For accountants
Every question has a date.
So can every answer.
Every year the same questions arrive in the same weeks, and every year the practice is too busy in exactly those weeks to write them down.
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What actually works
Nobody searches for an accountant. They search the letter on their desk.
A business owner types the question a week before the deadline, the day the rule changes, the evening the letter from the tax office arrives. The practice that already answered it in plain words is the one they call, and it is usually the one they stay with, because this year's question turns into next year's.
That changes what is worth writing. Not the round-up of every change in the budget, aimed at nobody. The one change that matters to a builder, a webshop or a freelancer, explained the way you would explain it across the desk, with what to do about it and by when.
And the questions are predictable, because the calendar is. Year-end, the filing deadline, the quarterly return, the payroll changes in January, the threshold that trips somebody every spring. You know in June what people will be searching in December.
Earns the call
- The change this year that actually alters what a client owes
- What to have ready before the year-end meeting, and why each item
- The threshold or allowance that catches people out, explained before it does
- What a piece of work costs, and what makes it take longer
Reaches nobody
- A summary of the whole budget, published the same evening as everyone else's
- The tax calendar, reprinted
- A reminder that the deadline is the deadline
- A note about the software the practice has moved to
Which of those questions people are actually typing is measured, not guessed. cpywrk researches it before anything is written, so each article exists because a search for it already does.
Why it never happens
The weeks you should be publishing are the weeks you cannot
The question arrives in the busiest weeks of the year, which is exactly when nobody at the practice has an hour to write. So the plan slips to the quiet months, and in the quiet months the question has stopped being urgent, so it slips again. Two years on, the practice has a blog with four posts on it and a partner who still explains the same threshold by phone every March.
An agency can write it, and the bill is a familiar kind of purchase for a practice that sells its own time. What tends not to survive is what sits around the bill: the re-briefing every time, a writer who does not know which of your clients the change actually affects, and the standing rules of the practice living in somebody else's account.
cpywrk keeps them in yours. How you describe your work, what you never claim, the corrections you made last time: set once, applied to everything after, in an account you still hold when you stop paying for it.
What it needs from you
You give it the question and what the practice knows about it, approve the outline before anything is written, and read the draft before it goes live. Those are the moments the article needs somebody who signs the accounts. Everything between them happens without the practice, and if a draft misses, it goes back for as many revisions as it takes at no cost to your plan.
The practice calendar
Write the season in the quiet month. Publish it in the loud one.
The scheduler is the part of cpywrk built for a business whose questions arrive on a date. Brief the year-end pieces in the summer, when there is time to get them right, and approve them as they come through. Then give the batch a start date, one or two a day, at the times you choose, and it publishes itself in the weeks the questions are being typed, while the practice is doing the year-end work.
The same for the spring threshold, the quarterly return, the payroll changes in January. Each season's batch is written once, when it can be, and lands when it should. Nothing goes out that you have not read, and a piece you want to hold back stays a draft.
cpywrk carries no tax calendar of its own. The dates come from you, which is the point: you know when the letters go out better than any system does.
Getting it right
cpywrk does not give tax advice. You do.
Worth saying first, because an accountant will assume it is being glossed over. No system that has not sat with your clients knows which of them a change affects, what the practice's position on a grey area is, or which threshold you have watched trip people for ten years. That knowledge is yours and it stays yours.
What is missing is never the knowledge. It is everything around it: deciding which question is worth answering in public, structuring it so a searcher finds it, drafting it while the person who knows is closing a year-end, and then actually publishing it. cpywrk runs that. You put the substance in the brief, once, and standing rules keep it applied: the figures you publish, the claims you never make, the words the practice does not use.
It does not invent a number. Rates, thresholds and dates come from what you put in the brief or from a source the article names, and the draft shows you which, so a piece can be checked the way you would check a junior's working.
Then the gate. You approve the outline before a word is written, so the angle and each section's argument are signed off by somebody who knows the subject, and you read the draft before it goes live. Nothing carries the practice's name that a qualified person at the practice has not seen. A quality check is not professional advice and not a compliance review; that stays with whoever holds it today.
Every article is graded on six dimensions before it reaches you
Brief compliance
It says what the brief said, with the figures the brief gave it, rather than drifting toward something easier to write.
Learnings
The correction you gave on the January piece is applied to the March one, so the note is given once.
Search
It targets the question people type in the week before the date, in the words they type it.
AI answers
Owners ask an assistant what a change means for them now. The article is structured so those systems can quote it, and quote it with its date attached.
Brand voice
It sounds like the practice, checked against rules you set once instead of re-explaining them in every brief.
Machine tells
Hedging and filler are stripped out. A client who wants to know what to do by Friday has no patience for either.
Each failing check shows you the passage and the fix. See every step up close.
Where it ends up
Live before the deadline, not after it
The last mile is where a season is lost. The draft is approved, and then it needs formatting, an image, a meta description, the internal links, and the login for the site, and all of that lands on the practice manager in the busiest week of the year. So the piece about the deadline goes up the week after the deadline, if it goes up at all.
WordPress, direct
Connect the site once. After that a single article is one button, and a season's batch is a start date and the times you choose. Formatted, with the image and the links in place.
Anything else, by webhook
On a site your web designer built years ago, or a CMS you did not choose, the webhook hands the finished article to whatever you do run.
Articles come out in English, Dutch or Czech.
The LinkedIn version comes out of the same brief, which is where the bank managers, lawyers and business owners who refer you spend their time. It is yours to post when you choose. We write it; we do not post it for you.
Proof
Read something it made and judge for yourself
We are not going to show you another practice's numbers and ask you to trust them. What we can show you is our own work. Every article on this blog came out of the same system this page is describing: researched, written, checked, published, and read and approved by a person before it went out.
They are about content and search rather than about tax, so read one the way you would read a junior's file: is every figure sourced, is every date stated, and does any paragraph say nothing?
Read the blogQuestions worth asking first
- What should an accountancy practice actually publish?
- The question a client asks in the weeks before a date. What this year's change actually alters for a business like theirs, what to have ready before the year-end meeting, the threshold or allowance that catches people out, and what a piece of work costs and what makes it take longer. Those reach somebody who is searching because a letter just arrived. A summary of the whole budget, published the same evening as everyone else's, reaches nobody.
- Rules and rates change every year. Can it keep up?
- It does not track the rules; you do. When something changes, you brief the piece, and the figures in it come from what you put in the brief or from a source the article names, so the draft shows you where every number came from. You can set a standing rule that every figure names the year it applies to, and every article is checked against it. There is no tax calendar built in either. The dates, like the rules, come from the practice.
- We are a regulated profession. Does that rule this out?
- No, but be clear about the division of labour. You approve the outline before a word is written and read the draft before it publishes, and standing rules you set once are applied to everything after. What cpywrk does not do is give tax advice or sign off your professional position. A quality check is not a compliance review. That stays with whoever holds it at the practice today.
- Can it publish straight into our WordPress site, on the dates we choose?
- Yes. Connect the site once, and after that publishing is one button: press Publish and the finished article is live, formatted. For a season's batch, give it a start date, one or two a day, at your own times, and the articles go out on their own. Any other CMS receives the article through a webhook.
Take the question you answer by phone every March
Approve one outline, watch it move through all four steps, and mark the draft the way you would mark a junior's working.
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