Open a blank document and write down five questions new customers ask regularly. What do you offer? Who is it for? Where do you work? How does a job proceed? How can someone reach you? Those questions often give you the outline of the website.
The rest gets easier when you answer them with details from your business. A collection of impressive-sounding terms is of little use. Visitors need enough information to decide whether it is worth contacting you.
The opening paragraph should make things clear
Name your service, your customers, and, if location matters, the area where you actually work. Visitors should understand what you do without first opening the navigation. Add a short line explaining what happens next.
The example does not replace a real location. Add the places where your business actually works. Avoid promises such as “available immediately” if you cannot reliably meet them. Clear expectations save you follow-up questions.
Set clear boundaries around your services
Describe each important service so someone outside your field can understand it. Technical terms are fine when your customers use them. Internal department names and product abbreviations need an explanation.
- What exactly do you do or deliver?
- What kind of job is the service for?
- What does it usually include?
- What does the customer need to provide?
- What is explicitly outside the scope?
A plumbing business does not need to name every screw. The difference between a repair, a bathroom renovation, and installing a new system should still be clear. If these topics need a lot of explanation, each deserves its own page.
Show what your claims are based on
Work examples become useful when the image comes with specific details. Describe the starting point, your role, and the work completed. A photo headed “Project 7” tells visitors very little.
Name customers and publish material only with permission. If a project is confidential, you can often describe the task without naming the client. Do not change the results or claim work done by other people.
If you do not yet have approved references, show your process, the people responsible, and specific service descriptions. Invented praise does not replace missing evidence. Clearly label sample copy as a demonstration while the site is being designed.
About your business means: who will do the work?
This section is especially practical for small businesses. Customers want to know who they will speak with, who will work on their job, and what relevant experience applies. A short, accurate description and a genuine photo are more useful than a long company history unrelated to the service.
- The contact person’s name and role.
- Experience relevant to the service you offer.
- How you work and coordinate with customers.
- Team members or partners, when relevant to the job.
Leave out details you do not want to disclose or cannot substantiate. One precise paragraph is enough. You do not need to make a small business sound like a large one.
Make it easy to get in touch
An email address, phone number, or short form should be available where visitors are ready to act. Explain what information you need for an initial assessment. For many services, a description of the request, location, and preferred timeframe is enough.
Offer only contact methods your business can handle. If nobody reads messages sent through an extra channel, that channel does not make things easier. Decide who handles incoming enquiries and what happens when they are away.
Include opening hours, a visitor address, and directions if customers come to your premises. Label service areas as service areas. A mailbox is not a shopfront.
How to send your content in one go
Create one folder for copy, one for images, and one for the legal details you need. Name images after what they show rather than using your camera’s sequence numbers. Mark what is approved and what still needs review.
- A short overview of your business and offer.
- Your main services, each explained in two to four specific sentences.
- Approved photos, captions, and any relevant usage information.
- Contact details, opening hours, and service area.
- Final legal texts for the planned website.
- One person to collect feedback from the business.
The design does not need to wait until every comma is final. The main content should be settled, though. Otherwise, an agreed layout may need to be rebuilt later.