A plain-English due diligence guide so you don’t end up with another “pretty brochure” that fails to deliver enquiries.
Have you ever invested in a slick new website, only to find it didn’t bring in new clients or proposals?
Why do so many professional services firms (from accountants to consultants, architects to advisors) end up with polished websites that look impressive but fail to generate real leads?
This guide gives you the 21 most important questions to ask before you hire a web designer for your professional services firm. They’ll help you cut through vague promises, avoid hidden traps, and ensure your next website becomes a lead-generation engine, not just a brochure.
By the end, you’ll know:
- What strong answers vs. red flags sound like
- How to protect SEO, compliance, and ownership during a website build
- Why “system-first” websites deliver better ROI than design-only projects
- The 10-point checklist you can take into any vendor meeting
The 21 Questions Every Professional Services Firm Should Ask
Grouped into Strategy, SEO, Compliance, Measurement, Performance, Process, and Pricing, these questions ensure you hire a partner who builds for results — not just for looks.
Look for these strong answers. Watch out for the red flags.
Strategy & Messaging (Positioning, Architecture, Conversion)
- Who are our ideal clients, and what must they believe before they enquire?
What site architecture do you propose — and why? - What conversion targets will you design for?
- Who writes the copy?
- What proof assets will appear on key pages?
- How will you handle multiple service lines (e.g., tax, advisory, consulting, architecture)?
SEO & Launch Migration (Protecting Visibility)
- How will you protect existing Google rankings at launch?
- What SEO foundations are included?
- What’s your analytics and tracking plan from day one?
Compliance & Accessibility (Trust & Risk)
- How will you ensure GDPR and sector-specific compliance?
- What accessibility standard will you meet?
- How will enquiry data be stored and protected?
Measurement, Ownership & Attribution
- Who owns the domain, hosting, website, analytics, and CRM accounts?
- Will we have full admin access from day one — and on exit?
- How will you attribute enquiries to pages and channels?
Performance & Security
- What performance targets will you hit (Core Web Vitals)?
- What’s your security posture?
Process & Communication
- Who is my accountable lead, and what are the response SLAs?
- What is your launch checklist?
Pricing, Terms & Post-Launch
- What exactly is included — and how do you handle changes?
- What happens after launch?
ROI: Design-Only vs System-First
| Approach | What you get | ROI impact |
| Design-First | Polished visuals, generic template, you supply the content | Low – credible appearance but few real enquiries or proposals |
| System-First | Strategy, copywriting, SEO migration, compliance, CRO, tracking | High – steady enquiries, measurable ROI, more signed contracts |
A cheaper “design-only” website often costs more in lost opportunities. A system-first build pays for itself in months.
Proof in Practice
Studio Charrette — Switched from underperforming ads to a system-first build. Within the first month they were generating 10+ qualified enquiries per day, at £17.20 per enquiry, and organic keywords more than doubled (257 → 514) in 30 days.
Hair by Imad – Already reputable but invisible online. With SEO and conversion systems in place, bookings increased by 700% from organic search.
Copy/Paste Mini-Checklist (Bring This to Your Vendor Meeting)
- Do we own domain, hosting, site, analytics, CRM?
- Show the redirect plan + Core Web Vitals targets.
- Include GDPR + accessibility (WCAG 2.2 AA) in scope.
- Confirm GA4, call/form tracking, and UTM attribution.
- Share the 50 step launch checklist.
- Name the delivery team + SLAs.
- Define conversion KPIs + 90-day roadmap.
- Include exit terms (asset handover within 5 days).
- Provide case studies with numbers (not adjectives).
- What’s your results guarantee?
Final Thought
For professional services firms, a website isn’t just a brochure — it’s your most important business development tool. If a web designer can’t answer these 21 questions clearly, you’ve just avoided an expensive mistake.
Want a diagnostic, not a pitch? Book a More Clients From Your Website Call, or review transparent options on our Pricing Page — tailored specifically for professional services firms.
✅ Final Word: Don’t buy design. Buy a system. These 21 questions will help you choose the right partner.
