For accountancy firms
Content marketing for accountancy firms, built on your partners.
Your reputation is built on advisory work, and almost none of it is public. Findwell gives every partner a page for the questions clients actually bring them, built from an hour of their time a month.
- A hub, and the team that fills itSoftware on your domain with a page per partner, written and prepared for your sign-off
- Partners who get foundRanking on Google, quoted by the trade press, named in AI answers
- From £1,000Per partner a month, six month minimum, no setup fee
What Findwell is
A content platform, with an agency behind it.
Two things that are usually bought separately, and that only work together. Here is the whole proposition in one line.
The work
An agency that makes the content
We interview your partners, write in their voice, prepare it for your own review process and pitch it out.
The place
A platform of your own to hold it
A hub on your subdomain with a page per partner and per specialism, structured so search and AI can read it.
Findwell
The platform, with the people who feed it
Live in about two weeks, on an hour a month from each partner.
What it is
A page for every partner, built around their specialism.
Owned by you, on a subdomain of your own site. Each partner's views, sectors, and commentary on the rules as they change, structured so that search engines and answer engines can tell who does what.
Step through what the page does
We interview, we draft, we submit it to your review process. Partners approve. They do not write.
How it works in practice
A dashboard behind the hub: what each partner ranks for, who is reading, which companies are visiting and what the coverage earned.
Commercial goals and brand guidelines agreed before anything is written, your house style, and a named sign-off inside your own review process.
Where we secure coverage for accountancy clients
What you get
Everything a partner needs, made for them.
One conversation with a partner turns into all of this. We make it, we place it, and every piece lands back on their own page.
Shapes everything below
Published, then on the hub
Lives on the hub
Posted, then links to the hub
Sent, then kept on the hub
Cut, then hosted on the hub
See what your partners would rank for.
A thirty-minute walkthrough on your own firm. We will show you where your partners sit today, and what the first quarter would produce.
How it works
One hour a month. We do the rest.
The whole commitment from each partner, in one picture.
That is the whole ask. Talk for forty minutes, read one draft, and none of it clogs up a to-do list.
Talk it through
Recorded, with an editor who knows the specialism well enough to push back when the answer is 'we'll see how it plays out.'
Read it once
We draft in their voice and hand it over to your review process with the sources laid out. Your team signs it off. Partners approve rather than write.
Then forget about it
Published on your hub, pitched to the tax and accountancy desks that cover the specialism, then cut for LinkedIn, the briefing and video.
A worked example, not a client
What a year looks like for one partner.
The plan we would put in front of an R&D tax partner in week one, quarter by quarter. Every deliverable is there from the start.
The specialist
Twelve years of claims and enquiries, and almost nothing published under her own name.
The niche
R&D claims that survive an HMRC compliance checkNarrow enough that one partner can own it, broad enough that founders, finance directors and their advisers all search it under pressure.
Why that one
2,400searches a month across the cluster, and almost no partner-level pages answering any of it
Choose the claim to ownStep 1 of 5
Once, before anything is published
Content strategy
Agreed with Nadia and with BD before a word is written, so there is clarity on scope from the beginning- Which specialism Nadia owns, and how narrow to go. Corporate tax is far too broad to win, R&D claims that survive an enquiry is not
- The questions worth answering, ranked by what finance directors actually search
- The terms we are going after, and the ones we are deliberately not
Biography and partner page
Service-line pages and credentials decks are written for a procurement process rather than a reader. This is not that- The matters Nadia can talk about, and the sectors she actually works in
- What Nadia is known for, in the words a client would use
- Structured so search and answer engines can tell one tax partner from another
Social refresh
It is the first thing a finance director checks after a recommendation, and usually the last thing anybody updates- Headline and about section rewritten around the niche rather than the firm
- Featured section pointing back at the hub
- Banner and profile consistent with the partner page
Live in about two weeks, without any work from your web team. Nothing is published yet, and nothing has been near risk and compliance, which is deliberate. We agree what Nadia is claiming to be an expert in before anyone has to approve a word of it.
First answers publishedStep 2 of 5
Every month
3 insight extractions, one a month
Forty minutes, recorded, with an editor who knows the practice well enough to push back. Everything below comes out of it- The argument Nadia makes to every founder who claimed without advice
- What the merged scheme changed in practice rather than on paper
- The costs Nadia keeps seeing claimed that should never have been
3 newsletters, one a month
One interview becomes content Nadia can share to her own network, republished on the hub for a growing audience around her expertise- What HMRC actually looks at when it opens a compliance check
- The two claim types most likely to be rejected this year
- Which costs still qualify now the 2026 rules have bedded in
1 media piece: an op-ed
We start where Nadia controls the argument, so the first one is placed on our own timing rather than chased into a news cycle- “The R&D crackdown has not fixed the thing claimants get wrong”, in Accountancy Age
5 video clips filmed
One sitting on an interview day captures the year's videos, without needing to take up anymore time- The three costs people wrongly include in a claim
- What an HMRC compliance check actually involves
- Advance assurance, and who it is actually for
- Should you claim at all, and the questions to ask first
- What happens in the first week of an enquiry
LinkedIn, as it comes
Posted off the back of each piece and whenever the news gives Nadia a reason, rather than to a schedule nobody believes in- A post for every piece we publish
- A reaction on the days HMRC publishes its R&D statistics
- Comment on a tribunal decision while people are still reading it
Indexed within the month. It's too early for rankings, and anyone saying otherwise is guessing. The first reaction is typically other partners asking why they're not on there too. That's how the second and third partners get signed off.
