1800accountant.com
  1. 1

    What works

    Local accountant in the headline

    The headline reads ‘Talk to an accountant who knows your state.’ A local buyer wants to know the person will understand their rules.

  2. 2

    What works

    Trustpilot score in the first screen

    ‘Excellent’ with five stars and ‘10k reviews on Trustpilot’ show under the steps. A score from an outside site is easier to believe.

  3. 3

    What works

    Stat bar with countable claims

    The band reads ‘25 hours saved during tax preparation’ and ‘Over 1 million consultations delivered’. Each claim is a figure a buyer can weigh.

  4. 4

    What works

    Button says the call is free

    The button reads ‘Schedule a Free Consultation’. A buyer wary of a sales call can see the call has no charge.

  5. 5

    What gets in the way

    Local promise with no state named

    ‘We have accountants located in every state’ is a promise with no state, office or accountant named beside it. A local buyer has nothing to check.

What to try

Outside review score near the top

1-800Accountant shows ‘Excellent’ and ‘10k reviews on Trustpilot’ in the first screen. Put your own outside score beside your top button.

See the original page

Winner #7: freetaxusa.com

freetaxusa.com/low-income

Accounting landing page example from freetaxusa.com
  1. 1

    What gets in the way

    Site menu above the headline

    Links to ‘Pricing and Products’, support, prior years and sign in come before the offer. Each one is a way off the page before the visitor starts.

  2. 2

    What works

    Headline says who the offer is for

    The headline reads ‘Free federal for low income filers’. A visitor on a low income can see the offer is meant for them.

  3. 3

    What works

    State price under the start button

    ‘Federal $0 State $15.99’ shows under the button. A buyer sees the whole cost before clicking, so there is no surprise later.

  4. 4

    What gets in the way

    Page widens its own offer

    The top of the page is for low income filers. Here the heading reads ‘Free federal for everyone’. A visitor cannot tell who the offer is for.

  5. 5

    What works

    Page asks how it makes money

    A short answer explains how a free product makes money: ‘We make money from our state tax return and other optional services.’

What to try

Show the state fee under the button

FreeTaxUSA prints ‘Federal $0 State $15.99’ under its start button. Put your extra fees beside your first button.

See the original page

What the 7 winners do.

  1. Sign quotes with a real name

    6 of 7

  2. Show a review score and count

    5 of 7

  3. Name who the page is for

    4 of 7

  4. Show a price before the click

    3 of 7

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: pilot.com

pilot.com/lp/accounting-services

Accounting landing page example from pilot.com

The search: biggest us accounting firms

Sponsored pilot.com

Pilot | Bookkeeping, Tax, CFOs - Pilot Accounting For Startups

  1. 1

    What it gets wrong

    Form asks for monthly expenses

    The form has ‘Estimated Monthly Expenses’, an industry and a reason before any call. A founder who is only comparing firms may stop at the number.

  2. 2

    What makes it work

    Headline is about the result

    The headline reads ‘The accountants who give you your business back’. The copy under it is about the books, the chore an owner wants to hand off.

  3. 3

    What it gets wrong

    Button says Submit

    The form ends in a ‘Submit’ button. A founder cannot tell if a call, an email or a quote comes next.

  4. 4

    What makes it work

    The #1 claim answers a big-firm search

    The search was ‘biggest us accounting firms’. ‘The #1 accounting service on G2 and elsewhere’ is the closest answer on the page.

  5. 5

    What makes it work

    Logos of tools a buyer already uses

    QuickBooks, Stripe, Shopify, Gusto and others show under ‘Syncs nicely with your other software’. A buyer sees their own tools in the list.

What to try

Lift the #1 claim next to the headline

The line ‘The #1 accounting service on G2 and elsewhere’ comes after the form. Put your best proof beside your headline.

