Advisers, practices and clinics 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 professionals clients come to for advice or treatment, who need to see which service fits, who they’ll see and what it costs.
For example: accountant, solicitor, insurance broker, surveyor, dentist
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 · One “what do you need help with?” list, one tap per need.
On a phone · Rises to the first screen: someone worried at 8pm needs hours and the out-of-hours route first.
On a phone · Drops below the steps: first “do you handle my situation?”, then who.
Home
“Is my situation one you handle, and how do I start?”
Sections, top to bottom
Select a section to see what to write and why.
What this is
- What to write
- Who you help + the situation you handle, then how your fees work + how to start
- Why it works
- Clients come with a situation (a tax return, a toothache), not a service name. Naming the people and situations you handle lets them recognize themselves, and saying how fees work answers the question they’re often too polite to ask.
- Example
- “Fixed monthly fees for sole traders, landlords and small companies.” Then: “Know the fee before we talk. Book a free 20-minute call.”
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.
Services
- What to write
- Client type or situation + what you do, one line each
- Why it works
- Visitors pick the line that describes them. Grouping by who they are or what happened to them is quicker than making them decode your service names.
- Example
- “Sole traders: your tax return and bookkeeping”, “Landlords: rental income and allowances”, “Limited companies: accounts, payroll and VAT”.
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
- Book a first conversation + with whom, with what it costs + what happens next
- Why it works
- Advice feels risky to ask for. A first step that’s small, priced and clear (a free call, a fixed first appointment) makes starting feel safe, without a hard sell.
- Example
- “Book a free 20-minute call”, with “No obligation · fee agreed before any work” 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.
Open now
- What to write
- Today’s status + regular hours + holidays and what to do when closed
- Why it works
- Tells people whether they can come or call right now, and what to do when you’re closed.
- Example
- “Open now · closes 5pm. Closed bank holidays. Out of hours? Book a call online.”
Tips and a common mistake
- Tips
- Write hours as text, not inside an image or PDF.
- Post holiday and seasonal changes before they happen.
- Say what to do when you’re closed: an out-of-hours number or online booking.
- Common mistake
- Hours only inside a photo of the door sign or a PDF menu.
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
- “ICAEW chartered accountants · firm 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.
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
- “Priya Nair, chartered accountant. Looks after landlords and sole traders. ICAEW no. —. Book with Priya.”
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 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 book a free 20-minute call. 2 We agree the fee in writing. 3 You send us your paperwork. 4 We file it and send you a copy.”
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 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: “First year as a landlord. Priya explained what I could claim and the fee never changed.” J.M., Leeds, January, 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.
How to find us
- What to write
- Address as text + a landmark people recognize + parking, transport, access
- Why it works
- Gets people to your door: the address as text, how to get there and a link that opens in their map app.
- Example
- “2 Park Row, Leeds, opposite the station’s north entrance. Step-free access; no parking on site.”
Tips and a common mistake
- Tips
- Write the address as text, so it can be copied and opened in a map app.
- Add a landmark line where street names aren’t enough.
- Mention parking, public transport and step-free access.
- Common mistake
- An embedded map with no address to copy.
All services
“Which of these is my situation?”
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
- Client type or situation + what you do, one line each
- Why it works
- Visitors pick the line that describes them. Grouping by who they are or what happened to them is quicker than making them decode your service names.
- Example
- “Sole traders: your tax return and bookkeeping”, “Landlords: rental income and allowances”, “Limited companies: accounts, payroll and VAT”.
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
- Book a first conversation + with whom, with what it costs + what happens next
- Why it works
- Advice feels risky to ask for. A first step that’s small, priced and clear (a free call, a fixed first appointment) makes starting feel safe, without a hard sell.
- Example
- “Book a free 20-minute call”, with “No obligation · fee agreed before any work” 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
“Is this service mine, and what does it involve?”
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
- “Landlord tax returns: for one to five properties, from £— a year.”
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
- “Self assessment for landlords · £— a year including VAT · extra properties £— each.”
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 book a free 20-minute call. 2 We agree the fee in writing. 3 You send us your paperwork. 4 We file it and send you a copy.”
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
- “Priya Nair, chartered accountant. Looks after landlords and sole traders. ICAEW no. —. Book with Priya.”
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
- “ICAEW chartered accountants · firm 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: “First year as a landlord. Priya explained what I could claim and the fee never changed.” J.M., Leeds, January, 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
- “Can I switch from my current accountant mid-year? Yes. We ask them for your records; you sign one letter.”
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
- Book a first conversation + with whom, with what it costs + what happens next
- Why it works
- Advice feels risky to ask for. A first step that’s small, priced and clear (a free call, a fixed first appointment) makes starting feel safe, without a hard sell.
- Example
- “Book a free 20-minute call”, with “No obligation · fee agreed before any work” 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.
Fees
“What it costs, in plain words.”
