Your consulting site says less than your pitch deck does

You can walk someone through the deck and win the work. The same person lands on your site, reads three sentences about "strategic partnership", and leaves. Nothing is wrong with the pitch. The parts of it that do the convincing were never put on the site. The nine things below are what is usually missing. Most of them are already sitting on your laptop in a file you wrote for one client. ## 1. Case studies in a fixed shape Background, Challenge, Solution, Impact. Then, if you have it, the numbers and a named client quote. The fixed shape matters more than the writing. Three case studies in three different formats read as three unrelated documents. Three in the same format read as a method. You already have the material: the proposal you sent, the deck you presented, the final report. That is a case study with the client's name removed. ## 2. The process, written down A repeatable process is the thing that tells a buyer you have done this before and the project will not be improvised on their money. You do not need a branded methodology with a trademark. You need the actual steps, in order, with what happens in each one. ## 3. What changed for the client, not what you delivered "Ran a six-week operational review" is a deliverable. "They stopped losing two days a month to the same handoff" is an outcome. The second one is what the buyer is checking for, because it is the thing they are currently living with. If you cannot state the outcome, that is worth knowing before you publish the case study. ## 4. Articles on your own site, not only LinkedIn LinkedIn posts belong to LinkedIn. A post on your own site can sit next to the thing you want them to do next, can be found in search a year later, and can be sent to one prospect as a link. Post to both if you want. Publish on yours. ## 5. A careers page, even if the jobs live elsewhere Hiring is the other half of growth, and candidates check the site before they apply. A page with your values, what the work is actually like, and a way to leave a name and email is enough. It can link out to the job board. ## 6. A page per industry Different industries have different problems and use different words for them. One page that says "we serve a range of sectors" resonates with nobody. Separate pages let you write the sentence the buyer in that industry would have said about their own week, and give you something specific to send when someone from that industry asks what you do. ## 7. Faces, real ones Photos, bios, LinkedIn links. Real people, not stock photography. A stranger is checking whether a real person is behind this before they read a word of your copy. In 2026 that check runs fast and it is unforgiving. Stock faces fail it instantly, and once it fails they do not read the rest. ## 8. Forms that go somewhere A contact form that emails an inbox is where leads go to die. Capture name, email and phone, and put it in a CRM where you can see what happened to it. The honest version of this: most consulting sites do not have a lead problem, they have a follow-up problem. The enquiry arrived on a Friday and was answered on Tuesday. ## 9. One downloadable thing A whitepaper, a point of view, a framework as a PDF. It gives the visitor who is not ready to book anything a reason to leave an email address, and it gives you a reason to write something substantial once a quarter. One is enough. Nine gated PDFs is a maze. ## The part nobody says out loud Almost every item here is a writing job, not a design job. That is why consulting sites stay thin. The founder is the only person who can tell the story, and the founder is billing. Redesigning the site does not fix that. It produces a better-looking site with the same three sentences on it. --- *Insert Fuel rebuilds consulting sites from the files you already have, proposals, decks, reports, sanitised of client detail. If that is the bottleneck, a call is the place to start.*