Cover the whole enquiryStep 3 of 5
Every month
3 insight extractions, one a month
The conversations keep going. New matters, new rules, whatever Nadia is arguing that month- What the merged scheme has done to claim volumes a year on
- Where HMRC is pushing hardest, and what that looks like early
- The subcontracting question Nadia gets asked most
3 newsletters, one a month
Each republished on the hub. The pieces begin to point back to the same specialist territory- The merged scheme, and what actually changed for smaller claimants
- Subcontracted R&D, and who is entitled to claim it
- When a compliance check turns into a discovery assessment
1 media piece: an interview
Pitched off the back of a live story, so Nadia is the name the desk already has when it runs. A harder format to earn than an op-ed- Interview with Accountancy Age on what the merged scheme has done to claim volumes
Video running
The expertise is captured once in quarter one, then posted one by one across quarter two- One clip a fortnight, on the hub and on LinkedIn
- Each one answering one question and nothing else
- Subtitled, because most of it is watched on mute
LinkedIn, as it comes
Published alongside each new piece and whenever the news gives Nadia a reason- A post for every piece we publish
- Reaction on the days the statistics or a tribunal decision land
- The occasional short answer to a question Nadia keeps being asked
The first people to notice are often the advisers, before the directors themselves. A lawyer or a corporate finance contact finds the subcontracting piece while checking something for a client, and Nadia is the name attached to the answer.
Quoted on the crackdownStep 4 of 5
Every month
3 insight extractions, one a month
Filmed on one of these days, so the second sitting of clips costs no extra partner time- What HMRC can reopen, and how far back it can go
- The board conversation that happens too late, after the letter
- What the R&D statistics actually show, under the headline
3 newsletters, one a month
What started as one newsletter, becomes a substantial body of searchable expertise, living on the hub- What to do in the first week of an enquiry letter
- Advance assurance, and whether it is worth the effort
- Reading the HMRC R&D statistics properly
1 media piece: broadcast
Pitched into breaking news, when a reporter needs a credible voice immediately. It is the kind of coverage built over time, not bought- Radio or podcast comment on an HMRC enforcement story in the news that week
5 more clips filmed
One more sitting halfway through the year keeps the content current for the months ahead- Subcontracted R&D, and who can actually claim it
- Can HMRC reopen a claim you made three years ago
- The R&D figures, and what they really show
- The merged scheme, and what it does to your forecast
- Talking to your board before the enquiry lands
LinkedIn, as it comes
The posts stop being just client communications and start becoming a source journalists know- A post for every piece we publish
- A same-day reaction when HMRC changes its guidance
- The clips, one at a time, as they come out
Rather than us pitching journalists, they start coming to Nadia, usually in the week HMRC publishes its R&D statistics. And her name is the one that comes up when a finance director is searching after an enquiry letter arrives.
The standing guideStep 5 of 5
Every month
3 insight extractions, one a month
The last three of the year, and the one where we ask what Nadia wants to own next- What the Budget did to innovation reliefs
- Where Nadia thinks the enquiries land next year
- The question Nadia wants to be known for in year two
3 newsletters, one a month
Including the annual guide, which turns twelve months of expertise into one answer clients can find- R&D claims that survive a check, the annual guide
- What the Budget did to innovation reliefs
- Where the enquiries land next year, sector by sector
1 media piece: a year-ahead op-ed
Placed as the year turns, when every desk wants a forecast and almost nobody will commit to one. By now Nadia is a name the City desk recognises- “Where the R&D enquiries land next year”, pitched to a national
Video running
The quarter three refresh keeps the programme running at one answer every fortnight- One clip a fortnight, on the hub and on LinkedIn
- The annual guide cut down into a two-minute explainer
LinkedIn, as it comes
Posted off the back of each piece, and the year-ahead piece will do more than anything else Nadia has published- A post for every piece we publish
- The year-ahead argument, in Nadia’s own words, ahead of the op-ed running
The cluster answers the question before the first conversation starts. That is when buyers arrive already understanding the argument, and traffic is converted into genuine engagement
What that adds up to
12 hours
Of the partner’s time across the year. Twelve insight extractions, one a month, and a read of the drafts. The filming happens on two of those same days, so it costs nothing extra.
Across your service lines
The model is the same. What we publish is not.
An audit partner and an R&D tax partner are found by completely different people asking completely different questions.
Innovation relief is where the enquiries land now
Corporate tax and innovation relief partners already have the technical answers. We turn them into R&D eligibility explainers, capital allowances commentary and the guidance finance directors can use before a claim goes in.
A finance director searches this the week the enquiry letter arrives, and again before the next claim. The answer is already there, with your partner explaining what HMRC actually looks at, in their own words, on your own site.
The team behind it
You are hiring people, not software.
Findwell is a product of Profile, an award-winning thought leadership and PR agency. So is the team.
“From the outside one accountancy firm looks much like another, and compliance work does nothing to change that. The difference only shows up when a client hits something genuinely hard, and by then they are searching for a specialist rather than for a firm. We built Findwell so that the specialist is findable before that moment rather than after it, which means getting the argument out of a partner’s head and publishing it. Nobody has time to do that in-house, least of all in January.”
Jordan GreenawayFounder, Profile
Questions
What firms ask before they start.
+How much does content marketing for accountancy firms cost?
+Who writes it, and how much partner time does it take?
+Does this create an independence problem with audit clients?
+Is this SEO, AEO, GEO, PR or thought leadership?
+What happens in January, when nobody has any time?
+How long before our partners rank for their specialisms?
+What happens to the content if a partner leaves?
+Can we start with a couple of partners rather than the whole firm?
+Why not just hire someone to do this in-house?
+What if we already have an insights page?
See what your partners would rank for.
A thirty-minute walkthrough, on your own firm, of where your partners sit today and what it would take to move them.