01 / PLANNING
A useful website brief in six questions.
Before choosing colors, get clear on the job your website needs to do.
- Who is the primary customer?
- What service are they looking for?
- Where do you provide that service?
- What evidence can you show: real projects, qualifications or approved reviews?
- What should the visitor do next: call, request an estimate or book a conversation?
- Who will supply and approve the content?
Put these answers in one document. It makes scope decisions easier and gives the design a practical purpose.
02 / WEBSITE STRUCTURE
One page or several? Start with the content.
The right page count depends on what a customer needs to understand.
A single page can work for one focused offer with a straightforward contact action. Keep the service, proof, process and next step together.
Separate pages become useful when your services answer different questions, have different audiences or need substantial explanation. Avoid creating extra pages that repeat the same thin content.
Start by listing the questions each page needs to answer. Then compare that list with the available package scopes.
03 / CUSTOMER EXPERIENCE
Make the enquiry feel like an easy next step.
A contact section should help people understand what happens after they reach out.
Use a clear action label, such as “Request an estimate,” instead of a vague “Submit.” Ask for the information needed to begin the conversation, and explain any required details.
Provide an alternative contact method. Tell visitors whether the form sends a request, prepares an email or makes a confirmed booking. These are different actions.
Before launch, check the full journey on a phone and verify where the enquiry goes. Only count a lead when your actual submission process confirms it.
04 / CONTENT
Build confidence with evidence you already have.
Useful proof is specific, accurate and easy to understand.
Show genuine work with a short explanation of the problem and what was delivered. Use customer quotes only with permission and keep them faithful to what was said.
Display qualifications, service areas and warranties only where they apply. If you have a public rating, keep it current and do not imply that it certifies your business.
A clear process and an honest scope can support a young portfolio. Avoid invented client logos or results: visitors deserve a truthful picture of the business.
