There's no mystery about successful CPA web site content. It's as simple as that. Hire a guy who knows these things and can work with them, has extensive background in marketing Accounting services and creating web sites for CPAs and Chartered Accountants. And the mystery will be out of it. Just like it is with your own area of expertise.
Chance has little or nothing to do with it.
The worst place you can save money in is to get a web site that is inexpensive. I don't care if it is FREE - it is still the most expensive expense you will ever have. Oh, our prices are quite moderate. All the same, all created to impress YOU and not your target audience. Well, you figure it out.