7 signs your B2B professional services website is losing high-intent enquries.
A high-intent website enquiry is when your user's relationship with your firm gets serious??.
In the professional services world, a high-intent inquiry or lead might be:
High-intent enquiries are saying users like what you do but want to know how your firm can deliver.
The customer journey in professional services.
Around 3-5% of your addressable market is ready to buy. When they are ready, they're savvy with research, sifting through masses of AI-generated content to find authentic messaging they can resonate with.
Coupled with the complexity of the B2B customer journey—no longer linear and hard to track, involving multiple stakeholders and numerous team meetings—we understand that individual committee members conduct extensive solo research. In fact, 61% of US B2B buyers read three to seven pieces of content before speaking with a salesperson, which means you may lose leads if users can't quickly build a trustworthy picture of your firm in a few pages.
The role of your B2B professional services website in 2025.
Gartner predicts that by 2025, suppliers and buyers will interact digitally, leaving your B2B professional services website as a primary lead generation engine source, a window into user behaviour, and a place to build trust. A user today can be gone tomorrow and back again next month, so make the user journey simple and the content truly valuable.
Some of the signs you're missing out on potential clients lie in your high-intent areas.
In this article, we suggest a few ways to ace high-intent areas, using Russell-Cooke as an example. Using the below tips, the firm saw noticeable growth in key metrics a year after launching. A few share-worthy stats:?
So, what are the signs that your B2B professional services website is losing high-intent enquiries?
1. Contact buttons and CTAs aren't prominent, precise or personalised.
If your CTAs (calls to action) aren't clear and easy to find, you might miss out on valuable leads. Think of CTAs as friendly guides—helping users take that next step, whether it's contacting you, booking a call, or learning more about your services. Without good CTAs, users are left wondering, “What now?”
Make sure your contact CTAs are loud and proud, right above the fold (the part of the webpage you see before scrolling). And don't stop there—personalise your CTAs! When they match what the user is interested in, they're way more likely to click. In fact, according to HubSpot, personalised CTAs convert 202% better than boring, generic ones.
Russell-Cooke's website is a great example of how to do CTAs right. Their "Contact Us" and “Email Us” buttons are super easy to spot no matter where you are on the site. Plus, they've added personalisation throughout the content. For example, on a legal article page, the CTA links directly to the lawyer or team most relevant to that topic. It's smart and makes contacting them feel simple and natural.
2. Service Pages are cluttered, complex and impersonal.
Professional service firms tend to have complex service offerings, and it's easy to overload a page with too much information. Over time, things can get messy—content loses its structure, and users struggle to find what they need. When service pages feel like a maze, users get frustrated and leave.
Keeping service pages simple and easy to navigate is key to keeping users engaged. When content is organised logically, users can find what they're looking for faster, making them more likely to stay on the page and move toward converting.
Russell-Cooke's services section nails this by using a clear content hierarchy. Users can quickly find what they need, and with advanced filtering options, they can hop between services in seconds. The result? A smoother experience that keeps people exploring longer and lowers bounce rates.
When Russell-Cooke relaunched its site, it leveraged COGWORKS Information Architecture consultancy to create a smart, clean service structure. Now, services are grouped in a way that makes sense, so users aren't overwhelmed by too much information at once.
On individual service pages, Russell-Cooke strikes the right balance between content and key extras like people, related services, and useful links. Because in the world of professional services, it's all about connecting people with people, right? Showing the right experts alongside services helps users feel confident about reaching out.
Plus, they use a handy scroller (pictured above) on each service page that lets users skim long content and jump straight to what matters. The scrollers have key points that lead to helpful and relevant CTAs, guiding users naturally toward taking action without making it feel like a hard sell.
3. People pages are missing or don't feel personal enough
Before reaching out to a firm, most people check out three to seven pieces of content first—and let's be real, in professional services, people want to work with people they trust. That's why your people page matters so much. It's not just a list of names; it's your chance to show off your team's expertise while making them approachable.
Russell-Cooke nails this by using headshots that feel friendly but still professional, helping potential clients feel comfortable while trusting the team's knowledge.
Each team member's profile is designed to highlight their unique skills and experience, positioning them as thought leaders in the industry (and on LinkedIn, too). Take the above profile, for example—this profile not only clearly explains their niche but also showcases their publications. It's an easy way for users to get a full picture of their expertise quickly.
This kind of thoughtful personalisation builds trust. When users see your team as skilled, approachable, and ready to help, they're way more likely to reach out or take the next step.
