Creating a Consulting Website

Good copy converts. Great copy makes people throw their wallets at you. How? Ever read something so boring you forgot why you started? That’s bad copy. But great copy? It grabs attention, holds interest, and makes people take action. If you want to write words that persuade, convert, and make people say ‘shut up and take my money’, here are five key things to remember: 1️⃣ Make your call to action specific People don’t do vague. If your CTA is weak, your results will be too. Instead of saying, “Learn more”, say: ✅ “Click here to book a free consultation.” ✅ “Download your free guide now.” Make it clear, direct, and action-oriented. People should know exactly what happens when they click. 2️⃣ Write how you speak Jargon makes you sound smart, but it also makes people scroll away faster than you can say ‘synergistic solutions.’ Your audience isn’t looking for a vocabulary lesson; they want clarity. ✅ Write like you’re explaining it to a friend. ✅ Use short sentences, everyday words, and a natural tone. If you wouldn’t say it in real life, don’t write it. 3️⃣ Focus on benefits, not features Nobody buys a 6-inch mattress—they buy a better night’s sleep. Features tell, but benefits sell. ✅ Instead of: “Our app has AI-powered automation,” say: “Save 10+ hours a week with AI doing the work for you.” ✅ Instead of: “This phone has a 48MP camera,” say: “Capture stunning photos, even in low light.” Always ask: What’s in it for them? 4️⃣ Hook them in the first line If your first sentence doesn’t grab attention, the rest won’t get read. You have seconds to stop someone from scrolling—use them wisely. ✅ Make a bold statement: “Your website copy is losing you money.” ✅ Ask a question: “What if you could double your conversions overnight?” People won’t read the middle if the beginning doesn’t hook them. 5️⃣ Edit like a ruthless minimalist Good copy is like good coffee—strong and without extra fluff. Every word should have a purpose. If it doesn’t, cut it. ✅ Use shorter sentences. ✅ Delete unnecessary words. ("In order to" → "To") Less is more. Which of these do you struggle with the most? Drop a comment below!

Most business owners stare at a blank page for weeks trying to write their About page. Then they give up and write "We are a leading provider of quality solutions."  Leading where? Quality what? Solutions for who? That sentence says nothing and takes up space like a tenant who doesn't pay rent. You don't need to be a copywriter. You need to know how to prompt AI properly. Here's my exact process for writing full website copy in 30 minutes. First, gather your ingredients. Before you open Claude or ChatGPT, answer these five questions in your own words. Who is your customer?  What problem do you solve for them? How do you solve it differently? What results have your past clients gotten? What do you want the visitor to do on your site? Write messy answers. Don't try to sound professional. Just be honest. This is your raw material. Second, use the CRAFT framework. Context: tell the AI about your business, your customer, and your industry. Role: tell it to act as a website copywriter who specializes in service businesses. Action: tell it exactly what page you need written. Format: specify the structure you want. Tone: describe how you want it to sound. Third, go page by page. Don't ask for the entire website at once. Start with your homepage headline and subheadline. Then your About page. Then your Services page. One page per prompt. Better input, better output. Fourth, edit like a human. AI gives you 80% of the work. The last 20% is you. Add your personality. Add your Kenyan context. Remove anything that sounds generic. If it could describe any business in any country, it's not specific enough. Rewrite it until it sounds like you talking to a customer over tea. Fifth, read it out loud. If any sentence sounds like a robot wrote it, delete it and write it yourself. Your website should sound like a conversation, not a press release. 30 minutes. Five pages. Copy that actually sounds like your business instead of a template from 2015. Your website doesn't need perfect writing. It needs honest writing that speaks directly to the person you're trying to serve. — Elvis W.

𝗠𝘆 𝗰𝗹𝗶𝗲𝗻𝘁 𝗽𝗮𝗻𝗶𝗰𝗸𝗲𝗱 𝘄𝗵𝗲𝗻 𝗜 𝗱𝗲𝗹𝗲𝘁𝗲𝗱 𝟳𝟬% 𝗼𝗳 𝗵𝗶𝘀 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 𝗰𝗼𝗽𝘆. (Fun fact: it helped him convert even better) 90% of founders and CEOs believe this: More copy = more clarity = more conversions. But in reality, it’s the complete opposite. And that’s exactly why I deleted around 70% of the copy. No, I didn’t remove the essence. I removed the distractions. As I always say… Every line that doesn’t serve a purpose steals attention from the line that does. PERIOD! Here are the exact steps I followed to write copy that helped him close more clients 👇 𝗦𝘁𝗲𝗽 𝟭: 𝗦𝘁𝗮𝗿𝘁 𝗪𝗶𝘁𝗵 𝗬𝗼𝘂𝗿 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲’𝘀 𝗣𝗮𝗶𝗻 𝗣𝗼𝗶𝗻𝘁 Write down your audience’s top 3 pain points. → What are they trying to fix, solve, or achieve? → What’s stopping them from acting right now? → What emotions drive their decision? I want you to forget your services for a second and focus on why they even came to your website. 𝗦𝘁𝗲𝗽 𝟮: 𝗪𝗿𝗶𝘁𝗲 𝘁𝗵𝗲 𝗖𝗼𝗽𝘆 𝗔𝗿𝗼𝘂𝗻𝗱 𝗧𝗵𝗮𝘁 𝗣𝗮𝗶𝗻 𝗣𝗼𝗶𝗻𝘁 → Every headline, line, and CTA should connect back to the user’s goal. → Show the transformation: from problem → solution → result. → Use simple, direct language. (If it sounds “clever,” it’s probably unclear.) 𝗦𝘁𝗲𝗽 𝟯: 𝗔𝘂𝗱𝗶𝘁 𝗬𝗼𝘂𝗿 𝗖𝗼𝗽𝘆 𝗟𝗶𝗸𝗲 𝗬𝗼𝘂’𝗿𝗲 𝘁𝗵𝗲 𝗩𝗶𝘀𝗶𝘁𝗼𝗿 → Read your website as if you’re seeing it for the first time. → Ask: “Would I know what this business does in 5 seconds?” → If not then simplify it until you do. 𝗦𝘁𝗲𝗽 𝟰: 𝗖𝘂𝘁 𝗘𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗧𝗵𝗮𝘁 𝗗𝗼𝗲𝘀𝗻’𝘁 𝗛𝗲𝗹𝗽 𝘁𝗵𝗲 𝗥𝗲𝗮𝗱𝗲𝗿 𝗗𝗲𝗰𝗶𝗱𝗲 → If a line doesn’t solve a problem or guide an action simply delete it. → Just keep only what moves your visitor closer to clarity or conversion. Now, when you go through this process, you’ll end up with a website that doesn’t just look good it actually speaks to the right people and helps you close more clients with confidence. Because good copy doesn’t sell by shouting louder… …it sells by saying exactly what matters!

