How I help professional services firms
Professional services firms sell something that is hard to put on a page: expertise, judgement, and the trust that comes with them. A solicitor, a surveyor, a consultant or an adviser is asking a client to rely on their thinking, often on something that matters a great deal. The website has to earn that trust before anyone picks up the phone.
I write for professional and advisory firms that need to explain complex, careful work clearly – without making it sound simpler than it is, and without burying the point in the insider language of the profession. That includes solicitors, surveyors, consultants and recruiters, and it sits alongside the work I do for accountancy firms and insurance and financial businesses.
What makes professional services content hard to write
A professional firm usually has several kinds of reader and several kinds of work, and the website has to serve all of them at once.
The buyer may be a business or an individual, expert or anxious, comparing three firms or acting on a referral. The work may span very different departments – a law firm alone might cover private clients, property, employment, corporate and dispute resolution – each with its own language, its own risks and its own reader. And much of it is careful by nature: regulated, technical, or simply too consequential to get wrong.
Content that treats all of that with one vague brochure voice does a firm no favours. What works is writing that understands each area well enough to be accurate, and explains it well enough to be useful to the person deciding whether to trust you with their business.
Where it usually goes wrong
Most established firms are not short of content. They have years of it, but it’s not always clear on their website.
Practice-area and service pages describe the firm as it used to be. Partners come and go, but their pages linger. Legal or regulatory updates pile up until the site is full of advice that was true at the time and misleading now. Different departments publish without one plan between them, so the site reads as several firms rather than one.
There is a newer cost, too. A firm can rank perfectly well in Google and still not get named when a prospective client asks an AI assistant to recommend a solicitor, surveyor or consultant — usually because the site never states plainly what the firm does and who for. I’ve written about why that happens and what to do about it.
What I can help with
The work I offer depends on your firm, and you can choose from any of it. Some firms come for one job – a department’s service pages, a series of articles, a white paper with a landing page. Others want the whole site looked at first. Both are fine.
If you want to know what your existing content is doing before adding more, a content audit is a good place to start. I go through the practice-area and service pages and the years of updates, and work out what to keep, improve, merge, remove or create, so the site reads as one firm again. On larger sites I use Manticore, software I built for my own audits, to check every page in scope and keep the evidence behind each decision.
If you already know what the site needs, we can go straight to it:
- Website copy that explains each area of the practice clearly — service and sector pages, department pages, and an about page that builds confidence rather than reciting history.
- Regular articles that answer the questions clients actually ask, keep up with changes in law and regulation, and support the parts of the practice the firm wants to grow.
Everything else I do is listed on my services page.
I can work directly with the firm, or alongside your marketing team, agency or web developer.
Writing across a law firm’s practice areas
I have written for a major law firm with more than 250 years’ experience and offices in London and the regions.
The work ranged across the firm’s departments. In a single run of blog posts, I wrote about private client subjects such as deeds of variation and leaving money to charity in a will, agricultural law under the Agriculture Act 2020, property and neighbour disputes, and employment updates. Each piece had to be accurate for the department it came from and clear enough for the client it was meant to reach.
That is the test for professional services content generally: not whether the writer can turn a phrase, but whether they can understand a specialist subject quickly, get it right, and make it useful to a reader who is not a specialist. It is the same discipline behind my long content relationships with THP Chartered Accountants and Alan Boswell Group.
A few things professional firms ask
Can you understand our area of work?
I’ve written across law, accountancy, insurance and other professional services for years, so I can pick up a subject quickly, ask the right questions and get it right – then have it checked by the right person before it goes live. I don’t claim to be your expert; I make your expertise legible to the client.
Can you write across different departments or practice areas?
Yes. Most of my work for professional firms spans several areas of the business, each with its own readers and its own detail. Keeping the whole thing consistent is part of the job.
Can you keep our content up to date as the law or regulation changes?
Yes. Professional content dates quickly as the law and regulation move. Revising pages to keep them accurate is part of the ongoing work, so the site isn’t giving advice that has since changed.
Talk to me about your content
If your website needs to explain your work more clearly, or you want to know why AI names other firms, tell me what the site needs to do. A short note is enough to begin.