A stranger must understand the offer
State who the service is for, what problem it solves and what the visitor should do next. Do not assume they already know your reputation or process.
Reduce uncertainty without making false promises
Explain the process, responsibilities and next step. Answer the questions that make a serious buyer hesitate, including fit, scope and what happens after contact.
Measure a useful action
Track completed enquiries or other agreed business actions. Clicks and page views can help diagnose a journey, but they are not the same as a qualified opportunity.