Consultancy websites face a specific credibility problem: the work is largely confidential, the results are often hard to quantify publicly, and the product being sold is fundamentally intangible. You can't show a consultancy project the way you can show a brand identity or a Framer build. You have to make people feel confidence through other means.

Beacon's work is genuinely complex. But their ideal clients, CEOs and operations leads at mid-market companies, are not technologists. The website needed to communicate depth of expertise in language that felt accessible and human, not academic and intimidating.

Most of Beacon's best work was confidential. We couldn't rely on detailed case studies to build credibility. We had to find other ways, team depth, process transparency, and the quality of the writing and design itself.

Beacon's old website was generating enquiries, but mostly from companies too small or too early-stage to be a good fit. The new site needed to attract mid-market decision-makers specifically, which required a clear signal in the positioning about who Beacon works with and who they don't.