Multiple Consulting Practices, One Digital Presence

01 — Context

An advisory firm working with institutional and corporate clients across multiple consulting practices, from digital transformation and cybersecurity to data governance and organisational excellence. Its projects are high-value, sales cycles are long, and clients typically evaluate several firms before selecting a shortlist of three.

Every digital touchpoint — from the website and proposals to campaign materials — can influence whether the firm makes that shortlist. But its digital presence was never designed to support that journey

02 — The problem

Multiple consuslting practices, each written by the team responsible for it, used different terminology to describe similar activities. Everything was given equal weight, with no clear indication of what should come first.

A visitor with a specific problem had no clear way to find the practice that could help. The language clients used to describe their challenges did not match the language the site used to describe its solutions. The strongest evidence was buried three clicks deep, below the methodology. Meanwhile, the website, proposals, and campaigns were produced separately, so the firm ended up describing itself differently across each channel.

03 — What I did

Started with the buyer’s language, not the service name. Each service page now opens with the situation a client would describe in their own words, and only then introduces the firm’s terminology.

Ranked the practices by importance. The practices that generate the most revenue and attract the most search demand come first. The others are still easy to find, but they no longer have equal weight.

Moved proof above the method. Evidence of past work now appears before the explanation of how the firm works.

Created one consistent system and voice. The website, proposals, presentations, and campaign materials now follow the same structure. I also manage the website end to end, including content, landing pages, forms, analytics, hosting, and domains.