We took apart the page of a service business. You click each pin and see why every element is there, what brings in inquiries, and what kills them.
You walk away with a check-list to judge your own site, line by line.
4 steps to turn it into an action plan.
01
Read the whole mockup.
You're looking at the structure of a page that turns a visitor into an inquiry, from the first screen to the footer.
02
Click every orange pin.
The panel explains why the lever is there, what to do, and what to avoid.
03
Compare it to your current site.
Which levers are missing? Note every gap, lever by lever.
04
Hand the list to whoever builds your site.
Each gap becomes a precise request, with its lever number attached.
Example
Preview of a service business page. Click the 19 orange pins to understand every choice.
0 / 19 levers read
[your-company].com
Get a quote
I book my call →See pricing
★★★★★
★
⚖
35
✓
€
1
2
3
4
01
02
03
★★★★★
★★★★★
★★★★★
+
+
+
+
+
✓✓✓
I book my call →
I book my call →Call
Quote →
The full guide
The 19 levers to apply on your site.
19 principles found on every service page that converts. Use them as a check-list to judge your current site, or to brief whoever builds the next one.
The number follows the mockup's reading order, the letter groups by theme. The two don't always line up: the steps (11) is a conversion lever even though it sits in the middle of the page, and the footer (18) is a finish point even though it reads before the mobile bar (19).
A
Header and navigation:
the environment where the decision happens
The visitor always comes back to the top of the page. Your header has to work for you.
01Read
Your city under the logo
Local reassures, local converts
Under the brand name: city + service area, or a “since [year]” mention. An immediate trust signal for a local service business.
Example:“Marin Practice · Lyon & surrounding area · Since 2014”.
For service businesses, the phone is still king. Always clickable, never as an image, large in the header, and pinned to the bottom of the screen on mobile.
To require from whoever builds your site:the number set as a call link, so one tap is enough on iPhone as well as Android.
The visitor arrives with doubts. The page puts them out, one by one.
09Read
Certifications and labels band
Removing fear #1: getting scammed
Industry certifications, insurance with the insurer's name, ISO, Trustpilot, Google reviews. A band right under the first screen, not tucked at the bottom.
On the mockup:a row of 5 badges. Adapt to the certifications that matter in your trade.
3 blocks maximum. Each one: an icon, a title framed around the benefit rather than the service, a sentence, a turnaround or a price. Past 3, the visitor tunes out.
If you have 8 services:group them into 3 categories, one detailed page per service.
4 to 6 questions maximum. The real objections a prospect has: price, turnaround, guarantee, data, duration. Short, direct answers, placed right before the final button.
Tip:note down the 5 questions that come up at every quote call, from sales and from the front desk alike. That's your FAQ.
First name, email, phone if a call follows. Nothing more. An invisible bot trap against spam. A first-person button, and a reassurance line right underneath.
If a call follows:phone is mandatory. The 10% of lost inquiries are paid back by the quality of the ones that remain.
At the moment they hesitate, they have 3 questions: “what does it cost?”, “what am I committing to?”, “when do I hear back?”. 3 micro-benefits answer them.
Standard format:“Free · No commitment · Reply within 24 hours.” The same 3 under every button.
A fixed bar at the bottom of the mobile screen: clickable number and main button. It stays visible through the whole scroll, once the first screen has passed.
The test:open the page on your phone. The number should stay reachable with one tap, wherever you are on the page.
For service businesses, proximity is a major factor. Name your city everywhere, starting with the logo.
Where to name your city
The small line under the brand name
The main headline, when it fits
The small line placed above the headline
The identity line under each testimonial: first name, city
The footer: full address
The page title in Google, and the local business listing to ask whoever builds your site to set up
“Marin Practice · Lyon & surrounding area” under the logo. The visitor sees “Lyon” in under a second, and you've already won.
SEO tip
The more neighbouring towns you name, the higher you climb on Google Maps
And a visitor from your area recognises themselves right away
Short menu, button always visible
The more links you put in the menu, the more chances the visitor has to leave the page. A menu is a list of exits, not a showcase.
To do
5 entries max
One single action button, always present in the header that follows the scroll
On a pure sales page: no menu at all, just the logo and the button
If a menu is needed: links that scroll down the page, not links that lead away from it
On this mockup: 5 menu links and 1 button. That is the maximum acceptable on a service page.
To avoid
12 entries with dropdown submenus
A collapsed menu on a sales page: it hides the button
Links to the blog or news on a page whose job is to collect inquiries
Phone number clickable and visible in the header
For service businesses, 30% to 70% of inquiries come by phone. It has no business being hidden.
To do
On desktop: number in bold in the header, next to the button
First screen on mobile: a visible “Call” button
Mobile: a fixed bar at the bottom of the screen, number always visible
To require from whoever builds your site: the number set as a call link
4 repeats of the number on the page: header, first screen, final button, mobile bar. Always clickable, never an image.
