You care about your clients, your work, and your reputation. You do your best to be honest and helpful.
But here’s the awkward bit: many accountants are accidentally misleading their clients. Not through deliberate dishonesty – but through outdated habits, vague messaging, or assumptions about what clients understand.
It’s not fraud. But whenever it happens, you’re allowing or creating unnecessary risks.
Let’s look at a few all-too-common ways even well-meaning accountants might be giving the wrong impression. You can then either congratulate yourself for avoiding such mistakes – or reflect on what you might want to do or say differently in future.
1 – Do you claim to be accountants and business advisers?
Possible con: Clients expect business advice – but don’t get any unless they think to ask for it explicitly
Solution: Only claim to be a business adviser if that is something you actually do on a regular basis.
Too often, I hear about clients moaning that they got no business advice from their last accountant. And when I check those firms’ websites? They all claim the accountant was also a “business adviser”.
If all you do is compliance work with the odd response to client questions, you may be setting the wrong expectations.
Tip: If you do offer business advice, be clear on what’s included in your fees and what’s extra. If you don’t routinely offer business advice, think twice before claioming that you do -regardless of what your web designer says!
2 – Do you ‘specialise’ in everything?
Possible con: Clients expect niche knowledge but get generic support
Solution: Choose a genuine focus for your marketing messages – or don’t claim to be a specialist at all
Some firms list a dozen ‘specialist’ sectors or areas of expertise. This is very different from simply saying that you have clients in a number of distinct sectors.
It’s all but impossible to SPECIALISE in more than 2 or 3 areas.
And accountants who claim to specialise in working with SMEs is a particular pet peeve of mine. That’s just saying “I work with any business that isn’t huge.” It’s meaningless. Over 99% of UK businesses are SMEs!
Tip: A true specialism helps you stand out and makes referrals easier. If you don’t have one, that’s okay – just don’t pretend you do.
3 – Are you giving advice outside your comfort zone?
Possible con: You give the wrong advice and risk a negligence claim
Solution: Be honest about your limits and that you need to check with a specialist. (For tax matters this is easy via the free-to-use website: FindaTaxAdviser.online)
Every accountant knows that feeling. A client asks a technical question and, rather than admit uncertainty, you have a go.
But here’s the truth: no one knows everything. And no one should feel they have to pretend otherwise.
Tip: Say, “That’s slightly outside my expertise—I’ll check with one of my consultants and get back to you.” It builds trust, not doubt.
4 – Do you suggest you can keep HMRC at bay?
Possible con: Clients think your “reputation” offers protection
Solution: Be clear about what you can control
Some accountants still imply that their name alone keeps HMRC away. That might’ve been true when local Inspectors knew you by name. It isn’t now.
Tip: Don’t promise what you can’t control. Focus on helping clients stay compliant and well-documented—that’s the best protection.
5 – Do you implicitly endorse tax schemes you don’t understand?
Possible con: Clients trust your endorsement – and end up in trouble
Solution: Don’t repeat big claims unless you fully understand the risks
It’s tempting to pass on “amazing” tax-saving ideas – especially if the promoter is persuasive.
But if you don’t fully understand how it works, or what could go wrong, it’s risky.
Tip: If something seems complicated or too good to be true, ask questions. Do your own research. Or just steer clear.
6 – Do you describe yourself as “proactive”?
Possible con: Clients expect suggestions – they get silence
Solution: Only use the word if it reflects reality
This overlaps with the “business adviser” claim I mentioned earlier. “Proactive” is one of those buzzwords clients love to see—because they want proactive advice. But are you really delivering it?
Do you send tips, suggestions or updates without being asked? Or are you still mostly reactive?
Tip: Drop the claim or commit to at least sharing a few helpful emails or ideas each year.
7 – Do you let clients slip through dodgy expenses?
Possible con: Clients assume it’s okay if you don’t question it
Solution: Set boundaries and speak up when things don’t look right
I often see accountants asking in Facebook groups if clients can claim certain expenses. Often, they’re being cautious – which is good.
I’ve long said WE don’t disallow expenses. We advise on what HMRC and the law allow. A subtle but important difference.
That said, I’ve also seen plenty of examples where expenses are waved through – either out of ignorance or indifference.
Tip: Ask questions. Ask clients to justify unexpected claims. Explain what’s acceptable. It builds confidence – and protects you both.
Conclusion
So, are you conning your clients?
Probably not. But are you being as clear as you could be?
It’s easy for accountants to overstate what you do – especially on a website or in a pitch. But when the reality doesn’t match the promise, clients can feel misled.
It’s worth reviewing your language and your habits. Are they honest? Accurate? Do they reflect how you really work?
Want to raise your game—without losing your integrity?
If you’ve read this far, you clearly care about doing things properly. That’s exactly the type of accountants who I love working with.
Let’s talk about how I can help you sharpen your message, build client trust and feel more confident in your approach.
Or, if you’d prefer to connect with others tackling the same challenges, let’s talk about you joining my Sole Practice Club. It’s a safe space for sharing experiences, support – and regular lightbulb moments.
