Consultant landing page tips: wrong and right

A buyer who finds a consultant in search is judging one thing in the first few seconds: whether this is about their situation. A headline like Helping growing teams reach their potential could describe anyone, so the buyer reads on for a clue. Each block answers who the consultant is before it answers what happens on a call. By the time the booking button appears, the buyer has scrolled past several screens of biography with no picture of what one conversation would give them.

• Can you state the buyer's problem in one sentence from the first screen alone?
• Does the headline name an outcome the buyer wants, rather than a job title?
• Is the booking button visible on a phone without scrolling past the bio?
• Does the page say what happens in the call and what the buyer gets after it?
• Does the calendar open on the page, or in a pop-up window a phone may fail to show?

Credentials answer the question who is this person. A buyer on a discovery call is asking a different question: will this person understand my problem before we talk? A block of job history, awards and a client logo wall answers the first question and leaves the second open. Put proof after the problem, not before it, and keep each credential to a line the buyer can connect to their own situation. Read each block aloud and ask what it changes for an ops lead deciding to book. Years in people operations tells them nothing until it names the hiring problem you fixed. Cut any line that would sit unchanged on another consultant's page, or move it under the call.

A buyer books when they can picture the call: what happens in it, what they leave with, and what they do next. The usual version says a discovery call to explore how we can work together. The version that books says a short call where we look at one problem you already have, and you leave with a written list of changes. Say the outcome, then the next step. Then send a simulated visitor from the homepage with the task, and see whether it reaches the booking step knowing what the call is for.

The booking step is where a consultant's page loses buyers who have already decided. The first failure to check is the calendar: an embedded scheduling widget that loads slowly on a phone, or opens in a pop-up that the phone hides. The buyer taps, sees a blank box, and leaves. Another failure is a form that comes before the times and asks for company size, budget and a reason. Ask for a name and email first, show the times, and keep the detailed questions for the call.

Separate the causes by doing it yourself on a phone, in a private window. Tap the booking button and count the screens before a time appears. If the calendar is blank, the widget is the problem. If a form appears before the times, the order is the problem. If the times appear but the confirmation never arrives, check the email field. The visitor's task for the next run is Book a discovery call for next week.

The first run shows where the buyer stops. The fix changes the order: the headline on the buyer's problem, the call above the bio, and the calendar on the page. Run the same visitor again, and run it again when you add a service, change the calendar tool or lengthen the bio.