Here’s my hot take: as a consultant, your website’s messaging and structure is far more important than your website’s aesthetics.

Aesthetics are important. Don’t get me wrong.

But a busy executive isn’t going to book a call with you because you use a nice shade of burgundy on your website.

And I get it — writing is tough. Especially when you’re trying to sell yourself without sounding like a narcissist.

So in this article, I’m going to share a framework for creating your consulting website content, broken down into the following pages:

1. Home Page
2. About Page
3. Services Page
4. Case Studies Page
5. Blog Page
6. Free Consultation Page

But before we dive in, here’s a helpful way to think about your consulting website.

Your website is your 24/7 sales team: each page is a different salesperson, and therefore has a specific job.

When you give each page a specific job and goal — and you design your website for these pages to work harmoniously together — you’ll turn it into your most powerful marketing asset.

1. Home Page: Your Website’s First Impression Expert

What It’s Job Is

Your homepage is your first impression expert. It’s the charismatic team member who greets potential clients and guides them to where they want to go.

Just as a skilled greeter understands what a visitor needs and directs them to the right specialist, your homepage should help prospective clients find the information most relevant to their challenges.

What To Include On It

Within 5 seconds of landing on your homepage, visitors should know whether your consulting services are right for them.

This starts with a powerful hero section — like a confident opening statement from your greeter.

For example, if you’re a manufacturing consultant, your hero might read: “We help manufacturers improve their efficiency by 40% within 90 days.”

Structure your homepage like a skilled greeter’s conversation flow, including:

• A powerful opening (hero section) with your Magnetic Message
• Impressive references (logos of clients you’ve worked with)
• Understanding of their pain (showing you get their challenges)
• Overview of your expertise (services section with clear examples)
• Social proof (testimonials with real photos and names)
• Recent thought leadership (case studies showing concrete results and/or articles that demonstrate what you know)
• Quick background (brief “About” section establishing credibility)
• Clear next steps (compelling consultation call-to-action)
• Value upfront (lead magnet that showcases your expertise)

Each section should naturally lead to the next — just as a great salesperson guides a conversation — with specific calls-to-action that lead your potential client to the page most relevant to them.

Design Tips

1. First impressions matter. Ensure your hero section immediately tells visitors if your services are right for them, like a greeter who understands a prospect’s needs.
2. Use color and spacing to make each section distinct. This helps visitors navigate your “conversation” without confusion.
3. Prioritize visual trust elements. Client logos, photos of real clients with testimonials, and other social proof should be prominently featured to establish credibility.

Example: Vincent Tresno

2. About Page: The Relationship Builder

What It’s Job Is

Think of your about page as your relationship-building specialist: the authentic team member who excels at creating meaningful connections through storytelling.

Like a senior sales partner who knows exactly when to share a personal story that resonates with a prospect’s situation, this page builds trust by sharing your mission, journey, and values.

It’s not just sharing facts. It’s weaving a narrative that resonates with your ideal clients — all while letting poor-fits know if they’re better off elsewhere.

What To Include On It

Structure your story like a skilled relationship builder would share it over coffee:

• Your origin story (what drove you to start this business)
• Your mission and why it matters to your clients
• Personal values that guide your approach
• Professional journey and key credentials
• Clear picture of who you serve best (and who you don’t)
• Personal touches that make you relatable
• Clear next steps for prospects who resonate

Design Tips

1. Feature professional, approachable photos of yourself. Dong so immediately establishes trust and credibility.
2. Create a visual timeline of your journey using logos of prestigious companies you’ve worked with, certifications earned, and places you’ve been featured. This will help you build credibility through association.
3. If you have a team, showcase them with professional photos and brief bios that highlight how their expertise will contribute to the potential client’s success.

Example: Kevin C. Whelan

3. Services Page: The Solutions Expert

What It’s Job Is

Think of your services page as your solutions expert: the team member who matches prospects with the perfect offer for their needs.

Like a skilled consultant who knows which service package will best serve each client’s situation, this page lays out your offerings and helps visitors self-identify their best path forward.

When prospects are unclear about the right choice, it guides them toward a conversation, just as a solutions expert would suggest a consultation call to explore options in detail.

What To Include On It

Present each service like a solutions consultant would frame a recommendation:

• Clear, branded names for each service (e.g., “Operational Excellence Accelerator”)
• Problem-focused introductions (“For manufacturing leaders struggling with…”)

Detailed solution breakdowns:

• The specific challenges you address
• Your approach and process
• Expected outcomes and ROI
• Investment levels (if appropriate)
• Next steps to move forward

Think of each service description as a mini sales presentation, building interest and answering questions before they’re asked.

Design Tips

1. Give each service its own distinct visual identity and spacing — like separate product lines that are distinguishable at a glance.
2. Place a prominent “Not sure which service is right for you?” call-to-action between services, making it easy for uncertain prospects to start a conversation.
3. For your flagship services, create dedicated landing pages that dive deeper into the specifics: like having specialized salespeople who sell your most important services.