5 Steps to Magnetic Copy for Your Consultant Website

A website has a job to do. It has a message for someone. Your website copy should speak to the person it’s written for, and it should do its job.

What is that job?

For consultants, the website should confirm your authority.

A consultant website needs to demonstrate authority

Here are five ways you can do that.

  1. Speak directly to your client. That means speaking about the client’s painful or expensive problem, rather than speaking about yourself. Use the active voice: “your website needs to attract the right kind of client”, rather than “we build great, responsive websites for consultants.”

  2. Talk about the outcome. It’s tempting to speak about your process, but the client is probably not interested in that; at least not just yet. Instead, show what the outcome is once your client does use your services. What’s different in their world?

  3. Show the client what others have achieved. This is social proof. Rather than having logos of your clients’ companies, describe how their life has changed thanks to your intervention. Case studies and testimonials can help here and work much more effectively than claims such as “we’re your trusted partner.”

  4. Make the first step easy for them. Remove all friction for people who want to work with you. That may mean ditching contact forms and extensive surveys.

  5. Use the client’s language. This is the most important advice of all. Clients need to recognise themselves and their language in your website.

Whether your consultant website is for first-time visitors or to reassure prospects, the first job your website copy needs to do is to assure them they’re in the right place. The more that prospects can see themselves reflected in your website, the more likely it is that they will take the next step you offer them.

Anthony English