Are your website’s team profiles helping people choose your firm?

Team profile pages are often overlooked as ‘website admin’ but can become outdated surprisingly quickly. If you’re adding new profiles when you have time or letting job titles fall behind changes in people’s roles, it’s time to get to work.

For professional services firms, team profiles deserve regular attention because clients and referrers want to know who is behind the advice on offer. They want to understand where the expertise lies and whether the people on the website appear credible, approachable and relevant. Job candidates will often look there too, long before they apply for a role.

How can team profiles play a part in AI search?

At Cal Partners, we talk a lot about helping firms get found and chosen in an AI-driven search environment. That doesn’t mean every page needs to be rewritten for ChatGPT, Gemini, Copilot, Perplexity or Google AI Overviews, but your website does need to make your expertise easier to find, understand and demonstrate.

Service pages explain what the firm does, whereas team profiles show who does the work. Choosing a professional services firm usually involves more research than a straightforward purchase because people are often buying into the expertise of a person or team. When choosing a solicitor, barrister, accountant, financial planner, surveyor, property professional, expert witness or consultant, they usually want confidence before making contact.

A good team profile helps people understand what you actually do. It should give enough detail to show relevant expertise and experience, without reading like a CV. Words such as “experienced”, “commercial”, “client-focused”, and “approachable” may be true, but they don't tell someone much about what you actually do or why your experience is relevant to them.

A well-crafted and considered profile explains the person’s role in client-friendly and easy-to-follow language. It should cover what areas of expertise they have and the types of clients they support. Qualifications, accreditations, directory recommendations and memberships also have a place, but they need context and explanation.

Hinge’s 2026 High Growth Study found that high-growth professional services firms are 2.5 times more likely to involve their subject matter experts in marketing. In other words, the people with the knowledge and experience clients are buying into are more likely to have a visible role in how the firm markets itself.

Team profiles give you a place to show who knows what, rather than leaving people to piece it together from a job title and a few broad adjectives. They can also connect each person with the articles, insights, case studies or other content that demonstrate their expertise, helping clients, referrers and AI tools build a clearer picture of who they may be working with.

What has changed since traditional SEO?

Traditional Search Engine Optimisation (SEO) focused heavily on rankings, traffic and clicks. Whilst still important, these metrics are no longer the full picture.

AI-generated summaries and answer-led search experiences mean some users may find what they need before they ever visit a website. Others may use AI tools to compare or shortlist firms before making contact.

Your website now has to do more than appear in search results: it also has to be understood. This is where Answer Engine Optimisation (AEO), Generative Engine Optimisation (GEO) and Conversion Rate Optimisation (CRO) all start to overlap.

Put simply, AEO helps your content answer specific questions clearly. GEO looks at how your firm’s content and wider online presence can help AI tools recognise and reference your expertise. CRO focuses on what happens when someone reaches your website, including whether the page gives them enough confidence to take the next step.

Team profiles support all three when they are specific, connected and genuinely useful.

Can people and AI tools understand who does what?

This is where the detail on team profiles becomes important; potential clients and referrers are asking more specific questions, comparing options and using AI tools as part of the research process.

A prospective client or referrer might ask which firms advise owner-managed businesses on shareholder disputes, which financial planners work with people going through divorce, or which marketing agencies specialise in professional services and AI search.

If your team profiles are outdated, generic, or disconnected from the rest of the website, they are unlikely to help answer those questions.

Your website content should join up – if someone writes about a subject, speaks at events, appears in a case study or leads a particular service area, their profile should link to that wider evidence of demonstrable expertise. The same applies in reverse: service pages should link to relevant people, and team profiles should point visitors to useful articles, sector pages, case studies, or videos.

Internal links aren’t just an SEO exercise; they help visitors intuitively navigate your site in a way that makes sense. They also help search engines, and now AI tools, understand how your people, services and expertise fit together.

This also has a technical side, though you don’t need to get bogged down in it. Google’s ProfilePage structured data guidance lists employee pages on company websites as a valid use case which, means your web team can help search engines understand that a page is about a specific person and how that person is connected to the wider website. Good content still has to come first, but the technical setup should help that content do its job.

Do the photos still feel like the firm?

Photography is often underestimated because it feels subjective. A profile photo doesn’t need to look like a magazine shoot, and for many firms that would feel completely wrong anyway. What it does need to do is feel current, consistent, authentic and appropriate.

A website can feel less considered when the photography has clearly been gathered over several years without the same approach. It doesn’t take much for the page to start looking pieced together and off-brand.

Good team photography gives the firm more useful and ‘evergreen’ content to support LinkedIn posts, recruitment campaigns, proposals, PR, event promotion, and wider brand activity. One well-planned photography session can give you a useful bank of images for far more than the team page.

What should you review?

Start with the basics and check that names, job titles, qualifications, and contact details are correct. Have people moved into new roles, joined new teams, or developed a clearer specialism since the profile was first written? Then assess whether each profile is actually useful to your target audience:

• Does the profile explain what the person does in language a client or referrer would understand?
• Is their experience specific enough to be meaningful?
• Does it link to relevant services, sectors, blogs, case studies or videos?
• Does the photo still feel current and in keeping with the rest of the site?
• Are important client-facing people missing from the team section?
• Has your web team checked whether profile pages are marked up correctly?
• Is someone clearly responsible for keeping profiles up to date?

It is also worth looking at the page from a CRO perspective – once someone has read a profile, is the next step obvious? Can they easily contact the person, visit the relevant service page, read a related article, or find out more about the team’s experience? A strong profile shouldn’t leave the reader at a dead end.

Team profiles quickly become outdated when everyone assumes someone else is looking after them. Build the review into your wider website and content process, rather than waiting for the next redesign.

Make your people easier to find and choose

Updating team profiles may not sound like the most exciting marketing task, but it can make a website feel more useful and better connected.

Remember, GEO and AEO haven’t replaced SEO; they’ve added another layer. For your firm to benefit, now is the time to invest in content that answers real questions, showcases your expertise, and gives people the confidence to get in touch.

At Cal Partners, we help professional services firms such as solicitors, barristers, accountants, financial planners, property professionals, expert witnesses and niche consultancies improve their visibility through traditional search and AI-driven discovery. Our team works across SEO, GEO, AEO, content marketing, conversion optimisation, social media, PR and wider digital strategy, helping firms turn their expertise into content that is easier to find, understand and act on.

If your website doesn’t show who your people are and how they help, it becomes harder for clients, referrers and candidates to work out whether the firm is right for them. It can also make it harder for search engines and AI tools to understand where the firm’s expertise lies.

Ready for a refresh? At Cal Partners, we can review and rewrite your website content while ensuring your people and services are properly connected across the site. You can call us on 0333 050 6015, email hello@calpartners.co.uk, or complete the Contact form.