[Industry]
Digital marketing for Professional Services.
Digital marketing for professional services that wins the right clients.
Professional services marketing
Selling expertise
When you sell expertise, people buy trust before they buy anything else. They research carefully, compare a shortlist and often take weeks to get in touch. Marketing that chases clicks misses the point.
I work with professional services firms as a freelance specialist. You deal with me directly, and I judge success by the quality of the enquiries you receive, not the number of them.
Who this is for
Better enquiries
Fewer time-wasters, more of the work you want
Most firms I speak to do not need more enquiries. They need better ones: the right type of matter, in the right location, at a value worth taking on.
How I improve enquiry quality
- Targeting by service, location and case value, so your budget goes to the work you want more of.
- Negative keywords and exclusions that filter out job seekers, students and people looking for free advice.
- Call and form tracking that shows which keyword produced each enquiry.
- Landing pages that answer the questions people ask before they call: who you are, what it costs and what happens next.
Price transparency. If you are regulated by the SRA, your website has to publish price and service information for certain types of work. I build that into the pages I create, so your marketing and your compliance pull in the same direction.
"I can’t recommend Rob at Ascend Digital highly enough. Rob is incredibly responsive and quick to help with anything you need. He goes above and beyond to ensure everything runs smoothly. Working with him has been an absolute pleasure, and I’m so grateful for all his support and expertise. If you’re looking for someone who genuinely cares and delivers results, Rob is the person to go to."
R Bunting, Meller Speakman
How I help
Utilising a full-funnel approach
Taking out professional advice takes a lot of consideration, therefore ensuring multiple touch points give your business the best chance of remaining front of mind, for when prospects are ready.
Google Ads
Search, Shopping and Performance Max campaigns, built and managed to maximise your return.
Meta Ads
Facebook and Instagram ads that put you in front of the right audience.
Website design
Bespoke, responsive websites and landing pages, built to be found and to convert.
CRO
Testing and improving your pages so more of your visitors become customers.
Results
Work for professional services firms
A trustworthy legal brand, rebuilt from a stock-image site
A new firm whose website had been built overseas with stock imagery and AI-written content. I restyled the site and rewrote the content to build a brand that fits a legal practice.
New website with working property search
A full rebuild for a property firm, refreshing the brand and adding estate agency services with filters and property search.
Clear routes for two recruitment divisions
A rebuilt website with a clear design for both of their recruitment solutions, office and engineering.
The challenges
What makes marketing hard in this industry
Three things make this sector harder than most.
Expensive clicks, long decisions
Search terms for legal, financial and property services are some of the most expensive on Google, and a new client can take weeks to decide. I build campaigns around the searches that signal real intent and keep your firm in front of people while they make up their mind.
Enquiries are not all equal
Twenty form fills mean little if only two become clients. I track calls and forms back to the campaign and keyword, and feed real outcomes into the ad platforms so they find more of the clients you want.
Reputation and regulation
Your marketing has to sound like your firm and stay within your regulator’s rules, whether that is the SRA, the FCA or a professional body. I write every ad and page with that in mind, and nothing goes live without your sign-off.
Get in touch
Let's talk about your marketing.
Choose whichever is easiest. I’ll tell you honestly where I can help.
Send me a message
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FAQ
Digital marketing for professional services: common questions
What does digital marketing for professional services involve?
It covers the channels that help the right clients find and choose your firm: paid search, a website that builds trust, conversion rate optimisation and the tracking that shows which enquiries become clients. Most firms do not need all of it at once. I start with the channel most likely to bring in the work you want.
Do you offer marketing for law firms?
Yes. I work with solicitors and law firms on Google Ads, websites and lead tracking, and I understand the importance of building trust and authority with the people searching for legal help. The same approach applies to accountants, financial advisers and other regulated firms.
How much should a professional services firm spend on Google Ads?
It depends on your practice area and location, because click costs vary widely. I start by working backwards from what a new client is worth to you and how many enquiries it takes to win one. [Add your minimum monthly ad budget, if you have one.]
How do you measure lead quality?
By tracking each call and form back to its source and, where your systems allow, matching enquiries to the clients they became. That lets me optimise campaigns for signed clients and not only for form fills.
Can you work within SRA and FCA advertising rules?
Yes. I write ads and pages with your regulator’s rules in mind and you approve everything before it goes live. Compliance sign-off stays with your firm, and I make that easier by flagging anything that needs a second look.
How long does it take to see results?
Campaigns usually start producing enquiries within the first few weeks. Because professional services clients take time to decide, it typically takes two to three months to judge lead quality properly and tune the account.