Key Takeaways from the 2026 Digital Experience Benchmarks for Professional Services

Today’s professional service clients prefer to interact digitally, through flexible, insightful interactions that provide them with information on their own time. Industries from finance to consulting and from legal to technology recognize that building trust between professionals and clients remains imperative. 

So how can professional services marketers meet their clients’ digital expectations, and help their firms continue to build lasting, trusting relationships?

That’s the question we sought to answer in our 2026 Professional Services Digital Engagement Benchmarks Report. In it, we explored how professional services marketers used webinars, content hubs, and virtual events along with AI, as part of their digital efforts to meet their audiences in 2025 and what those trends mean for marketers in 2026. 

Here’s what we found:   

Why Webinars are a Top Strategy to Attract Professional Services Audiences

Webinars continue to reign as one of the most effective tools for digital engagement. In fact, according to our benchmarks report, professional services webinars saw: 

• • 260 average number of webinar attendees in 2025
  • 56 minutes in average duration of webinar engagement in 2025

And at the per-attendee level, participants generated 2.7 interactions each, well ahead of the all-industry average of 1.7. This increase proves that audience members are seeking — and expecting — to engage with professional services firms digitally. 

This statistic shows that not only are audience members looking to engage with firms, but they are also looking for ways to respond to other attendees. Interactivity and participation are part of the complete digital experience.

Engagement and Conversion are on the Rise with Professional Services Webinars

Webinars are not just passive, one-way communication channels to deliver a message. Instead, they are opportunities for audiences to engage and interact. For example, our report found that click-through rates for calls to action rose by 51%, more than double the industry average. 

Furthermore, more than one million certifications were issued through ON24-powered webinars in 2025. Now, more than ever, digital formats are crucial to furthering professional education.

These engagement insights provide key information to help firms continue to meet client needs. In fact, survey participation rose by 20% year-over-year, which means firms are even better equipped with insights into how to meet and exceed their clients’ expectations.

Professional Audiences Continue to Seek Out Relevant On-Demand Content

Webinars are not just one-and-done digital events. In fact, professional services audiences continue to consume webinars on demand, which means an always-on strategy is key. What remains key to providing a stellar on-demand experience? The answer: a well-organized content hub. An easy-to-navigate content hub can help audience members discover new material on their own time. According to our report, on average, content hubs drove a 38% conversion rate. 

But curation, strategic placement, and personalization is crucial, and is even more important than relying on adding resources to an already-full content hub. For example, even with an average of 46 assets in content hubs, views of on-demand webinars within those hubs declined by 17%, further emphasizing the importance of organization.

Personalized Experiences Increase Digital Consumption 

Personalization is key for professional service marketers if they are to take the next step with their digital marketing offerings. In 2025, attendance to personalized landing pages drove a 46% conversion rate. This means audience members are hungry for content curated with them in mind. Our research found that personalization has led to: 

A 45% visitor-to-registrant conversion rate compared to 36% on traditional pages also means that form fields are no longer a barrier that lead to consumer drop off. Instead, they become a logical next step in an ongoing conversation. Professional marketers can capitalize on first-party data to automate much of the personalization process.

AI Remains Integral to Professional Services Marketers 

In a sector where marketers are feeling pressure to deliver more personalized content with fewer tools, AI has helped alleviate some of the strain. For example, our report showed that in 2024, the amount of automated transcripts generated from webinars increased by 8X across the professional services sector.

Ultimately, AI has empowered professional services marketers to scale their content creation abilities. For example, AI can create and deliver transcripts from presentations — allowing viewers to access speakers’ content on demand. 

In fact, professional service firms produced 4X as many AI-generated assets as global growth, at 2.5X in 2024. With AI, webinars are no longer one-off experiences, since AI-generated e-books, blog posts, and virtual event summaries can help deliver continuous value to clients.

And the ability of AI doesn’t stop at furthering a webinar’s reach; AI-generated promotional content, including email and landing page copy, doubled in 2025. This timesaving operation allows marketers to focus on valuable campaign strategy and result analysis.