How to Plan a Website That Actually Brings Customers
A website only “works” if it reliably produces enquiries, calls, bookings, or sales. That has less to do with colours and clever layouts than most people think. The plan comes first. Before you pick a theme or write a single page, you need to be clear on what actually brings customers to your business, what those customers are looking for when they arrive, and what would make them take the next step. Then you build the site around that: clear pages, clear messages, and an obvious way to contact you or buy. Once the structure is right, you make it fast (so people do not bounce), easy to use (so they do not get lost), and easy to understand at a glance. Finally, you make it findable, both in Google and in newer AI-driven discovery, by publishing content that answers real questions in plain language and is technically clean underneath. No hacks. Just good structure and solid execution.
1) Define what “brings customers” for your business
Decide which real actions matter, then design the site to guide people towards them instead of chasing vanity numbers.
Before you plan pages, decide what a “good” website visit looks like for you. Not in terms of traffic. In terms of outcomes.
Typical customer actions are simple and measurable:
- a phone call
- an enquiry form submission
- a quote request
- a booking (consultation, appointment, site visit)
- a purchase
- an email sign-up
Your website should make at least one of these actions feel obvious and low effort. If you have five competing calls to action on every page, most people will do none of them. My judgement call: pick one primary action and one secondary action per page, and stick to it.
It also helps to separate lead volume from lead quality. Volume is how many enquiries you get. Quality is whether those enquiries are the right fit and likely to turn into paid work.
You need both. High volume with low quality wastes your time. High quality with low volume can still starve the business, especially if you have staff to keep busy or targets to hit. The “right” balance depends on your capacity and price point, so decide that up front.
Next, be realistic about where leads come from. Most businesses see a mix of:
- search (people actively looking in Google)
- referrals (word of mouth, partners, existing clients)
- ads (paid search, paid social, retargeting)
- social (usually more awareness than direct leads, unless you already have momentum)
- directories (industry sites, local listings, marketplaces)
- email (newsletters, follow-ups, client lists)
The key point is that each source arrives with different intent. Someone from search often wants to compare options quickly. A referral tends to want reassurance and proof. An ad click might need more context before they trust you. That should change what they see first and what you ask them to do.
This is where funnels come in. A funnel is just the steps from “first visit” to “becoming a customer”. Different businesses need different funnels.
If you run a service business, the funnel usually looks like: service page – proof (case studies, reviews) – clear next step (call or quote request). The website has to answer “Can you do this?”, “Have you done it before?”, and “What happens next?” quickly.
If you run e-commerce, the funnel is tighter: product page – basket – checkout. Speed, usability, and friction-free checkout matter more than long explanations, although good product information still reduces returns and support emails.
If you are a professional practice (legal, finance, medical, consultancy), trust is usually the main barrier. People want credentials, a clear process, transparent scope, and a calm way to make contact or book. The goal is often a call or appointment, not an instant sale.
Finally, write a simple measurement plan. Keep it light, but make it real. Decide what you will track and where:
- Forms: how many submissions, and which pages they came from
- Calls: clicks on phone links (and, if you use call tracking, which source drove the call)
- Bookings: completed bookings and the pages people visited before booking
- Key pages: performance of your main service pages, pricing page, case studies, and contact page
You do not need a complicated analytics setup to start. You just need clarity on what counts as a lead, and a way to see which pages and sources are producing those leads. If you cannot measure it, you cannot improve it.
2) Identify your real customers and what they are looking for
Get specific about needs, worries, and how people decide, so the site can answer the right things fast.
Before you plan pages, features, or design, get clear on who the site is for. Not as a vague “target audience”. As real customer types with specific goals, constraints, and decision rules.
This matters because two people can want a “new website” for completely different reasons. One wants more leads next month. Another wants to look credible for a funding round. They will scan the page differently, and they will judge you on different things.
Primary customer types and the job they are hiring you for
A practical way to frame this is: “What job are they hiring the website for?” That job should drive the structure and the copy. Common jobs I see for service businesses include:
- Growth-led owner – “Bring in qualified enquiries without me chasing.”
- Credibility-led professional – “Make us look established and reduce doubt before the first call.”
- Operations-led team – “Cut admin and back-and-forth. Make it easier to book, request, or self-serve.”
- Replace-and-fix buyer – “Our current site is slow, awkward, and hard to update. We need a rebuild that is stable.”
- Marketing-led stakeholder – “We need clean structure, proper tracking, and SEO foundations so campaigns perform.”
None of these require made-up personas. You can confirm them by looking at what people ask for in enquiries, and what makes deals move forward.
Customer intent: urgent vs considered decisions
Intent is the urgency and seriousness behind the visit. It changes what your homepage, service pages, and contact journey should do.
