6 Key Trust Signals To Include on Your Consulting Business Website

There are few global industries that are as competitive as business consulting. As a service-based industry that’s entirely reliant on effectively marketing the reputation and experience of your consultants, consulting firms must invest extra care, attention, and due diligence into their digital presentation and visibility.

And with globalisation trends, more business owners and corporations are opting to consult with larger multinational firms with feet on the ground in a variety of foreign markets. Given the growing number of competitors, making sure your consulting firm stands out from the crowd now undoubtedly requires some consideration for the markets you’re looking to enter into as well as any regulatory requirements for businesses operating in these markets.

Equipping your firm and staff with a solid understanding of industry expectations and ensuring you have all the necessary trust signals relating to these regulatory requirements can help ensure your consulting firm stays eligible to qualify for high-profile government tenders and other commercial opportunities.

Today, our web designers at WebAlive will be outlining all of the key trust signals you’ll need to include when designing and developing your consulting firm’s website.

1. Insurance, accreditation & qualifications

Both your homepage and ‘About’ page should include industry certifications, badges, staff qualifications, and all other requirements to show your firm is fully licensed and authorised to offer their services.

On top of being fully licensed, it’s also essential to advertise that your firm is fully insured in the event that you’re subjected to litigation – a common risk across the consulting sector, where your staff can easily be found negligent in the event that any given advice provides less than desired results.

For the great majority of your prospective client base, confirming that your firm has secured professional indemnity cover from a reliable provider is a foundational step of vetting consulting firms. It’s basic due diligence, which all marketers and web developers should be aware of when preparing digital assets for consulting firms.

2. Client reviews

Australia’s economy is built up by small businesses, which means that your reviews actually matter so much more than you may expect. When you’re competing with other local providers, Google may actually list search results for your service keywords based on your Google Maps star ratings. So your reputation hinges on what people – your past clients, in particular – say about you. After all, anyone can heap praise on themselves.

This is precisely why a single positive review can be worth more than any amount of self-promotion, provided you know how to leverage it right. And thankfully, there are actually many different ways that you can display positive reviews on your consulting firm website. One would simply be to take screenshots of Google Reviews that clients have left you and post them on your homepage or on a dedicated reviews page.

Another would be to specifically reach out to clients and ask them to email you personalised reviews, which you can then, with their permission, add to your site on a dedicated Client Testimonials page.

The best way of getting a client to write a nice review about your consulting business is simply to do a good job. People will naturally have plenty of good things to say about you after a positive experience. Another is to create incentives for them to review you. Commonly, this takes the form of a small discount for future consulting work. Create your own strategy for collecting customer reviews, and you’ll slowly build trust in your industry.

3. Case studies

In much the same way as client reviews or testimonials, providing detailed case studies on your consulting firm website can also provide prospective clients with more information into your processes and the results that your consultants may be able to provide. If you provide services to a wide range of industries, preparing a Case Studies page can also support your firm’s extensive and varied experience, verifying that you have successfully been able to provide industry-specific insights across a diverse client base.

Of course, not all of your clients will approve their case study being published on your website, so make sure you expressly request client authorisation before making any details of their inquiries publicly available on your ‘Case Studies’ page. For clients operating in high-security industries and sectors (i.e. in the public sector) and for clients who requested your agents to sign a non-disclosure agreement prior to providing services, operate under the assumption that a detailed case study would go against their preferences and look elsewhere.

4. Team overview

A business is only as good as its people. This is doubly true for service-based industries, and even more vital in the world of consulting in particular. As prospective clients want to see who they’re doing business with, investing in a Meet our Team or Our Consultants page is essential for building trust. Your staff profiles should also include professional bios that outline their experience. Making sure these bios and personal histories are consistent with their LinkedIn profiles is also key, so don’t hesitate to get your company’s full digital footprint in order here.

And what if you’re a sole trader? Well, if you’re running a one-person consulting business, put yourself at the front and centre of your website, as people will be sold on you and your experience alone. Include a professional picture and a brief summary of yourself on your homepage. It can also be a good idea to create a separate page with a more in-depth description of your skills and experience.

Few business models are as dependent on the skills of individual team members as consultancy. But truth be told, selling your staff is just as essential for standing out in oversaturated markets as getting your branding on-point. So when building a business website in any industry, never forget to talk about why you and your colleagues are the best people for the job. Give your prospective clients as many USPs (unique selling points) as you can to sweeten the pot even further during their independent research.

5. Social media profiles

A website isn’t the only form of digital presence consultants should have. Social media also plays a big role in allowing potential clients to discover you and in building your brand. Setting up an account on several popular social media platforms like LinkedIn and Facebook and posting high-quality content can help spread awareness and generate conversions.

Once again, to get the most out of both your website and your social media accounts, it’s critical to get them working in sync. This extra attention to detail when curating your digital footprint definitely won’t be missed by prospective clients, who are looking for any reason to weed out firms from their shortlist while shopping around – in much the same way that hiring managers look for typos in resumes to toss them in the ‘no’ pile.

The simplest way to get all your digital profiles in sync is to include links to your social media profiles on your site and establish workflows in your marketing and web/socials efforts to update content on these platforms regularly. If you publish a piece of content on your LinkedIn, consider developing social media posts to promote that content on other platforms as well.

Same goes for your Google Maps profile as well. Ensuring these updates are kept uniform across your socials can also signal to Google that your company’s content resources are meticulously updated and highly authoritative, which means you may even garner yourself more page 1 rankings on Google results pages!

A popular method of embedding your socials on your business website is to include icons of LinkedIn, Facebook and any other socials you might have in the footer of your website so they’re out of the way but still easily accessible. You should also write a strong call to action for visitors to follow you on social media.

In 2025, it’s no longer enough to have a strong website. Customers will be more likely to trust you if they see that you have a thriving social media presence and regularly post valuable content. Link your social accounts to your site to use them as trust signals.

6. Transparent pricing

Lastly, it’s always a good idea to give customers an idea of how much working with you will cost, or how prospective clients can easily go about grabbing themselves a ‘free, no-obligation quote’. This is something many consulting companies and other service-based businesses get wrong. Many sites don’t give visitors any idea at all of their pricing, which can give potential customers second thoughts about a partnership.

While customers, in an ideal world, would love to see an exact price, this isn’t always possible, as each consulting project is different. A way to get around this is to provide a price range or provide additional financial incentives to book a preliminary consultation – like making the first one complimentary.

If even this isn’t practical, you should at least include a strong callout for customers to receive a free quote. Having a converting page for booking or leaving web enquiries can also help ensure your conversion funnel is optimised for success.

Optimise your consulting website for maximal conversion

Consultancy is a challenging business to get into. After all, there’s no shortage of online consultants, so you need to find ways to distinguish yourself from your competitors. To do this, you’ll need to build trust through your website.

We’ve just covered some essential trust signals to include to ensure that your website grabs and holds the interest of visitors. If you haven’t already, add them to your site today to secure your next client.