Your website has one job: help someone decide whether you can do their job, then show them the next step. That means the service, your area, useful pricing, and what happens after they get in touch. Real examples of your work let people check what you claim. It also has to work on a phone, with a keyboard, and with a screen reader. An enquiry is only useful if the person knows what they are asking for.
Answer the questions behind the visit
People arrive from a recommendation, a search, an advert or a link in a text. They may know your name and nothing else. Put the basics where they land — do not assume anyone read the homepage.
Describe the work in the words customers use. Say what is included, what is not, and whether you look before quoting. Name the towns you cover. If people come to you, give arrival details. If you go to them, explain how you check coverage and availability.
On price: a fixed fee, an honest range with its conditions, or a plain account of what drives a quote. Spell out charges. If you cannot price a repair without seeing it, explain the visit and what it costs. Do not leave people guessing.
Make proof specific. A photo with a caption about the job beats a gallery. Keep qualifications relevant and current. Testimonials should be real, with permission to use them. Never let a stock image look like your finished work.
Example: a boiler-service page
An illustrative outline, not a live offer or a client result. A heating firm explaining its annual service:
- Service
- “Annual gas boiler servicing” — so nobody wonders. Breakdowns get their own page.
- Coverage
- The towns served, plus an invitation to ask about nearby addresses.
- What happens
- What the visit involves and what the customer gets afterwards, in the firm’s own approved words.
- Price
- The fee and its conditions together, including how extra work is agreed.
- Evidence
- Real names and checkable qualifications, so people know who is turning up.
- Next step
- “Ask about a service appointment” — a short form, and when someone will reply.
Each piece answers a decision. No section needs its own slogan or animation. Someone with an emergency should see at once that this is a different service, and where to go.
Make it usable
The basics: readable text, decent contrast, clear headings, a visible keyboard focus, labelled form fields. Add useful alt text and links that make sense out of context. The W3C’s accessibility design guidance covers the principles. Looking at a page does not prove it is accessible.
Try the enquiry route on a small phone. Does the text fit? Are the buttons easy to hit? Is a sticky banner sitting on the form? Now use only the keyboard: can you reach everything, see where you are, and submit? Errors should say what to fix and keep what you typed.
Then check what happens after. A cheerful “thanks!” means nothing if the enquiry goes nowhere. Send a test, find where it lands, and name who answers it. Give people another way to reach you if the form breaks.
Website or campaign page?
A website explains the whole business: who you help, how you work, how to get in touch. A campaign landing page is where one advert sends people. It can stick to one service and the questions that advert raises.
You do not always need a new page. An existing service page may already answer them. Use it if the offer matches and the next step is obvious. Build a separate page when the campaign needs a different explanation, audience or enquiry route.
Neither brings visitors by itself. That depends on search, referrals and promotion. And traffic cannot rescue a page that confuses people or a form that fails. Judge the page and the route to it together.
What to fix first
Use real enquiries. If people keep asking whether you cover their town, check where that is written and whether anyone reaches it. If they ask about cost, your pricing section is not doing its job. Repeated questions are clues, not proof.
Track page visits next to completed enquiries and whether they were suitable. Someone who correctly decides you are not right for them is not a failure. Small numbers and shifting traffic sources move these figures on their own.
Job Growth Lab builds websites and landing pages as part of local marketing. You approve the service details, prices, coverage and proof, and say who handles enquiries. Keep them current as the service changes.
Check your own website
- Can someone landing on a service page understand the offer without clicking away?
- Is the price, or how you price, explained with its conditions?
- Can a phone user and a keyboard user finish the enquiry?
- Have you tested that a submitted enquiry reaches a real person?