Choosing a marketing agency for a professional services firm

Fibvo editorial · 3 September 2023 · 4 min read

Professional services marketing has unique constraints — confidentiality, professional conduct rules, and a buyer evaluating the person as much as the firm. An agency without this context can produce content that is polished but inappropriate for the profession, or worse, breaches confidentiality norms.

Questions worth asking directly

• How would you write a case study while respecting client confidentiality?
• Can you show a practice area page you've written that reads as genuinely credible, not generic?
• How would you approach content given our profession's advertising or conduct restrictions, if any apply?
• How do you propose to keep partner bios and credentials current on the site?

Signs of a good fit

An agency that asks about your professional body's rules on advertising and testimonials before proposing content is treating your constraints as real, not an inconvenience to work around.

The right agency asks about your confidentiality obligations before they ask about your content calendar.

What a good working relationship includes

Content reviewed by a partner before publishing, clear documentation of what can and cannot be shared publicly, and reporting focused on enquiry quality and conversion to consultation, not just traffic volume.

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Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.