Building a website is easy. Building one that keeps you on the right side of ICAI's guidelines requires knowing the rules.
The revised Code of Ethics (effective April 2026) gives CAs significantly more freedom, but there are still mandatory elements and prohibited content. This checklist ensures your website is both professional and compliant.
Print this out, or save it. Check each item before you go live.
Mandatory Elements (Must Have)
Identity & Credentials
- Firm name as registered with ICAI
- Firm Registration Number (FRN) — prominently displayed, not buried in a footer
- ICAI membership numbers for all partners listed
- Designations — "Chartered Accountant," "CA," "FCA," "ACA" used correctly
- Year of establishment (optional but recommended for credibility)
Contact Information
- Office address — Full address with city and PIN code
- Phone number — Dedicated business line preferred
- Email address — Professional domain email (name@firmname.com), not Gmail/Yahoo
- Office hours — When clients can reach you
Service Descriptions
- Accurate service listing — Only list services you actually provide
- Factual descriptions — Clear, honest explanations of each service
- No guaranteed outcomes — "We help with tax planning" (OK) vs "We guarantee maximum refund" (NOT OK)
- Distinction between exclusive and non-exclusive services — Audit/attestation described differently from consulting/advisory
Legal & Compliance
- Privacy policy — How you handle client data
- Terms of engagement — Or at least a disclaimer about professional terms
- Copyright notice — Standard footer copyright
Recommended Elements (Should Have)
Team Profiles
- Partner names and qualifications — CA, FCA, ACA, other degrees
- ICAI membership numbers for each CA on the team
- Areas of specialization for each partner/team member
- Professional photos (optional but significantly improves credibility)
- Brief professional bios focusing on experience and expertise
Content & Marketing
- Blog or resources section — Articles about tax, GST, compliance topics
- FAQ section — Answers to common client questions
- Testimonials (with written client permission, for non-exclusive services)
- Client names/logos (ONLY with written permission from the client)
Lead Generation
- Contact form — Simple inquiry form with name, email, phone, message
- WhatsApp chat button — Floating button for instant communication
- Call-to-action buttons — "Request Consultation," "Contact Us," etc.
- Google Maps — Embedded map showing office location
Technical Requirements
- SSL certificate (https://) — Non-negotiable for any professional site
- Mobile responsive — Works on phones and tablets
- Fast loading — Under 3 seconds on mobile
- Accessible — Readable fonts, good contrast, clear navigation
Prohibited Content (Must NOT Have)
Self-Laudatory Claims
- No "best CA firm," "top chartered accountant," or "#1" claims without independent verification
- No "guaranteed results," "100% accuracy," or absolute promises
- No awards or rankings that cannot be independently verified
- No comparisons with other specific firms
Misleading Information
- No inflated client counts or revenue figures
- No fabricated testimonials or case studies
- No misleading fee representations
- No implying government endorsement or ICAI endorsement
Financial Inducements
- No "free audit" offers that commoditize professional services
- No fee undercutting advertisements ("cheapest CA in town")
- No discount coupons or promotional offers for professional services
Exclusive Service Promotion
- No aggressive push marketing for statutory audit services
- No solicitation language for attestation and certification work
- These services can be listed (pull model) but not actively promoted (push model)
Other Prohibitions
- No disparaging content about other firms or professionals
- No political affiliations or controversial positions
- No content unrelated to professional services
- No pop-up ads for third-party products
- No hidden text or deceptive SEO practices
The Grey Zone (Use Professional Judgment)
These items are permitted under the new rules but require careful handling:
Achievement mentions: You can mention achievements ("handled GST compliance for 200+ businesses") but avoid superlatives or implied superiority.
Client logos: Permitted with written permission. Get it in writing (email is fine) and keep records.
Fee information: You can mention starting prices ("ITR filing from ₹999") but avoid price-focused marketing that makes professional services look like commodities.
Contemporary design: The new rules explicitly allow modern visual design. You can use images, graphics, and video — but keep it professional. Your website should look like a professional services firm, not a retail store.
Success metrics: "Helped clients save ₹X in taxes" is increasingly acceptable, but ensure it's accurate and not positioned as a guarantee for new clients.
Quick Audit for Existing Websites
If you already have a website, run through this quick audit:
- Open your website on your phone. Does it look professional and work properly?
- Can you find your FRN within 5 seconds? It should be visible without scrolling.
- Read every sentence of copy. Is anything exaggerated, unverifiable, or self-laudatory?
- Check all links. Do they work? Do any lead to broken pages?
- Check your contact info. Is everything current and accurate?
- Look at your photos. Are they professional? Do they represent your firm accurately?
- Read your testimonials. Do you have written permission for each one?
- Check your service descriptions. Are they accurate to what you actually offer?
- Search for your firm on Google. Does your website appear? Is the preview text appropriate?
- Compare to the checklist above. What's missing? What needs to be changed?
Using AI4CA for Built-In Compliance
AI4CA templates are designed with ICAI compliance in mind:
- FRN display is built into every template — it's not optional, ensuring you never forget it
- Service descriptions use compliant language — no self-laudatory defaults
- No aggressive promotional elements — CTAs are professional, not salesy
- Mobile responsive by default — every template works on every device
- SSL included free — https:// from day one
- SEO best practices — structured data, meta tags, fast loading
The templates provide the structure. You provide the accurate content. Together, that's a compliant website.
A Word on Enforcement
ICAI does monitor member websites. Complaints from other CAs or the public can trigger reviews. The Ethics Committee can take action ranging from warnings to suspension.
The practical approach:
- Follow the guidelines — This checklist keeps you safe
- Keep records — Save client permission emails, original content sources
- Review periodically — Check your website every quarter against this checklist
- When in doubt, be conservative — It's better to under-promote than to face a misconduct charge
The goal isn't to find the edge of what's permitted. It's to build a professional online presence that grows your practice while maintaining the dignity of the profession.
Start with a compliant foundation. AI4CA's templates are designed for ICAI compliance from day one. Build your professional website at ai4ca.in — free, compliant, live in 10 minutes.