Creating a Consulting Website

The psychology behind CTAs that convert: (5 lessons from billions of emails sent) Your CTA (Call-to-Action) isn’t just a button or a link. It’s the moment where all your effort pays off. But here’s the truth: Most CTAs fail because they don’t consider the psychology behind what drives someone to click. Here are 5 CTA strategies I’ve tested that consistently drive higher conversions (and why they work): 1. Make the action feel easy: Instead of: “Complete Your Registration” I tested: “Get Started in 60 Seconds” Why this works: People avoid tasks that feel time-consuming or overwhelming. A CTA that emphasizes speed and simplicity lowers resistance. 2. Use urgency to create momentum: Instead of: “Sign Up for the Sale” I tested: “Ends Tonight: Claim Your 50% Off” Why this works: A deadline taps into FOMO (fear of missing out), pushing people to act now instead of “later.” 3. Highlight a benefit, not a feature: Instead of: “Learn More” I tested: “See How We Boosted Revenue by 27%” Why this works: People don’t want to “learn”. They want outcomes. A benefit-focused CTA paints a clear picture of the value they’ll receive. 4. Be specific, not generic: Instead of: “Click Here” I tested: “Download Your Free Email Template” Why this works: Clarity builds trust. When someone knows exactly what they’ll get, they’re far more likely to click. 5. Match your CTA to their stage in the journey: Instead of: “Buy Now” on a first touchpoint I tested: “Get a Free Demo” Why this works: Asking for too much, too soon, feels pushy. Tailoring your CTA to where the customer is in their decision-making process creates a smoother path to conversion. --- The Big Lesson: Your CTA shouldn’t be an afterthought. It’s the bridge between interest and action. Small tweaks like emphasizing speed, clarity, or outcomes can make a massive difference. What’s the best-performing CTA you’ve tested? Drop it in the comments.

Most B2B website redesigns suck (Yours won't if you follow this approach) Most B2Bs... - Forget to speak with customers - Copy competitors' sites with no context - Add new features without a clear roadmap - Try a new CRO hack, abandon, try another one In other words... The plan is no plan. The result? - Wasted time - Wasted money - No results 𝗚𝗼𝗼𝗱 𝗡𝗲𝘄𝘀: there is a clear roadmap to set up a website for success. Here's what you do 👇 1] 𝗜𝗻𝘃𝗲𝘀𝘁 𝗜𝗻 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 So many brands skip this and go straight to number 2, or even worse, number 3. It's such a mistake. Invest time interviewing customers and key individuals within your organization. Turn those insights into well-defined customer avatars and then map their journey. This will immediately add valuable context for all of the decisions that follow. 2] 𝗕𝘂𝗶𝗹𝗱 𝗧𝗵𝗲 𝗙𝗼𝘂𝗻𝗱𝗮𝘁𝗶𝗼𝗻 Before trying to create polished designs, it's important to think 'structure first'. You need to plot out the structure of your website in detail for it to be successful from day one and adaptable into the future. Next, carry this out to the pages. Make sure that at a high level, they can capture all of the messaging necessary for the customer avatars you've defined. 3] 𝗙𝗼𝗰𝘂𝘀 𝗢𝗻 𝗗𝗶𝗳𝗳𝗲𝗿𝗻𝘁𝗶𝗮𝘁𝗶𝗼𝗻 Now that our strategy and foundation are in place, it's time to focus on what makes your brand unique. This should start with the offer and then split out into other things. You need to define a unique tone of voice and visual identity. Layering movement on top can also help make your site stand out amongst a sea of competition. TL:DR Strategy → Structure → Differentiation That's how you win. ______________________________ Like the post? Repost ♻️ to help others Follow Arpit Singh tap the 🔔

Here is a massive opportunity for your business👇. When I work with clients on their digital presence, oftentimes, we start with their website. Either they don't have one or one that is outdated and ineffective. It's like a billboard sitting in the middle of the desert. When was the last time you looked at your website statistics? Basics like how many unique visitors per month? Is it going up, down, or flat? How long do they stay on your website (bounce rate)? Are they taking the action you want them to? There is much more to it than that, but today, I want to discuss your About page. Yes, it is the page where most owners, coaches, and entrepreneurs talk about themselves without regard to the website visitor reading it. Do people want to know about you, your background, and your credibility? Of course! But because the About page is the second most visited page on a business website, you have an opportunity to "soft sell" your products or services. Instead, write content (copy) for THEM at the beginning of this page. Make it emotional, addressing their biggest pain point and how you help people like them solve it. This requires you to know your ideal client and their pain points. Then speaking (writing) in a language that resonates with them and entices them to take the next step. Rethinking the About Page: ▶ Narrative: Shift from a corporate timeline to compelling storytelling. ▶ Value Proposition: Highlight benefits, not just services/products. ▶ Human Touch: Introduce the team, humanizing the business. Credibility: Add testimonials. A 2020 study shows 87% of consumers rely on online reviews. ▶ Clear CTA: Guide visitors toward the next steps. ▶ Speak to their pain points even on the About page ▶ Have a video from the CEO to put a face to the business. Optimization Outcomes: ▶ Better engagement reduces bounce rates. ▶ Enhanced trust through transparency and connection. ▶ Boosted conversions due to visitor-centric content. There you have it! Now stop what you are doing, look at your About page, and see if it's doing what I mentioned. If not, fix it! If you don't know what to do, seek guidance from someone with the experience and know-how to take you through a digital transformation. This will be your best investment in yourself and your business in 2024.

