Sample article. This is starter content written for this website and has not yet been reviewed for publication.
Most business websites are built around what the company wants to say. The ones that generate enquiries are built around what a visitor needs to decide. Planning with that shift in mind makes every later decision — structure, copy, design — easier.
1. Define the one action that matters
Decide what a successful visit looks like. For most service businesses it is a contact or quotation request; for others it might be a booking or a phone call. Every page should make that action easy to find, without forcing it on people who are still reading.
2. Write down who you are talking to
List your two or three most common customer types and the questions each one asks before buying. Those questions become your page structure: services, how you work, what it costs, what others have experienced, and how to get started.
3. Plan pages around decisions, not departments
- A homepage that says what you do, for whom, and what to do next — within the first screen.
- One page per core service, so each can answer specific questions and be found in search.
- A process or 'how we work' page that reduces uncertainty for first-time buyers.
- A contact page with a short form and clear expectations about response time.
4. Prepare content early
Content is the most common cause of delayed launches. Gather service descriptions, photos, project examples and answers to frequent questions before design starts. Designing around real content also produces better layouts than designing around placeholder text.
5. Decide how you will measure it
Set up analytics and form tracking at launch so you know which pages lead to enquiries. Review them monthly and improve the pages that get traffic but few conversions.
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