Why is no one looking at your website anymore?

At the TGS EMEA Brussels Conference, members from around the world came together to explore what it truly means to be ready. Each session highlighted one key truth: firms that innovate, collaborate, and stay ahead of change don’t just survive—they thrive.

Find out more about the conference!

In a world overflowing with content, standing out online requires more than just a homepage—it demands storytelling. This eye-opening session unpacked why many professional websites fail to connect and how to fix it. With tips on emotional engagement, better calls to action, and smarter content, TGS members learned how to turn websites into lead-generating engines.

So, why is no one looking at your website anymore?

The Role of Storytelling:

• • Strong stories “smuggle” boring information into engaging formats.
  • Avoid giving away the ending: use cliffhangers to maintain attention.

Websites: What works & what doesn’t:

• • Problems seen on many TGS member sites:
    • Dull language and lack of personalisation
    • Overuse of corporate clichés
    • Outdated content or “news” sections
    • No clear calls to action
  • Strong features that stood out:
    • Faces of real staff
    • Personal stories, client outcomes, and insights
    • Pages with a clear client benefit focus (not self-praise)

The power of Newsletters: The Future of Digital Relationship Building

• • Replace static content with engaging, themed newsletters
  • Use AI to repurpose existing content and identify client pain points
  • Segment newsletters by client types

Calls to Action (CTAs):

• • CTAs must be compelling and benefit-driven (e.g., “Get a free 5-day market entry guide”)
  • Automate follow-ups to build trust and presence in clients’ inboxes

LinkedIn & Human Branding: Personal branding on LinkedIn is outperforming corporate posts

How to turn your business dreams into actionable stories  

• Use AI to:
  • Rewrite your “About Us” from the client’s perspective
  • What type of client are you trying to attract?
• Encourage:
  • Personal storytelling from staff (e.g., why they joined the firm)
  • Creating powerful newsletters
  • Putting forward TGS : add a TGS section – make sure your clients are aware that you can help them internationally, or find someone who can
  • Share success stories of referrals, and put them forward on your website: If you show who you helped and how you did it, you will attract more of the same kind of client.