Is your landing page ready for search traffic?

01. Make it clear who the work is for.

A visitor should be able to recognise their situation quickly. Name the sectors, business types, project conditions or customer questions you genuinely understand.

• Who is the service designed to help?
• What problem or decision brings them to the page?
• Where do you operate, and what constraints matter?

02. Explain capability without making people decode it.

List the capabilities that matter to the buyer, then add enough context to show how they work together. Avoid a wall of internal service names that assumes the visitor already understands the business.

Use plain headings, a short answer near the top and deeper detail for readers who need to assess scope. For technical work, relevant disciplines and project types are more useful than generic claims about quality.

03. Connect each important claim to proof.

Put evidence close to the claim it supports. Link to a case study, project, person, source or approved review. Explain your role so the reader can tell what the example demonstrates.

Do not use logos, testimonials or awards as a substitute for explaining the work. Proof should help a buyer assess fit, not just create visual confidence.

04. Show what happens after the first click.

Describe the first useful step, the information you need and what happens next. This can be a short consultation, a project brief, an assessment or another agreed starting point.

Set expectations around scope, responsibilities and review points. A clear process reduces uncertainty and helps the right enquiries arrive with better context.

05. Connect the page to a useful next step.

Choose one primary action that matches the visitor’s intent. A service page can invite a scoped conversation; an educational page can link to a relevant case study or checklist.

See how the FNESG project connects purpose, platform and proof →