When I write B2B landing pages, I follow a simple framework I call the 6 C’s. Each layer builds on the previous one. 1. Complete Before editing a single sentence, I dump everything onto the page. Every objection. Every pain point. Every outcome. Every question a prospect needs answered before buying. Don’t optimize before you’ve captured the full message. 2. Clear Now I remove the cognitive friction. If someone has to reread a sentence to understand what you do, it’s not clear enough. 3. Compelling Clear copy gets understood but compelling copy gets your prospect to take action This is where I make the message more engaging, memorable, and motivating. 4. Credible The more compelling your copy becomes, the bolder your claims become. So now you need to prove it with data, testimonials, logo’s, guarantees, etc :) Don’t ask people to believe you. Give them undeniable evidence that you’re able to deliver on your value propositions 5. Concise Only now do I start cutting. By this point you likely have A LOT of copy, now the art is to say the most with the least amount of words Most B2B marketers start here. That’s why they often end up with copy that’s short but doesn’t actually persuade. 6. Creative (optional) Creativity helps you get noticed and remembered. But only if it strengthens the message, not replaces it. Too many brands start with clever headlines and forget to communicate why anyone should care. I’ve used this process across B2B landing pages, and my clients have seen an average 37% uplift in conversion rate. Always start by asking, “Have I said everything my buyer needs to hear in order to buy? Everything else comes after.

Most consulting firms claim outcomes, but unfortunately, most of it is consulting fluff. The websites of well-known consulting firms are full of statements that sound impressive until someone asks a basic question: what will materially change for the client? No answer. Because of the fluff. Here are real-life examples, taken from consulting websites, of what their weak outcome language looks like, followed by statements that are far more specific. 1. A well-known global consulting firm writes: “We leverage the power of analytics and artificial intelligence to generate the insights that catalyse growth and efficiency.” This is capability language wrapped in outcome language. “Insights,” “growth,” and “efficiency” could mean almost anything. Stronger alternatives from our work: • We help grocery retailers reduce food waste and stock-outs by improving store-level demand forecasting. • We help industrial manufacturers identify production bottlenecks and increase plant throughput using real-time operational data. 2. Another well-known global consulting firm writes: “We improve decision-making, increase operational efficiency, and mitigate risk.” This statement covers almost every possible consulting assignment. There is no client context, no business issue, and no tangible result. Stronger alternatives from our work: • We help banks shorten model-validation cycles and reduce regulatory remediation by strengthening model-risk governance. • We help multi-site healthcare providers reduce patient waiting times by redesigning capacity planning and frontline workflows. • We help logistics companies lower last-mile delivery costs by improving route planning, fleet utilisation, and depot operations. 3. An innovation consultancy writes: “We enable clients to accelerate innovation and create lasting competitive advantage.” The statement contains an ambition, but no defined issue, audience, or commercial consequence. Stronger alternatives from our work: • We help B2B software companies reduce the time from product idea to paid market validation by building and testing focused minimum viable offers. • We help industrial businesses turn underused engineering knowledge into repeatable service propositions that generate new recurring revenue. 👉 𝗛𝗘𝗥𝗘’𝗦 𝗠𝗬 𝗔𝗗𝗩𝗜𝗖𝗘 Generic outcome statements create the appearance of relevance while forcing the buyer to do all the interpretation. Words such as growth, efficiency, agility, resilience, innovation, and transformation are not outcomes on their own. They are broad ambitions shared by almost every organisation. A strong outcome statement must make choices. - It should name the client context, - identify the issue, - describe what changes, and  - connect that change to a meaningful operational or commercial result. When every consulting firm promises the same broad benefits, polished language only makes the sameness more visible…the big, ugly consulting sameness.