Trades and call-out services Untested
What untested means
Worked out from research and real briefs. No site has been built from it yet, so treat it as reasoning to check, not a tested template.
For businesses that go to the customer to fix, install, clean or move something.
For example: plumber, electrician, heating engineer, cleaner, landscaper
Plan a site like this Answer a few questions about your business. The pages and sections redraw, and you can download the plan.
Pages your website might need
Start here
Example copy is for a made-up business.
On a phone · Reachable at every scroll position, one thumb away (a fixed bar is one way; Design decides).
On a phone · Moves up: “do you cover me?” is answered before anything else.
On a phone · Shrinks to one line, detail one tap away.
Home
“Can you come, to me, soon, for roughly what, and are you legit?”
Sections, top to bottom
Select a section to see what to write and why.
What this is
- What to write
- The jobs you do + where + how fast you come, then your price promise + who turns up
- Why it works
- Someone with a leak or a broken boiler is scanning for three answers: do you do this job, do you cover my area, and how soon. Answering all three in the first line keeps them from going back to the search results.
- Example
- “Boiler repairs and emergency leaks, across the city.” Then: “Fixed call-out price. An engineer on the way, day or night.”
Tips and a common mistake
- Tips
- Use the words your customers use for their problem, not your trade’s terms.
- If you’re local, name the town or area. It’s part of the answer.
- Put one honest specific in the supporting line, like a fixed call-out price or a reply time you actually keep.
- Common mistake
- An adjective line (“Quality. Trusted. Local.”) instead of what you do and where. People scanning want the noun.
Main action
- What to write
- Call or book + who answers, with call-out fee + when the phone is answered
- Why it works
- An urgent customer wants to act now. Saying who picks up, and what the visit costs before they call, removes the two worries that stop them dialing.
- Example
- “Call now, an engineer answers”, with “Call-out fee £— · answered 24 hours” beside it.
Tips and a common mistake
- Tips
- Name the action and what follows it. “Call now, an engineer answers” says more than “Contact us”.
- Offer the action you can really take today. A booking button with no free slots costs you trust.
- Put the fee, deposit or reply time next to the button, not in small print.
- Common mistake
- A button after every section, each with a different verb. Pick one main action per page.
Where we work
- What to write
- Where you work, as place names + what happens just outside
- Why it works
- Answers “do you cover me?” straight away, so people outside your area don’t waste a call and people inside it don’t wonder.
- Example
- “Leeds, Horsforth, Pudsey, Morley and Wetherby. Just outside? Ask; we add a travel charge of £—.”
Tips and a common mistake
- Tips
- List towns and districts as text, not only on a map.
- Say what happens just outside the area: a travel charge, a referral or a no.
- Only give an area its own page if you have real local work to show there.
- Common mistake
- A page per town with the same text and the town name swapped. Google’s spam policy treats these as doorway pages.
Proof
- What to write
- Verifiable evidence that reduces hesitation, each with a way to check it
- Why it works
- Gives people something they can check, so they don’t have to take your word for it.
- Example
- “Gas Safe registered · no. — · Check the register ↗”
Tips and a common mistake
- Tips
- Link each registration to the register where people can look you up.
- Show where reviews come from, how many there are and how recent, not stars on their own.
- Only name clients who agreed to be named.
- Common mistake
- Logos of bodies you don’t belong to, or a star rating with no source.
Services
- What to write
- Job + “from” price, one line each, in the words customers search for
- Why it works
- People arrive with a specific job in mind. Seeing that exact job, with a rough price, tells them they’re in the right place without reading further.
- Example
- “Emergency leak repair · from £—”, “Boiler repair · from £—”, “Boiler service · from £—”.
Tips and a common mistake
- Tips
- Name services the way customers search for them: “blocked drain”, not “drainage solutions”.
- With a long list, group by situation (emergencies, planned work, servicing).
- Add a “from” price beside each one if you can publish prices.
- Common mistake
- Grouping services by your internal departments instead of by the customer’s situation.
Prices
- What to write
- Service as customers name it + what’s included + price, with tax and extras on the same line
- Why it works
- Answers “what will this cost me?” before anyone has to ask, including tax, extras and what changes the price.
