May 14, 2025·8 min
Build a Personal Brand Website for Consulting & Thought Leadership
Step-by-step guide to plan, write, and design a personal brand site that sells consulting, showcases insights, and turns readers into leads.
Step-by-step guide to plan, write, and design a personal brand site that sells consulting, showcases insights, and turns readers into leads.
Before you touch design or write pages, decide what your website is for. A clear offer and positioning turns your site from a “nice profile” into a predictable business asset.
Pick one primary goal so every page supports it. Common outcomes for consulting + thought leadership:
You can still benefit from the others, but your site should make the main action obvious.
Write down who you serve in plain language:
This makes your copy specific. If you try to appeal to everyone, you’ll sound like everyone.
Use a one-sentence formula you can place at the top of your site:
I help [who] achieve [outcome] by [your approach].
Example: “I help B2B SaaS founders improve retention by fixing onboarding and activation.”
These are the topics you want to be known for—the themes that shape your service pages, talks, and articles. Good pillars are narrow enough to be memorable, but broad enough to publish on for years.
Boundaries reduce confusion and save time. List what you don’t offer (e.g., “no hourly ad-hoc calls,” “no implementation,” “no early-stage pre-revenue work”) so qualified leads self-select and you protect your calendar.
A personal brand website works best when it guides visitors through a simple story: who you help → how you help → proof → next step. Before you write copy or pick colors, decide which pages you actually need—and how they connect.
Start with the essentials:
If you already have material, these pages can remove doubt quickly:
Choose the single action you want most visitors to take (e.g., “Book a call” or “Join the newsletter”). Then place it consistently:
A clean menu reduces decision fatigue. A common structure:
Home • Services • Case Studies • Insights • About • Contact
Use intentional paths that move readers toward action, for example:
If every page points to the next logical step, your site will feel easy to use—and easier to convert.
Your home page should answer three questions in seconds: What do you do? Who is it for? What changes for them? If visitors have to “figure it out,” they’ll leave—even if your work is excellent.
Use a simple formula: what you do + for whom + the result.
Examples:
Add a one-sentence subheadline that makes it tangible: what kind of problems you solve, what your process looks like, or how long results typically take.
Support the promise with 2–3 credibility markers, such as:
Keep it skimmable—short phrases beat paragraphs.
Choose one primary action: “Book a call” or “Join the newsletter.” Make it visually obvious and repeat it once more mid-page.
A compact “How I help” section reduces uncertainty. Use three steps or three deliverables (e.g., Diagnose → Plan → Execute) so visitors can quickly picture working with you.
Feature three items: a best article, a talk/podcast, and a practical guide. Link to the content hub (e.g., /blog) for readers who want more.
Most About pages fail because they try to cover an entire life story. A better approach is to write a focused narrative that answers one question: “Why should I trust you with this specific consulting problem?”
Open with a clear one-liner: who you help, what you help them achieve, and the kind of work you take on today. Then add 2–3 sentences that connect the dots—how your background uniquely qualifies you for that work.
Instead of “I’m passionate about helping businesses grow,” write something you can stand behind: the domains you’ve worked in, the scale you’ve operated at, and the outcomes you’ve delivered.
Credibility reads best when it’s specific:
Skip vague superlatives and keep claims verifiable.
Include one professional photo (clean background, good lighting). Then add 2–3 personal details that build connection—where you’re based, how you like to work, what you do outside work—without turning the page into a diary.
If you include testimonials, client names, or media logos, make sure they’re current and permissioned. A few real signals beat a wall of outdated badges.
Close with a simple CTA: invite readers to reach out via /contact or send them to your booking flow. Keep it direct: what you offer, who it’s for, and how to start.
A service page isn’t a menu of everything you can do. It’s a decision aid that helps the right buyer quickly understand: “Is this for me, and what happens next?” The fastest way to make that work is to package your consulting into 1–3 clear services and give each one its own page.
Choose offers that are easy to explain and easy to buy. A simple structure could be:
Clear names beat clever ones. If you use a branded name, add a plain-English subtitle.
For each service, include the essentials in plain language:
Then set expectations. State what you need from the client (access, stakeholders, data) and define what success looks like (e.g., “a prioritized roadmap your team can execute in 30 days”). This reduces friction and filters out poor-fit leads.
A short FAQ section can handle common hesitations without sounding defensive:
End with one direct call to action—don’t make visitors guess.
Use a button like “Request a proposal” or “Book a discovery call” linking to /contact. Add one sentence about what happens after they click (e.g., “You’ll get a reply within 2 business days with next steps and availability”).
