INSIGHTS

AI is changing how candidates discover employers - often before they ever reach a vacancy page. Find out why professional services firms need to think about AEO and GEO as part of their recruitment visibility strategy.

For many professional services firms, the 'About Us' page is an afterthought, but it can be one of your website's most powerful client-winning tools.

By mid-2025, about one in six people worldwide were using generative AI tools to learn, work, and solve problems, and that number continues to grow. Even though AI has only become mainstream recently, it’s been adopted rapidly across almost every industry, including professional services.

Here is the professional services guide to AI terms every thriving business needs.

Over the past few months, we've had several conversations with professional services firms questioning whether it's worth updating their website this year. With most online searches now conducted through generative AI tools like ChatGPT or Google Gemini, and the rise of zero-click searches, it's a fair question. 

For professional services businesses, the challenge is rarely a lack of ideas; it is deciding which changes will genuinely make an impact and which can safely be ignored. So, at Cal Partners, we’ve done some research, put our heads together, and outlined our shortlist of key marketing predictions (although some are more ‘sure things’) for professional services marketing in 2026.

A year in marketing:  Deep dive into this year’s marketing innovations, highlights, and tips for the next chapter.

Social media, as we know it, has been around since the early 2000s and has become a cultural cornerstone for users and a marketing powerhouse for businesses. From influencers to professional services firms, social media platforms are a vital tool for engagement, fostering trust, and generating leads. 

Over our 10 years as a professional services marketing agency, we've seen one constant: a strategic and consistent social media presence is critical to success.

Cal Partners has successfully achieved Cyber Essentials certification, meeting the UK Government’s minimum baseline standard for cybersecurity across organisations of all sizes.

This autumn brings a new chapter at Cal Partners: after 30 years on the mainland, Account Manager Alison has returned home to Northern Ireland. She’ll still be supporting her longstanding clients - just now from across The Sheugh. While Cal Partners remains based in Newcastle upon Tyne, Alison will be working remotely from her new location in County Down. 

We’re thrilled to be celebrating our ten-year anniversary, a whole decade of Cal Partners!

It's hard to believe that what started as a bit of an idea, one of those "one day, maybe..." plans, turned into something real back in 2015 when Chris took the leap and launched Cal Partners.

This month (and, in fact, this year), we’ve been celebrating to reflect and to say a big ‘Thank You!’ to our fantastic clients, suppliers, referrers, advocates and of course team.