You're a consultant or coach. You help people get real results.
But when you try to explain what you do on your website, it sounds either:
- Too vague ("I help businesses unlock their potential")
- Too salesy ("10X YOUR REVENUE IN 90 DAYS!")
Here's how to position yourself as an expert without sounding like a used car salesman.
The Core Problem: You're Trying to Sound "Professional"
Most consultants write like they're applying for a corporate job.
Generic consultant homepage: "We leverage synergistic methodologies to drive transformational outcomes for mission-critical stakeholders."
No one talks like this. No one thinks like this.
What clients actually want to know:
- Do you understand my problem?
- Can you help me solve it?
- What will it cost?
The Positioning Framework That Works
Forget jargon. Use this simple structure:
1. Who You Help (Be Specific)
Bad: I work with businesses Better: I work with B2B SaaS companies Best: I help B2B SaaS founders scale from $[current revenue] to $[target revenue] in yearly revenue
The more specific, the more you attract the RIGHT clients.
2. The Problem You Solve (In Their Words)
Describe the pain point they're experiencing.
Example (for business consultant): Your revenue has hit a ceiling and you can't seem to break through it. You're working harder, but growth has stalled. You know something needs to change but you're not sure what.
This makes them nod along: "Yes, that's exactly my situation."
3. The Outcome You Deliver (Specific, Not Vague)
Bad: I help you grow Better: I help you build a scalable sales system Best: I help you build a sales system that consistently closes [number] new clients per month
Be specific about the outcome. Vague promises sound fake.
4. How You're Different (Your Method or Approach)
What makes your process unique?
Example: I don't do 6-month engagements. We work in 90-day sprints with clear milestones. You see results fast or we adjust.
OR
I only take a few clients at a time. You're not one of a crowd. You get my full attention.
Headline Formula: The Clarity Test
Your homepage headline should pass this test: Can a 12-year-old explain what you do after reading it?
Bad Headline: Transformation Through Strategic Excellence (No one knows what you do)
Good Headline: I Help SaaS Founders Build Scalable Sales Teams (Clear. Specific. Understandable.)
Formula: I help [WHO] do [WHAT] so they can [OUTCOME]
Examples:
- I help life coaches fill their calendars with discovery calls (without paid ads)
- I help consultants position themselves as experts (and charge premium rates)
- I help e-commerce brands turn more browsers into buyers
The About Page That Builds Trust
Your About page should NOT be a resume.
What to include:
Your Story (Why You Do This)
I spent 10 years in corporate marketing. I watched companies waste millions on strategies that didn't work. I started consulting because I knew there was a better way.
Make it personal. Make it relatable.
Your Credentials (But Don't Overdo It)
Mention relevant experience:
- Years in the industry
- Companies you've worked with
- Certifications (if relevant)
But don't list every job you've ever had. Focus on what matters to clients.
Your Approach (How You Work)
I believe in [your philosophy]. That's why I [how you do things differently].
Example: I believe in simple strategies, not complex frameworks. That's why I focus on the few actions that make the biggest difference.
Service Pages: Stop Listing Features
Most consultants list what's included:
- 6 one-hour sessions
- Email support
- Custom strategy document
Clients don't care about the deliverables. They care about the OUTCOME.
Better structure:
The Problem:
You're stuck at the same revenue level and can't scale past it.
What You Get:
A clear growth roadmap with 3-5 high-impact strategies. We implement them together over 90 days. By the end, you'll have a repeatable system for hitting your next revenue goal.
How It Works:
- Week 1-2: Audit and strategy
- Week 3-8: Implementation
- Week 9-12: Optimize and scale
Investment:
$[full price] (or $[monthly price]/month for 3 months)
Pricing: Should You Show It?
Many consultants hide pricing. That can cost them good leads.
Why to show pricing:
- Filters out tire-kickers
- Attracts serious clients
- Builds trust (transparency)
How to show it (if you're nervous):
- Starting at $X
- Typical engagements range from $X to $Y
- Packages: Bronze ($X), Silver ($Y), Gold ($Z)
When to hide it:
- If every engagement is custom
- If you're selling large enterprise deals
Even then, give a range: Typical projects: $[low]–$[high]
Testimonials That Actually Convince
Most testimonials are generic: "Great to work with! Highly recommend!"
Useless.
What makes a good testimonial:
- Specific problem: "Our revenue was flat for two years"
- What you did: "[Your name] helped us redesign our sales process"
- Measurable result: The real number your client reached, in their words
- Name and company: Real names build trust
Template: "We were stuck for two years. [Your name] helped us redesign our sales process and refine our positioning. [The specific result we got]." – Client name, title, company
Always use your clients' real words and real results. Never make one up.
Call-to-Action: Make It Easy (and Low-Risk)
The harder you push, the more people resist.
High-pressure CTA: Book Your Strategy Session Now! Limited Slots! (Sounds desperate)
Low-pressure CTA: Book a Free 30-Minute Call – No Pitch, Just Clear Advice (Feels helpful, not salesy)
Even better: Offer something valuable for free.
Examples:
- Free website audit
- Free business assessment
- Free downloadable guide
The Anti-Sleaze Checklist
✅ Speak like a human (no jargon) ✅ Be specific about who you help ✅ Describe their problem in their words ✅ Show outcomes, not features ✅ Include real testimonials with names ✅ Be transparent about pricing (or give a range) ✅ Use low-pressure CTAs ✅ Offer value upfront (free call, free resource)
What This Looks Like: An Example
Say a business consultant's site sounds generic.
Before: Headline: Strategic Business Consulting Description: Leveraging proven methodologies to drive growth CTA: Contact Us
After: Headline: I Help Service Businesses Break Through Their Revenue Ceiling Description: You're stuck. Revenue hasn't grown in years. You're working harder but not scaling. I help you build systems that work without you. CTA: Book a Free 30-Min Growth Assessment
The new version tells the right visitor, in seconds, that this consultant understands their problem and what to do next.
Need Help Positioning Your Consulting Business?
I help consultants and coaches clarify their messaging and build websites that book calls.
Book a free call and I'll help you nail your positioning.