To avoid
Number tucked away at the bottom of the page
Number shown as an image: impossible to call with one tap
Number split into pieces in the code: copy-paste stops working
Clear, specific promise, from the first screen
The visitor lands. They have to understand in 3 seconds who you are, what you do and for whom. Without scrolling.
To do
1 sentence max, readable in under 3 seconds
A specific promise, not a generic one
Include a number when possible (turnaround, years in business, scope)
A subhead that spells out who it's for: area, trade, size
“Plumber in Lyon, since 1998. Quotes within 24 hours.” Trade, location, track record, turnaround in 9 words.
To avoid
“Welcome to the website of…”
“Your trusted expert”
“Tailor-made solutions”
“Excellence and quality since always”
Subhead that filters the audience
The headline grabs attention. The subhead qualifies. It says who it's for and what benefit they get. Filtering, paradoxically, means receiving more qualified inquiries.
The format that works
“For the [target audience] who [specific problem].”
“For [profile A] and [profile B] between [threshold] and [threshold].”
“We help [X] who want [desired outcome].”
“For owners of a villa with a garden over 300 m² who want outdoor space kept up all season long.” Excludes small plots and weekend gardeners. Converts better.
To avoid
“For everyone” (= for no one)
A rewording of the headline that adds nothing
More than one line
One main button, impossible to miss, in the first person
One main action per section. With 3 buttons of equal weight, the visitor doesn't know which to pick: they move on, or they leave the page.
To do
Action verb in the first person
A button colour used nowhere else on the page
The same colour for every main button on the page
Secondary button: outline or plain text, never the same colour
“I book my call” beats “Book” beats “Submit”. In the first person, the visitor makes the action their own.
To avoid
“Submit”, “Send”, “Validate”
3 or more buttons of equal weight in one section
Main button in grey or plain outline: it goes unnoticed
Proof right next to the button
The visitor needs to see proof at the moment they decide to click. Not at the bottom of the page, and not after three screens of scrolling.
What works on the first screen
Average rating + review count (a precise number)
“Since [year]” / years of experience
Recognised client logos (3 max)
A short guarantee (“Insured”, “Certified X”)
“4.9/5 · 312 Google reviews · Fully insured”: 3 different proof points in one line, right under the button.
To avoid
“Over 1,000 satisfied clients” (vague, and it reads as suspect)
Filing every proof point away at the bottom of the page
A real photo, never stock
A stock photo gets spotted in under a second. And trust drops with it.
The photos to gather
5 photos of the team at work
1 photo of the owner for the “About” section
5 photos of finished work / products / premises
1 or 2 photos of a client in context
No professional photos? Two hours on site with a recent phone yield 50 usable shots. Natural light, vertical format, no filters.
To avoid
The smiling executive in a suit in front of a laptop
The generic handshake
The team lined up facing the camera, all in white shirts against a white background
Certifications band right under the first screen
The prospect is afraid of getting scammed. Certifications are the strongest reliability signal you have. Don't bury them at the bottom of the page.
The band, right under the first screen
5 badges max, aligned horizontally
Official logos where possible (industry bodies, Trustpilot)
With a short text mention (“Certified X”, “Fully insured”)
A restrained colour, not a rainbow
Adapt to the certifications of your trade: construction = trade licence / insurance. Consulting = ISO / accreditations. Healthcare = professional board / continuing education.
To avoid
Certifications visible only at the bottom of the page
Fake logos like a self-awarded “Top 10 in the industry”
10 badges that clutter the band
Services: 3 blocks, the benefit before the service
The visitor skims the page. At 3 blocks, they read. At 8, they tune out.
What a service block holds
One simple icon per block, in the same style
A title framed around the benefit: what the client gets
1-2 sentences of detail
A number: starting price, turnaround, duration
Benefit: “A kitchen delivered turnkey in 6 weeks.” Service: “Custom kitchen installation.” The first one speaks to the prospect. The second speaks to the trade.
If you have 8 services
Group them into 3 categories
Create a detailed page for each service
Keep the main page at 3 blocks
The steps: taking apart the fear of the unknown
“What happens when I click?” The steps answer before the question comes up. Once that fear is lifted, conversion goes up.
To do
3 to 4 stages max
Simple verbs addressed to the visitor: “You fill in”, “We call you”
Explicit turnaround between each stage
Visible numbering (circles, badges)
Standard sequence: 1. You fill in the form (30 seconds) 2. We call you within 24 hours 3. Free consultation (30 minutes) 4. Quote within 5 days
To avoid
10 stages (the visitor closes the tab)
A vague sequence, with no turnaround at all
Administrative tone: “We proceed with the analysis of your project”
Project gallery: visual proof
For service businesses, showing is proving. A photo of finished work says “they know what they're doing” before a single sentence does.
What works
Before / after when possible: the fastest proof to read
Real photos, never stock (lever 08)
A short caption: what, where, when
An asymmetric grid: one large photo, four smaller ones
On the mockup: one large photo up top, four smaller ones around it. The visitor clicks to enlarge.
