Why mobile speed matters for accountant enquiries

Mobile speed is not a technical detail, it is your first impression

For most accountancy firms, the majority of website visitors arrive on a phone. They are busy, distracted, and making a quick judgement. Your report puts it simply: if your site is slow or awkward on mobile, visitors rarely wait. They go back and choose another firm.

This is not about chasing perfect scores. It is about avoiding friction at the exact moment someone is deciding whether to contact you.

The real problem is friction

When a site is slow, the visitor does not think “performance issue”. They feel:

• The page takes too long to appear
• The layout jumps as it loads
• Text is hard to read
• Buttons are fiddly
• A pop up blocks the screen
• Forms feel like too much effort

And then they leave.

This is especially true for accountancy websites because your service is often chosen in a stressed moment. A slow, clunky website adds to that stress.

The story that plays out every day

A small business owner searches “accountant near me” on their phone at 8pm. They have had enough of doing it all themselves. They tap your site.

If the homepage loads quickly, the message is clear, and the “Book a call” button is easy to tap, you get a chance.

If the site takes a few seconds, the page shifts around, and they have to pinch zoom to read, you lose them before they even see your services.

That is why mobile performance has a direct line to enquiries.

What to fix first (without rebuilding anything)

Start with the pages that create enquiries:

• Homepage
• Core service pages
• Contact page
• Booking page, if you offer booking

If these are fast and easy to use, you protect the enquiry journey. If these are slow, you lose people early.

Five changes that usually make the biggest difference

1) Fix image weight

Oversized images are one of the most common causes of slow sites. Compress images, use sensible dimensions, and avoid huge background images on mobile.

This is the simplest “quick win” for many firms.

2) Reduce page clutter

Sliders, large animations, multiple pop ups, and embedded widgets can slow loading and distract visitors. Accountancy sites usually perform best when they feel clean and calm.

A clean site looks more professional and feels easier to trust.

3) Make buttons and links easy to tap

Your main call to action should be visible early and large enough to tap comfortably, with space around it. Mobile users are not precise.

This is a conversion improvement as much as a usability improvement.

4) Keep forms short

Long forms reduce completion rates on mobile. Collect only what you need to start the conversation. You can gather details later during onboarding.

Name, email, phone, message is usually enough.

5) Avoid too many third party scripts

Extra tracking tools, chat widgets, and embedded content can add seconds to loading times. Only keep what improves conversion or measurement.

How to sanity check your mobile experience

Use your phone. Turn off WiFi. Use mobile data.

• Can you understand the page without zooming
• Can you tap the main call to action with one thumb
• Does the layout jump while loading
• Can you reach contact details quickly
• Does anything block the screen or interrupt scrolling

If any of these feel annoying, they are costing you enquiries.

Protect performance over time

Many sites start fast and slowly become heavy. Images get uploaded without compression. Plugins get added. Scripts multiply.

Treat performance like good practice management. Keep it lean. Review key pages quarterly. When you add content, think mobile first.

Mobile performance is ultimately about one outcome: fewer visitors dropping off before they contact you.

If you want a clear view of where your site is creating friction, the Website Assessment will highlight it in plain English.