3 ways I make websites more trustworthy: 1. Use a wide variety of social proof points Social proof isn't just testimonials. Make sure you're using: - Testimonials - Case Studies - Data - Research - Media Inclusions 2. Back Up Your Claims Back up every claim with proof. "Our customer service is unmatched!" ↳ Video of customer raving about customer service "Our customers receive outrageous results!" ↳ Case study showing the work in action By doing this, you're showing them you walk the talk. 3. Re-use The Same Proof In Multiple Formats Some people want to read. Some people want to watch. Make sure you have both videos and written versions of your trust-building content. A trustworthy site is one people aren't afraid to buy from. Or afraid to share. Make sure you invest the time to build one.

If your website isn’t driving engagement, attracting clients, or positioning you as a trusted authority, chances are it’s missing one thing: valuable content. A static website is just an online brochure - it sits there, waiting to be found. But when you add useful, well-researched content, it transforms into a powerful business development tool. Here’s how to do it right: 1. Build a Strategy That Works: Great content doesn’t happen by accident. Your plan should align with your audience’s needs, your expertise, and your resources (time, people, and budget). A content calendar keeps you consistent, so you’re always top of mind. 2. Prioritize Research-Driven Content: Opinion pieces can be interesting, but data-backed insights and original research build credibility. If you want your content to get shared, bookmarked, and cited, focus on providing real value such as new information, deep expertise, and actionable takeaways. 3. Use Multiple Formats to Reach More People: Not everyone consumes content the same way. Some people prefer in-depth articles, while others engage with videos, podcasts, or infographics. Repurpose your best ideas across different formats to maximize reach and impact. 4. Curate, But Add Your Expertise: Sharing industry news, expert interviews, and event takeaways is a smart way to add value—but don’t just repost. Layer in your own insights to make it meaningful for your audience. Thoughtful curation strengthens your brand as a go-to resource. 5. Never Publish Without Editing: Typos and unclear messaging can hurt your credibility. Take the extra step to review your work (or have someone else do it) before publishing. Professionalism matters. 6. Publish With Purpose: A great piece of content means nothing if no one sees it. Optimize your posts with search-friendly URLs, embed videos strategically, and make sure everything is easy to find. Then, share it where your audience is - on LinkedIn, in email newsletters, and beyond. Content builds trust, and trust leads to business. If your website isn’t actively helping you attract opportunities, it’s time to rethink your content approach. Done right, it can position you as the go-to expert in your industry. Let me know what you think of these tips in the comments below! #contentmarketing #personalbranding #legalmarketing #bestadvice

Is Your Brand Speaking the Right Language? Here’s How to Create a Voice That Truly Resonates (Hint: It’s more than just words—it’s how you make your audience feel) In today’s market, your brand’s voice is everything. It’s not just about the tone; it’s about the emotional connection you create with your audience. But how do you craft a voice that doesn’t just sound good, but feels right? Here’s a framework to help you build a voice that speaks to your audience on a deeper level: 1. Tap Into Your Audience’s Emotions Before you can speak their language, you need to understand their feelings. What keeps them up at night? What excites them? Your voice should align with these emotions. Pro Tip: Conduct surveys, read reviews, and join conversations where your audience hangs out to uncover their emotional triggers. 2. Anchor Your Voice in Core Values Your voice should echo your brand’s core values. Are you innovative? Trustworthy? Empowering? Let these values shape every word. Try This: List your top 3-5 values and brainstorm how they translate into your brand’s tone and style. 3. Personify Your Brand Think of your brand as a person. What traits define them? Are they friendly, authoritative, witty, or compassionate? These traits will help you maintain a consistent voice. Hack: Create a brand persona that embodies these traits. Use it as a guide for all your communication. 4. Meet (and Exceed) Audience Expectations Your audience has specific expectations. Are they looking for expert advice or a more casual chat? Align your voice with these expectations without losing your brand’s unique identity. Example: If your audience values expertise, an authoritative tone might be your best bet. 5. Test, Learn, Refine Start using your voice across all channels and listen closely to the response. Watch for engagement, feedback, and shifts in perception. Remember: Your brand voice isn’t static. Be open to tweaking it as you learn more about what resonates with your audience. Creating a brand voice that emotionally connects isn’t about following a formula—it’s about knowing your audience and communicating with authenticity. Start with this framework, and you’ll be on your way to building connections that matter. Question: What’s one word that best describes your brand voice? Drop it in the comments—I’m curious to see what you come up with! ♻️ Repost this if you found it valuable—let’s help more brands find their voice!

