In today’s digital age, having a high-converting website is essential for any B2B or consulting business. A well-designed website can be the difference between turning a visitor into a customer or losing them to a competitor.
In this guide, I’ll share the key elements of high-converting website design and provide tips and tricks for creating a website that will help your B2B or consulting business stand out and succeed online.
I have personally used the same strategies shared in this guide to grow my tax consulting firm from zero to 20 clients in just 12 months.
Let’s dive in.
What is a high-converting website?
A high-converting website is one that is designed with the intention of turning visitors into customers or clients. It is optimized for conversion, which means that every element of the website is strategically placed to guide the user towards taking a desired action, such as filling out a contact form, making a purchase, or scheduling a consultation.
How to create a high-converting website for your B2B & consulting businesses?
B2B and consulting businesses require a strategic approach to building relationships with clients and generating leads. An effective website can play a crucial role in achieving both of these goals, serving as a powerful tool to showcase your expertise, build trust, and drive conversions.
However, building a website can be a complex and time-consuming process, and mistakes can be costly.
By following the tips outlined in this post, you can create a high-converting website that reflects your brand identity and drives business growth, so you can avoid any mistakes when building your B2B or consulting website.
1. First impression matter.
When it comes to creating a high-converting website for your consulting business, first impressions matter.
Your website’s visual design is often the first thing potential clients will notice, and it can have a significant impact on whether they decide to stay and explore your services or move on to a competitor’s website.
To make a strong first impression, start by focusing on your brand visual identity. Your logo, color scheme, and typography should be consistent across all marketing channels, including your website. This helps to establish a sense of brand identity and credibility, which can help to build trust with potential clients.
Here are some sample from my portfolio that showcase great brand visual identity for B2B or consulting business:
Overall, creating a strong brand visual identity and designing an aesthetically pleasing website can help you make a positive first impression and engage potential clients.
Take the time to invest in your website’s visual design, and you’ll be on your way to creating a high-converting website that attracts and retains clients.
Learn more about How to Make a Killer First Impression for B2B or Consulting Business.
2. Make your unique value proposition clear.
Your unique value proposition (UVP) is what sets your consulting business apart from the competition. It’s the reason why potential clients should choose to work with you instead of someone else. To create a high-converting website for your consulting business, it’s crucial that you make your UVP clear and prominent on your website.
Start by defining your UVP. What makes your consulting business unique? What specific services or expertise do you offer that your competitors don’t? Once you’ve defined your UVP, incorporate it into your website’s messaging and design.
Consider using a tagline or headline that clearly communicates your UVP. For example:
- “Expert Consulting Services Tailored to Your Business Needs”
- “Innovative Strategies to Help Your Business Succeed.”
Your tagline or headline should be prominently displayed on your website’s homepage, so that visitors can quickly understand what makes your consulting business unique.
In addition to your tagline or headline, consider incorporating your UVP into your website’s content, such as your about page or service descriptions. Use language that clearly communicates your unique value proposition, and provide specific examples or case studies that illustrate the benefits of working with your consulting business.
By making your UVP clear and prominent on your website, you can differentiate your consulting business from the competition and attract clients who are looking for the specific services or expertise that you offer.
3. Strong and consistent call to action.
A call to action (CTA) is an essential component of any high-converting website. It’s the element that prompts visitors to take action, whether it’s contacting you for more information, scheduling a consultation, or making a purchase.
To create a strong and consistent CTA for your consulting business website, consider the following tips:
- Be clear and specific: Your CTA should clearly communicate what action you want visitors to take. Use language that’s specific and action-oriented, such as “Contact us today for a consultation” or “Schedule your free strategy session now.”
- Make it prominent: Your CTA should be prominently displayed on your website, such as in the header, footer, or sidebar. Use contrasting colors and bold fonts to make it stand out from the rest of your content.
- Offer something of value: To entice visitors to take action, consider offering something of value in exchange for their contact information, such as a free guide, e-book, or consultation. This can help to establish trust and build a relationship with potential clients.
- Test and optimize: It’s important to test different variations of your CTA to see what works best for your audience. Consider testing different language, colors, and placement to see what drives the most conversions. Use analytics tools to track your results and optimize your CTA accordingly.
By incorporating a strong and consistent call to action into your website, you can encourage visitors to take the next step in the client journey and ultimately convert them into paying clients.
Learn more about Best Practices for Consulting Websites.
4. Using short forms for contact.
One of the most effective ways to convert website visitors into leads is to provide a simple and convenient way for them to contact you. By using short contact forms on your website, you can make it easier for visitors to reach out to you and express their interest in your consulting services.
Short forms are designed to be brief and to-the-point, typically requesting only essential information from the visitor, such as their name, email address, and a brief message.
By keeping the form short and simple, you can reduce the barrier to entry and increase the likelihood that visitors will fill it out.
When creating your contact form, consider the following tips:
- Keep it brief: Ask only for essential information, such as name, email address, and a brief message. Avoid asking for too much information upfront, as this can deter visitors from filling out the form.
- Make it easy to find: Your contact form should be prominently displayed on your website, such as on the homepage or in the header or footer. Use contrasting colors and bold fonts to make it stand out from the rest of your content.
- Offer multiple ways to contact you: While short forms can be effective, some visitors may prefer to contact you through other means, such as phone or live chat. Make sure to include multiple contact options on your website to accommodate different preferences.
By using short forms for contact, you can make it easier for potential clients to get in touch with you and increase the chances of converting them into paying clients.
5. What about a responsive website design?
When it comes to consulting services, clients typically don’t make their buying decision on a mobile device.
However, having a mobile-friendly website is still important because visitors may come across your website link on your social media channels while browsing on their mobile devices. Not only does it improve the user experience, but it also shows Google that your site is optimized for mobile, which can positively impact your SEO rankings.
So while it may not be the main driver for converting consulting clients, having a mobile website can still make a difference in attracting and retaining visitors to your site.
Conclusion
Creating a high-converting website for your consulting business requires careful attention to your brand visual identity, unique value proposition, call to action, and contact forms.
By focusing on these key elements, you can make a strong first impression, build credibility and trust, and make it easy for potential clients to take action and contact you.
If you’re struggling to create a website that truly converts, don’t hesitate to reach out for help. As a website design expert, I can work with you to create a website that meets your business goals and effectively communicates your unique value proposition to potential clients.
Contact me today to learn more about how I can help you create a high-converting website for your consulting business.