Add it if Can you publish prices? Yes, fixed prices or “From” prices or ranges
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
- “Self assessment for landlords · £— a year including VAT · extra properties £— each.”
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
- “Booking now for January returns: calls available this week.”
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
- “Can I switch from my current accountant mid-year? Yes. We ask them for your records; you sign one letter.”
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
- Book a first conversation + with whom, with what it costs + what happens next
- Why it works
- Advice feels risky to ask for. A first step that’s small, priced and clear (a free call, a fixed first appointment) makes starting feel safe, without a hard sell.
- Example
- “Book a free 20-minute call”, with “No obligation · fee agreed before any work” 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.
People
“Who you’d see, and how to check them.”
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
- “Priya Nair, chartered accountant. Looks after landlords and sole traders. ICAEW no. —. Book with Priya.”
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
- “ICAEW chartered accountants · firm 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.
Person pages one for each person
“Is this the person I want, and can I book them?”
Add it if Do clients care which person they get? Yes, they pick or meet a named person
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
- “Priya Nair, chartered accountant. Looks after landlords and sole traders. ICAEW no. —. Book with Priya.”
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
- “ICAEW chartered accountants · firm 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
- Book a first conversation + with whom, with what it costs + what happens next
- Why it works
- Advice feels risky to ask for. A first step that’s small, priced and clear (a free call, a fixed first appointment) makes starting feel safe, without a hard sell.
- Example
- “Book a free 20-minute call”, with “No obligation · fee agreed before any work” 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.
Locations one for each location
“Which branch, and when it’s open.”
Add it if How many places can people visit? Several
Sections, top to bottom
Select a section to see what to write and why.
Open now
- What to write
- Today’s status + regular hours + holidays and what to do when closed
- Why it works
- Tells people whether they can come or call right now, and what to do when you’re closed.
- Example
- “Open now · closes 5pm. Closed bank holidays. Out of hours? Book a call online.”
Tips and a common mistake
- Tips
- Write hours as text, not inside an image or PDF.
- Post holiday and seasonal changes before they happen.
- Say what to do when you’re closed: an out-of-hours number or online booking.
- Common mistake
- Hours only inside a photo of the door sign or a PDF menu.
How to find us
- What to write
- Address as text + a landmark people recognize + parking, transport, access
- Why it works
- Gets people to your door: the address as text, how to get there and a link that opens in their map app.
- Example
- “2 Park Row, Leeds, opposite the station’s north entrance. Step-free access; no parking on site.”
Tips and a common mistake
- Tips
- Write the address as text, so it can be copied and opened in a map app.
- Add a landmark line where street names aren’t enough.
- Mention parking, public transport and step-free access.
- Common mistake
- An embedded map with no address to copy.
Services
- What to write
- Client type or situation + what you do, one line each
- Why it works
- Visitors pick the line that describes them. Grouping by who they are or what happened to them is quicker than making them decode your service names.
- Example
- “Sole traders: your tax return and bookkeeping”, “Landlords: rental income and allowances”, “Limited companies: accounts, payroll and VAT”.
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.
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
- “Priya Nair, chartered accountant. Looks after landlords and sole traders. ICAEW no. —. Book with Priya.”
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.
Main action
- What to write
- Book a first conversation + with whom, with what it costs + what happens next
- Why it works
- Advice feels risky to ask for. A first step that’s small, priced and clear (a free call, a fixed first appointment) makes starting feel safe, without a hard sell.
- Example
- “Book a free 20-minute call”, with “No obligation · fee agreed before any work” 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.
Book or enquire
“Start, and know what happens next.”
Leave it out if What should a ready visitor do? Phone us
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 about your situation” with name, email and “What do you need help with?”. Button: “Send, we reply within one working day”.
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 book a free 20-minute call. 2 We agree the fee in writing. 3 You send us your paperwork. 4 We file it and send you a copy.”
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
- Book a first conversation + with whom, with what it costs + what happens next
- Why it works
- Advice feels risky to ask for. A first step that’s small, priced and clear (a free call, a fixed first appointment) makes starting feel safe, without a hard sell.
- Example
- “Book a free 20-minute call”, with “No obligation · fee agreed before any work” 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 email you within one working day to book your call.”
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
- Clinic, book a named clinician Hours and booking lead; clinicians chosen by name.
- Phone-led practice Most people just phone: the number and hours lead, no enquiry page.
- Out-of-hours route Booking for the routine, a persistent route for the emergency; fees one click from home.
- Adviser, first conversation Need, then fees, then a first conversation; no opening hours.
- Sole practitioner One person: no people pages; the person is in “who we are”.
- Patients from abroad, three languages Italian, English and Albanian; patients abroad read the same structure in their own language.
Not the right fit if
- You go to the customer’s place to fix something. Trades and call-out services
- You win clients on case studies and track record (consultancies, agencies). Portfolio, for a person or a firm
- Patients mostly come to do one of a few tasks (repeat prescriptions, cancel an appointment): a public-service, task-first home. Not covered yet.
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.