Want more clients? Start by answering their questions

21st, Oct 2025

Look at many professional service firms’ websites and you’ll see the same pattern: lists of services, credentials, and plenty of “we” statements. We specialize in this. We have years of experience. We’re experts in…

The problem? That’s not what potential clients are looking for. They come to you because they have a problem to solve, a goal to achieve or a concern keeping them up at night. If your marketing doesn’t speak directly to those questions, they’ll quickly move on to someone who does.

ask the right question signThe good news is that attracting more clients (and referrals) doesn’t require flashy marketing. It just requires listening carefully to the questions your clients ask and then building your content around answering them.

Why Answering Questions Builds Business

When your marketing focuses on addressing real client concerns, several things happen:

  • You build trust. Clients see you understand their challenges and know how to help.
  • You become memorable. When referral partners hear someone ask a question you’ve already addressed, they’ll think of you.
  • You save time. Instead of struggling for content ideas, your clients give them to you.
  • You show expertise naturally. Sharing useful answers demonstrates credibility without feeling like a sales pitch.
  • You attract better leads. People searching online often type in their exact questions. If your content has the answers, they’ll find you.

Think of the difference between an accounting firm talking about its business advisory services vs. having content focused on how an owner can keep more cash in their business. Or a law firm outlining its regulatory practice vs. providing information to prospects on what regulations apply to their business/industry. One is about “services offered;” the other focuses on client-driven questions.

How to Build Marketing Around Client Questions

If you want your marketing to be more client-centric, here’s a simple process:

  • Listen carefully. Keep track of the questions clients ask you most often. You can also ask them about their challenges or concerns and do research into trends and issues that may be impacting them.
  • Look for patterns. Group client questions into a few broader themes.
  • Make a list. Pick 2–3 key themes to focus on first. These should be ones that reflect the firm’s main areas of expertise, strengths, priorities and its target audience’s interests.
  • Break it down. The themes should be broken down into related subtopics that can become individual pieces of content. Think of the hub and spokes of a wheel.
  • Create helpful content. Develop blog posts, videos, social media posts, webinars and other forms of content that delve into specific subtopics.
  • Organize the information. Make it easy for someone to find related content on your site. Create a comprehensive hub page for each theme, then link to content that goes deeper into subtopics.

Best Practices for Making This Work

Once you’ve identified your themes and subtopics, keep these best practices in mind:

  • Keep the client’s perspective front and center.
  • Publish consistently to build momentum and visibility.
  • Repurpose content into different formats and promote them across multiple channels to maximize reach.
  • Use visuals (charts, infographics, videos) to simplify complex information and attract attention.
  • Update content regularly as clients’ concerns and market conditions evolve or new developments occur.

By consistently focusing on client concerns, you’ll build trust, stay top of mind and make it easy for clients and referral sources to know exactly when and why to turn to you.

If you need help with your marketing or content, contact us for a consultation.

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