One platform. Six professions. The difference is everything it says.
A bookkeeper and a solicitor are not buying the same thing, even though the machinery underneath is identical. One is buying security. The other is buying the confidence to charge properly.
So the platform is shared and the argument is not. Below is exactly what stays the same and what we rewrite for each.
What is shared, and what we rewrite
Standardising the machinery is what makes this affordable. Rewriting the argument is what makes it work.
What each one is actually buying
The sentence in their head, the search that matters, and the month it all hinges on.
“We’re a better firm than half the practices above us.”
The dominant emotion is standing. Twenty years of building a practice, and the firms getting found are the ones with newer websites and more reviews. They are not buying SEO — they are buying being the obvious choice.
Objection we hear most: “We get all our work by referral.” True, and unpredictable.
“I know I’m good at this, but nobody knows I exist.”
The dominant emotion is security, not growth. Most are three or four clients away from a difficult year. They do not want explosive growth — they want a diary that stays full and income they can plan around.
Objection we hear most: “Doesn’t the software do all that now?” Software records what happened; you notice what it means.
“People need to trust me before they’ll even take the call.”
The longest consideration cycle of the six. Somebody handing over a pension reads everything first. The job is to be visibly credible for months before the enquiry, then reply within the hour when it lands.
The constraint: no performance claims, no implied guarantees. Every line is written to the Central Bank rules and signed off by you.
“If I don’t ring back within the hour, they’re gone.”
The most time-sensitive of the six. A first-time buyer enquires with three brokers on a Sunday evening and goes with whoever replies first and sounds human. Response time is not a nice-to-have here — it is the entire margin.
Which is why follow-up is weighted hardest in this build, and why your report leads with reply time.
“The comparison sites have made us look like a price, not a person.”
Fighting commoditisation. The whole argument is that a broker who knows the trade gets the claim paid and the cover right — which a price-comparison table cannot show. That case has to be made online, before the quote.
Content leans into trade-specific cover, because that is where the aggregators are weakest.
“One conveyancing file is worth two hundred clicks.”
Volume is irrelevant; matter type is everything. A firm wanting probate and commercial work is running a different campaign from one chasing conveyancing, even in the same town. We build per practice area, not per firm.
Written to Law Society advertising rules — no outcome claims, no comparative language.
The same parts, weighted differently
Every account gets all of it. Where the effort concentrates is what changes — and it is decided by how your buyer behaves, not by a package tier.
Why not restaurants, gyms and everyone else?
Because the moment you take on a twelfth industry, you stop knowing any of them and start selling websites again.
If your firm sits across two of these
Most do. Here is exactly how the build changes rather than a vague reassurance that it is all fine.
Accountancy plus bookkeeping
Advice plus mortgages
Several offices or towns
A profession close to these
Start with your own town, not a generic case study
The free Visibility Audit is built for your profession: the searches that matter in your discipline, where you sit on them today, and how your rating compares to the firms beside you.
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