Rod Jones

The brief

Rod advises boards and CEOs. That audience does not read a services list - it decides within a few seconds whether the person in front of them operates at their level, and then looks for evidence.

So the site had two jobs that pull against each other. It had to establish standing immediately, and it had to do that without becoming a wall of accolades, which reads as insecurity rather than authority.

What we built

The homepage leads with the proposition - helping boards build internationally competitive customer operations - and carries the credentials underneath as a quiet running marquee rather than a list. Standards committee seats, the lifetime achievement award, the delegate numbers and the countries are all there, but they move past rather than demanding to be read.

The three ways of working with Rod each get their own page: executive strategic advisory, strategic transformation, and assessing and benchmarking. A board looking for independent counsel and an operator looking for a benchmarking exercise are different conversations, and they no longer share a page.

The library is the quiet workhorse. 23 industry eBooks, now self-hosted rather than depending on a previous platform's upload URLs, each with its own page and a download wired to the mailing platform. It is the part of the site that keeps working after the visit.

Motion is used sparingly and deliberately - a pinned horizontal scroll for the framework, smooth scrolling throughout - on a static Astro build, so none of it costs the page its speed.

Why it works

Authority on a personal brand site is established by specificity, not volume. Naming the standards bodies, the committees and the actual numbers does more than any amount of adjectives, and it gives a sceptical reader something to verify.

Splitting the offering into three named services also gives each one a page that can rank and a link that can be sent to one prospect about one thing - which is how advisory work actually gets passed around.