Choosing a marketing agency for a professional services firm
What to ask a marketing agency before hiring them for a professional services firm, and why understanding confidentiality and trust matters as much as creative skill.
4 min read
A visitor researching a legal, financial or advisory matter is often doing so during a stressful or time-pressured situation. A website that makes them hunt for how to actually get in touch loses them to a competitor whose contact path is more obvious.
Common friction points
- Consultation booking buried in a footer or a separate 'contact' page not linked from service pages.
- Practice area navigation using internal jargon rather than the plain-language terms a client would use.
- No indication of typical response time, leaving a visitor unsure whether to expect a call back.
What a good path looks like
A consultation booking or contact option visible on every service page, plain-language navigation, and a clear statement of expected response time together remove most of the uncertainty that causes a researching visitor to leave without contacting the firm.
A visitor dealing with a stressful legal or financial matter will not tolerate a confusing website — they will simply try the next firm's site.
Mobile usability specifically
Many professional services searches happen on a phone, often during a break at work. Test the consultation booking flow specifically on mobile, since a form that is awkward to complete on a small screen loses enquiries that never come back.
The takeaway
Make the path from any page to booking a consultation no more than one click — visitors researching a sensitive matter do not want to hunt for it.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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