FAQ on web design for consulting firms


Services page(s)

While this may seem obvious, it’s crucial to incorporate pages for each main service offering that details the benefits and values of each service. For B2B consulting websites, the most visited pages after the homepage are the services pages. These pages tell visitors all they need to know about the services your firm provides and how they help clients. We advise clients to have a main service page with subpages for each service.

Use cases

How are your existing clients engaging with the experts on your consulting team? Use cases that describe how companies are using your consulting services and how they are leveraging your team to meet their goals are excellent ways to show the value of your consulting expertise.

Industry specific pages

Often, the B2B buying process or sales journey is long and thorough with multiple decision-makers or stakeholders in the company. The more complex or specific the service you offer, the longer the evaluation period and the more participants in the decision process. Industry-specific pages are your chance to build a connection with people of varying positions at your prospect’s company. Various departments and roles in the company may interact with your consulting team differently, so it’s important to speak to them and their individual needs. While the message on each industry page may be somewhat similar, it demonstrates to each stakeholder that you speak their language and understand their challenges or needs.


Your consulting services likely compete with similar solutions in the industry. Potential clients want to know why they should partner with your consulting firm rather than your competitor. For B2B consulting websites, it’s essential to include a page or section of the website that clearly delineates why a client should hire your firm and what’s in it for them. This particular section can include things like certifications, experience, expertise, awards, and client testimonials.

Resources + case studies

While you can expertly speak to the value of the solutions or services your team offers, resources and case studies are a chance to show real-life examples and results. For more complex or specific consulting engagements, your B2B consulting website should be an educational resource to not only demonstrate why your services are valuable, but what similar firms have gained from working with your company. A Resource center enables you to address questions or challenges while also advising prospects on best practices and trends impacting their industry. These types of resources include whitepapers, guides, case studies, and blog posts drafted for every stage of the buying journey to nurture prospects.

Company pages

Regardless of being a start-up or a long-term consulting firm, company pages showcase information on your leadership and the expertise or pedigree of your consulting team. These pages are crucial to demonstrating expertise and building trust with prospects. People want to know who will be working on their projects and confirm that you have the ability to execute on your value proposition.

Request a consultation CTAs

The first step in a consulting engagement is discovering more about the specific issues or challenges your prospects face. Once your prospect has decided your consulting firm offers the service or solution they need, you want your B2B consulting website to make it easy for them to set up a call or meeting with your team. As conversion rate optimization experts, we advise including various calls to action on your website to make it easy and seamless for prospects to get in touch with your company.


Solution or process visuals

Images, graphs, or flowcharts showing the consulting process or solution path are useful for making complex concepts easy to understand. The visuals demonstrate how your solutions work, what the process looks like, and where it fits into the client’s existing process or project.

Well-designed UI/UX

Working in a service-based industry, communication is crucial to the success of your consulting engagements. As your B2B consulting website is often a prospect’s first interaction with your company, you need to ensure they have a positive user experience (UX) and the user interface (UI) is easy to navigate. A well-designed UI/UX ensures that your prospects are guided to the information they need and all their questions are easily answered. It’s important to work with an experienced UX agency who understands your audience and what matters most to them to ensure a seamless web experience.

Consistent, clear branding

Before starting a website design project, you need to ensure your visual brand is consistent and clear. You need a professionally designed logo and brand elements (color palette, typography, and visuals) that position your consulting firm as trustworthy and knowledgeable. These elements are the foundation on which your B2B consulting website is built on.

Engagement components

On larger B2B technology websites, you’ll see interactive elements designed to engage users and guide them throughout the website. Interactive elements can include video demonstrations or explanations, process mapping graphs that are responsive, or other elements used to educate the buyer and encourage them to convert.

Direct calls-to-action

On bigger B2B consulting websites, you’ll notice engaging elements created to get users to interact with the site. Engagement components include explainer videos, responsive process-mapping graphs, charts showing results that appear only as the user scrolls. These are designed to draw the prospect in, provide them with key insights about your solutions, and entice them to convert.

Clear calls-to-action

The main goal of your B2B consulting website is to attract and generate new leads. You don’t want website visitors wondering what action to take next. The call-to-actin (CTA) can be to schedule a call, download a whitepaper, or signup for a newsletter. Make sure the CTA is direct and easy to find on any page on the website.

B2B consulting lead management

Step one in getting new leads from your B2B consulting website is attracting your target buyers to the site. Step two is guiding the visitor to convert into a prospect by enticing them to request a meeting or contact your team. Achieving success on these two steps requires vigilance and continual work. We’ve found that while consulting websites may attract and convert buyers into leads, how the leads are handled is often a struggle for the firm.

Check out our tips for successful B2B consulting lead handling. >>

Always test website forms

Before the lead nurturing begins, you need to be certain that all potential leads are getting through to your business development team. By simply testing the website forms on a monthly or weekly basis, you can be confident your web forms are working and visitors can get in contact with your company.

Check your junk folder

Even when forms work correctly, it’s not uncommon to see valid form submissions get sent to your junk email folder. Our recommendation is to work with your IT team to ensure all form sender email addresses are marked as safe in your email client. While this will help with form deliverability, it’s not a total solution. Check your junk folder daily to ensure nothing valid was diverted to that folder.

Respond to all leads in one business day

It’s crucial to respond to all leads in one business day, but the most successful sales teams respond within one business hour. This is a successful approach because it gives your business development team the “first mover advantage” in the buying process and enables your team to direct the conversation and advise the buyer on their journey. A major upside to this is that your prospect will often use your solution or service offering as the standard to which they will compare all other competitors. Taking action right away ensures that you lead the sales discussion rather than simply reacting to questions a competitor has provided to your prospect.

Include educational content in every email

Each email you send to a prospect is an opportunity to strengthen the credibility of your team and build trust in your consulting services. Be sure to include a link to a blog entry, case study, thought leadership piece, or a testimonial in all email correspondence. Remind prospects of the benefits you offer and why your B2B consulting services are highly valued.

Nurture leads via phone, email, Zoom + direct mail

Today, the majority of lead nurturing is through digital mediums. While 90% of your communications will be digital, it does help you stand out to mix it up with phone calls and direct mail from time to time. It’s important to understand that how you treat a prospect during the sales process gives them insight into your company’s client service experience.

Incentivize prospects to commit

Incentives will help prospects sign a service agreement. In many cases, offering a discount or other incentive for a timely commitment can encourage your buyer to sign a service agreement. As B2B consulting sales cycles can vary and service commitments can be long-term, it’s crucial to discuss internally what the most attractive incentives will be for prospects to commit.


The B2B consulting space is often highly competitive and service offerings can be complex. By building a B2B consulting website design that uses SEO and conversion best practices, you are halfway to getting a signed agreement. The second part of the lead management process is being responsive, thoughtful, and thorough to improve client acquisition from your website.


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