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4. The insights section is outdated and hard to navigate.
Did you know that 70% of people would rather learn about a company through articles than ads? That means your insights section is a golden opportunity to grab attention, build trust, and guide users toward your services. But if your content is outdated or hard to navigate, users will bounce before they find anything useful.
To make the most of your insights section, link articles to relevant services and expertise. This will keep users exploring longer, boost engagement, and increase the chances they'll take action.
Russell-Cooke's "News & Insights" section is a great example of how to do it right. They offer a mix of content types, including blogs, events, podcasts, and videos, so there's something for everyone. Plus, their easy-to-use filters help users quickly find what interests them.
Even better, they link articles to relevant services and team members, making it easier for users to trust the content and stick around. The result? Fewer drop-offs, more time on the page, and a smoother path toward conversion.
5. The navigation is a headache.
A study from Adobe found that 38% of people will stop engaging with a website if the content or layout isn’t attractive. And guess what? A confusing or cluttered navigation bar is one of the fastest ways to frustrate users and drive them away.
Your navigation bar should guide users effortlessly, helping them explore different sections of your site without confusion. If it's clean and well-organised, users will stick around longer, leading to more engagement and fewer bounces.
Russell-Cooke's website is a perfect example of getting this right. Their navigation bar is simple and intuitive, with key sections like “Our People,” “Services,” and “Insights” front and centre. Users can easily find what they’re looking for without feeling lost or overwhelmed. The design is clean, and the labels are clear, so users know exactly where each link will take them.
The footer is just as thoughtfully designed, too. It includes clear contact information, making it super easy for users to get in touch. Whether someone wants to call, email, or visit an office, the details are right there. This kind of accessibility is crucial for potential clients who are ready to reach out.
If you're thinking about improving your website, start with your navigation bar. Keep it clean, use intuitive labels, and group related items logically. And don't forget your footer—it’s like a safety net, offering users one last chance to find key links, privacy policies, terms of use, or contact details before they leave the page.
6. Testimonials aren't strategically placed or credible.
Testimonials are one of the strongest tools you have for building trust. They're real-world proof that your business delivers the results potential clients are looking for. But here’s the catch—if your testimonials are buried on your site or don't include enough detail, they lose their power and become a missed opportunity.
The key is to make your testimonials easy to find and ensure they feel authentic. When done right, they can give users that final nudge they need to take action.
Russell-Cooke's website nails this by presenting highly credible testimonials. Each one includes the client's name, position, and company, which makes them feel more real and trustworthy. This level of detail is crucial for building confidence, especially when you're trying to convert high-intent leads.
If you want to improve your website, make sure your testimonials always include the client’s full name, job title, and organisation. And don't hide them! Place them where they matter most—on high-intent pages like service or contact pages, where users are already close to reaching out. A well-placed, detailed testimonial can be the push they need to make a decision.
7. The search isn't intelligent.?
Good search functionality can make or break a user’s experience on your website. When people arrive with specific questions—especially those with high intent—they expect answers fast. If your search tool isn't delivering relevant results across multi-format content, users will get frustrated and drop off.
One common issue is when search bars return too many irrelevant results, making it hard to sift through the noise. Another problem? No filters! Without filters to narrow down categories like services, team members, or articles, users can end up lost, wasting time trying to find what they need.
Russell-Cooke's website reduces friction by offering clear pathways through faceted search—a system that allows users to refine results by applying multiple filters, such as content type, service categories, or team members. This approach helps users drill down to exactly what they're looking for quickly and efficiently. By presenting well-organised options and making filtering intuitive, faceted search ensures users get relevant results without frustration.
If you want to improve your site's search experience, focus on relevance. Make sure your search delivers accurate results, and add filters that match your audience's needs. A high-performing search bar can improve engagement and help convert those high-intent users into leads.
What to know.
The Russell-Cooke website demonstrates how a user-focused approach can attract and convert high-intent leads. By carefully designing and opening areas, clients' desired results are a frictionless, trustworthy experience that keeps users engaged and encourages them to take action. After launching their new website with Cogworks, Russell-Cooke saw impressive growth:
These are just some of the techniques used to help Russell-Cooke meet their goals.?
From optimising CTAs and people pages to introducing faceted search and restructuring service pages, every improvement was tailored to enhance the user experience and drive engagement.
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If you want to attract more high-intent enquiries every month for your B2B professional services firm, send Founder Adam Shallcross a DM, contact us on our website, or comment “HOW" on this article for more info.
Cogworks ?