Sectors

Professional services

A client choosing an accountant or an adviser is buying trust before service. The site has to show, in plain words, that the firm has handled a situation like theirs, and who they would be speaking to.

Published projects: 6 published projects
Markets of this work: United Kingdom · United Kingdom and France · Turkey

How clients choose an adviser

Clients rarely arrive with a service name. They arrive with a specific worry: a tax deadline, a company to set up, a dispute to settle. They look for their own situation on the page, then for a sign that the firm has handled it before, then for a person to speak to. They compare slowly and read more carefully than most visitors, so the site has to hold up under close reading, and it has to read just as well on a phone as on a desktop. A named person, a real address and wording that does not oversell all count as evidence.

How we structure the site

We group services by client situation, such as starting out, running and growing, or selling and closing, rather than by the firm’s internal departments. Compliance, support and advisory work each get a clear place. The journey is complete in every language we publish; it is not a shortened copy of the main version. People are named only when the firm approves. The route to contact is the same on every page, so a client who is ready does not have to look for it.

How they are found

Searches in this field combine a service, a type of client and sometimes a place. We write one page for each real service and each real client type, and we write each one as a direct answer to the question behind the search. Regulated professions need extra care. Titles, memberships and registration numbers are reproduced exactly as the relevant register states them, or they are left out. A wrong credential on a page is worse than no credential.

What we ask first

We ask which clients the firm wants more of, and which situations it handles best. We ask what the firm’s regulator requires on a website, such as how a title or a registration number must appear, and we check each item against the register. We ask which languages clients really use. We ask who will be named on the site, and who will approve the wording. The answers decide how services are grouped, how formal the tone is and what stays off the page.

Where our proof comes from

Our published work in this sector includes two UK accountancy practices, a legal practice, a mail workspace built for a practice that runs several businesses, and two confidential business systems. We describe the two systems without client names, screens or figures. We state a result only when a client confirms it, and we publish none for this sector today. What we can show is the structure of each site and the thinking behind it.

Decisions we make on professional services sites

Services grouped by client situation
Adamsons Accountants leads with its small-business specialism and groups compliance, support and consultancy work, so that a prospective client can find their own situation quickly.
Quiet, exact wording
The legal practice site is deliberately restrained. It shows practice areas, credentials as published and a direct route to contact, with no claim that the profession’s rules would not permit.
The same journey in each language
ATA Accountancy offers its whole service hierarchy and its enquiry route in three languages, so a client who prefers another language gets the same journey and not a summary.
Tools that match the practice
The business systems replace spreadsheet workflows with structured records, access control and an audit trail, built around how the practice already works. The people who built them stay reachable afterwards.