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Good content doesn’t happen by accident. Articles on content strategy for specialist businesses that want their marketing to actually work.
Fogged if you know
It’s one of the most common phrases in accountancy marketing, and one of the least useful. Here’s why ‘business advisers’ falls flat, and what to say instead.
Referrals still matter. I don’t think that’s changed. What I think has changed is the buying process. Prospective clients now spend longer researching, comparing and reassuring themselves before they ever make contact.
Referrals work because they are specific and build trust. Many professional services websites lose that advantage because those details never reach the page.
A blog post or case study may bring someone to your website. But your services pages are where a cautious prospect decides whether getting in touch is worth the risk.
AI can produce a draft, generate alternatives and help structure an argument. What it cannot do is decide what matters, catch a confident-sounding error or care whether the finished piece works. That still requires judgement – and judgement is where good content begins.