01 / 06
Content that answers what clients actually search
People search "how to respond to a GST notice", not "best CA". Answer the question and you meet them before your competitors do.
Industries
Professional services
Chartered accountants, legal, consulting, insurance, financial advisory
Trust is the entire product and most sites communicate none of it. Referrals dry up and there is nothing underneath them.
(02) Digital presence
What a professional practice must have online.
Six things. If you only ever do these and nothing else, you will still be ahead of most of your category. Where customers come from here: Referrals, LinkedIn, search for specific problems, and professional networks.
02 / 06
Credentials and registrations stated plainly
Membership numbers, years practising, areas of specialisation. This is the whole trust argument.
03 / 06
Service pages per problem, not per department
Organise by what the client is worried about, not by how your firm is structured internally.
04 / 06
A site that does not look like 2009
In a trust business the site is the suit. Nobody says it out loud and everybody judges it.
05 / 06
A consultation booking that is low commitment
The first step should be a conversation, not an engagement letter.
06 / 06
Proof, in whatever form compliance allows
Anonymised outcomes, sector experience, published articles. Something other than adjectives.
(03) Priority order
What we would do first for a professional practice.
In this order, for this category, and for the reasons given. How fast: The slowest category here, three to six months, because it runs on content and search rather than on impulse.
01
SEO
Content answering the specific problem, such as how to respond to a GST notice, which is what clients actually search before they search for a firm.
02
Website Design and Development
Pages organised by the problem your client has, not by how your firm is structured, with credentials stated plainly.
03
AI Concierge
It handles the first qualifying questions so you only spend time on matters inside your practice area.
04
Conversion Optimisation
Whether the credibility signals land before the consultation request, because trust is the conversion here.
05
Lead Generation
Consultation requests qualified by matter type, so you only spend time inside your practice area.
(04) The real questions
What practice customers ask before they buy.
Every one of these should be answered before somebody has to call and ask it. The ones you make people call about are the ones that cost you customers quietly.
- What do you charge
- Have you handled my type of case
- How long will this take
- Who will handle it
- Is the first consultation free
This is the general version.
On a call you get the version that is about your business.