One of the problems with marketing and producing creative for a professional services business is that there is usually far too much you could talk about. Different services, sectors, offices, expertise, people, specialisms, years of experience and a bunch of other things someone internally thinks absolutely have to be on the homepage. None of it is wrong either, which makes deciding what matters to the person looking at it difficult.

I think this gets harder as a firm grows. Everyone inside understands the business because they are surrounded by it every day, but someone arriving on the website for the first time doesn’t have that luxury. They might only want to know whether you understand their particular problem and whether they would trust you to sort it out. If they have to work through half the company history and fifteen service lines before getting there, you may have already lost them. That doesn’t mean making the business sound simplistic, just getting a bit tougher about what needs saying now and what can wait until later.