Turning a Website into a Lead Qualification Tool
Professional Services | Nonprofit
NGO (Disability Inclusion)
UX Strategy, Information Architecture, Creative Direction, Accessibility Design
Looking for Clarity
A consultancy had developed a comprehensive framework for helping organizations build more inclusive workplaces. The challenge wasn't a lack of services.
It was explaining a flexible, modular consulting offer without overwhelming prospective clients.
Traditional consulting websites often present long lists of services followed by a generic contact form. That approach didn't reflect how the consultancy actually worked.
Clients rarely needed every service. They needed a way to identify what was relevant to them before speaking with a consultant. The website needed to do more than inform.
It needed to begin the consulting conversation.
Locating the Real Problem
Rather than designing a digital brochure, we designed a guided decision-making experience.
The consultancy's existing brand metaphor compared workplace inclusion to building a pizza, with each slice representing a different aspect of inclusion.
We extended that idea into the website experience.
Visitors could explore each area of the framework, select the elements most relevant to their organization and submit a personalized shortlist for follow-up. Instead of completing a generic enquiry form, prospective clients effectively created their own consulting brief before the first conversation. Accessibility was treated as a design principle from the outset—not an afterthought.
Every interaction was designed to support a broad range of users, ensuring the website reflected the same inclusive values the consultancy delivered to its clients.
The Bottom line:
The best consulting websites don't try to explain everything. They help visitors understand themselves.
This project reinforced a principle we continue to apply today: When people can identify their own needs before speaking to you, the conversation begins with clarity rather than explanation.
Aligning the Strategy
Reframed the website as a consulting experience rather than a brochure
Designed the user journey and information architecture
Developed the self-selection interaction model
Integrated accessibility into the experience from the beginning
Designed the interface and overall user experience
Solution and Tracking
The website has remained the organization’s primary digital sales platform for more than five years, with its core user experience continuing to support client engagement.
The self-selection approach transformed the website from a passive information resource into an active qualification tool, allowing prospective clients to express their needs before the first consultation.
Over time, the consultancy has worked with leading multinational organizations across technology, financial services and professional services.
While those relationships reflect the quality of the consultancy's work as a whole rather than the website alone, the website has consistently served as the first step in that client journey.
Looking for similar results in your organisation?
Available OnlineA complimentary 15-minute conversation to understand your goals, challenges and next steps.
15 min
Free