How a professional firm gets more clients.
A firm selling expertise: lawyers, accountants, consultants, agencies, architects; clients hire them for a matter or a project.
Clients look in four places before they book a consultation.
Professional directories
Clients and AI answers look up who handles what here.
LinkedIn
The partners' posts are how clients get to know them.
Google Business Profile
Local clients still check the map and reviews.
Local and trade press
Articles and lists build the name AI answers repeat.
More and more of them ask ChatGPT first.
They ask about best firm for the matter, what it costs, how the process works, what to do when the problem hits and comparisons. Questions like these, with your own words in the blanks:
- best your field your profession in your town
- your profession who handles their problem for who it is for
- what to do if their problem
- how much does a your profession charge for their problem
- you or a competitor for their problem
- firms like a competitor
Three plays that work for professional firms.
Pages that answer client questions getting found
Clients ask the assistants what to do before they call anyone.
Directory profiles getting found
Complete profiles are what the answers cite.
The partner's posts getting found
Clients hire the person they already know.
Three things come first.
Getting found
Clients who can't find you pick whoever they find first.
Turning visitors into consultation requests
Every visitor who leaves unsure is a client lost.
Getting recommended
New clients trust other clients more than anything you say.
How often, at most.
These are limits, not targets: something with nothing to say doesn't go out.
- Drafts for LinkedIn posts
- up to 2 times a week
- A short video you film on your phone
- once a week
- An email to past clients
- once a month
- A new page
- when a page is the move you agreed
Nothing goes live without your yes.