A site that may inform, and may not sell.
CA Swapan Pradhan practises as a Chartered Accountant from Garfa, Kolkata. The practice handles GST, income tax, audit and company compliance for businesses and individuals in Kolkata, across West Bengal and in Odisha, and advises Indian businesses trading with the UAE on VAT.
A Chartered Accountant’s website in India is not free to advertise. The Institute of Chartered Accountants of India (ICAI) sets out what it may say and show: no superlatives, no testimonials or ratings, no fees named and no offer of free services, no soliciting. Such a site is there for a person who came looking, to say what the practice does and how to reach it.
The practice’s first site drew every page in the browser. Its HTML held a title, meta tags and an empty element where the page would be drawn, so a crawler that does not run JavaScript received a page with no text in its body.
So the work had two parts. Rebuild the site as pages that arrive whole, for people and for machines. And write ICAI’s guidelines into the site’s own checks, so that a later edit cannot drift past the ones a machine can check.
Constraints
- ICAI’s guidelines. No superlatives, testimonials, ratings, fee wording or soliciting. The CA India logo only as ICAI’s own guidelines for it allow.
- Dates that go out of date. A calendar of filing dates is useful only while every date on it is right, and can be traced to its rule.
- Addresses already in use. The first site’s pages had addresses that people and search engines may still hold. None could be left to break.
- One reader is a machine. Search engines and AI tools read the HTML a server sends. Whatever a visitor can read, they had to receive too.
Decisions
Put the rules in the build
We read ICAI’s Code of Ethics and its advisory on members’ websites into a checklist, and wrote the parts of it a machine can check as a lint that runs on every production build. It reads the finished pages: their text, titles, descriptions, image text and structured data. A superlative from its list, the word “testimonial”, a stated fee or price, an offer of free work, an “award-winning” or “top-rated” claim, review or price schema, or a link outside a short list of permitted kinds of site stops the build, and the site’s production deploy command cannot get past it.
A rule that lives in someone’s memory holds until a busy day. One in the build does not depend on anyone remembering it.
A calendar that names its sources
On the day the site went live its compliance calendar listed 68 due dates still to come, for GST, TDS, advance tax, income-tax returns and tax audit, running to December 2027. Each date names the source it comes from and links to it, and every one of those sources is an official .gov.in page. A date without a source stops the build.
So does a calendar that is running out. When any of the four series on the home page has less than 120 days of dates ahead of it, the site refuses to build until the next dates are added, each with its source. No build can ship a calendar that is about to run out.
Static pages, and one small Worker
The site is Astro, compiled to static HTML and served from Cloudflare Workers. Every page arrives whole, with its words in the HTML, whether or not the reader runs scripts.
The enquiry form is the one part that runs on request: a route on the same Worker, with Cloudflare Turnstile checking the sender and a rate limit behind it. The person who writes gets a confirmation from the practice’s own domain, sent through Resend on the practice’s own account.
Keep every old address answering
The first site’s addresses still answer. Pages that kept their address stand where they were, and thirty-two redirect rules cover the rest, each a single 301 to its place on the new site, never a chain.
One illustrated style
The site is illustrated. Its pictures share one painted, ink-and-gouache style, made to a single written specification, and its hero is a river moving under a drifting sky.
The type is Libre Caslon and Hanken Grotesk, served from the site itself. The CA India logo is ICAI’s own artwork, set as ICAI’s 2023 guidelines for the logo require.
What shipped
- Pages
- 31 pages: Home, About, ten services, three locations, eight guides, the compliance calendar, an FAQ, Contact, and the index and legal pages.
- Checks
- The ICAI lint, the calendar’s source and expiry rules, and rules for the structured data, all run by the build.
- Design
- Art direction, the illustration set, the hero’s motion, the type, and the CA India logo set to ICAI’s guidelines.
- Search
- Location pages for Kolkata, West Bengal and Odisha, structured data on every page, and an llms.txt for AI tools.
Live on 13 November 2026.
CA Swapan Pradhan
caswapanpradhan.com- Performance: 100 out of 100
- Accessibility: 100 out of 100
- Best practices: 100 out of 100
- SEO: 100 out of 100
Mobile · Median of 5 runs · Google PageSpeed Insights · Measured 13 Nov 2026
Performance, run by run: 100 · 100 · 100 · 99 · 100
Desktop, median of 3 runs: performance 100, accessibility 100, best practices 100, SEO 100
The figures above are Google PageSpeed Insights on the home page, on its phone profile: the median of five runs, with the date under them. They are lab tests on one day, and the link beside them runs the same test again.
On the same day we read the live site the way a machine does. A plain request for each of its 31 pages, with no JavaScript run, returns the page’s heading and its text. All 32 redirects from the first site’s addresses answer with a single 301 to an address that loads. The Schema.org validator reads the home page and a service page with no error and no warning.
An automated accessibility check, axe-core 4.13, found no violation of its WCAG 2.0, 2.1 and 2.2 A and AA rules on any of the 31 pages at six screen widths. It is a check by a tool, not a claim of conformance.
