The phone vs. web reality: Why channel choice matters in professional services

In an era defined by instant communication, it’s tempting to believe that every client enquiry, whether made by phone or web, receives equal attention. But the Professional Services Client Journey Report 2025 reveals a troubling truth: the majority of firms continue to prioritise phone enquiries while letting web enquiries lag behind. This imbalance leads to significant lost revenue and eroded trust. 

What does the data show about the channel divide? 

The report highlights a consistent pattern across the professional services industry: firms are far more responsive and effective when handling phone calls compared to web enquiries. Key findings include: 

• Response time – Phone calls typically get answered within seconds. Web enquiries often sit for hours, or even days. 

• Interaction quality – Clients who call receive more knowledgeable and empathetic responses. 

• Follow-up rates – Phone enquiries are significantly more likely to receive a follow-up. 

Property services firms showed the most alarming disparity, with a 63% performance rating for phone versus just 43% for web. Worse yet, none of the property firms followed up with clients by either method, letting potentially valuable leads go cold. 

Why do clients still prefer phone calls in professional services? 

Despite advances in digital communication, the human voice continues to offer a distinct edge when it comes to building client trust and rapport. According to the report, phone calls outperform digital methods for four key reasons:

1. Trust in the human voice

Clients can immediately hear confidence, empathy, and professionalism in a live conversation, elements difficult to replicate in written text.

2. Immediate clarification

Phone calls allow immediate answers to client questions. This is especially valuable in legal and financial contexts, where issues are often complex and nuanced.

3. Emotional reassurance

Yes, hearing a calm, informed voice reassures clients, particularly those dealing with high-stress issues like legal disputes or financial uncertainty.

4. Personalised interactions

Absolutely. Professionals can adjust their tone and approach during a call, delivering tailored experiences that automated or scripted web responses simply can’t match. 

What’s wrong with how firms handle web enquiries? 

While web enquiries now account for a major share of initial client contact, up to 45% in legal and financial services, they are still systematically neglected: 

• Delayed responses result in missed opportunities. 

• Generic replies lack the human warmth and expertise that builds trust. 

• Inadequate follow-up, especially in property services where follow-up rates were 0%, means valuable leads vanish. 

This inconsistency undermines the client experience and directly impacts a firm’s bottom line. 

How much is channel inconsistency costing your firm? 

The financial implications are substantial. The report calculates annual revenue losses due to poor enquiry handling at: 

• Legal firms: £1.34 million 

• Accountancy firms: £1.1 million 

• Property services firms: £1.22 million 

• Financial services firms: £756,000 

A significant portion of these losses stem from inadequate handling of web enquiries. In a world where clients expect consistency across all touchpoints, failing to meet that standard leads to lost business and reputational damage. 

How can professional services firms close the gap between phone and web enquiries? 

Top-performing firms are already taking action to ensure consistency across all channels. Strategies include: 

• Setting unified response standards – aim for 1–2 hour maximum response times, regardless of the channel. 

• Investing in training – teach staff how to write expert, personalised email replies that reflect the firm’s tone and expertise. 

• Using multi-channel follow-up – don’t let leads go cold; follow up via both phone and email. 

• Building digital empathy skills – train staff to convey warmth and reassurance even in written communication. 

• Partnering with specialists – Moneypenny’s expert team ensures every call and web enquiry is handled promptly, professionally, and with a personal touch. 

Where can we see best practice in action? 

Firms in the financial services sector are leading the way, with 67% follow-up rates for phone and 29% for web. Meanwhile, organisations recognised with the insight6 CX Excellence Recognition Mark consistently perform well across both phone and digital channels, proof that excellence is a cultural commitment, not a matter of channel preference. 

What’s the path forward for firms facing growing client expectations? 

Client expectations are evolving. Today’s professional services clients want great service regardless of how they reach out. The findings of the Professional Services Client Journey Report 2025 make it clear: failing to provide a consistent experience across phone and web enquiries doesn’t just cost you leads, it costs you trust, revenue, and reputation. 

Don’t let poor digital follow-up undermine your client experience. Get in touch with Moneypenny to discover how we can help you deliver consistent excellence across every communication channel. 

Alternatively, download the full report today for even more insights into how to optimise every client interaction, online and offline.