Topic: Copywriting

Website Services Description For A Consulting Firm

Posted by Anonymous on 125 Points
Hello everyone,

Just wanted to ask if you have any recommended structure of how I should go about describing my services on my website. I am starting a management consulting firm and I am a bit unsure as to how you can explain what you do, benefits, service delivery process in a logical way.

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  • Posted by Gary Bloomer on Accepted
    Who are you serving?
  • Posted by Jay Hamilton-Roth on Accepted
    Your services are secondary. What's primary is who/how people benefit from hiring you. Who specifically are you the best choice for...and why?
  • Posted on Author
    Thanks for the reply, I don't have a focus yet. As a startup I want to keep this open and see how where my expertise is built over time. Not sure how my focus affects the structure, but I hope I am giving you a helpful answer.
  • Posted on Author
    Thanks for the replies, I was looking for a generic structure with some questions I need to answer that can be applied to any type of consulting firm. I am sure there is one, and in broad terms could be:

    1. What is the customer pain.
    2. What tools/methods are you using to solve it
    3. What are the benefits realised post-implementation?
  • Posted by mgoodman on Accepted
    What you want to communicate, as specifically as possible, is:

    * Who exactly is in your target audience; and

    * What unique and compelling benefit you will deliver for them. (How will their lives be better as a result of your services?)

    How you do it isn't important.

    You might want to read the book "Rasputin For Hire." The subtitle is "An inside look at management consulting between jobs or as a second career." It includes lots of tips (including how to position your business) for new consultants. It also comes with a free report when you order here: . The report contains a round-table discussion among 5 successful consultants from this forum, with their advice for new consultants.

  • Posted on Author
    I am still looking for a recommended structure if anyone has any ideas. Again, thanks to the contributors but I believe the audience is irrelevant towards deciding the structure.
  • Posted by mgoodman on Moderator
    IMHO you are wrong. The audience is the most important consideration when deciding on the structure, your belief notwithstanding.

    The structure you would use to reach a CEO probably isn't the same as the one you'd use to reach a regional sales manager or an R&D manager, for example. Same point with large companies versus small companies, entrepreneurs versus corporate executives, or new manufacturing businesses versus established retail businesses. Etc.
  • Posted on Author
    Fair point, I am looking at targeting C-level executives of small/medium professional service firms with the promise of increasing their sales and reduce costs. What is a unified content structure I can use to describe each of my services ?
  • Posted by mgoodman on Moderator
    For C-level executives don't "describe each of [your] services." Instead tell them the unique BENEFIT they can expect if/when they hire you. If they aren't sold on the benefit, a list of the specific services won't be very meaningful to them.

    Have you conducted information interviews with a sampling of your primary target audience? If not, that's the place to start. Find out what their biggest challenges are and how they address them. Find out what words they use when they describe their needs and concerns. Once you have a reasonable understanding of how they think about those things you'll know how to structure your profile. (Minimum requirement: 10-12 interviews.)

    Your goal is to present yourself in the way most likely to trigger the call-to-action. That's why you need to be as specific as possible, not "generic." C-level execs don't hire "generic" consultants. They hire the ones who specialize in whatever is most important to achieving their most pressing objective -- the one that keeps them awake at night.
  • Posted by Shelley Ryan on Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!


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