My philosophy is that — as a high-end service provider or agency — your website should be relentlessly focused on the person making a hiring decision today.
Your site is, IMO…
✖ Not a public version of your internal brand. (Mission, vision, values, galore.)
✖ Not a broad marketing tool for the masses. (Must explain what “fractional marketing consultant” even is! Must make sure people know why it matters!)
Your site is a bottom-of-funnel sales tool. The place someone goes to decide whether you’re the one they should talk to.
After they already know they want to hire someone.
This one shift in how you think about your site clears up all kinds of conundrums that plague us:
- Should we show our pricing on our website?
Probably, yeah, in some form or another. When someone is deciding whether to spend time inquiring, they usually need to know if your services are within the realm of their budget.
- What pages do we need on our site?
Well, what pages create the most frictionless experience for someone who’s trying to decide: “This person, worth talking to?” Anything else can likely go (unless you just love it).
- Should we introduce our home page with our big why?
Probably not. A person in hiring mode is looking for more practical info than that before they can truly care about your why.
- What should our main message be?
Most likely something around your edge. Something to answer the question about “why you” — after all, that’s what someone is deciding about.
***
Look, I know there are all kinds of strategies for your site.
Tons of people argue that your site should mainly get people signed up for your emails, where you then nurture leads over time. Others want you to create a bunch of hyper-specific landing pages, either for ads or for SEO, to drive more traffic to your site. Still others conceive of websites as a soft landing place for brand visibility (more brochure-like than sales pitch).
Nothing wrong with those plans. I just don’t think they’re optimal for how business owners like you and I actually operate.
Most agency founders or service pros I know aren’t running elaborate email funnels, walking around with massive ads and SEO budgets, or coasting on internet fame (where their site can be a vague landing page).
We’re doing things lean and organically — earning business through being better at what we do, showing off how we think, and building relationships with key referral partners.
And when someone discovers us (through word-of-mouth, Google, AI, a referral, social media), they go to one place when they’re serious about hiring: our site.
So in our world, we get the most mileage from a website that functions as a closing sales pitch for our services, answering the question of “Why us, even though we’re more expensive?” …with nuance and calm confidence.
- To cut down on time (and emotional blows) dealing with people who question our rates.
- To increase leads from those who are only considering us because they’re confident in fit already.
- To eliminate totally wrong-fit leads from coming into our inboxes, asking for stuff we don’t even do.
- To be able to wholeheartedly rely on our website to do the selling for us, no matter what context.
- To simplify our marketing with a single link as our default CTA: our homepage URL.
Let me help you do this. It’s what I do.
xoxo, your favorite website freak,
Krista
P.S. Some 2026 hype from clients ⬇️
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