This page covers AAT only. The requirements that apply to every UK practice website are on what UK rules require of a practice website.
Two things decide what an AAT member can honestly put on their website: whether their situation actually calls for a licence at all, and, if it does, which of the two licence types they hold. Neither is obvious from the qualification alone.
When self-employment tips into needing a licence
Working for yourself and dealing with clients directly is what triggers it. AAT's eligibility guidance sets it out plainly for anyone providing bookkeeping or accountancy work to the public across the UK, the Channel Islands or the Isle of Man on that basis: get licensed, and get supervised for money laundering purposes alongside it.
Three situations sit outside that default rather than a long list of them. Being already authorised through a recognised chartered or certified body covers the AML and competence ground another way, so a second AAT licence is not asked for on top. Working strictly as a subcontractor to another practice, rather than holding the client relationship yourself, is treated differently again. And unpaid work for family, friends or a small charity is not the kind of public practice the rule is aimed at. Fall outside all three and the licence is not optional.
The two licence categories, and what each one covers
AAT splits services into four tiers by risk, and the two licence types give access to different slices of them. An AAT Licensed Bookkeeper can apply to offer up to five services, all sitting in the lowest-risk tier. An AAT Licensed Accountant can apply for services across all four tiers, up to eighteen in total. A website that lists tax return preparation or business advisory work, but the person behind it only holds the bookkeeping licence, is describing services that licence does not actually cover.
Holding either licence carries ongoing conditions, not just a one-off approval. AAT requires licensed members to work in line with its Practice Assurance Standards and to stay "fit and proper" under its own criminal convictions, disciplinary sanctions and insolvency policies throughout the time they hold the licence, not only at the point they applied for it.
What you can honestly call yourself
AAT's own description of the licence is specific: it is what entitles a member to call themselves an AAT Licensed Accountant or AAT Licensed Bookkeeper, and which of the two depends on the services they have actually been approved to offer. A site that uses the "Licensed Accountant" title while the person only holds a bookkeeping licence is overstating what has actually been granted, not just using an informal shorthand.
The title is also not permanent once earned. AAT's own conditions state that if a member fails to renew or pay their fees by the renewal date, the licence expires and they are no longer permitted to provide services to clients at all, let alone use the title on a website that has not been updated to reflect it.
What sits on the hub page instead
The AML, company-disclosure and contact-form rules that apply to every practice website are not repeated here, because being AAT licensed does not change any of them. Read them once on the hub page and they cover your site too.