- Example
- “Boiler service · £— including VAT · parts extra, quoted before we start.”
Tips and a common mistake
- Tips
- Say whether tax is included, every time.
- Put extras (call-out fee, deposit, travel) beside the price they add to.
- If every job is quoted, give typical prices for common jobs. NN/g recommends sample prices for exactly this case.
- Common mistake
- “Contact us for prices” and nothing else.
What happens next
- What to write
- What they do first → what you do next + how fast → the work → how it ends + what it costs
- Why it works
- Takes the unknown out of getting in touch: what happens after the first click, who does it, how long it takes and what it costs.
- Example
- “1 You call or send a photo. 2 We give you a time, usually the same day. 3 The engineer fixes it and shows you what was wrong. 4 You pay the price we agreed.”
Tips and a common mistake
- Tips
- Write each step from the customer’s side: what they do, what they get.
- Give each step a time you can stand behind.
- Mention cost where it applies, so nothing surprises them later.
- Common mistake
- Steps written as slogans (“Discover, Design, Deliver”) with no time, cost or owner.
Who you’ll deal with
- What to write
- Name + role + what this person does for the customer
- Why it works
- Puts names and faces on the business. That matters most when you come into someone’s home or handle their money or health.
- Example
- “Dan Shaw, heating engineer. Services and repairs most boilers in the north of the city. Gas Safe no. —.”
Tips and a common mistake
- Tips
- Use real, consented photos. NN/g found people distrust stock photos and like seeing real staff.
- Say what each person does for the customer, not only their title.
- Add personal registrations where your field has them, with the number.
- Common mistake
- Stock photos standing in for staff, or a team grid nobody can contact.
What clients say
- What to write
- A real customer’s words + the specific result, with name or initials, place, date and where it was left
- Why it works
- Lets someone like the visitor say it for you. A quote about the job they need does more than general praise.
- Example
- An illustration of the shape, for a made-up business: “Water through the kitchen ceiling at 9pm; fixed by 11.” Sam, Headingley, March, on Google. Use your real reviews.
Tips and a common mistake
- Tips
- Choose quotes that mention the job and the result.
- Put reviews beside the claim they support, like next to the service they’re about.
- Use real reviews only, and keep the customer’s own words.
- Common mistake
- Three anonymous “Great service!” quotes. They prove nothing a visitor is worried about.
All services
“Find my job among many.”
Add it if How many distinct services or offers? 7 or more
Sections, top to bottom
Select a section to see what to write and why.
Services
- What to write
- Job + “from” price, one line each, in the words customers search for
- Why it works
- People arrive with a specific job in mind. Seeing that exact job, with a rough price, tells them they’re in the right place without reading further.
- Example
- “Emergency leak repair · from £—”, “Boiler repair · from £—”, “Boiler service · from £—”.
Tips and a common mistake
- Tips
- Name services the way customers search for them: “blocked drain”, not “drainage solutions”.
- With a long list, group by situation (emergencies, planned work, servicing).
- Add a “from” price beside each one if you can publish prices.
- Common mistake
- Grouping services by your internal departments instead of by the customer’s situation.
Main action
- What to write
- Call or book + who answers, with call-out fee + when the phone is answered
- Why it works
- An urgent customer wants to act now. Saying who picks up, and what the visit costs before they call, removes the two worries that stop them dialing.
- Example
- “Call now, an engineer answers”, with “Call-out fee £— · answered 24 hours” beside it.
Tips and a common mistake
- Tips
- Name the action and what follows it. “Call now, an engineer answers” says more than “Contact us”.
- Offer the action you can really take today. A booking button with no free slots costs you trust.
- Put the fee, deposit or reply time next to the button, not in small print.
- Common mistake
- A button after every section, each with a different verb. Pick one main action per page.
Service pages one for each service
“Do you do exactly this, for how much?”
Leave it out if How many distinct services or offers? One
Sections, top to bottom
Select a section to see what to write and why.