Your ABOUT page is not all about you. It’s all about the reader. Sounds counterintuitive? Here are the most common copy mistakes and how to fix them: In 90% of the websites people focus on: ❌ Writing only about themselves and their accomplishments ❌ Writing in the 3rd voice and putting themselves on a pedestal Most of the copy is bland, boring, and feels like you’re reading a CV. It doesn’t create any connection or trust. This makes you less relatable and you distance yourself from your reader. So put yourself in the shoes of the reader. They’re scanning your About page to see what you’re all about. And understand if you are the right person to solve their problems. Take them on a journey to create emotion, build trust, and take action: 1. Start with a great value proposition → who you are, what you do, who it’s for  2. Connect with the situation your reader is going through 3. Show what's at stake if they don't solve the problem 4. Inspire them to see an expansion and their brighter future self 5. Share your story: how you overcame the challenges (and how they will too) 6. Highlight what makes your approach unique 7. Establish authority: results, testimonials, press, certifications, etc. 7. Be relatable by showing your personality, values, and hobbies 8. End with CTA: how they can work with you or contact you Remember: you’re still sharing your story… But in a more empathic, conversational, and persuasive way. It’s not about WHAT you say but HOW you say it. - P.S. Need a fresh pair of eyes on your copy? I can help you edit or re-write your LinkedIn About section and website. Send me a DM for more info. #copywriting #websites #persuasion #empathy #copy4impact

How we think about websites for consulting firms: First the website Is NOT for awareness. Most firms aren’t good at organic search. While local search results can be useful if your service area is focused, firms increasingly are national (or global) in scope. Which means their organic search strategy would go after informational searches with very low volume, or commercial searches that have tremendous competition. And LLMs are about the drastically alter the search landscape. The future of Google is likely zero-click results, where they summarize the answers to questions for you. We believe the purpose of the website is for building and cementing trust. The people coming to your website already know who you are. They find out about you through your content on LinkedIn, or a podcast interview, or a conference you present at, or a book you wrote, or a referral. They go to your website to reassure themselves (or their team) that you're a Trusted Advisor. Things That Go on a Website: - Clearly staying what you do and for whom on the homepage. - Clearly stating the industries you serve. - Clearly stating what your solutions are, ideally mapped to real client issues. What do you mean by "data science?" What kinds of engagements could you help me with? - About us – both as a recruiting tool and as a way to signal your "why" to potential clients. People like to buy from people they like. - Partner bios and credentials. - Social proof - testimonials, logos, videos of happy clients. - Case studies. - A physical address. Not because they plan to visit. Because it signals you're not fly-by-night. - Lead magnets that are truly valuable. Rumors of email's demise are very premature. Things That Don’t Matter Much: - Dozens of long-form, informational blog posts. Not because they aren't useful. Just not necessarily where to start - the ROI relative to short form organic probably isn't there. - Neato-mosquito design. I say this as a former Creative Director and design nerd. Unless you're a design firm, it probably matters a lot less than you think. You want a level of professionalism, sure. But you don't need to win any design awards. Copywriting is your best design tool. - Generic contact us form. Potentially useful for press inquiries at some point. But have a stronger, more specific call to action - book an appointment, schedule a strategy call, etc.

