Digital marketing for professional services businesses | Smart Local

Digital marketing for professional services


How to attract local clients to your professional services business

Build your local client base with a little help from Smart Local

Read our Guide to Digital Marketing for Local Business here

Local digital marketing ensures that your potential clients can find your company and the information they need to make an informed decision right away.

You won’t have to waste time fielding calls from people who don’t understand the service you provide or where you’re based. You’ll be able to focus on building a strong local client base that will keep growing and growing (as long as you use our techniques).

Sound good? Let’s find out a little more:

Who can benefit from this guide?

If you work in professional services and want to present your business as the perfect local solution for your clients, you could make huge steps forward with local digital marketing. Here are just a few businesses who have benefitted from the techniques explained in the guide:

  • Accountants
  • Solicitors
  • Estate/lettings agents
  • Office space managers
  • Event managers
  • Business services

The main techniques are:

Local SEO

Location is crucial in professional services – people buy from people, and it’s a lot easier to set up multiple meetings if everyone is broadly based in the same area.

That’s why you’ve got to make sure your online presence explains the location of your business from the beginning.
Use Google My Business to set up a comprehensive listing (including a Google Maps reference) and you’ll soon start popping up in local search.

Next, optimise your website for local search by using longtail keywords that include your location and service, then add in a dose of microdata to tell search engine crawlers exactly where you’re based.

This will all make sure you’re represented high up in the local search results pages, giving your prospective clients the information they need to reach out to you.

Reputation management

Reputation, reviews and referrals are the three ‘R’s that keep the professional services sector ticking. You need to keep an eye on all of them.

You need a strong system that encourages your satisfied clients to leave positive reviews. Sometimes you’ll need to guide them through the process (e.g. which sites to leave them on, what points they should ideally cover, etc.) so a system that covers the process from start to finish is best. We talk about just such a system in our guide, so you should really check it out!

However, it’s not just review sites that need managing – you’re probably mentioned in a dozen other places online that you don’t even know about. Local forums and Facebook pages are the big culprits. Try to monitor them as much as possible and respond (politely) to any feedback given.

Interacting with your clients and their feedback will entice other clients like them to your door, and establish your company as the go-to local solution for your area of expertise. What could be better than that?

Content marketing

Content is your chance to show off a little – demonstrate your expertise with an educational blog, or write an opinion piece about changes within your industry.

Top-notch written content will show that you know what you’re talking about and make you the obvious choice for prospective clients.

Add in some visuals (an image, infographic, chart or video) and you’ll soon be a firm favourite among your visitors.

This will nudge them to book a consultation, and from there it’s down to you!

Read our free guide to learn more about how to build a strong local client base