Item summary
- What to write
- The job, named the way customers say it + who it’s for + price from + how soon
- Why it works
- Confirms the visitor found the exact job they searched for, and answers the first two questions: how much, and how soon.
- Example
- “Boiler repair: most makes, from £—, usually fixed within a day.”
Tips and a common mistake
- Tips
- Use the same words as the link or ad that brought them here, so they know they’ve landed in the right place.
- Put the deciding fact (price, size, date) in the first line.
- Keep the title to the thing itself. Do the persuading further down.
- Common mistake
- A clever title that doesn’t say what the page is about.
Prices
- What to write
- This job + fixed or “from” price + what’s included + what could add to it
- Why it works
- The price of this one job, what’s included and what could add to it.
- Example
- “Boiler service · £— including VAT · parts extra, quoted before we start.”
Tips and a common mistake
- Tips
- Say whether tax is included, every time.
- Put extras (call-out fee, deposit, travel) beside the price they add to.
- If every job is quoted, give typical prices for common jobs. NN/g recommends sample prices for exactly this case.
- Common mistake
- “Contact us for prices” and nothing else.
What happens next
- What to write
- What they do first → what you do next + how fast → the work → how it ends + what it costs
- Why it works
- Takes the unknown out of getting in touch: what happens after the first click, who does it, how long it takes and what it costs.
- Example
- “1 You call or send a photo. 2 We give you a time, usually the same day. 3 The engineer fixes it and shows you what was wrong. 4 You pay the price we agreed.”
Tips and a common mistake
- Tips
- Write each step from the customer’s side: what they do, what they get.
- Give each step a time you can stand behind.
- Mention cost where it applies, so nothing surprises them later.
- Common mistake
- Steps written as slogans (“Discover, Design, Deliver”) with no time, cost or owner.
Who you’ll deal with
- What to write
- Name + role + what this person does for the customer
- Why it works
- Puts names and faces on the business. That matters most when you come into someone’s home or handle their money or health.
- Example
- “Dan Shaw, heating engineer. Services and repairs most boilers in the north of the city. Gas Safe no. —.”
Tips and a common mistake
- Tips
- Use real, consented photos. NN/g found people distrust stock photos and like seeing real staff.
- Say what each person does for the customer, not only their title.
- Add personal registrations where your field has them, with the number.
- Common mistake
- Stock photos standing in for staff, or a team grid nobody can contact.
Proof
- What to write
- Verifiable evidence that reduces hesitation, each with a way to check it
- Why it works
- Gives people something they can check, so they don’t have to take your word for it.
- Example
- “Gas Safe registered · no. — · Check the register ↗”
Tips and a common mistake
- Tips
- Link each registration to the register where people can look you up.
- Show where reviews come from, how many there are and how recent, not stars on their own.
- Only name clients who agreed to be named.
- Common mistake
- Logos of bodies you don’t belong to, or a star rating with no source.
What clients say
- What to write
- A real customer’s words + the specific result, with name or initials, place, date and where it was left
- Why it works
- Lets someone like the visitor say it for you. A quote about the job they need does more than general praise.
- Example
- An illustration of the shape, for a made-up business: “Water through the kitchen ceiling at 9pm; fixed by 11.” Sam, Headingley, March, on Google. Use your real reviews.
Tips and a common mistake
- Tips
- Choose quotes that mention the job and the result.
- Put reviews beside the claim they support, like next to the service they’re about.
- Use real reviews only, and keep the customer’s own words.
- Common mistake
- Three anonymous “Great service!” quotes. They prove nothing a visitor is worried about.
Questions people ask
- What to write
- Real customer objection + direct answer
- Why it works
- Answers the doubts that stop people acting, in the words they use when they ask.
- Example
- “Do you charge if you can’t fix it? You pay the call-out fee only, and we tell you what it would take.”
Tips and a common mistake
- Tips
- Collect questions from real calls, emails and reviews.
- Answer in the first words: yes, no or a number.
- Put the deal-breakers (cost, canceling) near the action too.
- Common mistake
- Invented questions written for search engines.
