In the 2026 UK Business Data Survey, 78% of businesses said they had a website. That tells us about adoption—not how many enquiries those websites generate.
The useful question for an owner is simpler: does your website help the right person understand your offer and take the next step?
Answer the first three questions
- What do you do, and who is it for?
- Why should I choose you?
- What happens if I get in touch?
Make the next step specific
A service page should connect the problem to the work you provide, answer likely objections and offer an obvious route to enquire. On a phone, visitors should not have to pinch, hunt for a menu or guess which button matters.
Measure the useful outcome
Track relevant enquiries and their quality, not only visits. A smaller number of well-matched conversations may be more valuable than a large volume of unsuitable traffic.
Source: UK Business Data Survey 2026, published 18 June 2026. The figure describes surveyed businesses, not a promised result.
A clearer description: a hypothetical example
This is an illustrative wording exercise, not a client result.
Before
“We provide high-quality solutions for all your needs.”
After
“Office cleaning for small London businesses. Tell us your premises size and preferred cleaning schedule so we can discuss a suitable quote.”
The second version identifies the service, customer and next step. It does not promise a sales increase.
A four-point self-check
- Can a new visitor identify your service and intended customer from the first screen?
- Does the page show relevant work or feedback you have permission to use?
- Does it answer the questions someone is likely to ask before enquiring?
- Can you submit the form on a phone and confirm that the enquiry reaches the right person?