The more-is-more trap
When consultants start thinking about their website, the instinct is to build something comprehensive. A services page for every offering. A blog. Case studies. A resources section. A newsletter signup. The reasoning is that a bigger site signals more capability. The opposite is usually true. A site with ten half-finished sections signals that the person behind it is still figuring out their positioning. A site with four sharp, confident pages signals someone who knows exactly what they do and who they do it for.
What a senior buyer actually wants to see
A managing partner, a CEO, or a board member visiting your site is not looking for breadth. They are looking for relevance. They want to know quickly whether what you do maps to what they need. The faster they can make that determination, the more likely they are to reach out. Every extra page they have to click through before they understand your positioning is a moment where they might leave. Simplicity is not a limitation. It is a conversion tool.
The one-page test
A useful exercise: can you communicate everything a serious prospect needs to know on a single scrollable page? Who you are, who you work with, what you do, what has changed for clients, and how to get in touch. If you can, you probably have better positioning than most. A multi-page site is fine, but each additional page should earn its place. If you cannot clearly explain what a page is for and why a prospect would read it, cut it.
What to build instead
Build the smallest version of your site that would make your ideal client comfortable reaching out. For most senior consultants, that is a homepage with strong positioning, a short project or outcomes section, a brief about page, and a contact page. Get those four right first. Add pages when there is a clear reason for them — not because you feel like you should have more.