See the original page

Wildcard #2: taxslayer.com

taxslayer.com/lp/maximum-refund-3

Accounting landing page example from taxslayer.com

The search: e file just state taxes

Sponsored taxslayer.com

Start State Taxes For Free

  1. 1

    What it gets wrong

    Headline is about the deadline

    The search was ‘e file just state taxes’ and the ad said ‘Start State Taxes For Free’. The headline is about ‘Tax Day is April 15th’.

  2. 2

    What makes it work

    Five situation cards before any price

    Single, Married, Dependents, Self-employed and Homeowner are cards a buyer taps. A visitor picks their own life before any plan name.

  3. 3

    What makes it work

    One refund figure beside the photo

    ‘Average Fed Refund’ with $3,453 shows beside a smiling filer. A buyer sees what they might get back.

  4. 4

    What makes it work

    Step 1 of 2 beside the Next button

    ‘Step 1 of 2’ is next to the Next button. A visitor can see the path is short.

  5. 5

    What it gets wrong

    Plan cards follow the situation cards

    Four cards with $0, $44.99, $64.99 and $74.99 sit right under the picker. A buyer who just picked a situation has to pick again.

What to try

Ask for the situation before the price

TaxSlayer asks ‘What does your tax situation look like?’ before any price. Ask one question before your plan table.

See the original page

The copy bank.

Headlines

Offers

Promises

  • “Your max refund is guaranteed.”

    taxact.com

  • “There are never any upgrades to file complex federal returns.”

    freetaxusa.com

  • “100% accuracy guaranteed”

    taxslayer.com

Next steps

3 pages that waste the click.

  1. bookkeeping services in usa

    Event pop-up covers the form

    The search was ‘bookkeeping services in usa’. A ‘REGISTER NOW’ pop-up for a Dallas event covers the headline and the form.

    • Pop-upThe pop-up covers the form fields and part of the headline.
    • Vague headline‘Boost Your Bottom Line’ fits any business service and does not mention bookkeeping.
    • Firm's own numbers‘293,000 Invoices Processed’ is about the size of the firm. A buyer wants to know about their own books.

  2. accounting firm usa

    Accounting firm search, page about interim staff

    The search was ‘accounting firm usa’. The page talks about ‘headcount’ and ‘staff augmentation’ and has an eight-field form.

    • Eight fieldsThe form has fields for name, email, job title, company, industry, state and a note.
    • Wall of wordsLong paragraphs of small text fill the left side with no figure or client.
    • Slow reply‘we will respond in 1-2 business days’ is a long wait for someone shopping now.

  3. main street business services

    Business services search, page for packaged goods

    The search was ‘main street business services’. The page is headed ‘FINANCIAL SERVICES FOR CONSUMER PACKAGED GOODS’, so a buyer outside that trade has no reason to stay.

    • One trade only‘Support built for CPG and consumer brands.’ leaves out every other small business.
    • Text on a photoThe paragraph under the headline is small white text over a dark warehouse photo.
    • Four asksAn email box, ‘Get Financial Clarity’, ‘Get Assistant Support’ and a hire button all show in the first screen.

What we learned.

  1. Name who the page is for

    Back Office opens with ‘Expert-Led Restaurant Accounting Services.’ and 1-800Accountant promises an accountant ‘who knows your state’. Both answer the near me question a local buyer has in mind. A tax preparer or an accounting partnership can copy this in the first line of page content.

  2. Sign every quote with a name

    Back Office shows each venue and person beside its quotes, and TaxSlayer signs each review with a name. A signed quote is easier to believe than unsigned praise.

  3. Show your price list up front

    FreeTaxUSA prints ‘Federal $0 State $15.99’ under its start button and TaxSlayer shows four prices in the first screen. A buyer who cannot find a figure picks the cheaper option that shows one.

The bottom line

Paid advertising for accounting works when the buyer sees who the page is for, a price and a signed quote. The losers send paid clicks to a pop-up, a staffing page or a page for one trade. A CRO fix starts with the first headline.

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