People hire consultants based on perceived risk: “Will this work for me?” Your site should answer that with specific, skimmable proof—not vague praise.
A strong testimonial has context and change.
Instead of “Great to work with,” aim for:
“COO, Series B SaaS — reduced churn from 6.2% to 4.8% in 90 days by tightening onboarding and lifecycle messaging.”
Add two details near each quote: who the client is (role + company type) and what improved (a result, a decision made faster, a risk avoided). If you can’t share numbers, describe the outcome plainly (“aligned exec team on a single strategy,” “shortened sales cycle,” “shipped the program on time”).
You don’t need long write-ups. A compact block works well:
Problem: What was stuck, unclear, or costly?
Approach: What did you do, in what sequence?
Outcome: What changed—without exaggeration or unverifiable claims.
Include your role and constraints (“3-week sprint,” “limited data,” “cross-functional team”). That honesty increases credibility.
A short “How I work” section makes the decision feel safer. Cover: what a typical engagement includes, how you communicate, and what clients need to prepare. A simple 3–5 step process is enough.
Add trust signals people can verify: talk recordings, podcast links, publications, and named frameworks you’ve created. If you have them, link to /case-studies or a “Press & Talks” page and keep it easy to scan with headings and pull quotes.
Thought leadership isn’t about publishing constantly—it’s about publishing consistently around a clear point of view. Your website should make it easy for a new visitor to understand what you believe, what you recommend, and why you’re a credible guide.
Choose a small set of content formats that fit your schedule and strengths. For most consultants, a simple mix works best:
If you can only commit to one, start with articles or a newsletter. Consistency beats variety.
Your “pillars” are the recurring themes you want to be known for (e.g., pricing strategy, change management, executive communication). Plan content from beginner to advanced so readers can grow with you:
This structure compounds because each new piece links back to earlier work and strengthens your positioning.
A /start-here page acts like a guided tour. Curate 5–10 links to your strongest content, grouped by pillar and reader type (e.g., “If you’re a founder…” vs “If you lead a team…”). This prevents new visitors from getting lost and increases the odds they’ll subscribe or reach out.
Avoid neutral summaries. In each piece, answer:
This is what makes your work memorable—and what turns “useful content” into demand for your consulting.
A practical loop: one strong article becomes a LinkedIn post, a short talk, and a newsletter issue. The website stays the canonical home for the full idea; the other channels simply drive attention back to it.
Lead capture works best when it’s positioned as a “next step” for people who already found your ideas useful—not a pop-up that interrupts them. The goal is to offer a small win now, and a clear path to stay connected.
Choose one offer that matches what you want to be hired for. A focused lead magnet usually performs better than a generic “subscribe.” Good options include a short guide, a checklist, a webinar replay, or a simple newsletter.
Keep the promise concrete:
You don’t need sign-up blocks everywhere—just in the spots where readers naturally want more.
Add a sign-up block on:
If you use a slide-in or pop-up, set it to trigger after someone scrolls (not immediately), and only once per session.
Every extra field reduces sign-ups. In most cases, ask for email only. If you really need a name, make it optional.
Write microcopy that feels respectful and clear:
Pair a low-friction option (newsletter/guide) with a high-intent option (book a call). For example:
This lets serious buyers act now, while everyone else can stay in your orbit.
A short sequence builds trust without “selling.” Keep it simple:
Done well, your lead capture feels like continued help—not pressure.
Design is not decoration—it’s a signal. Before someone reads your credentials, they’re already deciding whether you feel credible, modern, and “right for them.” The goal is to create a calm, consistent experience that makes your ideas easy to consume and your services easy to trust.
Keep the system intentionally small: one primary font and one supporting font (or just one), plus 2–3 brand colors you use everywhere. Consistency builds recognition and lowers cognitive load.
A simple way to stay disciplined is to define a mini “pattern library” for your site:
When these elements repeat across pages, your site feels professional—and you spend less time tinkering.
Thought leadership only works when it’s comfortable to read. Make your default body text large enough (most consulting sites look better slightly bigger than you expect), use strong contrast, and keep paragraphs short.
If you’re ever unsure, choose the option that reduces friction:
This matters especially on your Home, About, and service pages—where visitors are scanning for fit.
Stock photos can make a consulting website feel generic. Real images (even a small set) instantly raise credibility: a strong headshot, you speaking, you working with clients, behind-the-scenes moments, or simple office/travel context.
