8 Things Every Marketing Consultant Website Needs

It was a little intimidating when I first became a marketing consultant. There is no bible or standard guide for how to consultant a company on its marketing issues.

Moreover, nobody tells you how to market yourself as a consultant either. A lot of it is trial and error, attending networking events, writing blogs, and so on.

In fact, 70% of companies will survey your social media profiles to see if you’re the type of person they want to work with. So, now more than ever, it’s crucial to be marketing yourself as a consultant (both online and offline).

Which brings me to why I wrote this blog.

So, you can optimize your website (likely the place where you’re taking most of your bookings), leave an unforgettable impression on potential clients, and make the online experience seamless and enjoyable for both you and your website visitors.

Let’s jump in!

An offer above-the-fold

The very first thing that website users need to see on your website is a value-driven offer. Agency Boon offers a great example of this below.

Marketing consultant website - example 1

The offer that this agency provides is clear and simple – they help you do good online! There’s no need to be fancy or cute with your offer. Simply keep it value-driven and customer-focused and you’ll begin to see engagement with your audience and conversion rates increase.

An obvious call-to-action

This second element is simple, but you would be surprised by how many businesses skip or muddy their calls-to-action. Seriously, I see it a lot. For this example, SEO consultant, Clayton Johnson provides a great template to work off.

Marketing consultant website - example 2

Here you can see the call-to-action is very clear. Set up a free consultation with Clayton or schedule a Discovery Call. The CTA is not passive, and it leads directly to a sale for Clayton’s consultancy. Website visitors know exactly what they need to do if they want to do business with this SEO consultant.

Images of success

The third element of a stellar marketing consultant website is images of success or testimonials. Dave Ramsey is a genius at highlighting those that have benefited from his teachings on his website and social media properties.

Marketing consultant website - example 3

The reason why this is so important is that people need to know that others have used your services and that they have proven successful.

Basically, you need to demonstrate social proof for your consultancy. It can’t simply be you shouting from the mountain top, “Look at how great I am!” Others need to testify to the awesomeness of your services. Layer your website with short testimonials or logos of companies you’ve worked with.

Just enough — not too much.

Bite-sized breakdown of revenue streams

One issue that many consultants (and businesses) have is that they are unable to clearly communicate their service offerings. This can be problematic because if you can’t communicate the value you offer to potential clients, you can’t sell to them!

Here’s an example from my agency on how to list your services concisely.

Marketing consultant website - example 4

I recommend listing, at the most, 12 of your service offerings on your home page and the prices that those services start at.

This way, you give potential clients a high-level view of the value you can provide them and what it will cost. This will lead to a higher conversion rate and more sales as you are upfront with your pricing.

Very few words

This is another huge issue that many consultants run into. They think they need to explain everything on the front-end with tons of lines of copy when this deters potential clients from doing business with you.

Take the Minneapolis ad agency Periscope, for example.

Marketing consultant website - example 5

On this agency’s home page, there are very few words. The company relies almost exclusively on images and videos of clients and the work they’ve done and utilized copy strategically and sparingly.

I’d recommend you do the same.

An established brand

Honestly, this might be one of the most important aspects of the marketing consultant’s website.

Your brand is what differentiates you from other consultants.

That’s why it’s important to have a consistent color scheme, typography, and logo that is recognizable for your clients and potential clients.

Neil Patel provides an amazing example of what an established brand for a marketing consultant should look like.

Marketing consultant website - example 6

Neil’s website has the same look and feel throughout. Same color scheme, typography, voice, and tone. It’s crisp, clean, without ads, and packed with tons of audio, written, and video content.

All of this is completely on-brand for Neil.

Emulate Neil.

A short and sweet “About” section

I believe that you should include an “About” section on your consulting website, but you should keep it short and sweet.

Why? Because your website visitors are coming to your website with a problem and they’re hoping you can fix it.

They don’t want to know about your entire life story, where you grew up, or the trip overseas you took last year. Keep your “About” section simple.

I’ve used my “About” page as an example.

Marketing consultant website - example 7

What I try to hit on in my “About” section is where I’m from, my experience, where I studied, what I’m up to currently, and a call-to-action. All in one paragraph.

The opportunity to talk more about myself and connect with my clients on a deeper level will come. On this page, I’m simply giving website visitors a high-level view of who I am and where I’ve come from.

A plan, framework, or process

An established brand and a framework or a process are the two most important things to highlight on your marketing consulting website.

Companies need to know that they can trust you (which comes from an established brand) and they need to know that you can solve their problems (which comes from a framework, process, or plan).

Minneapolis consultant, Thomas Unise, provides a great example of what a marketing consultant process should look like.

Marketing consultant website - example 8

A plan, process, or framework provides a potential client with a road-map for working with the consultant.

Frameworks also help set expectations and put clients at-ease knowing that their consultant is following a process and not simply winging it.

Clients don’t have time for a consultant who can’t apply and execute a proven framework to their business problem.

Conclusion

So, there you have it, my fellow marketing consultants! Those are the 8 things every marketing consultant website needs.

To recap, those 8 things are:

  1. An offer above-the-fold

  2. An obvious call-to-action

  3. Images of success

  4. Bite-sized breakdown of revenue streams

  5. Very few words

  6. An established brand

  7. A short and sweet “About” section

  8. A plan, framework, or process

If you have any elements to add or would like to discuss these items in more depth, feel free to email me and set up a coffee meeting. I love meeting other consultants and marketing professionals.

Au revoir