Consultant & Coach Website Brief Template
Consultant and coach websites sell credibility and a clear next step. This brief template covers positioning, service architecture, lead magnets, booking flow, and the case studies and authority content that turn a visit into a discovery call.
Best for: Independent consultants, coaches, and boutique advisory firms commissioning their own site — or agencies serving them.
Why this brief matters
- Most consultant sites are too broad — 'I help businesses grow' converts no one.
- The lead magnet (audit, guide, calculator) often outperforms the home page as a conversion engine.
- Booking friction kills momentum — Cal.com / Calendly should be one click away.
- Authority content (case studies, frameworks, podcast appearances) is what differentiates near-identical offers.
What every consultant brief must cover
1. Positioning & niche
Who exactly is this for, what specific outcome you deliver, and what you explicitly do not do.
2. Services & engagement models
Fixed-scope packages, retainers, fractional engagements, workshops, and how each is priced (public, range, contact).
3. Lead magnets & email capture
Audit, scorecard, calculator, guide, or course — what gets gated, what's free, and where it sits in the funnel.
4. Case studies & social proof
3–6 case studies with the situation, work done, and measurable outcome — plus logos, testimonials, and media mentions.
5. Booking & discovery call
Calendly / Cal.com / Savvycal embed, qualifying questions, and what the visitor expects before vs. after the call.
Sample questions to ask the client
Drop these straight into your discovery call or intake form.
- Q1.Who is your ideal client in one sentence, and what's the outcome you deliver?
- Q2.What are your top 3 engagement formats and their price ranges?
- Q3.Do you have a lead magnet today, and how is it performing?
- Q4.Which case studies can we publish, and what outcomes can we quantify?
- Q5.What booking tool do you use, and what qualifying questions filter discovery calls?
- Q6.Where do most of your enquiries come from today (referral, content, ads, LinkedIn)?
- Q7.Do you publish (newsletter, podcast, speaking) and should the site amplify it?
- Q8.What's the single conversion event you want the website to drive?
- Q9.Do you need a paid product/course component now or later?
- Q10.What's your monthly enquiry target, and how does the site contribute?
Common pitfalls
- ×Saying 'I help businesses grow' — be specific or be invisible.
- ×Hiding pricing entirely — at least show ranges or starting points.
- ×Designing a homepage before agreeing the niche and offer.
- ×No lead magnet — the site has no second-best conversion behind 'book a call'.
KPIs to align on
- ✓Discovery calls booked
- ✓Lead magnet signups
- ✓Email list growth
- ✓Inbound conversion rate
- ✓Cost per qualified call
Frequently asked questions
What should a consultant or coach website brief include?
A sharp niche and positioning, service and pricing structure, lead magnet and email strategy, case studies and social proof, booking flow, and the publishing channels the site should amplify.
Should a consultant show prices on the website?
Show ranges or 'starting from' for productised offers; full proposals for custom engagements. Total opacity hurts SEO and erodes trust — visitors should leave knowing roughly what working with you costs.
Is a lead magnet worth building?
Almost always yes. A high-intent audit, scorecard, or calculator converts 5–10× higher than a 'book a call' CTA alone, and the email list compounds for years.
How many case studies are enough?
3–6 deep case studies beat 30 shallow ones. Each should tell the situation, the work, and a quantified outcome. If the work is confidential, anonymise but quantify.
Run this brief for your next consultant client
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