Clients check you online before they call. Let what they find build trust.
A new client may be worth years of fees, and they rarely call on a whim. They read your site, your Google listing and your reviews first. Penguina keeps all of it accurate and current, tests your enquiry forms regularly, and names any prospective client still waiting for an answer.
In one sentence: for a firm that sells expertise, the website is a credibility check, and the two things that fail it most often are details that have gone out of date and enquiries that wait too long for a reply.
Why do professional firms fit so well?
Law firms, accountants, tax preparers, advisers, agents, brokers, architects and consultants share a pattern. One client is worth a lot. They choose carefully. And the partners are far too busy with client work to check whether the contact form still sends.
- Very high value per client. A single new client can be worth more than years of our fee.
- Credibility is checked online first. Even a referral will look you up before calling. An old team photo or a dead link makes people hesitate.
- Speed matters more than firms think. In a secret-shopper test, only 40% of law firms replied to an email from a potential client, and consumers ranked a timely response as the most important factor in choosing a lawyer (82%).
- People now ask AI tools. 45% of consumers have used AI tools like ChatGPT for local business recommendations, up from 6% a year earlier. What those tools say about your firm is worth checking.
Where do professional websites lose enquiries?
- The enquiry goes to a shared inbox and sits. Nobody owns it, everybody assumes someone else replied. Three days later the client has hired someone else.
- The team page is two years old. A partner who left is still listed. A new adviser isn't. Clients notice, and so do AI tools that read your site.
- Services are vague. "We offer a full range of services" tells nobody whether you handle their divorce, their estate or their small business payroll.
- The office moved, the listings didn't. Google says the new address, Apple Maps the old one, and a directory has the old phone line.
- Peak season breaks the booking. Tax season, year end, the spring property market. Booking calendars fill, a form errors, and nobody notices until it's quiet again.
- No reply to reviews, or the wrong kind. A reply that confirms someone was a client can break confidentiality. Silence isn't great either.
Protect, Capture and Compound, for a firm.
The same three jobs we do for every client, tuned for a business where trust and confidentiality come first.
Protect
Site watched, backed up regularly, updated safely and secured. Enquiry and booking forms tested regularly. Forms kept free of ad trackers, and your domain and logins held in the firm's name, not a former partner's or a past agency's.
Every planCapture
Your enquiries named in your Monday note, and anyone still waiting for a reply flagged. On Grow: office details right on your listings, review replies that don't confirm who is a client, and fixes where prospects stop.
Grow and Full CareCompound
On Full Care: a monthly check of what ChatGPT and other AI tools say about your firm, new pages for the questions clients ask most, and review requests only where your profession's rules allow them.
Full CareMonday, 8:00
Hi Anna, a busy tax week. 11 new enquiries.
- Online all week. Booking form tested, arrived in 4 seconds
- Domain renews 12 June, in the firm's name
- 11 enquiries: 7 personal tax, 3 small business, 1 estate
- Needs you: Mark and Joanne, both waiting since Thursday
- Apple Maps still showed the old office. Corrected
- AI check: 2 of 3 tools describe you correctly
A two-minute read for a busy partner.
The note goes to whoever you choose: a partner, the practice manager, or both. It names each enquiry and the type of work, flags anyone waiting too long, and tells you what we corrected. We never include anything a client wrote in confidence beyond what you need to follow up.
- Enquiries sorted by type of work
- Late replies named, so fewer people fall through
- One line you can forward to your partners
See the weekly note and monthly page
Names and numbers changed for illustration.
Advertising rules exist. We work inside them.
Many professions have rules on what a website can claim, and on testimonials. The details depend on your profession and where you practise, so we keep things general here and follow your guidance.
| Profession | Rules often cover | What we do |
|---|---|---|
| Lawyers | Misleading claims, testimonials, results, specialist titles. In the US, ABA Model Rule 7.1 bars false or misleading communications. In England and Wales, many firms must publish price and service details for certain work. | Keep copy factual. You or your compliance lead approve every change. |
| Financial advisers | Testimonials, endorsements and performance claims. US registered advisers follow the SEC Marketing Rule, in force since November 2022. | No testimonials or reviews on your site without your compliance sign-off. |
| Accountants and tax preparers | Use of protected titles and credentials. | Credentials shown exactly as you give them to us. |
| Agents, brokers, architects | Licence numbers in ads, protected titles, required notices. | Required details kept on every page you tell us needs them. |
Review replies must protect confidentiality
Never confirm in a public reply that someone is or was a client, or discuss their matter. Our draft replies stay general, and you approve each one before it's posted.
Your busy season is our test date
Before tax season, year end or your sector's rush, we test your forms and booking path again, so problems show up before the busiest weeks, not during them.
Grow, for most firms.
The leaks on this page are mostly about accuracy and response: listings, replies, and where prospects stop. That's Grow. Full Care adds the AI answer check, which matters more every year for firms people research before calling.
Keep
$100 / month
For a solo bookkeeper, notary or translator.
- Site safe and in your name
- Enquiry form tested regularly
- Your enquiries by name
Grow Recommended
$250 / month
For firms where one new client is worth thousands.
- Everything in Keep
- Office details kept right on your listings
- Careful review replies, approved by you
- Fixes where prospects give up
Full Care
$500 / month
For firms that want to be described correctly by AI tools.
- Everything in Grow
- Monthly AI answer check
- Pages for common client questions
- Review requests, within your rules
Firms we look after.
No separate pages yet. If your firm is listed here, or works the same way, this page is for you.
Questions from partners and practice managers.
Something else? Ask in the chat, email hello@penguina.website or WhatsApp us.
Will you write marketing claims for our site?
We write simple, factual pages, like what you do, who it's for and how to get in touch, and you approve every word. We don't write claims about results, and we don't give legal or compliance advice. Your compliance lead has the final say.
Do you see our clients' confidential information?
We see what arrives through your website forms, because we test and count them. We don't access your practice software, client files or email. We never sell or share data. Read security and privacy for the detail.
Can you reply to our reviews?
Yes, on Grow and Full Care. We draft replies promptly, worded to protect confidentiality without confirming who is a client, and nothing is posted until you approve it.
Are we allowed to ask clients for reviews?
It depends on your profession and where you practise. Some can, some can with conditions, some prefer not to. On Full Care we only send review requests if you confirm it's allowed, and we never filter who gets asked.
Can you make sure we appear when people ask ChatGPT for an accountant?
No. Nobody controls that. What we can do is check every month what AI tools say about you, correct wrong facts at the source, like your site and listings, and show you the results.
The partner who set up our website has retired. Who owns it?
Often nobody is sure. We find out who controls the domain, hosting and logins, and move them into the firm's name.
Related pages.
Something wrong with your website right now?
Not sure where to start? Send us your website.
We look at it the way a customer would, find up to 3 real problems, and fix one of them free. No call needed.