Main action
- What to write
- Call or book + who answers, with call-out fee + when the phone is answered
- Why it works
- An urgent customer wants to act now. Saying who picks up, and what the visit costs before they call, removes the two worries that stop them dialing.
- Example
- “Call now, an engineer answers”, with “Call-out fee £— · answered 24 hours” beside it.
Tips and a common mistake
- Tips
- Name the action and what follows it. “Call now, an engineer answers” says more than “Contact us”.
- Offer the action you can really take today. A booking button with no free slots costs you trust.
- Put the fee, deposit or reply time next to the button, not in small print.
- Common mistake
- A button after every section, each with a different verb. Pick one main action per page.
Area pages one for each area
“Have they worked near me, and who would come?”
Add it if Do you have real local content for each area you cover (jobs done there, the person based there)? Yes, real content per area
Sections, top to bottom
Select a section to see what to write and why.
Item summary
- What to write
- Area or branch name + what you’ve done here + who covers it
- Why it works
- Shows you really work here: the place, the work you’ve done there and who would come.
- Example
- “Plumbers in Horsforth: — jobs here last year. Dan covers Horsforth and Rawdon.”
Tips and a common mistake
- Tips
- Use the same words as the link or ad that brought them here, so they know they’ve landed in the right place.
- Put the deciding fact (price, size, date) in the first line.
- Keep the title to the thing itself. Do the persuading further down.
- Common mistake
- The same page for every town with only the name changed.
Services
- What to write
- Job + “from” price, one line each, in the words customers search for
- Why it works
- People arrive with a specific job in mind. Seeing that exact job, with a rough price, tells them they’re in the right place without reading further.
- Example
- “Emergency leak repair · from £—”, “Boiler repair · from £—”, “Boiler service · from £—”.
Tips and a common mistake
- Tips
- Name services the way customers search for them: “blocked drain”, not “drainage solutions”.
- With a long list, group by situation (emergencies, planned work, servicing).
- Add a “from” price beside each one if you can publish prices.
- Common mistake
- Grouping services by your internal departments instead of by the customer’s situation.
Pictures of the real thing
- What to write
- A photo of the real thing + what it shows + where or when
- Why it works
- Shows the real thing, so people can judge it for themselves.
- Example
- “Before and after: the same boiler cupboard, Roundhay, June.”
Tips and a common mistake
- Tips
- Use photos of your actual work, place or item.
- Caption each one with what it shows.
- Label renders as renders.
- Common mistake
- Stock photos or renders passed off as the real thing.
Who you’ll deal with
- What to write
- Name + role + what this person does for the customer
- Why it works
- Puts names and faces on the business. That matters most when you come into someone’s home or handle their money or health.
- Example
- “Dan Shaw, heating engineer. Services and repairs most boilers in the north of the city. Gas Safe no. —.”
Tips and a common mistake
- Tips
- Use real, consented photos. NN/g found people distrust stock photos and like seeing real staff.
- Say what each person does for the customer, not only their title.
- Add personal registrations where your field has them, with the number.
- Common mistake
- Stock photos standing in for staff, or a team grid nobody can contact.
What clients say
- What to write
- A real customer’s words + the specific result, with name or initials, place, date and where it was left
- Why it works
- Lets someone like the visitor say it for you. A quote about the job they need does more than general praise.
- Example
- An illustration of the shape, for a made-up business: “Water through the kitchen ceiling at 9pm; fixed by 11.” Sam, Headingley, March, on Google. Use your real reviews.
Tips and a common mistake
- Tips
- Choose quotes that mention the job and the result.
- Put reviews beside the claim they support, like next to the service they’re about.
- Use real reviews only, and keep the customer’s own words.
- Common mistake
- Three anonymous “Great service!” quotes. They prove nothing a visitor is worried about.
Main action
- What to write
- Call or book + who answers, with call-out fee + when the phone is answered
- Why it works
- An urgent customer wants to act now. Saying who picks up, and what the visit costs before they call, removes the two worries that stop them dialing.
- Example
- “Call now, an engineer answers”, with “Call-out fee £— · answered 24 hours” beside it.
Tips and a common mistake
- Tips
- Name the action and what follows it. “Call now, an engineer answers” says more than “Contact us”.
