Clients often arrive at a CA's office with a bag of papers, half of which aren't needed and half of which are missing. A checklist of the documents usually required for a particular task saves time on both sides. It is one of the most useful pages a firm can publish, and it is also a page that can drift into promotion if it isn't careful.
This article explains how to write a checklist that helps clients prepare without becoming a sales pitch.
Keep it general
A checklist should describe the kinds of document that are commonly needed for a task, not promise that the firm will get the client a particular result. For example, a list of papers commonly asked for when filing an income tax return is useful. A line such as "we'll make sure you pay the least tax possible" is not.
Say at the top that the list is general, that each client's situation is different, and that the firm will confirm exactly what it needs.
Organise by task
Group the checklists by the task the client is working on: an income tax return, a GST return, a company registration, an audit or a tax notice. Each list should be short enough to scan in a minute, and each item should say what the document is in everyday words.
Date the checklist and check it
Tax forms, deadlines and rules change. Put the date the checklist was last reviewed at the top, and update it when the requirements change. A checklist that asks for a form that is no longer used will cause more confusion than having no checklist at all.
Avoid promotional language
Keep the wording neutral. Avoid phrases that suggest the firm will handle everything for the client, or that imply a deadline is a reason to hurry into a particular service. A checklist works best when it reads as information a client can use whether or not they hire the firm.
Say what happens next
End each checklist with a simple line about the next step, such as how to send the documents or book a consultation. Keep that line short and factual. Clients who have prepared properly tend to arrive with better questions, which makes the first meeting more useful for both sides.
Check the rules
Confirm with the relevant professional guidance that your content stays within the rules for your practice, and keep a record of when you checked. If you're unsure whether a checklist could be read as promotion, ask a senior colleague before publishing.
Quick checklist
- Group the lists by task, such as an income tax return or a GST return.
- Describe each document in everyday words, not only by its form number.
- Date each checklist and review it whenever the requirements change.
- Say at the top that each client's situation is different.
- Keep the wording neutral, with no promise of a particular result.
- Ask a senior colleague to read any list that could look promotional.
What to do next
The CA and accounting firm websites page shows how checklists and service pages usually fit together. A business website is the right base for your CA firm, and the business websites page explains how one is laid out. Start with the task your clients ask about most, and write its checklist first.