A consultant website buyers can check in five minutes
Buyers of consulting rarely discover you on your website; they're referred, or they meet you, and then they check. A consultant website has to pass that check quickly: what exactly you do, for which kind of organisation, evidence you've done it before, how engagements work, and how to start. Credibility and a clear route to a scoping call matter more than a big homepage.
What the person checking you wants
Picture the reader: a director who's been given your name and has five minutes before a meeting. They want to confirm you're credible and relevant, then forward your site to a colleague. Help them do that:
- A one-line positioning statement: the problem, the client type and the result. "Pricing strategy for B2B software companies moving upmarket."
- Services, named as outcomes and deliverables rather than abstractions.
- Evidence: case studies, client types or sectors, and your background.
- How to start: a scoping call, with what it covers.
Services and engagement models
Buyers need to picture working with you. Describe the shapes your work takes, with the deliverable and the typical timescale for each:
| Model | What the client gets | Typical use |
|---|---|---|
| Diagnostic or audit | A fixed-scope review and a written report with recommendations | A first engagement with a new client |
| Project | A defined outcome over weeks or months | Implementing a change, a strategy piece |
| Retainer or advisory | A set amount of time each month | Ongoing guidance after a project |
| Workshop | A facilitated day or half-day | Alignment, training, kick-offs |
Whether to publish rates is a real choice. Many consultants publish a starting price for a fixed-scope diagnostic and leave projects to proposals; that gives buyers a reference point without boxing you in. Our guide to showing service prices covers both approaches.
Case studies with substance
A case study is the single most persuasive page a consultant can publish, and the most often fudged. Structure each one: the client (named, or described by sector and size if confidential), the situation, what you did, and what changed, with results only where the client agrees they're accurate. Mention your role honestly if you worked within a larger team.
In Anticode, a case-studies CMS collection with fields for sector, challenge, approach, outcome and a client quote you have permission to use gives each one its own page and an index to browse by sector. Add new ones from the dashboard as engagements finish. The publish a client case study workflow covers getting sign-off.
Credentials and background
Write your background as relevant experience, not a CV: the roles that taught you what you now advise on, the sectors you know from inside, any qualifications that matter to buyers, and talks or articles you've published. A photo and a direct email help. For a small firm, a short profile per consultant does the same job.
From interest to a scoping call
Offer a short scoping call and say what it covers: the problem, constraints, timescales, whether you're the right fit. Anticode's booking calendar can take those calls, one booking per slot with no double booking, up to 120 days ahead. Its six times a day are fixed (Mondays skipped) and it doesn't sync with your work calendar, so check each booking and confirm or move it yourself.
For buyers who'd rather write first, an enquiry form (a custom form, or prompts above the message box) asking for organisation, role, the problem in a few lines and timing works well. Anticode can send each enquiry to HubSpot as a contact (submissions with an email address), to Airtable or Notion, or to a webhook into your own CRM, as well as emailing you.
Design: understated and fast
Generic generated consulting sites lean on handshake photos, abstract network graphics and "driving transformation". A clean typographic page reads as more senior. Swiss (Inter Tight) or Editorial (Geist) with a black or blue action colour suit most consultancies; Technical (IBM Plex Sans) fits a technical or data practice. Publish on your own domain on a paid plan; buyers notice.
Limits
- No proposals, contracts or e-signatures. Send those from your own tools after the call.
- No client portal or document sharing.
- No calendar sync for scoping calls.
- No gated content or logins. If you offer a downloadable report, collect an email with a form and send it yourself or through your email tool.
Questions people ask
What should an independent consultant website include?
A one-line positioning statement, services with engagement models, case studies, your background and a way to book a scoping call or send an enquiry.
Can enquiries from my consultant website go straight into HubSpot?
Yes. Connect HubSpot and submissions that include an email address are sent there once as they arrive.
Can I keep case studies confidential but still publish them?
Describe the client by sector and size instead of name, and agree the wording with them before publishing.