Why first impressions make or break your firm’s success 

The moment a potential client reaches out to your professional services firm, a critical psychological process begins. That initial interaction, whether by phone, email, or web form, doesn’t just impact one transaction; it fundamentally shapes their perception of your entire organisation. According to the recent Professional Services Client Journey Report 2025, the decision to engage with your firm is often made within minutes of first contact. 

The psychology behind first impressions 

In professional services, where expertise and trust form the foundation of client relationships, cognitive science tells us that first impressions are remarkably resilient. Once formed, they require significant contradictory evidence to change. The report’s stark findings confirm this: professional services firms with poor first impressions face an uphill battle that many never overcome. 

When potential clients encounter your firm, they’re subconsciously asking key questions: 

• “Does this firm value my time?” (Response speed) 

• “Do they make me feel welcome?” (Warmth of greeting) 

• “Do they understand my problem?” (Demonstrated expertise) 

• “Will they be proactive in helping me?” (Follow-up practices) 

The critical moments that define the relationship 

The research identified several decisive moments where potential clients form their lasting judgment: 

Moment 1: Initial response time 

The gap between a client reaching out and receiving a response creates an immediate impression of your firm’s efficiency and client-focus. Property services firms performed particularly poorly here, with web enquiries frequently left unanswered for days, signaling to potential clients that their business wasn’t valued. 

Moment 2: Quality of first interaction 

Beyond simply answering quickly, the caliber of that first conversation fundamentally shapes trust. The report found only 6.5% of firms provided what was considered an “exceptional experience” during this phase. For the remaining 93.5%, that first interaction ranged from adequate to actively damaging. 

Moment 3: The follow-up window 

Perhaps most revealing was how firms handled the critical follow-up period. Across sectors, the pattern was concerning: 

• Legal firms: Only 14% phone follow-up and 8% web follow-up 

• Accountancy firms: Only 8% phone follow-up and 5% web follow-up 

• Property services firms: 0% follow-up across all channels 

• Financial services firms: 67% phone follow-up and 29% web follow-up 

This crucial window—where potential clients are actively evaluating their options—represents the difference between conversion and lost opportunity. 

Who creates your first impressions? 

A critical question every professional services firm should ask: who represents your business during that crucial first contact? Many firms unintentionally sabotage client relationships by delegating this vital role to: 

• Junior staff without sufficient training 

• Administrative personnel juggling multiple responsibilities 

• Automated systems that lack the human touch 

• Voicemail during busy periods 

The report found that firms excelling in client experience consistently ensure all client-facing staff, especially those handling initial enquiries, are properly trained, supported, and equipped to make excellent impressions. 

The competitive edge of strong first impressions 

In a professional services landscape where many firms fail to meet basic communication expectations, organisations that master first impressions gain significant competitive advantages: 

1. Trust acceleration – Strong first impressions build trust more quickly, shortening sales cycles
2. Fee resilience – Clients who form positive first impressions are less likely to negotiate aggressively on fees
3. Referral readiness – The impression you create influences not just whether a client hires you, but whether they recommend you
4. Reduced marketing costs – Converting more enquiries means lower costs for acquiring each new client 

How to create a first impression strategy 

Based on the report findings, professional services firms can transform their approach to first impressions by: 

1. Creating response time standards across all channels 
2. Developing warm, expertise-based scripts for common enquiry scenarios 
3. Implementing proper training for everyone who might handle first contacts 
4. Establishing systematic follow-up protocols 
5. Measuring and continuously improving performance 

When perception becomes reality 

The most important insight from the Professional Services Client Journey Report is that perception quickly becomes reality. A potential client who experiences a delayed response, uninspired greeting, or lack of follow-up doesn’t merely perceive poor service, they make concrete decisions based on these impressions that directly impact your firm’s bottom line. 

The gap between average and exceptional first impressions often comes down to consistency. Top-performing firms deliver excellent experiences every time, not just when convenient. With professional services competition intensifying and client expectations continuously rising, can your firm afford to let poor first impressions cost you business before relationships even begin? 

Don’t let negative first impressions undermine your firm’s success. Get in touch to discover how Moneypenny can transform your enquiry handling and help turn more prospects into loyal clients. Alternatively, download the full report today for more insights into how firms like yours can take action.

This blog is based on findings from the Professional Services Client Journey Report 2025, a comprehensive study of 219 firms across legal, accountancy, property and financial services sectors, conducted by insight6 in partnership with Moneypenny.