Page details
Business:
Page being written (name and web address if it exists):
Who this page is for (the customer in one line):
What they want to get done when they land here:
Person who does this work day to day:
Person who approves the page before it goes live:
How the work actually runs
Describe one real job from start to finish. Write what you do now, not what you plan to do.
Step 1:
- What the customer sees or does:
- What happens behind the scenes:
- Who does it:
Step 2:
- What the customer sees or does:
- What happens behind the scenes:
- Who does it:
Step 3:
- What the customer sees or does:
- What happens behind the scenes:
- Who does it:
Add more steps the same way until the job is finished.
Steps that still depend on one person’s memory or availability:
What the customer needs to give you before you can start:
What you do not do, or send elsewhere:
What you can honestly promise
List every promise the page makes or would like to make. Speed, quality, price, coverage area, results and “best” or “only” all count.
Promise 1:
- Promise as written:
- Which step makes it true:
- What shows it (a record, a sample, a written policy):
- Decision (keep, soften, remove or ask first):
Promise 2:
- Promise as written:
- Which step makes it true:
- What shows it (a record, a sample, a written policy):
- Decision (keep, soften, remove or ask first):
Add more promises the same way.
Customer names, photos, reviews or work samples you want to show, and whether each customer has agreed in writing:
Plain-words page draft
Headline (what you do, for whom, in one line):
What we do (two or three sentences a customer would say back to you):
How it works (one line per step, taken from the steps above):
What we need from you:
What we don’t do:
Next step for the customer (call, WhatsApp, form, visit):
Stop rules
- Do not put a promise on the page that no step above makes true. Soften it or take it out.
- Do not invent customer numbers, years of experience, delivery times, ratings or results. If you have not checked it, leave it blank or say less.
- Do not use a customer’s name, logo, photo, review or work sample without their written agreement.
- If the page mentions prices, refunds, guarantees, health, safety or legal matters, the named approver checks those lines before anything goes live.
- Write for the customer who arrives, in words they would use. If a line needs explaining inside the team, it needs rewriting for the page.