01 / The difference
You are not selling a thing. You are selling judgement.
A shop shows the product. A firm (legal, accounting, consulting, advisory) asks someone to hand over a problem and trust the answer. The buyer cannot evaluate the work in advance, which means they evaluate everything else instead.
That is what your site is for: making an unverifiable promise credible.
02 / One
That you have done this exact thing before
Not “we advise businesses across many sectors”. A visitor wants evidence that you have handled their specific situation: their size, their industry, their kind of problem.
The more specific the example, the more it works. A named client is best; an anonymised but concrete case is nearly as good. “A twelve-partner practice facing X” beats any adjective.
03 / Two
That there are people, and who they are
Professional services are bought from people. A firm with no faces, or with stock photographs of a boardroom, is asking for trust while withholding the only thing that earns it.
Real photographs, real names, actual credentials, and a sentence about what each person handles, so a visitor can see who they would be dealing with. This is the page most firms neglect and most prospects visit.
04 / Three
That you understand the problem better than they can explain it
The strongest page a firm can publish is one that describes the client’s situation more precisely than the client could. It signals experience in a way no claim about experience does.
This is what your writing is for. Not thought leadership in general: the specific, unglamorous questions your clients actually arrive with.
05 / Four
That working with you is not a mystery
Most professional relationships begin with an anxious unknown: what happens after I make contact? What will it cost? How long? What do you need from me?
Say it. The first conversation, what comes after, how you charge (hourly, fixed, retainer) and what you need from them. Firms hide this fearing it invites comparison. It mostly removes the reason to hesitate.
06 / Five
That you are discreet and current
A site with an out-of-date team, a copyright year three years old, or a broken form suggests things about how you handle files. It is unfair, and it is exactly what people conclude.
Equally: be careful with client detail. A firm that publishes too much about a client’s situation is demonstrating something a prospect will notice.
07 / Honestly
The biggest win is usually deleting
Professional services sites accumulate. Twelve service pages nobody reads, a news section that stopped in 2023, a mission statement.
Cut it to what proves the five things above. A short site that answers a prospect’s real questions outperforms a comprehensive one that answers none of them, and the firms in our portfolio that converted best were the plainest.
Tell us who your clients are and we will tell you what your site has to prove to them.