Accounting firm website in Morocco: what it must show to win clients

An accounting firm sells trust. A business owner who hands you their books also hands you their bank statements, payroll and tax returns. Before calling you, they look at your website. If they find a generic template or a slogan promising to “cut your tax bill”, they move on. If they find an identifiable firm, clearly explained services and an easy way to book a meeting, they get in touch.

This guide is for experts-comptables, comptables agréés and fiduciaires in Morocco who want a website that brings in small businesses, auto-entrepreneurs and foreign founders setting up in the country. It covers what the law lets you publish depending on your title, the trust signals to show, the service pages to build, the role of English, what a showcase website does not do, and the cost. It is written by Bzaf Studio, a web agency in Marrakech. It does not replace advice from your regional council: we quote the texts we have read, and we say when they do not answer a question.

What your future clients look for before calling a firm

Start with the market. According to OMPIC, Morocco’s industrial and commercial property office, 66,277 businesses were entered in the trade register in the first eight months of 2026, 49,897 of them companies. Single-member limited companies (SARL AU) made up 65% of those companies and standard SARLs 33.8%. Four regions accounted for 76.8% of new companies: Casablanca-Settat (39.3%), Rabat-Salé-Kénitra (14.4%), Marrakech-Safi (12.3%) and Tanger-Tétouan-Al Hoceima (10.8%).

Every one of those companies needs its books kept. Law 127-12 says so plainly: businesses without an in-house accountant must use an expert-comptable or a comptable agréé to keep their accounts. The only exception in that article is for small and very small businesses served by the approved bookkeeping centres of the chambers of commerce. Demand is there every month, in every city. The question is who captures it. It comes from three audiences who are not looking for the same thing.

Small and medium-sized businesses: a specific service, close by

The manager of an SARL searches for what they need and where: “comptable Casablanca”, “fiduciaire Agadir”, “tenue comptabilité SARL Rabat”. They want to know whether you handle cases like theirs, what they need to send you and how the first meeting works. They compare two or three firms, rarely more.

Auto-entrepreneurs: a plain answer, no jargon

The auto-entrepreneur (Morocco’s simplified self-employed status) wants someone who explains their obligations in plain words, tells them whether the status still suits them and when to move to a company. They want a fee in proportion to their activity and an informal first contact, often on WhatsApp. If your site only speaks to large companies, they will not write.

Foreign founders: English and a remote-friendly method

An entrepreneur setting up a Moroccan company from Paris, Madrid, London or Dubai searches in English or French: “accountant in Morocco”, “company formation Morocco”, “set up a company in Marrakech”. They know nothing about the trade register, the CNSS (the national social security fund) or the difference between an expert-comptable and a comptable agréé. They want the steps, the documents, what can be done remotely, and someone who replies in their language. A French-only site loses them at the first line.

Expert-comptable or comptable agréé: what the law lets you publish

Two regulated professions keep accounts in Morocco, under two laws, with two professional bodies and rules that are close but not identical. Your website must first state correctly who you are.

Point	Expert-comptable	Comptable agréé
Law	Law 15-89, enacted by the dahir of 8 January 1993	Law 127-12, enacted by the dahir of 4 August 2015, amended by Law 53-19
Professional body	Order of Chartered Accountants (Ordre des experts-comptables) and its regional councils	Professional Organisation of Comptables Agréés and its regional councils
Reserved work	Certifying that accounts are regular and fair, issuing opinions on accounts, acting as statutory auditor	The title of comptable agréé; independent bookkeeping is reserved for members of the Order or the Organisation
May also	Value contributions in kind, organise accounting systems, keep accounts, advise on legal, tax, economic and financial matters	Organise accounting systems, keep and close accounts, advise on legal, tax, economic, financial and organisational matters
Personal advertising	Banned (Article 17); the professional code excludes website information from the ban	Banned (Article 17); the 2024 professional code limits what may be stated to status, degrees and professional qualifications
Practising name	Real name, no pseudonym (Article 5)	Own name, no pseudonym (Article 5)
“Cabinet comptable”, “fiduciaire comptable”	Allowed for members of the Order	Reserved for members of the Organisation

Your title: say exactly what you are

Law 15-89 reserves practice and the title of expert-comptable for people registered on the Order’s roll. It also covers a case many people miss: a holder of the national expert-comptable diploma, or a recognised foreign equivalent, who is not registered may describe themselves as a “holder of the expert-comptable diploma”, provided they name the authority that awarded it. That is not the same thing, and a website must not blur the two.

