Sector playbook · Accounting practices

The accounting practice playbook

How to become the accountant ChatGPT names when owners ask

For managing partners and practice owners at UK accountancy and tax practices serving owner-managed businesses.

Sector lead for accounting practices at Fortitude Media

Download the playbook (PDF, 8 pages, 2 MB)

PDF · 8 pages · 2 MB · September 2026 · Free, no form

The cover of The accounting practice playbook

Business owners now ask ChatGPT and other AI assistants which accountant to use, and check referrals the same way. This playbook shows practice owners what those assistants look for and what to fix first.

What is inside

  • The questions owners ask AI assistants about accountants
  • Five things assistants check before naming a practice
  • Which professional and software directories to correct
  • The HMRC and Companies House changes worth explaining
  • A ten-question scorecard to test your own practice
  • A plan for this month and the next ninety days

Questions your buyers ask

  • Asked an AI assistantWhich accountants in Bristol specialise in ecommerce businesses and work with Xero?
  • Asked an AI assistantWhich accountants specialise in SaaS companies and R&D tax credits in London?
  • Asked an AI assistantBest accountants for dental practices in the North West
  • Asked an AI assistantDo I need to sign up for Making Tax Digital if I earn £40,000 from property?

Three of the ten scorecard questions

  1. Does your website lead with one or two named sectors or client types, rather than a long list of services?
  2. Do you have a proper sector page for your biggest client sector, written by the partner who looks after those clients?
  3. Does every partner's profile give their qualifications, professional body and sector focus in plain text?

The full scorecard, a plan for this month and the next ninety days, and the sources assistants check are in the PDF.

Questions founders ask

Do I need to sign up for Making Tax Digital if I earn £40,000 from property?

It depends on the year. A landlord whose only qualifying income is £40,000 of rent was under the £50,000 test for 2024 to 2025, so did not have to join in April 2026. Because £40,000 is over the £30,000 test for 2025 to 2026, HMRC's guidance says Making Tax Digital applies from 6 April 2027. A practice should answer this on its own site.

How do I verify my identity at Companies House as a director?

Through GOV.UK One Login or through an Authorised Corporate Service Provider, also called a Companies House authorised agent. New directors verify on appointment or within 14 days, depending on their situation. Existing directors give their personal code with the company's next confirmation statement. If your practice is an authorised agent, say so on your website.

We use syndicated articles from our website provider. Is that a problem?

It is not harmful in itself, but it does little for you, because the same articles appear on many other practices' sites. Keep them if clients find them useful. Put your effort into content only you could write: sector pages, plain explanations of rule changes and guides built from the questions your team answers every week.

Our practice has joined a larger group. What should we do about our name?

Decide how you want to be known, then make every listing match. If you keep your local brand, say clearly that you are part of the group. If you move to the group name, update your website, Google Business Profile and directories, and explain the change on your site so clients and assistants can connect the old name to the new one.

Read the full guide

Sector guides · 12 min read Which accountant does ChatGPT recommend, and why is it not us? Business owners now ask ChatGPT to recommend an accountant, and it answers with a few names. Here is what AI assistants look for in a UK practice, and how to make sure yours is one of them.
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Ross Williams
Written by

Ross Williams

Co-founder, non-executive, Fortitude Media

Ross built and ran a subscription business for twenty-one years, bootstrapped. He wrote Subscribe and Conquer and established the Fortitude Foundation.

  • How buying is changing
  • PR and reputation
  • Sector guides
  • Founder-led sales

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