Consulting landing pages have a paradox: you're selling expertise, but the page itself often demonstrates none. "We deliver innovative solutions that drive transformative growth" tells a prospect nothing. It's the consulting equivalent of a restaurant menu that says "food" for every item.
The average consulting page scores 46 out of 100. Top quartile reaches 68. The gap is almost always specificity. The firms that score highest are the ones that show exactly what they do, for whom, and what happened when they did it.
The consulting page trap
Most consulting pages describe capabilities in abstract terms because they serve multiple industries and don't want to limit their appeal. But trying to appeal to everyone means appealing to no one — what positioning expert April Dunford calls "trying to be everything to everybody." A CMO looking for go-to-market help doesn't care about your "full-service transformation practice."
The highest-converting consulting pages pick a lane: "We help B2B SaaS companies build their first sales team" beats "Strategic consulting for growth-stage companies" every time. Specificity is credibility, a principle Bain & Company's own marketing research supports.
What we evaluate for consulting
- Outcome specificity — Do you show what happened for specific clients? "Helped a Series B fintech increase MQL-to-close rate from 8% to 23%" is proof. "We drive results" is noise.
- Case study quality — Not just logos, but stories with measurable outcomes. The best consulting pages feature 2-3 detailed case studies above the fold.
- Discovery call CTA — "Book a free strategy session" converts better than "Contact us." The CTA should offer specific value — an audit, a framework, a diagnostic — not just a meeting.
- Thought leadership signals — Published insights, speaking engagements, and methodology frameworks demonstrate the expertise you're selling.