- Offer the action you can really take today. A booking button with no free slots costs you trust.
- Put the fee, deposit or reply time next to the button, not in small print.
- Common mistake
- A button after every section, each with a different verb. Pick one main action per page.
Prices
“All rates in one place, call-out fee included.”
Add it if Can you publish prices? Yes, fixed prices or “From” prices or ranges; How many distinct services or offers? 7 or more
Sections, top to bottom
Select a section to see what to write and why.
Prices
- What to write
- Service as customers name it + what’s included + price, with tax and extras on the same line
- Why it works
- Answers “what will this cost me?” before anyone has to ask, including tax, extras and what changes the price.
- Example
- “Boiler service · £— including VAT · parts extra, quoted before we start.”
Tips and a common mistake
- Tips
- Say whether tax is included, every time.
- Put extras (call-out fee, deposit, travel) beside the price they add to.
- If every job is quoted, give typical prices for common jobs. NN/g recommends sample prices for exactly this case.
- Common mistake
- “Contact us for prices” and nothing else.
On today
- What to write
- What’s different this week, dated + price
- Why it works
- Shows any price that only applies now, dated, so the main list stays true.
- Example
- “Free slots this week: Tuesday and Thursday afternoon.”
Tips and a common mistake
- Tips
- Date it, so people can trust it’s current.
- Keep it to what’s on, the price and how to get it.
- Only include it if someone will update it.
- Common mistake
- An undated “today” block that’s weeks out of date.
Questions people ask
- What to write
- Real customer objection + direct answer
- Why it works
- Answers the doubts that stop people acting, in the words they use when they ask.
- Example
- “Do you charge if you can’t fix it? You pay the call-out fee only, and we tell you what it would take.”
Tips and a common mistake
- Tips
- Collect questions from real calls, emails and reviews.
- Answer in the first words: yes, no or a number.
- Put the deal-breakers (cost, canceling) near the action too.
- Common mistake
- Invented questions written for search engines.
Main action
- What to write
- Call or book + who answers, with call-out fee + when the phone is answered
- Why it works
- An urgent customer wants to act now. Saying who picks up, and what the visit costs before they call, removes the two worries that stop them dialing.
- Example
- “Call now, an engineer answers”, with “Call-out fee £— · answered 24 hours” beside it.
Tips and a common mistake
- Tips
- Name the action and what follows it. “Call now, an engineer answers” says more than “Contact us”.
- Offer the action you can really take today. A booking button with no free slots costs you trust.
- Put the fee, deposit or reply time next to the button, not in small print.
- Common mistake
- A button after every section, each with a different verb. Pick one main action per page.
Finished jobs one for each project
“Before and after, same job, same angle.”
Add it if What proof do you actually have? Finished work we can show
Sections, top to bottom
Select a section to see what to write and why.
Item summary
- What to write
- The project + who it was for + the problem it solved + the result
- Why it works
- Tells a future client in one look whether this project is like theirs.
- Example
- “Kitchen leak, Chapel Allerton: found and fixed the same morning, no floor lifted.”
Tips and a common mistake
- Tips
- Use the same words as the link or ad that brought them here, so they know they’ve landed in the right place.
- Put the deciding fact (price, size, date) in the first line.
- Keep the title to the thing itself. Do the persuading further down.
- Common mistake
- A clever title that doesn’t say what the page is about.
Pictures of the real thing
- What to write
- A photo of the real thing + what it shows + where or when
- Why it works
- Shows the real thing, so people can judge it for themselves.
- Example
- “Before and after: the same boiler cupboard, Roundhay, June.”
Tips and a common mistake
- Tips
- Use photos of your actual work, place or item.
- Caption each one with what it shows.
- Label renders as renders.
- Common mistake
- Stock photos or renders passed off as the real thing.
Who did what
- What to write
- Your role + scope + who you worked with
- Why it works
- Makes clear what you did, so the work proves your part and not someone else’s.
- Example
- “We replaced the boiler and moved it to the loft. The plastering was by the customer’s builder.”
