Industries
What works, trade by trade
The same advice does not fit a garage and a law firm. These are the differences that matter: how customers arrive, what they type, and what each trade tends to get wrong.
Grouped by how the buying decision actually happens rather than by sector, because that is what changes the advice. A restaurant and a plumber have more in common than a restaurant and a retailer.
Somebody needs you today
Urgent, decided in minutes from a map result, and won on being reachable.
- Contractors and Home Services Can you come out, when, and roughly what will it cost. A contractor site that answers those three above the fold beats a prettier one that makes people ring to find out.
- Auto Repair and Services Can you look at it today, and roughly what will this cost me. Nothing else on a garage website is as valuable as those two answers.
- Restaurants and Cafés Are you open now, and what does the food actually look like. Everything else on a restaurant site is answering a question nobody asked.
Booked, not bought
An appointment rather than a purchase, where trust and availability decide it.
- Dental and Medical Practices Can I get seen, will it be covered, and do people like this practice. A site that answers all three above the fold converts far better than one that leads with a mission statement.
- Salons and Spas Can I see work like what I want, and can I book it right now. Two questions, both answerable above the fold.
- Gyms and Fitness Studios Will I feel out of place, and what does the first visit involve. Answer the nerve, not the equipment specification.
Considered, and compared
Long decisions, several firms in one tab, and evidence doing the work.
- Law Firms Have you handled my exact situation, what will it cost, and what happens if I ring today. Answer those three plainly and the consultation follows.
- Professional and B2B Services Have they solved this exact problem before, for somebody like me. Answer it with evidence rather than adjectives and the enquiry follows.
- Real Estate Agents What have you sold near me, and what is my house worth. A site organised around those two questions beats one organised around a listing feed.
Selling a thing
Competing with marketplaces that beat you on price, range and delivery.
Not on the list? The four problems repeat more than the sector labels suggest, and the nearest one is usually close enough to be useful. If it is not, the first call is fifteen minutes and free.