Write the website for someone who already knows your name. They've read your capability statement, met your team at a pitch or driven past one of your sites, and now they're checking you out before the shortlist. They want to see work like theirs and the people they'd deal with. Answer that clearly and the rest of the site can stay simple.
Say what you do on the first screen
Under your name, one line should say what you build and for whom. "Office and retail fit-outs, from brief to handover" tells a buyer more than "Creating inspiring spaces". Below it, give two next steps: see the projects, or get in touch.
Make the projects do the work
Projects are your proof, so give each one its own page with:
- the client type, the size, the timeframe and the location;
- the brief in a sentence or two, and what made it hard;
- your role, such as design and construct, or construct only;
- photos of the finished space, taken by a professional if you can.
Let visitors filter by sector, such as offices, retail, health or education, so they can find a job like theirs in a click or two.
Show who runs the job
A fit-out client is trusting you with their workplace and their budget. Show them who they'll deal with and how you work:
- the people who'd run their job, with real names and photos;
- your process from brief to handover, in a few short steps;
- accreditations, safety and quality systems, insurances and panels;
- your capability statement as a download that matches the site.
Keep it easy to update
A website goes stale when every change needs a developer. Ask for one your team can update, so adding a project or a new starter is an afternoon's work rather than a quote. We build client websites on platforms their teams can run themselves.
Use the same rules as your signs and documents, and check every page on a phone. A client may well look you up between meetings or from a site visit.
A quick check of your current site
- Does the first screen say what you build and for whom?
- Can a visitor find a project like theirs in a click or two?
- Does each project show the client type, the size and finished photos?
- Is it clear who the client will deal with?
- Can your team add a project without a developer?
- Does it look like the same company as your site signs and capability statement?