The tagline “We speak your language” or similar phrases are frequently used by professional services firms to highlight their client-centric approach. However, a quick review of the marketing collateral across competitors in any professional services category reveals a recurring pattern: they all say more or less the same things, in much the same way.
This presents a significant opportunity for firms willing to break away from the norm and adopt client-centric language that truly differentiates them in a crowded marketplace.
In professional services—especially among law firms and accounting practices—the challenge of standing out is particularly acute. Websites and branded materials are often saturated with technical jargon, buzzwords, and overused phrases like “client-focused solutions” and “tailored advice”. The result? Prospective clients find it difficult to identify what makes one firm unique.
To rise above this sameness, professional services firms need to adopt language that not only communicates expertise but also connects emotionally and intellectually with clients. By focusing on their distinct approach, values, and relationships, firms can effectively articulate their unique value proposition.
Go beyond expertise
Most firms lead with their credentials—years of experience, prestigious clients, or technical certifications. While these factors matter, they are table stakes (what’s needed to play) in the industry. What clients really want to know is, What’s it like to work with you?
Capture this in language that reflects your firm’s personality and ethos. For example, instead of “We deliver practical advice,” try “We help you make the tough calls with confidence.”
Alternatively, replace “Global reach and local insight” with “Wherever you are, our people know your market inside out.”
These sublte shifts humanise the expertise and make it more relatable.
Talk about client impact, not process (aka focus on benefits, not features)
Differentiated language means leading with benefits and pain points but clearly linking them to the services your clients need.
Professional services firms often get bogged down describing their methodologies: “We conduct a thorough review of your business needs, followed by detailed analysis and implementation support.” While methodical language might comfort some clients, it rarely inspires.
Reframe your messaging to spotlight the outcomes clients value most. For instance, replace “We draft contracts that protect your business.” with “Your deals will close faster—and with fewer headaches—because we anticipate every risk before it arises.”
This approach connects your services to tangible benefits and positions your firm as a driver of success, not just a participant in the process.
Reflect the client’s language
The legal and accounting professions are particularly prone to jargon, but clients rarely speak in those terms. Instead of echoing the technicality of a matter or audit, aim to reflect the words clients use to describe their needs, frustrations or goals. For instance, a small business owner might say, “I want to grow my business without unexpected tax surprises.” Translate this into messaging like, “We simplify complex tax planning, so you can focus on scaling your business with confidence.”
By mirroring the client’s language, you demonstrate empathy and alignment with their priorities.
Showcase relationships and values
Clients often choose a professional services firm not just for what they do, but for how they do it. Emphasise the relationships you build and the values that drive your business. Replace generalities like “We put clients first” with concrete illustrations:
“We believe great partnerships are built on trust. That’s why we assign a dedicated account manager to every client, ensuring they always have someone who understands their business.”
This kind of specificity distinguishes your firm from competitors that rely on broad, impersonal claims.
Turn insight into thought leadership
Thought leadership is a core marketing tool for professional services, but much of it is dry and technical, written more for peers than potential clients. To stand out, make your content practical and actionable. For example:
“Three ways businesses can prepare for tax law changes in 2024.”
“What to do when a commercial dispute threatens your bottom line.”
Position yourself as a firm that doesn’t just share knowledge but provides solutions clients can act on immediately.
Authenticity is key
Finally, remember that differentiation doesn’t mean adopting a trendy or provocative tone if it doesn’t suit your firm. Authenticity resonates more than flashiness. If your firm’s culture is grounded in being meticulous and methodical, let that shine in your language. For example, “We leave no stone unturned, ensuring every angle is covered, every risk addressed.”
In a market where same-same is the norm, professional services firms that embrace clear, relatable, and client-focused language can build stronger connections and stand out from the competition. By focusing on outcomes, empathy, and the unique way you serve your clients, you’ll leave potential clients in no doubt about why they should choose you.