The same logic applies to the comptable agréé: Law 127-12 reserves the title for members of the Organisation. In both cases, using the title unlawfully exposes you to the penalties in Article 381 of the Penal Code. For the expert-comptable’s reserved work, such as certifying accounts, Law 15-89 provides for three months to five years in prison and a fine of 1,000 to 40,000 DH, or either penalty, for anyone doing it without registration.

On the website, this fits in one line, on the “The firm” page and in the footer: “Expert-comptable registered with the Ordre des experts-comptables, regional council of…” or “Comptable agréé registered with the Organisation professionnelle des comptables agréés, regional council of…”. The Order’s code is explicit: any mention of registration on the roll “must be accompanied” by the name of the regional council. The comptables agréés’ code also provides for the regional council to be named.

Advertising: banned, but an informative website is allowed

Both laws say the same thing in their Article 17: all personal advertising is banned, and practitioners may only state their titles, degrees or qualifications. The professional codes spell out the rule, and that is where the two professions differ.

For experts-comptables, the Order’s professional code, made applicable by Decree 2-18-454 of 20 December 2019, bans press insertions, direct approaches, letters, circulars and “all other advertising methods”. It allows announcements about training and recruitment. And it states that the ban does not apply to “information on a website and information brochures”. An expert-comptable’s website is therefore expressly permitted, as long as it informs.

For comptables agréés, the professional code approved by Decree 2.23.150 of 22 April 2024 does not mention websites. It bans personal advertising, limits what may be stated to professional status, degrees and qualifications, and allows the opening of a practitioner’s first office to be announced, within three months, in two national newspapers, using a template set by the national council. For business cards, letterhead and the office plate it gives a closed list: names, professional designation, honours, degrees obtained or recognised by the state, regional council, address, phone, working days and hours, and nothing else, especially nothing promotional. Our reading: a comptable agréé’s website should keep the restraint of that letterhead, with pages that explain the services on top. If in doubt, show the mock-up to your regional council.

“Fiduciaire” is not a free word

This is the least-known rule, and it affects the very name of your website. Article 3 of Law 127-12 states that no one may use the name “cabinet comptable”, “fiduciaire comptable” or “société de comptabilité” unless registered with the Organisation of comptables agréés, on pain of criminal penalties, with the exception of experts-comptables registered with the Order.

In practice, the domain name, home page title, Google profile and logo of a practice registered with neither body must not use these names. If you are registered, on the other hand, they are exactly the words your clients type. Put them in your page titles: “Fiduciaire à Fès : tenue comptable et déclarations”, for example, on the French version.

What to avoid on a firm’s website

• Superlatives and rankings: “the best firm in Casablanca”. That is advertising, and serious clients distrust it.
• Tax promises: “pay less tax”. The Order’s code allows members to look, lawfully, for ways to avoid tax that is not due, and punishes any involvement in fraud. Describe your work, not an outcome.
• Client logos and named testimonials. Both codes require confidentiality of information obtained in the course of an engagement. Saying who your clients are discloses something they did not entrust to you for that purpose.
• Disguised soliciting: pop-ups, bulk messages, campaigns aimed at a colleague’s clients. The Order’s code bans soliciting “in any form whatsoever”; under the comptables agréés’ code, attracting or trying to attract a colleague’s clients exposes you to disciplinary action.
• Unrecognised titles and diplomas. Both codes limit mentions to degrees awarded or recognised by the state; the Order’s code only allows “expert to the courts” if you are on the official list.
• Paid ads. A sponsored ad looks a lot like the “advertising methods” the codes target. Do not run any without your regional council’s view; organic search raises no such question.

The trust signals an accounting firm’s website must show

Since self-promotion is ruled out, trust is built on facts. Here is what a prospect looks for, often without saying so.

• Your exact title, professional body and regional council, on “The firm” page and in the footer. A careful client can then check your registration.
• Partners and staff under their real names, with a real photo, background and recognised degrees. Both laws require practice under your own name: show it.
• A real street address, office hours and a phone that gets answered. A firm you cannot place on a map is worrying.
• Working languages. For a foreign client, this is often the first filter.
• Your method: what happens in the first month, who the contact person is, how documents flow, how often the client receives figures.
• The engagement letter. Say that every engagement is set out in a written agreement covering the work and the fees. Law 127-12 provides for fees “under an agreement or contract”, and the comptables agréés’ code requires a written agreement.
• Professional indemnity insurance, compulsory for experts-comptables and comptables agréés alike. One line in the FAQ answers the question before it is asked.
• Useful, dated content: deadlines, finance-law changes, setting up an SARL. It proves expertise better than any slogan.