- Urgent intent – something is broken, embarrassing, or blocking sales. They want quick reassurance, clear scope, and a fast next step. Think: “site down”, “no leads”, “launch next week”.
- Considered intent – they are planning, comparing, and building internal agreement. They need proof, a clear process, and enough detail to justify the spend. Think: “rebrand”, “new service line”, “move to WordPress”, “SEO clean-up”.
A site that only speaks to urgent buyers often sounds pushy to considered buyers. A site that only speaks to considered buyers often buries the contact step when someone is ready now. You usually need both, but you can choose which one gets priority on key pages.
Common questions people need answered before they contact you
Most visitors are doing quick risk checks. They want to know whether you understand their situation, whether you have done it before, and what it will be like to work with you.
- Do you build sites for businesses like mine, or only for certain sectors?
- What does the process look like, and how long does it take?
- What will you need from me, and how much time will it take?
- Will I be able to edit the site myself afterwards?
- What is included (copy, SEO, tracking, hosting, support), and what is not?
- Can you work with what we already have (domain, branding, content), or is it a full restart?
- How do you handle performance and security?
- How do you measure success? Leads, calls, bookings, sales?
If you cannot answer these clearly on the site, you force people to email “just to ask”. Many will not. They will bounce and open a competitor tab instead.
Objections that stop people converting
Most conversion problems are not design problems. They are doubt problems. The common blockers tend to be:
- Price anxiety – “Is this going to be expensive?” and “Will it pay off?” People do not always need a price list, but they do need a sense of how you scope work and what changes the cost.
- Trust – “Will you deliver?” This is where case studies, reviews, clear process, and named accountability matter more than clever copy.
- Complexity – “This sounds like a lot of moving parts.” Reduce jargon. Show the steps. Explain what you handle vs what the client provides.
- Time – “I cannot deal with a long project.” Set expectations, offer a realistic timeline range, and explain how you keep it moving.
My judgement call: do not hide from the hard bits. If you know a project needs input, say it plainly and show how you make it manageable. You will get fewer time-wasters and better-fit enquiries.
A practical research checklist (so you are not guessing)
You do not need a big research phase. You do need real inputs from real conversations and real search behaviour. Here is a checklist that works in the real world:
- Sales calls – listen for the moment they explain the problem in their own words. Note the triggers (“we have”, “we need”, “we are losing”).
- Enquiry emails and contact forms – copy the exact phrasing people use. Those phrases belong in headings and FAQs.
- Support emails (if you have them) – these reveal confusion, missing info, and where your current site creates extra work.
- Competitor sites – what do they lead with, what do they avoid, and where do they make it easier to take the next step?
- Search results – type your core services into Google and look at what appears. Ads, map listings, “People also ask”, and the top pages show what searchers expect to see.
- FAQs and “People also ask” – these are usually the real pre-contact questions. Treat them as content requirements, not filler.
- Reviews and testimonials – not just yours. Look at competitor reviews too. Pay attention to what people praise and what they complain about.
Write findings down in a simple table: question, where it came from, how often you see it, and which page should answer it. That becomes your content plan.
What counts as evidence vs assumptions
Evidence is anything you can point to and repeat. Assumptions are anything that sounds plausible but you cannot trace back to a real source.
- Good evidence – recorded call notes, repeated phrases in emails, consistent objections, analytics showing high exits on a page, search queries in Search Console, questions that appear across multiple discovery calls.
- Weak evidence – “people these days want…”, “our customers are busy”, “nobody reads”, “everyone uses social”, or preferences based on one loud client.
If you have to guess, label it as a guess. Then turn it into a test. Add the missing answer to the page, track the impact on enquiries, and adjust based on what actually happens.
3) Build the offer and messaging before the layout
Decide what you are selling, who it is for, and why it is worth it, then design around that.
A lot of websites are designed from the outside in. Colours, sections, animations, then the words get forced to fit. That usually creates a site that looks fine but does not answer the questions people actually have before they contact you.
Start with the offer and the message. Then build the layout to support it. You will make faster decisions, the site will be easier to navigate, and you will avoid a homepage that tries to do ten jobs at once.
Here is a simple value proposition format that works in plain English:
We help [who] get [outcome] by [how], without [common pain].
Example (adjust to your business): “We help London service businesses get more qualified enquiries with fast, well-structured WordPress sites, without the slow builds and messy handovers.” If you cannot say it in one or two sentences, the offer probably needs tightening.
Services and outcomes: be specific about what ‘success’ means
People do not buy a “website”. They buy what the website does for them. So list services, but anchor each one to an outcome.
For a web design and development service, that might look like:
- WordPress design and build – a clear structure, strong calls to action, and pages that are easy to update.
- Performance setup – fast load times, especially on mobile, so visitors do not drop off before they read.