Tips and a common mistake
- Tips
- State your role and scope plainly, including what you didn’t do.
- Credit collaborators and photographers.
- Name the client only with their permission.
- Common mistake
- Claiming a whole team’s project as your own.
What happens next
- What to write
- What they do first → what you do next + how fast → the work → how it ends + what it costs
- Why it works
- Takes the unknown out of getting in touch: what happens after the first click, who does it, how long it takes and what it costs.
- Example
- “1 You call or send a photo. 2 We give you a time, usually the same day. 3 The engineer fixes it and shows you what was wrong. 4 You pay the price we agreed.”
Tips and a common mistake
- Tips
- Write each step from the customer’s side: what they do, what they get.
- Give each step a time you can stand behind.
- Mention cost where it applies, so nothing surprises them later.
- Common mistake
- Steps written as slogans (“Discover, Design, Deliver”) with no time, cost or owner.
What changed
- What to write
- Measured result + how and when it was measured
- Why it works
- Shows the result in a way people can believe: what changed, measured how, and when.
- Example
- “Gas bill down from £— to £— a month over the first winter, from the customer’s own bills.” Only include it if you measured it.
Tips and a common mistake
- Tips
- Give a number only if you measured it.
- Say how and when it was measured.
- Leave this out if nothing was measured.
- Common mistake
- “Significantly improved engagement” with no figure, method or date.
What clients say
- What to write
- A real customer’s words + the specific result, with name or initials, place, date and where it was left
- Why it works
- Lets someone like the visitor say it for you. A quote about the job they need does more than general praise.
- Example
- An illustration of the shape, for a made-up business: “Water through the kitchen ceiling at 9pm; fixed by 11.” Sam, Headingley, March, on Google. Use your real reviews.
Tips and a common mistake
- Tips
- Choose quotes that mention the job and the result.
- Put reviews beside the claim they support, like next to the service they’re about.
- Use real reviews only, and keep the customer’s own words.
- Common mistake
- Three anonymous “Great service!” quotes. They prove nothing a visitor is worried about.
Where next
- What to write
- The next step, for anyone still reading + specific action
- Why it works
- Catches people who read to the end and gives them one clear next step.
- Example
- “Got the same problem? Call now, an engineer answers.”
Tips and a common mistake
- Tips
- Offer the next useful thing, not a repeat of the top of the page.
- Use the same action wording as the main button.
- One button is enough.
- Common mistake
- A dark “Ready to get started?” banner that repeats the hero.
About and people
“Who you are letting into your home.”
Add it if Do clients care which person they get? Yes, they pick or meet a named person or The team matters, not who
Sections, top to bottom
Select a section to see what to write and why.
Who you’ll deal with
- What to write
- Name + role + what this person does for the customer
- Why it works
- Puts names and faces on the business. That matters most when you come into someone’s home or handle their money or health.
- Example
- “Dan Shaw, heating engineer. Services and repairs most boilers in the north of the city. Gas Safe no. —.”
Tips and a common mistake
- Tips
- Use real, consented photos. NN/g found people distrust stock photos and like seeing real staff.
- Say what each person does for the customer, not only their title.
- Add personal registrations where your field has them, with the number.
- Common mistake
- Stock photos standing in for staff, or a team grid nobody can contact.
Proof
- What to write
- Verifiable evidence that reduces hesitation, each with a way to check it
- Why it works
- Gives people something they can check, so they don’t have to take your word for it.
- Example
- “Gas Safe registered · no. — · Check the register ↗”
Tips and a common mistake
- Tips
- Link each registration to the register where people can look you up.
- Show where reviews come from, how many there are and how recent, not stars on their own.
- Only name clients who agreed to be named.
- Common mistake
- Logos of bodies you don’t belong to, or a star rating with no source.
Main action
- What to write
- Call or book + who answers, with call-out fee + when the phone is answered
- Why it works
- An urgent customer wants to act now. Saying who picks up, and what the visit costs before they call, removes the two worries that stop them dialing.
- Example
- “Call now, an engineer answers”, with “Call-out fee £— · answered 24 hours” beside it.
