A website holds an abundance of opportunities for your brand. It allows you to attract visitors with compelling visuals, drive users to valuable content, and demonstrate your expertise with resourceful tools and insights.  

However, building a dimensional and intuitive website that caters to your visitors is not an easy task. In the professional services industry, there are complex services involved, which makes it even more difficult to effectively represent your brand on a digital platform.

Professional services websites demand a more optimized and informative design that both represents your brand and caters to your audience’s needs. In order optimize your efforts in this competitive market, structure your website to act as a marketing funnel to push users to take action.


Once a user recognizes they have a problem, they will use search engines to dive into related solutions. By typing keywords into a search engine, a list of results will generate – ranking websites based on their searchability and accessibility. To rank higher on a results page, build an effective SEO strategy that works to validate your website and its overall user experience. This practice will give your company the boost it needs to attract more web visitors and remain a leading business in a sea of competition.

After a user clicks on your website, you need to provide them with valuable content that drives them to stick around and engage. The right information will help users understand how your company can solve their problems. Therefore, you should include elements such as teasers to industry insights, previews to news articles and input from company executives on entry pages. These will work twofold – giving your visitors critical information to assist them during the awareness stage, while also presenting your professional services company as a thought leader.


After your visitors gather information, they will enter the consideration stage - comparing your products and services among others in the industry. This is a critical point for your website because it’s your opportunity to build a brand preference with your audience.

In order to stand out during this stage, your website should include an option for your services or capabilities in the main navigation. It can encompass a variety of insights – expanding on what you offer your professional audience, the methodology your company takes, as well as the plethora of experience your company holds.

To continue structuring your website, include with a variety of gated content. This type of content allows brands to offer educated insights to audiences. It shows your brand and product value through key differentiators, while explaining how it supports the solutions. You can use a variety of gated content in this phase, such as evaluation tools, buying guides, and product webinars. In the professional services industry, webinars that touch on complex topics, such as “Understanding the Packaging Consulting Practice” can be a valuable resource to help explain your complex services through an interactive experience. By supplying informative and digestible content, your users will be more informed to continue their decision-making process. 

Related: Content Gating: 9 Ways to Spice Up Your Lead Generation


The next phase of the funnel involves converting visitors into customers. By designing your website with intent and direction, you can steer your visitors to make their final decision. To achieve this, include strong calls to action that speak to the needs of your visitors, such as “partner with us,” or “discuss your needs.” By consistently keeping your visitors’ needs as the main priority, they will be enticed to partner with you.

To progress their decision making, include customer testimonials and case studies in the inner pages. This will validate that customers have enjoyed their experience working with your brand; and if the visitor relates to the stories, it could aid their final decision. By tailoring your experience to your audience, you will make their decision-making a breeze.


Now that you’ve converted a lead into a customer, you should aim to transform them into a brand evangelist. By fostering brand advocates, you will expand your reach to new audiences and benefit from word-of-mouth recommendations. Therefore, you should include elements such as a social media feature in your footer, so that users can further engage with your brand outside of your website. By adding a social media component, you are able to build connections with current clients and expose your brand to prospective clients – presenting your business as the trusted partner they need.


Your website is a crucial marketing tool at every stage of the buyer’s journey. As prospects research their issues, consider and compare professional services, and make final decisions, your website must be structured in a way that guides them to the next step. Implementing a strong SEO strategy, providing valuable content that resonates, relaying stories and case studies that validate your business, and engaging with current and prospective consumers on an array of online platforms can help you to achieve this.

When you structure your website like a marketing funnel, you’ll effectively turn strangers into fans.

What have you done to make your website a marketing funnel? Let us know on LinkedIn! 

A Best Practices Guide for Professional Services Web Design