What does not build trust: stock photos (calculator, handshake) and “500 happy clients” counters. Someone handing over their books wants to see faces and an office.

The service pages that bring in work

Many accounting firm websites have a single “Our services” page listing ten lines. It answers no specific search. The rule: one page per service you want to sell. Each answers the same six questions: who it is for, what is included, what the client provides, how it works, how the fee is set, and the next step.

Company formation

This is the front door: a founder who trusts you with their company formation often trusts you with their books afterwards. Since single-member SARLs are 65% of new companies according to OMPIC, a “Set up an SARL AU” page deserves to sit next to the general page, with the steps you handle, the documents required, the usual timeframe and what remains for the client to do.

An example of useful information, checked on OMPIC’s website (in French): the certificat négatif confirms that the chosen company name is available and reserves it for three months while the formation is completed; the name is only protected once it is entered in the trade register. Details like this, which founders do not know, are worth more than any slogan.

Bookkeeping

The core of the job, and the page that must be most concrete: which businesses you work for, how documents reach you, how often you process them, what the client receives (interim statements, annual accounts) and who their contact is. It can point out, without drama, that the law requires businesses without an in-house accountant to use a registered professional.

Tax returns

Clients do not search for “taxation”: they search for someone who will file on time. Describe the returns you handle, how you plan the calendar with the client, what you ask for and when, and what happens in a tax audit. Publish deadlines in dated articles, updated with each finance law, rather than on the service page, which must stay accurate all year.

Payroll and social security (CNSS)

A page of its own, because it meets another urgent need: the employer hiring a first employee. It explains what you do (payslips, CNSS returns, payroll withholdings), what the employer sends you each month, and how arrivals and departures are handled. Rates change: link to your articles rather than fixing them in the page.

Fees and engagement letter

The texts we read do not expressly deal with showing prices on a website. They do require a written agreement, and the Order’s code allows fee advances to be requested. Our advice: a page that explains how your fees are set (volume of documents, number of employees, tax regime, one-off work), how the first meeting works, and that everything is written into the engagement letter. No promotional price grid, no “rock-bottom fees”.

Taking over a file

Many clients arrive because their accountant no longer replies. A page explaining how a handover works is reassuring: what the client needs to retrieve, what you check, how long it takes. Write it as information, not as an invitation to leave a colleague. The comptables agréés’ code in fact provides that an engagement previously held by a colleague may only be accepted after a release certificate from that colleague, or once the client has notified them in writing that their contract has ended.

Auto-entrepreneurs and foreign founders: a page for each

These two audiences ask such different questions that each deserves its own page, alongside the service pages.

The auto-entrepreneur page

It speaks simply: what you do for an auto-entrepreneur, how you track their turnover, how you help when they move to a company, and how you bill this kind of file, lighter than a company. It offers a first contact on WhatsApp. The rules of the regime (rates, ceilings, deadlines) change with finance laws: give them a dated article linked from the page.

The “Set up your company in Morocco” page, English first

For a foreign founder, this is the most important page on the site. It answers their questions in order:

• Which legal form to start with, and why the SARL and single-member SARL are the most common.
• The steps, from reserving the name to registration, with what the firm handles and what requires the founder in person.
• The documents to prepare from abroad.
• What happens after formation: bookkeeping, tax returns, the first employee.
• How communication works: video calls, email, language, response time.

A word on vocabulary: “expert-comptable” is often translated as chartered accountant, but a foreign founder does not know the Moroccan system. Keep the French title and explain it: “expert-comptable, registered with the Moroccan Order of Chartered Accountants (OEC)”. It is more accurate than a loose translation.

The all-inclusive plan includes a second language, with its own address for Google. For a firm targeting foreign founders, we recommend French and English; if your clients are mostly Arabic speakers, French and Arabic. The plan covers two languages; our multilingual website page explains how each is handled.

Documents, client portal, confidentiality: what the site does and does not do

Let us be clear, because it is the first question firms ask: the all-inclusive plan does not include a client portal, document upload or a connection to your accounting software. It is a showcase website: it presents the firm, explains your services and passes enquiries on to you. A secure client portal is a different project.