Aim for photos that support your positioning:
Most first visits happen on mobile, which means your design choices need to hold up on a small screen. Check that your headline doesn’t wrap awkwardly, buttons are easy to tap, and your page sections don’t feel endless.
A quick test: open your Home page on your phone and ask, “Can I understand what you do and who it’s for in 10 seconds?” If not, simplify layout, tighten spacing, and elevate the primary call to action.
Your tech stack should make publishing and lead handling easy—not become another “project.” The best choice is the one you’ll actually keep updated.
Aim for a site that’s fast, secure, and easy to maintain.
You have three practical options:
If you plan to publish thought leadership often, prioritize a frictionless editor and clean blog publishing.
If you want to move faster without stitching together multiple tools, consider a vibe-coding platform like Koder.ai to build and iterate on a consulting website from a chat interface—useful when you want quick changes to pages, CTAs, or lead-capture flows without turning every update into a dev project. It’s also handy if you want the option to export source code later or deploy with hosting and rollback capabilities as your site evolves.
Use two clear paths:
Depending on your audience and region, include:
Link these in the footer: /privacy, /terms, /accessibility.
Once a month: update plugins/themes (if applicable), review form submissions, and check for broken links. Once a quarter: refresh your home page and service pages based on what prospects ask most.
SEO for a personal brand isn’t about chasing viral topics. It’s about making it easy for the right people to find you when they’re actively looking for help—and then guiding them to a clear next step.
If your services focus on strategy, advisory, coaching, or consulting, your content should answer the questions buyers ask right before they hire.
Examples:
These topics naturally attract search intent that’s close to purchase, not just general interest.
A simple rule: write titles the way your ideal client would Google the problem.
Use one clear H1 per page, and make your subheadings (H2/H3) specific. Search engines—and skimmers—reward clarity.
For thought leadership posts, structure matters as much as insight:
Beyond your Home and Services pages, create a few evergreen pages that map directly to how buyers search:
These pages can be concise, but they should be specific: who it’s for, the problems you solve, what the engagement looks like, and how to start.
If your CMS has built-in settings or plugins, add:
Don’t over-engineer it—just make sure the essentials are accurate and consistent across your site.
A personal brand website is never “done.” The fastest way to make it work for consulting is to treat it like a simple system: set goals, measure a few actions, and make small improvements regularly.
Avoid vanity metrics (like total pageviews) as your main scorecard. Track a short list that reflects real interest:
If you offer multiple services, track metrics by service page so you can see which offer converts.
Install analytics (GA4, Plausible, Fathom—any is fine) and add event tracking for the actions that matter:
This helps you distinguish between “people visited” and “people took the next step.”
Once a month, review:
Then write down one clear hypothesis: “People are reading the service page but not booking—maybe the CTA is too low on the page.”
Small changes compound:
Every quarter, refresh what prospects care about most: your bio, current offers, pricing signals (if you share them), and your best content. Remove outdated claims and highlight your latest proof so the site stays credible.
Start by choosing one primary outcome and aligning every page to it:
If you want multiple outcomes, still pick one primary CTA (e.g., “Book a call”) and make the others secondary paths.
Use a one-sentence positioning statement at the top of your site:
I help [who] achieve [outcome] by [your approach].
Keep it plain-language and specific (role, company type, and result). This makes your headline, services, and content instantly coherent.
A lean structure usually converts best:
Pick one primary CTA (e.g., Book a call or Join the newsletter) and repeat it:
Avoid multiple competing buttons above the fold—clarity beats choice.
Your Home page should answer in seconds:
Add 2–3 proof points under the headline (outcomes, client types, authority) and a clear CTA above the fold.
Write service pages like a buyer’s checklist:
End with one direct next step linking to (or your booking flow).
Set boundaries directly on service pages or an FAQ so prospects self-select:
This protects your calendar and improves lead quality.
Use proof that includes context + change:
Specifics beat vague praise, even if you can’t share exact numbers.
Pick 2–3 formats you can sustain (articles, newsletter, talks) and build around 2–3 idea pillars. Add a curated /start-here page with 5–10 best links grouped by pillar or reader type.
Repurpose intentionally: one strong article can become a newsletter issue and a short talk, with your site as the canonical source.
Measure actions tied to revenue, not just traffic:
Do a 30-minute monthly review and run one small improvement (headline, CTA placement, FAQ, case study summary).
Add trust pages (Case Studies, Speaking, Media) only if they reduce buyer doubt quickly.