A practical look at the pages, messages and user journeys that turn a website into a business tool.
Give every important page a job. The homepage explains the business, service pages describe outcomes and scope, and the contact page makes it easy to start an enquiry.
Use the phrases customers use when asking questions. Name each service clearly, show relevant examples, and answer practical questions about timing and what information you need to get started.
Try the site on a phone and submit the enquiry form yourself. Check that visitors can find a service, read the offer and complete the form in one sitting.