You are selling judgement
A prospective client cannot assess your technical ability from a website. They assess whether you seem competent, whether you explain things clearly, and whether you seem approachable.
Everything on the site should serve those three impressions.
What the site must do
- Demonstrate expertise through genuinely useful content, not claims
- Be clear about fees — structure at minimum, ranges ideally
- Show the people — names, faces, backgrounds
- Make the first step easy and low-commitment
Firms that publish substantial, specific answers to client questions get enquiries from people who arrive already convinced. That is the whole game.
Fee transparency is a competitive advantage
Most firms in most professions publish nothing about fees. Being the one that does means being the one shortlisted by everyone who was comparing.
Structure and ranges are enough. You are not committing to a quote.
Team pages do real work
- A proper photograph of each person, not a logo
- What they actually specialise in
- Enough background to establish credibility
- Direct contact where appropriate
Prospective clients look at team pages more than almost anything else. Anonymous firms feel risky.
Content that demonstrates rather than claims
“Expert advice” is a claim. A clear five-hundred-word explanation of something clients find confusing is a demonstration.
The second earns enquiries; the first is on every competitor's site too.