The four pages every consulting website needs
You do not need ten pages. You need four good ones. A homepage that communicates who you are, who you work with, and what happens when you engage. A services or work page that describes your offerings in plain language without jargon or vague deliverable lists. An about page that reads like a person wrote it. And a contact page that makes reaching out feel easy rather than like submitting a form to a large corporation. Everything else is noise until these four are working.
What belongs on your homepage
The homepage has one job: make the right person feel like they are in the right place within ten seconds. That means a headline that names your ideal client and the situation you help them with. Not a tagline. Not a mission statement. A direct description of who you are for and what changes when they work with you. Below that, a short paragraph that adds context, one or two lines of social proof, and a clear next step. That is a homepage.
What belongs on your services page
The mistake most consultants make on their services page is listing what they do instead of describing what changes for the client. "Strategic advisory" means nothing. "I work with firms navigating leadership transitions or preparing for acquisition, typically over a six to twelve month engagement" means something. Be specific about who you work with, what the engagement looks like, and what it produces. Buyers at the senior level respect precision. Vagueness makes them hesitate.
What belongs on your about page
Your about page is not a CV. It is a trust document. It answers the question: why should I trust this person with a serious problem inside my organisation? The answer is not a list of companies you have worked at. It is a short narrative that explains how you think, what kinds of problems you are drawn to, and what makes your approach distinct. One or two paragraphs. Honest and specific. Written the way you actually talk.
What to leave out
Leave out the generic mission statement. Leave out the services described in buzzwords. Leave out the five-column footer with links to pages that do not exist yet. Leave out the stock photography. Leave out the contact form with fifteen fields. Every element you add that does not serve a clear purpose is an element that dilutes the ones that do.