- SEO-ready structure – clean page hierarchy, internal linking, and metadata so Google can understand the site.
- Content support – turning real questions into useful pages, not fluffy “marketing” paragraphs.
- Tracking and measurement – analytics and conversion tracking so you can see what brings enquiries. (A conversion is a tracked action like a form submission or booked call.)
Also say who it is for. “Small businesses” is often too broad. Specify the type of client you do best with, and the type you are not a fit for. It saves time on both sides.
Then define success in real terms. Not “better branding”. Something you can recognise, like: more qualified enquiries, fewer confusing questions, higher conversion rate on key pages, faster load time, better rankings for specific services, or a simpler sales process.
Proof and trust: show your working
Design can create a first impression. Trust comes from evidence. Use proof that matches the risk in the buyer’s mind.
- Case studies – show the situation, what you changed, and the outcome. Keep it honest and specific.
- Testimonials – best when they mention the problem, the process, and what improved.
- Your process – a simple step-by-step. It reduces uncertainty and helps people picture working with you.
- Team and accountability – names and roles. If it is you, say it.
- Real photos – of you or your team, when possible. Stock photos are not a deal-breaker, but they rarely build confidence.
- Certifications and partner badges – only include what matters to clients. If it does not change outcomes, it can be a distraction.
My judgement call: one solid case study beats six vague ones. If you do not have many, write up two great projects properly and add more over time.
Pricing approach: reduce friction without playing games
Pricing is tricky because it depends on scope. But avoiding the topic completely creates its own problem. People assume it is either very expensive, or that you are not confident enough to be transparent.
When it helps to show a range:
- When you sell a fairly standard service (for example, a brochure site with a typical set of pages).
- When the buyer is cost-sensitive and needs to self-qualify before contacting you.
- When you want fewer “how much?” emails and more serious enquiries.
When it can be better not to show a number:
- When projects vary widely and a range would be so broad it is meaningless.
- When the work is genuinely bespoke and you need discovery before you can scope properly.
If you do not show prices, still reduce price friction. Explain what drives cost. Give examples of what typically increases or reduces scope. Share how you quote and what is included. People can handle “it depends” if you explain what it depends on.
A practical compromise that often works: give ranges for common packages, and a “from” price for bigger builds, then invite people to talk if they are unsure which applies. Do not hide key costs in the small print. It will come out later and it breaks trust.
Calls to action: match intent, not your preference
Different visitors are at different stages. Your calls to action should respect that. One person is ready to book. Another just wants to sense-check fit. Give them the right next step.
- Book a call – for people who are actively comparing suppliers.
- Request a quote – for people who have a defined scope and want a number.
- Email – for people with a quick question, or who do not want a call yet.
Place calls to action where the question is answered. After the value proposition. After proof. After pricing guidance. Do not plaster the homepage with repeated buttons before you have given people a reason to click.
Once you have the offer, the proof, and the next steps clear on paper, the layout becomes much easier. You are no longer designing a “nice website”. You are designing a path from question to confidence to contact.
4) Plan a site structure that supports decisions (and SEO)
Make it easy for people to find the right page, and easy for Google to understand what each page is for.
A good site structure does two jobs at once. It helps a potential customer move from question to confidence without getting lost. And it helps search engines index your pages properly. Indexing just means a search engine can find, read, and categorise your content.
If you get this wrong, everything else feels harder. You end up with pages competing with each other, or key pages buried three clicks deep, or people landing on a blog post with no obvious next step.
A sensible page list for most service businesses
For most service companies, this is the core set that works:
- Home – what you do, who it is for, why it matters, and the main next steps.
- Services – an overview page, plus subpages for your main services.
- Work / Case Studies – proof, written clearly, with outcomes and context.
- About – who you are, how you work, and why clients can trust you.
- Insights / Guides – helpful content that answers real questions and supports SEO.
- Contact – clear options, expectations, and a simple form.
That is enough for a lot of businesses. It is also easy to keep up to date, which is usually the hidden constraint.
When you need dedicated pages (and when you do not)
Dedicated pages are useful when the intent is meaningfully different. If someone is searching for a specific service, location, or sector, a focused page usually performs better and converts better because it matches what they meant.
One page per service makes sense when:
- Each service has a different buyer question set, deliverables, or process.
- You want to rank for that service specifically.
- You can write enough to be genuinely helpful without padding.
You probably do not need separate service pages when the services are basically variations of the same thing, or you only deliver them as a bundle. In that case, one strong page with clear sections is often cleaner.
One page per location makes sense when:
- You actively serve that area and it changes delivery in some way (on-site work, local compliance, time-sensitive response).
- You can add real local detail, not just the town name swapped in and out.
Location pages are not worth it if they would all read the same. Do not create dozens of near-identical pages just to target keywords. It is hard to maintain, and thin pages tend to underperform.
