Have you struggled in choosing the right pages for your consulting website?
When creating your website, did you just choose pages that your competitors had?
Choosing the primary pages for your consulting website can be a challenge. But it’s essential to create the right pages if you want to use it to generate more leads and more clients.
By the end of this article, you will…
- Know the 5 essential pages every consultant should have on their website
- Understand what each of these pages should say and do
- Learn how to structure your pages to get more qualified consulting leads
Myth Busting: How Important Is Your About Page?
One popular myth is that you need an “About” page, where you talk about your process, your education, and your credentials.
Your prospects don’t care about your process, your education, or your credentials. At least not yet.
What they care about is whether you can help improve their business.
Your “About” page is optional. If you insist on having one, use it for testimonials. It’s far more persuasive to let your clients talk about you.
Here are the pages you need to guide your potential clients through relationship-building interaction to turn more of them into clients:
A good homepage intrigues your prospects. It should lead them to visit your other pages to see what you have to offer.
With your homepage, you want to establish relevancy, demonstrate credibility, and draw interest.
- You establish relevancy by telling your prospect who you serve in your business. Be precise.
- You demonstrate credibility by using social proof. The more logos and testimonials you use, the more credible your business appears.
- You draw interest by providing links to your thought-leadership and other helpful content.
Your homepage will be your prospects first impression of your business. When you establish relevancy, demonstrate credibility, and draw interest, you’ll make a favorable first impression.
When your prospect wants to learn more about what you have to offer them, they’re going to visit your services page.
Instead of focusing on your services, focus more on your prospect.
Under each service, ask a qualifying question. Show your prospect that this service matches the situation their business is in.
When your questions make them think “that’s me”, you make it easy for them to choose the right service for them and contact you for a consultation.
To make your services page more effective, give each service a dedicated landing page. This landing page should go deeper into their problems and your solution. When done right, it will sell your service for you.
If you’re consistently writing helpful content that educates your prospects and demonstrates your expertise, you’re already ahead of 80% of your competition.
To jump ahead of the next 20%, you need to create a resources page.
With this resources page, you organize your articles under a central theme. Choose a theme that is focused on the primary benefit that you help your clients achieve. List your articles in the order that your prospect should read them. Make it easy for them to choose what to read.
A good resources page guides your prospect through your articles so they gain a stronger understanding of their problem—and your solutions.
4. Case Studies
Your case studies are the next step in validating your expertise.
They should tell a story of how you improved your client’s condition, which helps your prospect get a better understanding of how you can help them.
When constructing your case studies, organize them into 3 parts to tell a story:
- The Brief – The “Before.” Show the situation that your client faced before you.
- My Approach – The “During.” Show how you solved your client’s problem.
- The Result – The “After.” Show how your client’s business improved as a result of working with you.
Your case studies inspire your client and shows them where they could be. Focus on outcomes using your previous projects as proof.
Your website is only as good as how many leads it generates for your business. An effective consulting website makes it easy for your prospect to contact you.
Your contact form is critical to guiding prospects to start a relationship with you. Don’t throw in a simple form. “Sell” your prospect on filling out the form by offering a free consultation.
Put your phone number, email address, and LinkedIn profile on this page. It’s a good idea to put your contact information in your website’s header and footer as well. But having a dedicated contact page makes it easiest for them.
Use this guide to design and write the primary pages for your consulting website. These pages will help turn your website from a digital brochure into a lead-generating machine.