We get a lot of questions from accountants, attorneys, consultants, and financial advisors in San Antonio about their websites. Most of them are making the same mistakes. Here are the real answers to the questions we hear most.
“Our website looks professional. Isn’t that enough?”
Looking professional is table stakes. The real question is: does your website convert visitors into leads? A gorgeous site that doesn’t have a clear call to action on every page, an easy way to schedule a consultation, and content that explains what you actually do is just an expensive digital brochure.
Pull up your analytics. How many visitors land on your site each month? How many of them fill out a form, call you, or book a meeting? If that conversion rate is below 2-3%, your site looks good but isn’t working.
“Do we really need a blog?”
Yes. Here’s why: every blog post is a new page that can rank in Google search results. An accounting firm that publishes a post called “2023 Tax Changes for San Antonio Small Businesses” can rank for that search term and attract business owners who are actively looking for help. Our content marketing plan for professional services heading into year-end has more ideas on topics that attract the right audience.
You don’t need to publish weekly. One solid post per month is enough. Write about the questions your clients actually ask you. Those questions are being typed into Google by people who could become your next client.
“What about our team page?”
Your team page is often the most-visited page on a professional services website…second only to the homepage. People want to know who they’ll be working with. Don’t just list names and titles. Include a real photo (not a stock image), a brief bio that shows personality, and a way to contact each person directly.
A law firm in the Dominion area revamped their attorney bios to include personal interests, community involvement, and even where they went to high school. Their team page engagement time tripled, and they started getting clients who said, “I chose you because I felt like I already knew you.”
“Should we list our prices?”
This depends on your industry, but in most cases: share something. You don’t need to publish an exact fee schedule, but giving visitors a starting point or range helps them self-qualify. “Consultations start at $150” or “Monthly retainers typically range from $500 to $2,000” sets expectations and attracts serious inquiries.
The firms that say “call for pricing” often wonder why they get so few calls. People want to know the ballpark before they pick up the phone.
“How important is mobile?”
Extremely. Over half of the traffic to professional services websites comes from mobile devices. Your site needs to be as easy to use on a phone as it is on a desktop. Tap-to-call buttons, readable text without zooming, and a mobile-friendly contact form are non-negotiable.
Ask five people to visit your site on their phones and try to schedule a consultation. Watch where they get stuck. Those friction points are costing you clients every day. We take a deeper look at these conversion issues in our 2024 guide to fixing professional services websites.
“We built our site five years ago. Is it time for a redesign?”
If it’s been five years, almost certainly yes. Web standards, SEO best practices, and user expectations have all evolved. But a redesign doesn’t have to mean starting from scratch. Often, strategic updates to your content, page speed, and conversion elements can transform your results without a full rebuild. Your local SEO matters just as much – see how to use the summer slowdown to fix your local SEO.
Want a professional assessment of where your website stands? Explore our website management services…we help San Antonio professional services firms turn their websites into client-generating machines.