"Ask-the-advisor" clinics
Sector-specific briefings
Start-up legal and finance bootcamps
A monthly drop-in session (online or in person) where local businesses or clients can submit anonymous questions in advance and get expert input in real time.
Instead of broad topics, focus each event on a single sector you want to grow in, e.g., “Tax & Legal Updates for Charities” or “What Construction Businesses Need to Know About IR35.”
A half-day or lunchtime series aimed at start-ups or new businesses covering the basics of compliance, tax, structure, and risk.
In professional services, trust is everything. Whether you’re an accountancy firm, legal firm or tax adviser, new business doesn’t come from hard selling.
Instead, it comes from demonstrating expertise and building credibility. Just one of the reasons why events should be a core part of your lead generation strategy.
Educational events provide the perfect platform to do just that. They’re not only a powerful marketing tool, they’re a direct route to high-quality leads and long-term client relationships.
As Forbes contributor John Hall writes, “Events offer an environment where leads are naturally qualified, allowing you to build relationships with individuals who have already shown interest in what you offer.” That level of engagement simply doesn’t happen through a website visit or a social media post.
Events spark conversations that turn into clients
The reason events work so well in professional services is simple: they create real conversations. That could look like a solicitor guiding delegates through regulatory changes, or an accountant running a Q&A on the latest HMRC guidance, people engage when they can ask questions, clarify their understanding, and feel heard.
It’s these interactions that begin the journey from contact to client.
As Uniqode points out, “Events offer a setting to build face-to-face relationships, gather intent data, and qualify leads all at once.” Unlike traditional lead generation channels, the people attending your events are already in your target audience. They’re there because they want what you offer, and that makes them incredibly valuable.
The real reasons people show up at events
According to David Adler in his LinkedIn article, “The Real Reasons People Attend Events”, attendees come for more than just information. They’re seeking:
- Intellectual capital (learning)
- Emotional capital (inspiration) and
- Social capital (relationships)
That’s a key take away for anyone thinking about running a dry, slide-heavy CPD session! To drive leads, your events must offer a blend of insight and connection. Sharing useful content is an absolute must, but so is making your audience feel something. That might be a sense of relief after demystifying a legal change, or clarity and reassurance after explaining a new tax regulation.
Combine this with some refreshments at pre or post event networking, you’re on to a winner.
When people leave your event thinking “That was genuinely useful, I need to speak to them again,” you’re doing it right.
Events that are smaller, smarter, and more strategic
One of the most notable shifts in the events space is the rise of smaller, more focused gatherings. Eventflare highlights this change clearly: “Networking events have become less about mass attendance and more about creating meaningful, tailored experiences that lead to real business opportunities.”
This aligns perfectly with professional services, where trust and relevance matter more than the number of bums on seats. A well-delivered session for 12 carefully chosen business owners or decision makers can generate more valuable leads than a 200-person seminar.
These smaller events i.e workshops, breakfast briefings, or round-tables allow you to deliver niche or tailored content, gives confidence for your guests to speak up and ask questions, and build rapport with you (and others) in a way that generic webinars or large conferences often can’t.
Don’t just host. Strategise!
Delivering a successful event starts long before the day itself. It’s about knowing your audience, identifying their pain points, and positioning your firm as the solution. Crucially, it’s about laying the foundations for continued engagement.
As Uniqode explains, “Lead generation doesn’t end with collecting business cards. Follow up with personalised emails, event highlights, or gated content to keep leads warm.”
A structured follow-up process from thank-you emails to useful resources can turn attendees into clients.
Use tools like event registration forms, QR codes for content downloads, and digital business cards to gather intent data. Then feed that information into your CRM or sales pipeline for ongoing nurture.
Event ideas for professional services that deliver
If you’re still pondering what an event strategy might look like, then consider these options:
Mini-masterclasses for in-house teams
Countdown to year-end or post-Budget webinars
CPD-accredited sessions
Offer short online sessions for in-house HR, finance, or legal teams e.g., “Employment Law Case Round-Up for HR Managers.”
Deliver timely sessions around key dates like the Chancellor’s Budget, the tax year-end, or Companies House filing deadlines.
There’s nothing like a last minute need to boost your CPD points to add an extra appeal for delegates! Many decision makers fall within this category. You can learn more about how to offer CPD acreditted sessions here.
Each of these events positions the firm as a trusted expert and ally, they encourage direct engagement with your delegates and create a reason for prospects to stay in touch.
Events aren’t a luxury – they’re a lead generator!
There’s a common misconception that events are an expensive ‘nice-to-have’, but when planned well, events generate far more than visibility than say, a monthly pay-per-click campaign (which can quickly run into the thousands per month!).
Events give you an active platform to demonstrate value, understand your audience better, and capture qualified leads who already trust your approach.
As Forbes puts it, “An event brings people into your orbit. From there, it’s much easier to convert them into long-term customers.”
In a market where clients are more selective than ever, delivering value-led, well-targeted events isn’t just a nice-to-have. It’s a key growth strategy.
If you need help planning your first educational event, delivering an event in Liverpool, Manchester or further afield, or developing ongoing event campaigns, I can support you with:
- Strategic event planning
- Audience targeting
- Promotion and follow-up campaigns
- Branded slide decks and templates