One page per sector makes sense when:
- You have clear experience in that sector and can show relevant examples.
- The risks, terminology, or buying criteria are different enough to address directly.
If you do not have genuine sector depth yet, keep it simple. Mention the sectors you work with on your Services and Work pages, then build sector pages later once you have proof and perspective.
My judgement call: it is better to have six strong pages that you update, than sixty thin pages you avoid looking at.
Internal linking principles that actually help
Internal links are links between your own pages. They help users discover the next relevant step, and they help search engines understand which pages are important and how topics connect.
- Link based on intent. From a service page, link to relevant case studies, pricing guidance (if you have it), and the contact page.
- Use descriptive link text. “Website rebuild case study” is better than “click here”.
- Point many related pages to the main page. For example, guides about site speed should link back to your Performance or Technical SEO service page.
- Avoid orphan pages. If a page has no internal links pointing to it, it is easy for people and search engines to miss.
Do not overdo it. A few well chosen links beat a paragraph that looks like a Wikipedia entry.
Navigation should match how customers think
Your navigation is not a mirror of your internal org chart. Customers do not care which team does what. They care about outcomes and next steps.
Keep the main menu short. Put the obvious, high intent items in it: Services, Work, About, Insights, Contact. If you need a secondary menu, use the footer for supporting pages like Privacy, Terms, Accessibility, and site credits.
Avoid mega menus and clutter. They look “comprehensive” but they slow people down. They also make it easier to hide weak pages instead of fixing the content.
Content ownership: decide who maintains what
This is where many sites quietly fail. Nobody owns the content, so it drifts. Plan ownership while the structure is still simple.
- Home – owner: business lead or marketing lead. Review quarterly.
- Services – owner: person responsible for delivery. Review every 6 months or when the offer changes.
- Work / Case Studies – owner: account lead or founder. Add after major projects, review annually.
- About – owner: founder or team lead. Review annually, and whenever roles change.
- Insights / Guides – owner: whoever can write with authority. Publish when there is something worth saying, then update the key pieces every 6-12 months.
- Contact – owner: operations or admin. Review quarterly to keep forms, emails, and response expectations accurate.
If you are a small business, one person might own all of it. That is fine. Just be honest about your capacity and plan a structure you can actually maintain.
5) Make it easy to use and easy to understand
Clarity wins – help people scan, decide, and act with the least effort possible
If your website is working, it feels obvious. People land on a page, understand what you do, and know what to do next. If they have to think too hard, they will leave, even if your service is good.
This is less about “design” and more about reducing effort on every page. Clear headings. Enough spacing. A layout that behaves on mobile. Forms that do not feel like an interrogation.
Get above-the-fold clarity right
Above the fold means what people can see before they scroll. On most sites, that first screen decides whether someone sticks around.
Make three things obvious:
- What you do – in one plain sentence.
- Who it is for – the type of customer or situation.
- The next step – usually “Get a quote”, “Book a call”, or “See work”.
Do not bury the main message under a carousel, a vague slogan, or an animation that takes three seconds to settle. If your visitor has to scroll to find what you offer, the page is already underperforming.
Use typography, spacing, and contrast people can actually read
Readable type is not a luxury. It is part of conversion.
- Typography – choose one or two fonts and stick to consistent sizes.
- Spacing – give headings, paragraphs, and buttons room to breathe.
- Contrast – dark text on a light background is still the safest default for long reading.
Avoid design trends that make content harder to read. Light grey text, tiny fonts, text over busy images, and fancy scroll effects usually look “designed” but they cost you clarity. My judgement call: if a style choice reduces readability, it is not a style choice, it is a problem.
Design mobile-first, not “desktop then squeeze”
Mobile-first means you design the small screen layout first, then expand it for larger screens. It forces good prioritisation.
On mobile, make sure:
- Buttons and links are touch-friendly – big enough to tap without zooming.
- Navigation is simple, with clear labels and no hidden surprises.
- Content stacks in a sensible order, with key points near the top.
- Pop-ups do not block the whole screen or interrupt basic reading.
Also, do not hide key information behind interactions. Accordions and tabs can be useful, but if your pricing approach, process, or key service details are buried behind “click to reveal”, many people will not bother.
Build forms that people actually complete
Forms are often the moment where interest turns into action. Or where it dies.
- Use fewer fields – ask only what you need to respond well.
- Make errors clear – show which field needs fixing and why, in plain English.
- Reassure on privacy – a short line like “We only use your details to respond to this enquiry” helps.
- Offer an alternative – some people prefer email or phone, especially for high value work.
If you need more detail for quoting, collect it in a follow-up. The first form is for starting the conversation, not completing a full brief.
