Make your website and profiles work together

Each place has a job

People rarely meet your business on the homepage first. They might see a LinkedIn post, a marketplace listing, a referral or a search result. Each of those places needs to explain enough to orient them, and give them a sensible next step.

Your website holds the full story: the offer, how you work, the evidence. A LinkedIn profile introduces the person and their perspective. A marketplace listing makes one service easy to understand and buy. They work well together when the connections between them are obvious.

For Aventropy, that looks like this: this website explains the services and the work, LinkedIn is where we share what we’re working on and thinking about, and our founder’s personal site, mcozma.com, tells the career story behind it. Each one links to the others.

Keep the core promise the same

Write a one-paragraph internal statement: who you help, with what problem, and how. Use it as the reference whenever you update any profile. The wording can change to suit the format. The promise underneath it shouldn’t.

Problems start when channels drift apart. One profile promises a big transformation, another describes a tightly limited review, and the website says something else again. Customers notice that kind of inconsistency, and so do AI assistants trying to describe your business.

The details matter as much as the headline. If your audit takes three weeks on the website and two weeks on a marketplace listing, or includes two design directions on one and three on the other, fix it. Small mismatches make people wonder what else is out of date.

Attribute your evidence honestly

If you’ve started a new business after years in other roles, separate your personal experience from the new company’s clients. You can absolutely bring your track record into the story, as long as you don’t imply that every former employer hired your new business.

The same goes for testimonials. Keep the speaker’s words and attribution intact. Don’t turn a recommendation of you as a colleague into a claim that your new company delivered a project for them. Getting this right is part of what makes people trust the rest of what you say.

Link content to services naturally

Write about the questions your ideal customers have. A practical guide to scoping a workflow review leads naturally to an audit service. A generic list of design trends might get attention, but it won’t help the right buyer decide you can help them.

Use clear, descriptive links between related guides, case studies and services. You don’t need a sales pitch in every paragraph. One relevant next step at the end is enough.

Make getting in touch predictable

Wherever someone comes from, they should know what happens when they get in touch. Use one clear destination, and keep the context of the service they were looking at, so they don’t have to explain it again.

Track what matters: relevant conversations, good-fit enquiries, proposals and projects won. If you use analytics, set it up properly and respect people’s choices. And ask new clients how they found you. A direct question often tells you more than the data.

Keep a simple rhythm

Keep one service reference document with your current audience, scope, exclusions, evidence and contact link. When any of it changes, update every profile the same day.

Once a month, ask three questions: which content led to good conversations, where did people misunderstand the offer, and what’s out of date? Digital Foundations sets up the brand, website and launch profiles together. Ongoing marketing support is agreed separately, with clear ownership after launch.