Lawyers, accountants, consultants, medical practices.
WHAT MATTERS
Credibility above everything. Visitors are assessing whether to trust you with something important.
WHAT BUILDS IT
Named individuals, with qualifications and photographs Clear statements of what you handle and what you do not Professional body memberships A physical address Plain explanations of processes clients find confusing
WHAT UNDERMINES IT
Stock photographs of people in suits Vague language about excellence and commitment No named individuals Spelling and grammar errors, which matter more here than anywhere else
CONTENT THAT WORKS
Explanations of common situations clients face What to expect when working with you What information to bring Answers to the questions people are too embarrassed to ask
PRICING
Difficult in many professions, and visitors still want an indication. Explain how fees work, even where you cannot state amounts.
REGULATORY CONSIDERATIONS
Some professions restrict what may be claimed in advertising. Check what applies before writing.
CONFIDENTIALITY
Be careful with case studies. Anonymise, and get permission.
