A visitor to a service page is trying to work out whether the offer applies to their situation. A list of general benefits is no substitute for explaining what is included and how the work is done.

Start with the customer's task

Describe the situation in which the service is useful, then list the steps included and the result. State the information you need from the client. If there are limitations, explain them next to the promise they relate to.

Link the description to the enquiry

Show the stages, how the price is agreed and the next step. FAQs should answer real uncertainties, not repeat headings. Check that the selected service is kept when the visitor moves to the form.

How to test the offer against a specific enquiry

Take a likely customer enquiry and mark which parts of the page answer it. Is it clear what is included, what information the client must provide and what result is delivered? If you have to add explanations verbally every time, put the specifics in the text. Spell out “all-inclusive” with a list of tasks and the limits of responsibility. If part of the result depends on an outside decision, describe your team's own actions. Do not let a heading make a promise that an explanation further down the page effectively takes back.

How to connect price, terms and the form

Check that the service has the same name on the page, the button, the form and the notification to the team. If the price depends on the scope, explain which parameters need to be discussed. When a package is selected, keep it in the enquiry and show the price in the agreed context. Do not turn an information button into an unclear commitment to buy. Use the FAQ for questions about preparation, timelines and changes to the task, not as a second advertising block. After this check, the path from reading to the first conversation should be consistent.

What to check

  • Name a specific audience.
  • List the scope of work.
  • Explain how terms are agreed.
  • Check the transition to the next action.

Example situation

Next to a “from” price, it helps to explain which parameters affect the calculation rather than giving the impression that every task costs the same.

Next step

A useful page helps customers understand the offer on their own and prepare a focused enquiry.

Official information on this topic

Checklists and examples are organisational recommendations. Requirements depend on the procedure, the city and your situation; check them with the relevant office before you act. Please discuss legal and tax questions with an authorised professional.

This article was prepared with the help of AI. The example illustrates the approach and does not describe a client case.