Consultancy Website Development

Gravity Optional (GO) Website Development Brief

Project Overview

I am seeking a skilled freelance web developer/designer to create a premium, personal, and commercially effective website for Gravity Optional, a business transformation and leadership consultancy.

This website must not resemble a generic consultancy site filled with stock imagery, jargon, vague promises, or over-polished management speak. It should feel human, practical, intelligent, trusted, credible, and personal.

The website should attract clients, build trust, establish credibility, and generate conversations with SME leaders navigating growth, change, complexity, or transformation.

Gravity Optional helps organisations simplify complexity, improve clarity, and move forward with confidence through practical business transformation and leadership support.

At its heart, this website is about what Geoff brings to organisations.

Unlike many consultancy firms, Gravity Optional is not positioned around theory or consulting for consulting’s sake. It is grounded in practical experience, leadership, commercial delivery, operational understanding, and trusted partnership.

The site should reflect Geoff’s credibility, warmth, commercial insight, and practical approach to helping leaders navigate complexity.

Brand Philosophy and Positioning

Gravity Optional exists to help organisations move beyond the weight of complexity.

Many businesses become stuck in complexity, unclear priorities, leadership misalignment, or change fatigue. Gravity Optional helps simplify what feels heavy.

The positioning should feel grounded, calm, commercially credible, intelligent, and human.

The website should position Geoff as:

* Trusted advisor
* Transformation partner
* Commercially experienced leader
* Practical problem solver
* Calm voice during complexity

Messaging should avoid exaggerated consultancy language or buzzwords.

Visitors should leave thinking:

“This person understands businesses like mine and could genuinely help.”

About Geoff – Central Narrative

This website must feel personal.

Gravity Optional is built around Geoff’s experience, values, and approach while recognising a flexible associate delivery model.

Geoff brings 35+ years of leadership, commercial, transformation, and operational experience across multiple sectors.

His approach combines commercial realism, clarity, leadership support, strategic thinking, and practical delivery.

The narrative should communicate that Geoff has sat in leadership positions, managed complexity, made difficult decisions, led people, navigated ambiguity, and understands the realities leaders face.

The messaging should feel conversational, thoughtful, and authentic rather than overly polished.

Website Objectives

The website should:

* Build credibility quickly
* Establish trust
* Clearly explain services
* Differentiate Gravity Optional from traditional consultancies
* Generate enquiries and conversations

Primary objective:

Generate meaningful conversations.

Calls to action should feel personal and low-pressure, for example:

“Let’s have a conversation.”

“Feeling stuck? Let’s talk.”

Target Audience

The primary audience includes:

* SME owners
* Founders
* Managing directors
* Leadership teams
* Businesses experiencing growth, change, challenge, or transformation

Typical frustrations include:

* Growth creating chaos
* Leadership misalignment
* Operational confusion
* Decision fatigue
* Lack of clarity

Required Website Sections

Home Page

The homepage should immediately communicate who Gravity Optional helps, what Geoff does, and why it matters.

Suggested structure:

* Hero statement
* Personal introduction
* Problems solved
* Service overview
* Geoff’s philosophy
* Testimonials or case study capability
* Clear contact call to action

About Geoff / About Us

This section is critically important.

It should focus on Geoff’s story, philosophy, values, leadership experience, and practical perspective.

It should feel authentic, human, and confident rather than corporate.

Include:

* Experience and credibility
* Values and philosophy
* Working style
* Associate model and collaborative delivery

Visitors should feel like they are meeting Geoff digitally.

Services

The services section should clearly explain support areas and outcomes without jargon.

Potential themes include:

Business Transformation
Helping organisations simplify complexity and align priorities, people, process, and performance.

Leadership Support & Coaching
Helping leaders think clearly, navigate uncertainty, and improve confidence and decision-making.

Growth & Change Support
Supporting businesses through transition, growth, challenge, or transformation.

Commercial & Operational Clarity
Creating simplicity, accountability, alignment, and momentum.

Each service area should explain:

* Problems solved
* Outcomes delivered
* Typical engagement approach
* Why Geoff is different

The website should also support future thought leadership content and blog functionality.

Contact Us

This section should feel welcoming and low pressure.

Include:

* Contact form
* Email
* LinkedIn integration
* Conversational call to action

Suggested wording:

“Facing change or feeling stuck? Let’s have a conversation.”

Visual Design Requirements

The visual identity should feel:

* Premium but approachable
* Calm and confident
* Modern but timeless
* Human and authentic
* Spacious and uncluttered

Avoid:

* Generic consultancy clichés
* Handshake imagery
* Fake boardroom photography
* Overly corporate design

The experience should feel editorial, intelligent, and considered.

Logo & Brand Direction

The uploaded Gravity Optional logo should act as the primary visual reference.

The design should reflect simplicity, confidence, professionalism, warmth, and modernity.

The visual language should feel consistent with the logo rather than forcing unrelated styling.

Proposed Colour Palette

Primary Brand Colours:

Deep Navy: #0B1F2A
Soft White: #F5F7F9
Steel Blue: #3A6F8F
Muted Teal: #6FA3A6
Warm Gold Accent: #C8A96A

Neutral Colours:

Charcoal Grey: #2E2E2E
Light Grey: #E2E6EA

Gold should be used sparingly to provide emphasis and subtle premium cues.

The palette should feel calm, premium, and understated.

Photography & Imagery

Use authentic imagery of Geoff, collaboration, and real business environments. Avoid cliché stock photography.

Tone of Voice

The website copy should feel:

* Human
* Thoughtful
* Commercially credible
* Warm
* Straightforward
* Calm and confident

Avoid management jargon and write like an experienced leader speaking to another leader.

Technical Requirements

The website should be mobile responsive, SEO-ready, fast loading, secure, easy to update, analytics enabled, and optimised for enquiries.

Final Requirement

This should not feel like a generic consultancy website. It should feel personal, credible, practical, and human someone you would trust to help you move forward.

References

Current website this replaces - www.smithos.co.uk
Gravity Optional LinkedIn - https://www.linkedin.com/company/gravityoptional/
Geoff Smith LI - https://www.linkedin.com/in/geoffosmith?utm_source=share_via&utm_content=profile&utm_medium=member_ios

Current logo and a hero image of me and the logo?