Cover the accessibility basics
Accessibility is about making your site usable for more people, including those using assistive technology. It also tends to improve overall clarity.
- Alt text – write a short description for meaningful images so screen readers can describe them.
- Form labels – every input needs a proper label, not just placeholder text.
- Keyboard navigation – the site should work without a mouse, using tab and enter.
- Colour contrast – ensure text and buttons are readable against their backgrounds.
You do not need to turn your site into a compliance project to make progress. Start with the basics above, test pages on a phone, and try navigating your key journeys using only a keyboard. You will spot the friction quickly.
6) Performance is part of conversion, not a technical extra
If your pages feel slow, people leave, and the ones who stay trust you less
Speed is not just a developer concern. It changes how people behave. When a page hangs, visitors assume the rest of the experience will be the same. They hesitate. They stop clicking. Some leave and do not come back.
It also affects trust. A slow site can feel dated or neglected, even if the design is modern. If you are asking someone to enquire, book, or pay, you want the site to feel solid and responsive.
On WordPress, performance is usually decided by a handful of choices. You do not need exotic server tuning. You do need to get the basics right and avoid building the site in a way that fights the platform.
The core priorities that move the needle
Fast hosting. Hosting is where your site lives. Cheap hosting can work for a brochure site, but if the server is slow or overcrowded, everything else is harder. I would rather simplify features than build on weak hosting.
Caching. Caching means saving a ready-to-serve version of a page so WordPress does less work on each visit. It is one of the biggest wins for typical business sites, especially for traffic from Google.
Image optimisation. Images are often the largest files on the page. Use the right dimensions, compress them, and serve modern formats where possible. Do not upload a 5000px photo and hope the site will “handle it”. It will not.
Lean theme. Your theme controls layout and a lot of front-end code. A lightweight, well-built theme gives you a clean base. A heavy theme that ships with sliders, animations, and five different frameworks will cost you on every page.
Minimal plugins. Plugins are fine, but every plugin is more code, more updates, and more potential slowdown. Keep what you need. Remove what you do not. If two plugins overlap, pick one.
Page builders: useful tool, but not always worth the cost
Many slow WordPress sites are slow because they are built with a heavy page builder plus a stack of add-ons. That combination often creates bloated HTML, lots of scripts, and complex layouts that are hard to optimise later.
My judgement call: if performance and long-term maintainability matter, I avoid builder-heavy setups for most service business sites. You can usually get the same result with Gutenberg blocks and a solid theme, with less weight and less fragility.
When are page builders acceptable? When the business genuinely needs fast internal editing across lots of landing pages, has a team maintaining the site, and is willing to pay the performance cost. Even then, it should be a deliberate choice, not the default.
Checks to run before launch
Page weight. This is the total size of a page, including images, scripts, and fonts. If it is heavy, it will feel heavy on mobile data and average devices.
Mobile performance. Test pages with mobile in mind, not just on a fast office connection. Mobile CPUs are slower. Network conditions vary. That is where slow sites get exposed.
Real-device testing. Use an actual phone. Click through key journeys: homepage to service to contact, or product to checkout. Watch for delays, layout shifts, and anything that makes the site feel “sticky”. Tools are helpful, but real use catches the human problems.
Ongoing maintenance keeps a fast site fast
Performance is not a one-off task. Sites slow down over time when plugins accumulate, images get uploaded without checks, and updates are avoided until everything is out of date.
Updates. Keep WordPress core, plugins, and themes updated. Many updates include performance improvements and security fixes.
Backups. Backups are how you recover quickly if an update breaks something or the site is compromised. Set them up before launch, not after the first scare.
Monitoring. Basic monitoring tells you if the site goes down or starts getting slow. You do not need an enterprise setup. You do need to know when something is wrong, and fix it before customers find it first.
7) Create content that answers questions and wins search visibility
Tie every page to what people are trying to do at that moment, not to a blogging schedule.
If you want a website that brings customers, your content needs to match intent. Intent is the reason behind a search, like “I need this service”, “I am comparing options”, or “I need to check if this provider is legit”. When your pages line up with those moments, search visibility tends to follow.
For most service businesses, the main SEO asset is not the blog. It is the service pages. These are the pages that describe what you do, who it is for, where you work, what the outcome is, and how to get started. They also map directly to revenue.
A strong service page usually answers the real questions people have before they contact you. What is included. What is not included. Typical timelines. What you need from them. Common constraints. How pricing works at a high level if you can share it, or at least what affects the cost.
Then you build supporting content around those service pages. Not for volume, but for coverage.
- FAQs that tackle the questions you keep answering on calls and by email.
- Guides that help someone understand the problem and your approach.
- Comparisons that help buyers decide, for example “WordPress vs Webflow” or “template site vs custom build”. Keep it fair. People can smell bias.