I spent a good part of my early freelancing career doing nothing little other than auditing homepages. In the beginning, I did it as a form of outreach. Now I do it mostly for research. And for fun. As I learned what “good” was (mostly on B2B homepages) I’ve also come to realize that a lot of the BAD is what gets repeated. But here’s the good news: if we can fix the mistakes that the majority are STILL making, then you stand out even more. Fix these and you’re above probably 90 percent 👇🏻 → 𝗩𝗮𝗴𝘂𝗲 𝗵𝗼𝗺𝗲𝗽𝗮𝗴𝗲 𝗵𝗲𝗮𝗱𝗹𝗶𝗻𝗲𝘀 This will probably always be a huge problem, but you can fix it. Easiest way: One sentence that describes the main value your perfect customer gets from you and how you solve it. → 𝗚𝗲𝗻𝗲𝗿𝗶𝗰 𝗻𝗮𝘃 𝗹𝗮𝗯𝗲𝗹𝘀 (“𝗣𝗿𝗼𝗱𝘂𝗰𝘁𝘀,” “𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀”) The more specific you can get while retaining a manageable text length, the better. Think about who your perfect customer is and how they would use the words in the nav bar, not how you would. → 𝗖𝗮𝗿𝗼𝘂𝘀𝗲𝗹𝘀 I guarantee you only the first slide of a testimonial is getting any clicks. Stop these ASAP. → 𝗦𝗼𝗰𝗶𝗮𝗹 𝗶𝗰𝗼𝗻𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗵𝗲𝗮𝗱𝗲𝗿 This may seem counterintuitive, and obviously it's always case-dependent, but it's RARELY productive to have these anywhere other than the footer. If you have a big candy-colored sign at the top of your site that says "leave"… usually not a good idea. → 𝗪𝗮𝗹𝗹-𝗼𝗳-𝘁𝗲𝘅𝘁 𝗽𝗮𝗿𝗮𝗴𝗿𝗮𝗽𝗵𝘀 People will always skim. There's no perfect length for the amount of text, but anything above three sentences is making a big ask. → 𝗣𝗗𝗙𝘀 𝘂𝘀𝗲𝗱 𝗮𝘀 𝗽𝗮𝗴𝗲𝘀 Always make unique pages for new content that's on a site. PDFs aren't crawlable and don't get indexed... I know it's convenient to just upload a PDF and outlink to it, but if you go through the hurdle of actually making a page, you're going to stand out. → 𝗧𝗲𝘀𝘁𝗶𝗺𝗼𝗻𝗶𝗮𝗹𝘀 𝗣𝗮𝗴𝗲 Tell me how this sounds: ”Let's take our most compelling social proof, compile it into one huge mega compelling case study, and then hide it on one of the most least visited pages on the entire site. Great idea!” Instead, Pull just 2/3 of your most juicy ones and put them in the areas that are viewed the most: usually your home page, services pages, and about page. Cheers if ya made it this far :) __ If you’re new here, I’m Andy I solve the "Website Problem" for B2B Founders and Marketing Teams. I'm sharing my journey of building MMG Design along the way. Let’s connect 📥

I was completely failing at my first business. I was yet another small firm saying “big firm quality at small firm prices” … and prospects weren’t biting. Why? It was BORING. Here’s how I fixed it: ↓ Brands walk a fine line between communicating key information and fading into the background with boredom. You need prospects to remember. It's NOT enough to just say you're "different" or "innovative". Here’s the trick: Think of your brand as an eccentric celebrity or superhero. What makes someone like Lady Gaga stand out isn't just her music - it's her entire persona. From her wardrobe to her opinions, she's unlike anyone else. Your brand needs that same X-factor. Here's a four-step process to build your brand's captivating voice: (want this as a full worksheet? read until the end and I’ll give you one free) Step 1: Discover Your Brand's True Personality Ask: if my brand was an actual person, what would they be like? Forget what you *want* people to think - what do they *actually* think after interacting with you? Make a list of adjectives that describe your brand's personality. Be brutally honest. Don't hold back - really get to the core of how your brand makes people feel. Eclectic? Serious? Down-to-earth? Elitist? Trusted? Quirky? Professional? Step 2: Pick Your Celebrity Brand Doppelgänger Now comes the fun part - which celebrity or superhero is most like your brand? Finding your brand's celebrity doppelgänger creates a shorthand for what your brand embodies. For example, if your brand is authoritative yet playful, you're more Tony Stark than Captain America. If you're an innovative pioneer in your industry, think Nikola Tesla, not Thomas Edison. If you're aiming for bold yet glamorous, go for Lady Gaga over Celine Dion. Step 3: Establish Your Brand's Core Contrarian Beliefs Great brands all have something in common: a point of view that challenges the status quo. What common industry beliefs does your brand reject? How does your brand see the world differently than competitors? For example, my marketing agency worked with law firms - and we believed that lawyer marketing should be based on bringing out the real people behind the stuffy suits. Make a list of 3-5 core contrarian beliefs that will form your brand's manifesto. What change does your brand want to inspire in the world? Step 4: Tell Your Brand's Captivating Origin Story Every superhero has an origin story explaining their powers and motivations. Your brand's origin story is a key to connect with customers emotionally. Craft your origin story to highlight what makes you passionate about your mission. Remember when my first business was failing? This is exactly what I did. And that took it from $70k/year to seven figures. With this formula, your brand can develop a captivating voice that wows customers and sticks in their minds. Want the worksheet to do it yourself? Get it for free at the CEO Workbench (see bio)