Building a Consulting Website That Attracts Clients

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

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.

Your WordPress site shouldn’t be a portfolio—it should be your best closer. Too many businesses treat their website like a digital business card Pretty pictures. A nice logo. Maybe a few service pages. But here's the truth: 👉 A good-looking site doesn't guarantee a single sale. 👉 Clients don’t buy design. They buy results. 👉 And your website should do the heavy lifting before you even get on a call. Think about it... 1. Your portfolio shows your work. 2. Your website sells your work. Big difference. Here’s what a “closer” WordPress site looks like: – Clear headline: “We help X get Y result without Z.” – Real social proof: Testimonials, logos, stats – Strategic CTA placement: “Book a call” that actually gets clicked – Lead magnet or quiz that builds your email list – A services page that reads like a conversation, not a resume. Your website should feel like the start of a client relationship, not just a digital brochure left on the internet. Because when your WordPress site is built with strategy? a. You wake up to booked calls. b. You attract better-fit clients. c. You stop chasing people who aren’t ready. 📌 Stop letting your site sit pretty. Let it close deals. . . . #WordPressDesign #WebsiteStrategy #HighConvertingSites #BusinessGrowth #WebDevelopment #ClientConversion #FreelancerTips #OnlineSales #LinkedInMarketing #WebDesignMatters #ConversionDesign #B2BMarketing #FreelanceWebDesigner

Last week I led a workshop for Bri Leever's Ember community on how to craft a website homepage that converts visitors into paying clients. Want to know the #1 mistake I see service providers making with their websites? They lead with their own story instead of their clients' transformation. Here's a 5-minute exercise to transform your homepage copy. Grab a pen and answer these questions about your dream client and the result of them working with you: • What's their emotional state when they come looking for you? • What frustrations are they experiencing right now? • What changes after they work with you? • What becomes possible? • What problem goes away? Now look at your current homepage. Are your first few sentences focused on answering these questions? If not, try rewriting them to speak directly to your client's journey—from frustration to transformation. → Because when you speak to what your clients really want? That's when your homepage starts really working for you. What did you discover about your homepage when you did this exercise? P.S. Want help crafting a website that converts? DM me and let's talk about creating a website that speaks directly and powerfully to your dream clients.