- Process explainers that show how you work, step by step. This reduces friction and filters out poor-fit leads.
- Case studies that show the situation, what you changed, and what improved. Even without sharing numbers, you can be specific about decisions and outcomes.
How to pick topics without guessing. Start with your sales questions. Look at the last 20 enquiries and write down what people asked before they bought, and what stopped them buying. Those questions are content topics.
Next, check search intent. A simple test is to search the phrase and look at the results. If the top results are “how to” articles, Google thinks the intent is informational. If the results are service pages, the intent is commercial. Match the page type to what is already working, then do it better.
Finally, look for gaps in competitor content. Not “they do not have a blog”. Real gaps, like missing detail about process, vague deliverables, no examples, or no clear explanation of who the service is not for. If competitors are all saying the same safe things, being specific becomes a competitive advantage.
Quality matters more than word count. The pages that perform tend to have a few clear signals:
- Specificity – name the tools, steps, deliverables, and constraints where appropriate.
- Examples – show what “good” looks like and what “bad” looks like. Even simple examples help.
- Clear structure – descriptive headings, short sections, bullet lists, and a summary near the top.
- Original insight – explain why you do it this way, including trade-offs. That is the bit AI summaries and generic articles often miss.
A small judgement call from real projects: I would rather publish five excellent pages that mirror how people buy, than fifty shallow posts written to “look active”. Thin content is hard to maintain, and it rarely wins meaningful rankings.
Keep the plan simple so a busy team can actually do it. A workable editorial plan for most service businesses looks like this:
- Quarterly: review and improve your main service pages. Add missing FAQs, tighten the structure, update screenshots and examples, and make the call to action clearer.
- Monthly: publish one supporting piece tied to a service page. Pick the most common sales objection or comparison that comes up that month.
- Weekly (15 minutes): capture questions from calls and emails in a shared doc. That doc becomes your topic pipeline.
- Before publishing: add internal links to the relevant service page and contact page. Internal links are just links between your own pages, and they help both users and search engines.
If you do that consistently, the site starts to cover the full decision journey. Discovery. Comparison. Proof. Conversion. That is when content stops being “blogging” and starts acting like a sales asset.
8) Optimise for SEO and AI discovery with clean structure
Make it easy for machines to crawl, understand, and trust what your site is about
Search engines and AI systems are not impressed by clever tricks. They do better with clean structure, consistent signals, and pages that say what they mean. If you get the basics right, you make every future piece of content easier to find, easier to summarise, and harder to misinterpret.
Technical foundations that stop you being invisible
Before you tweak copy, make sure your site can actually be crawled and indexed. Indexing is when Google stores your page in its database so it can appear in results.
- Indexability – check you are not blocking the site by accident (common on new builds). In WordPress this often comes down to the “discourage search engines” setting and any “noindex” tags added by SEO plugins.
- Clean URLs – keep them short and readable. Use real words. Avoid random numbers and dates unless they matter.
- XML sitemap – this is a file that lists your important pages to help search engines discover them. Most SEO plugins generate one. Make sure it includes the pages you want to rank and excludes thin utility pages.
- robots.txt basics – this is a small file that gives crawlers guidance. A sensible setup blocks true admin areas and allows public pages. Do not try to “sculpt SEO” by blocking lots of things unless you know exactly why.
Small judgement call: if a site is not indexing properly, do not write more content to “push through it”. Fix crawl and indexing first, otherwise you are paying for work that cannot be seen.
On-page basics that help Google and people
Once the technical layer is sound, on-page SEO is mostly about clarity. You are labelling the page in ways both humans and machines can follow.
- Page titles – the blue link in Google. Make it specific and match the intent. “Web Design London” is different to “WordPress Website Support”.
- Headings (H1, H2, H3) – use them like a document outline. One clear H1 per page, then break sections up with descriptive H2s.
- Meta descriptions – not a ranking magic button, but they do affect clicks. Write a clear summary in one or two sentences. Treat it like the answer to “is this page for me?”
- Internal links – link between your own pages. They help users move through the decision journey and help search engines understand what pages matter most.
- Image alt text – a short description for accessibility and context. Describe the image. Do not stuff keywords into it.
A practical approach that works: every service page should link to the most relevant proof (case study, testimonials if you have them, process page), and to the contact page. Do this deliberately, not as an afterthought.
Schema markup when it genuinely helps
Schema is structured data. It is a way to label information so search engines can interpret it more reliably. It can help with understanding and presentation, but only if it is truthful and matches what is visible on the page.
- Organisation – useful for brand details like name, logo, and official contact points.
- LocalBusiness – helpful if you serve a location like London and you display real address or service area details.
- Service – useful for clarifying what you actually provide, especially if your wording is broad.
