Website redesign for consultancies

Bringing positioning up to date

Many consultancies narrow their focus over time, specialising in particular sectors or problems. Their websites often lag behind, still listing broad services that make the firm sound like every competitor. A redesign is the moment to lead with what the firm is now known for and to let the rest support it.

This does not require abandoning other work. Broader services can remain, but the homepage and navigation should make the firm's strengths obvious to the clients it most wants.

Auditing the article library

Showing work clients will recognise

Prospective clients want to see that you have solved problems like theirs. Organising client work and articles around the problems you solve, rather than by date or service name, helps them find relevant evidence quickly. Client work should only appear with permission, anonymised where clients prefer.

Consultant profiles that show each person's focus and experience help clients find the right person to speak to.

Protecting what already works

How a consultancy redesign runs

1. 01

   Positioning conversation

   Agree what the firm leads with now.

   Output: Positioning statement

2. 02

   Content audit

   Services, articles and client work reviewed.

   Output: Keep, update, consolidate or retire list

3. 03

   Design and build

   Structure and pages built around client problems.

   Output: Site for review

4. 04

   Launch

   Redirects in place and old links checked.

   Output: Live site aligned with the firm

Giving your best thinking a home

A consultancy's articles, frameworks and guides are often its most persuasive content, yet they are frequently buried in a blog sorted by date. A redesign can bring the strongest pieces forward, link them from relevant service pages and group them by the problems clients face, so a prospective client finds relevant thinking within a couple of clicks.

Fewer, stronger pieces presented well usually do more than a long archive presented poorly.

Making the first conversation easy

Most engagements start with a conversation. The redesigned site should make it simple to request one, explain what happens in that first call and route enquiries to the right consultant where the firm has several.

Partners and associates

Consultancies often work with associates or partner firms. Presenting them honestly, with their agreement and a clear description of the relationship, adds credibility. Implying a larger permanent team than exists undermines trust when clients find out, so the redesign should describe your working model accurately.

A site partners can update

Consultants rarely have time to fight a website. Publishing an article or updating a profile should take minutes, with templates that keep formatting consistent.