Writing, websites and content strategy
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.
There is no secret switch that puts your firm into an AI answer. But there are clear reasons one firm is easier to recommend than another.
Your firm ranks on Google, but ChatGPT and other AI assistants keep naming its competitors. The problem may begin with what your website actually says.
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.
Your SEO agency delivered. The traffic is there. The rankings are there. So why aren't the enquiries? Before you brief another agency, it's worth asking whether the website is actually ready for the people who find it.
Your website has two structures: the menu, and the one that's grown beneath it. A content audit shows which version of your firm clients actually see.
Referrals work because they are specific and build trust. Many professional services websites lose that advantage because those details never reach the page.
Website analytics can show you traffic, rankings and engagement. But they cannot always tell you what the problem is. Here are four signals that may point to the need for a content marketing audit.
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.
A new website can end up making old content look better without making it work better. For professional services firms, a website content audit helps identify commercial, credibility, compliance and SEO risks before the rewrite begins.