To require from whoever builds your site
Lazy loading of images, or the page takes seconds to display
Compressed photos, under 200 KB each
Enlargement on click
Why us: 3 numbered reasons, framed around the client
3 reasons. Not 12 arguments. Numbered to give the section rhythm.
To do
Format: short title (3-5 words) + 2 lines max
Each reason is a client benefit, not self-praise
Large numbering (a visual signature)
Where possible: back each reason with a number
Self-praise, to avoid: “Our passion · Our rigour · Our commitment” Client benefit, to aim for: “One point of contact start to finish · Your quote within 5 days · You pay on delivery”
To avoid
“Our know-how”, “Our commitment to quality”
5+ reasons (it dilutes the message)
Self-centred arguments (us, us, us)
Specific means credible. Vague means suspect.
A specific testimonial converts 3 to 5 times better than a generic one.
Anatomy of a testimonial that converts
Full name (not “Mr D.”)
Precise city or neighbourhood
Real photo (a Google avatar otherwise)
Project context (“1,500 sq ft renovation”)
Date / “client since”
Rating and visible stars
“Helen & Mark D. · East Lyon · 1,500 sq ft renovation · March 2026”. Every detail adds a layer of credibility.
Tip
Capture Google reviews directly: photo and name are already in them
Ask 2 or 3 key clients for a 30-second video testimonial
To avoid
“Mr D., Lyon” (anonymised, it reads as suspect)
Testimonials that all read the same way: it shows
No photo, no date, no context
FAQ: answering BEFORE doubt sets in
The prospect's real objections. Not the questions you wish they'd ask.
To do
4 to 6 questions, never 12
The real objections: price, turnaround, guarantee, data, duration, terms
Short answers (3-4 lines max)
Placement: right before the final button, to clear the last doubts
Questions that expand on click, without weighing the page down
Tip: note down the 5 questions that come up at every quote call, from sales and from the front desk alike. Turned into an FAQ, they get answered before the call even starts.
Standard questions to reuse
“Is it really free?”
“How long does it take?”
“What exactly do I get?”
“Is my data shared?”
“Can I cancel any time?”
Form: 3 fields maximum
Every extra field costs roughly 10% fewer inquiries. Strip out anything that isn't essential to the next step.
The 3 base fields
First name (to personalise emails)
Email: that's where the quote lands
Phone, if a qualification call follows
When a call follows, a priced quote, an on-site visit or a phone qualification, the number becomes mandatory. The 10% of lost inquiries are more than paid back by the quality of the ones that remain.
To do
A first-person button: “I request my quote”
A reassurance line right under the button
To require from whoever builds your site
A hidden field only bots fill in: spam drops without bothering anyone
On mobile, the numeric keypad opens automatically on the phone field
To avoid
Fields like “company”, “role”, “website”, “industry” when they serve no purpose
A lengthy anti-bot test, image tick boxes: it drives mobile users away
“Submit” / “Send” on the button
Final button with reassurance right underneath
At the moment the visitor hesitates, they have 3 questions: “what does it cost?”, “what am I committing to?”, “when do I hear back?”. 3 micro-benefits answer them right under the button.
Standard format
“Free · No commitment · Reply within 24 hours”
“Free quote · No commitment · Personalised advice”
“Available this week · No commitment · 100% refunded if not satisfied”
The same 3 mentions under EVERY button on the page, word for word.
To do
Three short mentions, with a green check or a bullet in the brand colour
Smaller type than the button, but still readable
On a contrasting background, so it stands out
To avoid
The button on its own, nothing underneath
Mentions that change from one section to another
Legal jargon: “Pursuant to the terms of clause…”
Minimal but complete footer
The footer reassures, it doesn't distract. On a sales page, keep only the essentials.
To do
Contact details: address, phone, email
Legal notice + privacy policy (required by law)
Company registration details if you sell to businesses
Certification logos (a reminder)
Copyright year
On a pure sales page: footer reduced to the legal notice and a contact email. No giant menu. On a full site: a richer, column-based footer earns its place.
To avoid
A giant menu with 50 links
Every service listed at the bottom of the page: it turns into a sitemap
A newsletter signup competing with the main button
Social media links that lead away from the page without bringing anything back
Fixed mobile bar: phone and button always visible
70% of visitors are on mobile. The fixed bar keeps the button permanently visible through the whole scroll.
To do
It appears once the first screen has passed
2 actions maximum: call, and the main button
A discreet height that doesn't cover the content
White background and a light shadow: it reads against any background
Clickable number required: one tap and the call starts
On the mockup: fixed bar at the bottom, phone on the left, “Quote” button on the right. Everything stays within one tap.
The test to run yourself
Open the page on a small phone
The button should stay reachable with one tap
No horizontal scrolling
Tap targets large enough for a thumb
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