If you already use a portal or a document-exchange tool, the site can carry a plain link to its login page in the menu. Nothing more: authentication, storage and security stay with the tool’s provider.

For the rest, these are the rules we apply on an accounting firm’s website:

• The contact form only collects what is needed: name, phone or email, type of business, service wanted. No attachments: accounting documents never go through a website form.
• HTTPS on every page, with a valid certificate, included in the plan.
• The privacy policy says what is collected, why, for how long, and how to exercise one’s rights, under Law 09-08. The CNDP, Morocco’s data protection authority, states that all personal data processing must be declared in advance, unless excluded, exempt or subject to prior authorisation.
• WhatsApp is for booking meetings, not for sending balance sheets. Say so on the contact page, with the channel to use for documents.
• No advertising trackers on a site where business owners describe their financial difficulties. Simple audience measurement is enough.

The comptables agréés’ code sums it up: professional secrecy covers information obtained in the course of the engagement, and practitioners must apply the personal data protection measures required by law. A well-designed site simply creates no opportunity to expose it.

A standard structure for an accounting firm’s website

Here is the structure we suggest for a general practice: fourteen pages, well within the plan’s 30, each answering a specific search or concern.

Page	What it must say	Search or question it targets
Home	Who you are, where, for whom; title and regional council; your services; book a meeting	“accountant + city”, “fiduciaire + city”
The firm	Partners, team, backgrounds, degrees, registration, languages, method	“Can I trust them?”
Company formation	Steps handled, documents, timeframes, what comes next	“company formation + city”
Set up an SARL AU	The most common case, in detail	“SARL AU Morocco”
Bookkeeping	Who it is for, document flow, frequency, deliverables	“bookkeeping + city”
Tax returns	Returns handled, shared calendar, tax audits	“accountant VAT return Morocco”
Payroll and CNSS	Payslips, social security returns, hires and leavers	“payroll CNSS + city”
Auto-entrepreneurs	What you do for them, moving to a company	“accountant auto-entrepreneur”
Set up your company in Morocco	Remote method for foreign founders	“accountant Morocco”, “company formation Morocco”
Fees and engagement letter	How fees are set, first meeting, written agreement	“How much will it cost me?”
Taking over a file	What the client retrieves, what you check, timeframe	“change accountant”
Journal	Deadlines, finance laws, practical guides, dated	Information searches all year round
Contact and appointments	Address, map, hours, phone, WhatsApp, short form	“Where are you? How do I reach you?”
Legal notice and privacy	Identity, registration, host, personal data (Law 09-08)	Compliance, trust

A specialist firm (real estate, construction, liberal professions) swaps some general pages for sector pages. A firm focused on audit and statutory audit, which are reserved for experts-comptables, gives those its main pages. What matters: each page sells one thing, to one audience, in one city.

Example: an accounting firm in Marrakech, in French and English

A fictional but realistic case: a firm in Marrakech, run by an expert-comptable registered with the Order and three staff, serving local small businesses, auto-entrepreneurs and a growing number of European founders. Here is the site we would deliver.

• Home: “Accounting firm in Marrakech. Company formation, bookkeeping, tax and payroll, in French and English.” Registration line with the regional council, Book a meeting and WhatsApp buttons.
• The firm: real team portraits, backgrounds, degrees, languages, hours, office photo.
• Six service pages: company formation, SARL AU, bookkeeping, tax returns, payroll and CNSS, taking over a file.
• Two audience pages: auto-entrepreneurs, and “Set up your company in Morocco”.
• Fees and engagement letter, Journal, Contact, Legal notice, Privacy.
• The whole structure in English, with titles written for English searches: “Accountant in Marrakech for foreign founders”.
• A “Client area” link in the menu, to the document-exchange tool the firm already uses.

Fourteen pages per language, 28 in total, with no superlatives or client logos. The journal gets one article written for the firm every month, for example “Your first employee in Morocco: what changes”. On tax topics, the firm reviews each article before publication: its name is on it.

Getting found on Google without advertising

Since personal advertising is ruled out, organic and local search is a firm’s main lever. It rests on three things.

The Google Business Profile

It puts the firm on Google Maps for “accountant + city”. Three rules from Google’s guidelines matter especially for a firm:

• The profile name is the firm’s real name, as clients know it, with no extra words. “Cabinet Alami, expert-comptable”, yes; “Cheap accountant Casablanca company formation”, no.
• One profile per location: two offices, two profiles; one office, one profile.
• No profile for a virtual office rented through a business domiciliation service. If your firm also offers domiciliation, warn the clients domiciled with you: Google does not let them create a profile at your address.

