How clients choose a practice
Clients choosing an accountant, lawyer, adviser or specialist face a difficult task. They cannot judge technical expertise directly, so they rely on proxies: a referral, the impression the practice gives online, the people they would deal with and how the first conversation goes. Each of those either builds confidence or creates doubt.
Referrals remain the most common starting point for many practices, but they are rarely the whole decision. Research by Hinge, based on a survey of 1,028 professional services buyers, found that more than 80 per cent visit a provider’s website to inform their decision, and that buyers were slightly more likely to search for a provider online than to ask a colleague about them.
The referral still checks you online
That changes how referral-based practices should think about marketing. A referral opens the door, but the website, team profiles and reviews decide whether the prospect walks through it. It is common for a well-regarded practice to have a website that describes it in general terms, which leaves the referred prospect unsure whether the practice suits their situation.
| Question | What clients look for | What helps |
|---|---|---|
| Website | Who the practice helps, and how | A clear position and services in client terms |
| Team profiles | Relevant experience of the people they would deal with | Profiles that explain expertise plainly |
| Reviews and examples | Evidence from clients like them | Case notes and reviews that name the work |
| Proposals | Understanding of their situation | A template that matches the website |
Be easy to describe
The referral loop on this page shows why a clear position matters. A client who can describe the practice in one specific sentence is more likely to refer it accurately, and the person they refer is more likely to recognise the practice when they look it up. A practice that is known for something specific travels further by word of mouth than one that is known as generally good.
Show expertise people can verify
Google’s guidance on helpful, people-first content emphasises experience, expertise, authoritativeness and trustworthiness, with trust the most important. The same qualities persuade clients. Articles that answer common questions clearly, team profiles that explain experience in plain terms, anonymised case notes and reviews that name the work all give prospects evidence they can check.
Keep it consistent
The website, profiles, proposals and emails should all describe the practice the same way. Zelexis works with professional services businesses on positioning, websites, team profiles and proposal templates, so a referred client finds exactly the practice they were told about.
A useful next step
Something to try this week.
Ask the people who refer clients to you most often to describe your practice in one sentence. If their descriptions differ from each other, or from your website, write the one sentence you want them to use and make sure your website opens with it.