- FAQ – only add if the FAQs are on the page as real content, not hidden. Keep answers direct.
- Review – only if the reviews are real, collected properly, and shown clearly. Never mark up reviews you do not have, or “testimonials” that are anonymous and unverifiable.
If you are unsure, use less schema rather than more. Bad or misleading markup is a distraction at best, and a trust problem at worst.
Format content so AI systems can extract it cleanly
AI discovery often comes from the same sources as search. Clear structure helps both. It also makes your pages easier to scan, which is how most buyers actually read.
- Descriptive headings – headings should say what the section answers, not just “Overview” or “Details”.
- Concise sections – keep paragraphs tight. One idea at a time.
- Lists where appropriate – steps, deliverables, requirements, and comparisons work well in bullets.
- Plain language – define a technical term once, then move on. Do not bury the point in jargon.
This is also where your site becomes easier to maintain. Good structure means updating one section does not break the whole page.
E-E-A-T signals in practice (not just theory)
E-E-A-T is shorthand for Experience, Expertise, Authoritativeness, and Trust. You cannot “add” trust with a plugin. You show it with real-world signals that match what a cautious buyer expects.
- Real business details – clear business name, location, and a consistent way to contact you.
- Contact information – do not hide it. A proper contact page helps users and reduces doubt.
- Policies – privacy policy, cookie information, and terms where relevant. Especially important if you collect leads, take payments, or track analytics.
- Author info when relevant – for advice-led content, add who wrote it and why they are qualified. It can be simple.
- Proof that matches reality – case studies, named clients where you have permission, or specific examples of decisions you made. Avoid vague claims.
Put all of this together and you get a site that is easier to crawl, easier to understand, and easier to trust. That is what tends to drive steady search visibility over time, and it also reduces friction when a buyer checks you out before they enquire.
9) Design for trust: proof, reassurance, and risk reduction
Reduce doubt so the right people feel safe taking the next step
Most good leads do a quick risk check before they enquire. They are not looking for clever design. They are looking for signs you are real, competent, and easy to work with. If your site feels vague, they will pause. If it feels solid, they move.
Trust is not one section called “Trust”. It is lots of small confirmations, placed where people hesitate. Usually that is the homepage, the service page, and right next to the form.
What to show (and where it matters)
Start with proof that matches what you sell. If you build fast WordPress sites for service businesses, show that. Not a random mix of logos and pretty screenshots.
- Portfolio – show a small set of relevant projects. Add one line on the goal and what you delivered.
- Outcomes – avoid fake numbers. Use practical outcomes you can stand behind, like “restructured service pages so each service has a clear URL and heading structure”.
- Testimonials – best when they are specific. “Good communication” is fine, but “came back with clear options and fixed performance issues” is better.
- Process steps – outline how you work in 4-6 steps. It reduces anxiety because people can picture what happens.
- Response times – set an expectation, even if it is conservative. If you reply within 1 working day, say that. If it varies, say “within 2 working days”.
- Guarantees (only if true) – do not add guarantees to look confident. If you genuinely offer one, keep the wording tight and explain what it covers and what it does not.
A small judgement call: if you have limited work to show, do fewer case studies but write them properly. Three strong examples beat twelve vague tiles.
Practical trust details people expect in the UK
Buyers often look for basic business signals. They might not mention it, but they notice when it is missing.
- Address or service area – if you are London-based, say so clearly. If you visit clients, state the areas. If you work remotely, say that too.
- Company number (where relevant) – if you are a limited company, display the company name and registration number in the footer and contact page.
- Clear contact routes – give at least two ways to reach you (form and email, or form and phone). Make them easy to find.
- Consistent identity – same business name, same branding, same tone across the site. Inconsistency reads as risk.
If you use a contact form only, some people will bounce. A visible email address is a simple reassurance for professional buyers.
Security basics that quietly build confidence
Security is also a trust signal. You do not need to turn your site into a fortress, but you should cover the basics.
- HTTPS – this means your site uses an SSL certificate so data is encrypted in transit. Your site should load on https:// with no warnings.
- Form spam protection – protect forms from bots so you do not miss real enquiries. Keep it light. If it blocks genuine users, it is doing harm.
- Privacy policy – explain what you collect, why you collect it, and how people can contact you about it. Keep it readable.
- Cookie handling – if you use analytics or marketing tags, handle cookies properly. Avoid banners that trap users into “Accept all” with no real choice.
Also avoid anything that looks like a scam, even if it is not. That includes broken padlock icons, outdated “secure checkout” badges, and “trust seals” that do not mean anything.
Microcopy that removes friction at the point of action
Microcopy is the small text around buttons and forms. It is where you answer the unspoken questions that stop people clicking.
- Set expectations after submission – “Thanks, your message has been sent. I reply within 1 working day.”