The Google Business Profile is included in the plan: we create it, or take over the existing one, and link it to the site. When answering reviews, stay courteous and never confirm that someone is a client or mention their file. The full method is in our article on local SEO in Morocco.

Pages that answer specific searches

That is the structure above: one service, one audience, one city per page, with a title and description written for the search. A page per city only makes sense if you really serve clients there; never invent an office. Our SEO page details what is done on each page.

A regular journal

Business owners look for answers all year: a deadline, a finance-law change, a formation step. A clear, dated article signed by the firm answers the question and shows expertise. It is the kind of visibility professional ethics allow without debate. The plan includes one blog article written for you each month; on technical topics, check the substance before it goes live.

Common mistakes on accounting firm websites

Mistake	What it causes	What to do instead
A single “Our services” page	Invisible for every specific search	One page per service and per audience
Vague title: “accounting advice”, “management expert”	Clients cannot tell whether you are registered	Exact title, professional body and regional council
“Fiduciaire” in the name without registration	Reserved name, criminal penalties	A name that matches your registration
Client logos, named testimonials	Confidentiality exposed	Method and useful content instead
Contact form with attachments	Sensitive documents travelling by email	Short form, documents through the firm’s tool
French-only site	Foreign founders lost	English version of the key pages
Rates and deadlines fixed in the pages	Wrong information after the finance law	Deadlines in dated, updated articles
No Google profile, or not linked	Missing from Google Maps for “accountant + city”	Verified profile, real name, linked to the site

How much does an accounting firm’s website cost?

In the Moroccan market, a showcase website costs from about 5,000 DH with a freelancer and 15,000 to 45,000 DH with a traditional agency, for the build alone; hosting, domain, maintenance and changes come on top every year. The three-year breakdown is in our article on website cost in Morocco.

At Bzaf Studio, the all-inclusive plan costs 399 DH a month including VAT, with a 12-month commitment, then month to month; or 4,550 DH a year including VAT, 238 DH less than twelve monthly payments. There is no setup fee: the first month is paid when you order, by bank transfer, and our bank details are sent with the order confirmation, within 24 hours.

It includes a showcase website of up to 30 pages with a custom, mobile-first design, a blog, an FAQ, the contact form, the WhatsApp button, SEO on every page, the second language, the Google Business Profile, the legal pages, the domain name, hosting and maintenance with SSL, backups and small changes, and one blog article written for you every month. The site goes live within 5 working days of your complete brief, and you approve every page before launch.

An accountant’s calculation: paid yearly, the site costs 4,550 DH including VAT. It has paid for itself as soon as it brings in a single annual client whose fees exceed that amount. Run the numbers with your own fees.

What the plan does not include, and we would rather say so: a client portal, document upload, a connection to your software, a third language or custom development. Beyond 30 pages, extra pages are quoted at a per-page rate given in advance.

What we need from you: your exact title and regional council, the services you actually want to sell, each partner’s background and photo, the address and hours, and a careful review of every page before launch.

The pre-launch checklist

Go through every page. If any answer is no, fix it before publishing.

• Your exact title, professional body and regional council appear on “The firm” page and in the footer.
• “Cabinet comptable”, “fiduciaire comptable” or “société de comptabilité” are only used if your registration allows it.
• Partners appear under their real names, with degrees awarded or recognised by the state.
• No superlatives, no rankings, no tax promises.
• No client named, no client logo, no testimonial that identifies a file.
• Every service you sell has its own page: what is included, what the client provides, the next step.
• Foreign founders find an English page explaining your remote method.
• The form asks only for what is needed, with no attachments, and the site runs on HTTPS.
• The privacy policy is written for Law 09-08, and the CNDP declaration has been made where required.
• Tax and social security deadlines live in dated articles.
• The Google profile carries the firm’s real name and real address, and links to the site.
• Where a wording was in doubt, your regional council has seen the mock-up.

We work from Marrakech for businesses all over Morocco, from Casablanca to Tangier by way of Rabat, and we reply within 24 hours on WhatsApp. To see how we handle another regulated profession, read our guide to a law firm website in Morocco. To get started, the order page takes five minutes, and we will tell you frankly whether your project fits the plan.