When an accounting firm acquires another, the focus usually shifts to clients, contracts, and compliance. But one area people often overlook is the website and email transition for accounting firm acquisitions.
If you’re an accountant involved in an acquisition—whether acquiring another firm or being acquired—you need a plan for your domain name, website traffic, and email continuity. Here’s what to consider:
1. What Happens to the Old Firm’s Website During the Transition?
The first decision: Decide whether to keep the old firm’s website online, merge it into the new firm’s site, or shut it down.
- If the old firm keeps its branding, you might want to maintain its website separately.
- If the old firm is fully merging, you’ll need to transition traffic to the new site carefully.
How to Handle the Domain Transition for Acquired Accounting Firms
Follow this two-step approach:
Step 1: Start with a Domain Alias (Short-Term Use)
A domain alias allows oldcompany.com to display the new website while keeping the old URL visible in the address bar.
✅ Best for: The initial transition phase, where clients are still familiar with the old firm’s domain.
✅ Benefit: Clients can continue using oldcompany.com, and there’s no sudden disruption.
However, a domain alias is not a long-term SEO strategy because search engines might see both domains as duplicate content.
Step 2: Move to a 301 Redirect (Permanent Change)
After 6-12 months, replace the alias with a 301 redirect, which automatically sends visitors from oldcompany.com to newcompany.com.
✅ Best for: When you fully merge the old firm and want all traffic to go to the new brand.
✅ Benefit: Preserves SEO rankings and ensures all users end up on newcompany.com.
| Transition Phase | Solution | What Happens |
|---|---|---|
| Short-Term (First 6-12 months) | Domain Alias | Clients can visit oldcompany.com and see the new firm’s website without being redirected. URL stays the same. |
| Long-Term (After 6-12 months) | 301 Redirect | Visitors to oldcompany.com are automatically redirected to newcompany.com. URL updates to reflect the change. |
2. Email Forwarding vs. Aliases: What’s Best for Email Transition for Acquired Accounting Firms?
Accounting firms rely heavily on email for client communication. If employees are getting new email addresses, it’s crucial to avoid disruptions.
Email Options When Switching Domains
1. Email Forwarding
- What Happens: Emails sent to
john@oldcompany.comare automatically forwarded tojohn@newcompany.com. - When to Use It: When staff are switching to new email addresses but still need to receive emails from the old one.
- Pros: Clients can still reach the old address.
- Cons: Employees must reply from the new address, which may cause confusion.
2. Email Aliases
- What Happens: Both
john@oldcompany.comandjohn@newcompany.comdeliver emails to the same inbox. - When to Use It: When you want staff to receive emails from both domains without disruption.
- Pros: Seamless experience; no need for forwarding.
- Cons: Staff might forget to update their email signatures.
Best Practice:
- During the first 6-12 months, use email aliases so employees can receive emails from both domains.
- After that, transition to email forwarding before eventually retiring the old email domain.
3. Why You Should Keep Your Old Domain Active During Website Transition for Acquired Accounting Firms
Yes, you should keep the old domain active for at least 1-2 years, even after the transition is complete.
Why?
✅ 301 redirects need the old domain to work. If you stop paying, visitors will see a dead page.
✅ Clients may still try to visit the old website. Keeping the domain lets you guide them to the new firm.
✅ Email forwarding depends on the domain staying active. If you shut it down, emails sent to @oldcompany.com will bounce.
✅ Prevents competitors from buying the old domain. You don’t want a rival firm using it.
If you want to save costs:
- Cancel web hosting (you only need to renew the domain name).
- Use a domain parking service to keep it without hosting fees.
Final Checklist for Accountants Merging Firms
- Begin with a domain alias for 6-12 months to maintain familiarity.
- Transition to a 301 redirect after 6-12 months for SEO and branding consistency.
- Set up email aliases initially, then move to forwarding for old addresses.
- Keep the old domain active for at least 1-2 years to prevent losing traffic.
Example of a 301 Redirect
Top 100 accounting firm Kahn, Litwin, Renza & Co. (KLR) has officially combined with Sullivan Bille PC, an established accounting and advisory firm based in Andover, MA.
As part of this merger, KLR has streamlined its online presence by setting up a 301 redirect from the former Sullivan Bille PC website to the newly unified KLR domain.
This ensures that clients and visitors are seamlessly guided to the combined firm’s new website, while preserving SEO value and web traffic from the Sullivan Bille PC domain.
If you visit www.sullivanbillepc.com , you will be redirected to KLR’s website.
Need Help with Website and Email Transition for Account Firm acquisitions?
As a web developer who works with accountants, I can ensure a smooth transition—whether that means setting up redirects, managing email changes, or making sure your firm doesn’t lose SEO rankings.
Let’s make sure your firm’s digital presence remains professional and hassle-free. Get in touch to start your website and email transition.
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