- Explain what happens next – “I will review your site and come back with a couple of time slots for a call.”
- Reduce privacy worry – “No spam. Your details are only used to reply to this enquiry.”
- Keep fields minimal – ask for what you need to reply. If you want more detail, make it optional.
One more practical call: avoid aggressive pop-ups and interruptions, especially on service pages. They often reduce trust and make the site feel desperate. If you need a prompt, use a calm sticky button or a short inline call to action instead.
Finally, skip stock photos that look generic. Use real screenshots, real project images, or simple illustrations. A clean layout with honest proof will do more for conversions than “smiling team” photography ever will.
10) Launch, measure, and improve based on real behaviour
Treat go-live as day one, then tighten the site based on what people actually do
A good launch is not the finish line. It is the first moment you get clean, real data. The difference between a website that looks right and one that brings customers is what you do in the weeks after it goes live.
Before launch, aim for calm certainty. You want the site to work, be measurable, and be recoverable if something goes wrong.
Pre-launch checklist (the boring bits that save you later)
- Redirects – if URLs are changing, map old pages to the new ones so you do not lose traffic or links.
- Analytics – set up measurement so you can see which pages get visits and what people do next.
- Forms – test every form end-to-end, including the confirmation message and the email delivery.
- Tracking – only track what you will use. Make sure key actions are recorded (enquiry sent, call link clicked, booking completed).
- Backups – confirm automated backups run and that you can restore them. A backup you cannot restore is not a backup.
- Performance – check load speed on mobile data, not just on a fast office connection.
- Cross-browser testing – quickly review the main pages in Chrome, Safari, and Firefox, plus iOS and Android if possible.
One judgement call: do not launch late on a Friday. If anything odd shows up, you want a clear window to fix it without rushing.
What to review in the first 2-4 weeks
Pick a short review window and stick to it. You are looking for patterns, not perfection.
- Top landing pages – the pages people enter on. These often are not the ones you expected.
- Conversion rate – the percentage of visitors who do the thing you care about (usually an enquiry or booking).
- Search queries – what people typed before they clicked your site. This shows intent and gaps in your content.
- Form drop-offs – where people start a form but do not finish. This can point to confusing fields, trust issues, or mobile friction.
If you do not have much traffic yet, that is normal. In that case, focus more on qualitative signals: which pages get read, which buttons get clicked, and what questions people ask on calls.
A simple improvement cycle you can actually maintain
Keep the loop tight. You do not need a complicated optimisation programme for a small business site.
- Fix blockers – broken forms, missing tracking, slow pages, layout issues on mobile, confusing error messages.
- Improve key pages – usually your main service pages and contact page. Clarify the offer, tighten the copy, improve internal links, and make the next step obvious.
- Expand content where demand exists – build pages and FAQs based on real queries and sales conversations, not guesses.
This cycle is also good for SEO and AI discovery because it produces clearer pages, better internal structure, and content that matches real intent.
When CRO testing helps, and when it is overkill
CRO means conversion rate optimisation. In practice it usually means A/B testing, where you run two versions of a page to see which performs better.
Consider proper testing when you have enough traffic and conversions to learn from. If you are getting a steady stream of enquiries, then small changes to a key page can make a measurable difference.
It is overkill when your traffic is low or your tracking is not reliable yet. In that situation, you will get false confidence from tiny numbers. You are better off making obvious improvements first: clearer calls to action, better page speed, stronger proof, fewer form fields, and tighter messaging.
Keeping the site healthy over time
Most site problems are not dramatic. They creep in slowly. A simple maintenance rhythm prevents expensive surprises.
- Updates – keep WordPress, plugins, and the theme updated. Test updates on a staging site if the site is business-critical.
- Content refresh – revisit key pages and top posts every few months. Check pricing language, screenshots, and offers still match reality.
- Link checking – fix broken internal links and update external links that now point to dead pages.
- Performance checks – keep an eye on image sizes, new plugins, and scripts that quietly slow things down.
- Backups and security – confirm backups still run, and remove unused plugins and old user accounts.
If you treat the site like a living sales tool rather than a one-off project, it will keep improving. It is usually a few small, sensible changes each month that move the needle.
FAQ
Words from the experts
We often see the same pattern: a site looks fine, but it is not clear what each page is trying to achieve. We often see content added because it feels important, not because it matches intent. One simple method we use early is to write a one-line page purpose for every key page, and we do not move on until those lines make sense to a real customer.
If you have to choose where to spend effort, choose clarity and speed over extra pages and clever design touches. A smaller site with obvious next steps and fast load behaviour usually brings better leads than a bigger site that makes people think too hard.
You might like these too
These sit in the same category as the one you are reading. They follow the same thread and offer a bit more depth. Have a look if you want to go further.