Tips and a common mistake
- Tips
- Name the action and what follows it. “Call now, an engineer answers” says more than “Contact us”.
- Offer the action you can really take today. A booking button with no free slots costs you trust.
- Put the fee, deposit or reply time next to the button, not in small print.
- Common mistake
- A button after every section, each with a different verb. Pick one main action per page.
Quote or booking
“Ask, with photos, and know when you’ll hear back.”
Add it if What should a ready visitor do? Ask for a quote or Book a time or Send an enquiry
Sections, top to bottom
Select a section to see what to write and why.
The form
- What to write
- What they’re asking for + only the fields you need + what happens to their details + send + what happens next
- Why it works
- Makes asking easy: only the fields you need, and a clear promise of what happens next.
- Example
- “Tell us what’s wrong” with name, phone, “What’s the problem?” and “Add a photo (optional)”. Button: “Send, we reply within an hour”.
Tips and a common mistake
- Tips
- Ask only what you need to reply. NN/g suggests 3 to 5 fields for a contact form.
- Let people add photos when a photo saves a visit.
- Say when they’ll hear back, beside the button.
- Common mistake
- Asking for things you don’t need yet, like a full address for a first question.
What happens next
- What to write
- What they do first → what you do next + how fast → the work → how it ends + what it costs
- Why it works
- Takes the unknown out of getting in touch: what happens after the first click, who does it, how long it takes and what it costs.
- Example
- “1 You call or send a photo. 2 We give you a time, usually the same day. 3 The engineer fixes it and shows you what was wrong. 4 You pay the price we agreed.”
Tips and a common mistake
- Tips
- Write each step from the customer’s side: what they do, what they get.
- Give each step a time you can stand behind.
- Mention cost where it applies, so nothing surprises them later.
- Common mistake
- Steps written as slogans (“Discover, Design, Deliver”) with no time, cost or owner.
Main action
- What to write
- Call or book + who answers, with call-out fee + when the phone is answered
- Why it works
- An urgent customer wants to act now. Saying who picks up, and what the visit costs before they call, removes the two worries that stop them dialing.
- Example
- “Call now, an engineer answers”, with “Call-out fee £— · answered 24 hours” beside it.
Tips and a common mistake
- Tips
- Name the action and what follows it. “Call now, an engineer answers” says more than “Contact us”.
- Offer the action you can really take today. A booking button with no free slots costs you trust.
- Put the fee, deposit or reply time next to the button, not in small print.
- Common mistake
- A button after every section, each with a different verb. Pick one main action per page.
It’s sent
- What to write
- It’s sent + what happens next, and when + how to reach you meanwhile
- Why it works
- Confirms it worked and says what to expect, so nobody sends it twice or rings to check.
- Example
- “Sent. We’ll call you within an hour. Water coming through now? Ring —.”
Tips and a common mistake
- Tips
- Say when they’ll hear back.
- Give a reference if you’ll use one.
- Offer a faster route if it’s urgent.
- Common mistake
- A bare “Thanks!” with no next step.
See the full pattern A separate page: an example site drawn from this blueprint, with desktop and phone views, notes, and the plan as a file to download.
More about this blueprint
It bends to fit
- Emergency call-out Phone first and reachable on every view; steps lead with how fast you come.
- Quoted planned work Compared on quotes: a photo-upload quote form leads; typical prices replace a price list.
- Book online, fixed price Fixed-price recurring work booked outright; the same named person each visit.
- Message-first, areas as a list Customers call or WhatsApp; the two cities covered are a list, not pages.
- Real local pages Per-area pages only because there are real jobs and people in each area.
- One job, one page A sole trader with one service: everything on home.
Not the right fit if
- Customers come to your premises (a garage with a workshop they drive to, a phone-repair counter). Shops, cafés and venues
- You win big projects on your track record, through architects or tenders. Portfolio, for a person or a firm
- Clients choose a named professional and pay fees for advice. Advisers, practices and clinics
The full pattern: why it works, the brief that changes it, every page annotated, and the file for Design and Build. Terms, page patterns and what the library doesn’t cover yet are in the library reference.