A company website: what to put on it to get enquiries

A client looking for an accountant, a lawyer, a building crew or an agency rarely writes to the first company in the search results. They open several sites and compare: what exactly you do, what it costs and whom you have already helped. A company website is there so that after this comparison the client writes to you.

1. Services in the client's words

A client searches for "accounting for a sole trader", not for "comprehensive financial solutions". Name each service the way people ask for it.

For each service, write what it includes, who it is for and what the client gets in the end. If there are many services, give the main ones pages of their own. Each then has a chance to be found in search for its own query.

2. Prices

A price on the page filters out those you do not suit and saves time on both sides. If the exact sum depends on the scope, write "from" and explain what it depends on. Packages such as "basic", "standard" and "full" help a client choose without a call.

3. Cases and clients

Three lines are enough: the task, what you did and the result in numbers. A short case convinces better than a list of advantages. Show clients' logos only with their permission.

4. The team

Photos, names, roles and the experience of the people a client will work with. Real people build trust. A stock photo of a handshake does the opposite.

5. How you work

Describe the way from an enquiry to the result in a few steps: a call, an estimate, a contract, the work, a report. Add how long each step takes. A client who understands the process hesitates less before the first message.

6. Contacts and a form

A phone number, an email address, messengers and the office address, if clients come to you. A form with a name, a phone number and a line about the task. Say when you answer an enquiry, and keep to it.

What builds trust

• Certificates, licences and membership of professional associations.
• Years in business and the number of projects, in figures.
• Reviews from clients, with their names and companies.
• Your business details.

What to avoid

• "An individual approach" and "a team of professionals" with no proof at all.
• Stock photos instead of your own team and work.
• "Price on request" for every single service.
• A form with a dozen required fields.

One page or several

A small company with two or three services needs only one page. With more services, a page for each gives more chances in search. There is more on the choice in the article on landing pages and business card sites.

Where to start

The minimum to start with: services with prices, two or three cases, the team and contacts. The FastSite template for a company website already has these blocks. What such a site costs is on the pricing page.