Professional services website: how to make it work

Why is a professional services website different?

With a service, the customer can't hold or try anything before they buy. They have to take your word for it. So they look for signals: who are you, who have you worked for, how do you think, how does a project run and roughly what does it cost?

On top of that, the decision is often bigger and takes longer. Someone may visit your site three or four times before getting in touch, sometimes after a colleague mentioned your name. So your site has to make a good first impression and also clear up doubts on a second or third visit.

The key pages of a professional services website

• Homepage: who you work for, which problem you solve and what the next step is.
• Services: one page per service, with the problem, your approach, what the client gets and an indication of price or duration.
• How we work: how a project runs, in a few clear steps.
• About us: who you are, your background and why you do this work. With a real photo.
• Case studies or examples, with the client's permission.
• Insights or blog: articles that answer your audience's questions.
• Contact: phone, email and an easy way to book a call.

Put most of your effort into your homepage and service pages. That's where visitors decide whether to keep reading. A handy test: let someone who doesn't know you look at your homepage for ten seconds, then ask what you do and for whom. If they can't say it in one sentence, your message isn't sharp enough yet. If you work for several audiences, for example freelancers (zzp'ers) and larger companies, give each its own entry point. That way nobody has to hunt for what applies to them.

Write from the client's point of view, not your own. 'We are a dynamic consultancy with passion' says nothing. 'Your books are behind and you don't know where you stand. We'll get that in order within a month' does. Read more in our article on writing website copy.

Showing your expertise without bragging

Every service provider calls themselves an expert. You stand out by showing it instead of saying it.

• Write articles that answer a real client question, with concrete steps or examples.
• Describe case studies: what was the situation, what did you do, what changed? Only use details the client has agreed to.
• Explain how you think, for example which questions you ask in a first meeting.
• Be honest about who you're not the right fit for. That actually builds trust.
• Show reviews or short recommendations from real clients, with their name if allowed.

Good articles also help you get found. A decision-maker who googles a specific question and lands on your answer already knows you before they call. Read more about this approach in our article on content marketing.

More enquiries through your professional services website

Many business websites only have a contact form at the bottom of the contact page. That's a missed opportunity. Make the next step easy and clear.

• Offer a concrete first step, such as a 30-minute intro call.
• Let people pick a slot in your calendar straight away, if that suits how you work.
• Put a button to that first step on every service page.
• Keep forms short: name, company, email and a short question.
• Say what happens after they hit send and when you'll reply.

Want to know which pages lead to enquiries? Measure it. Google Analytics shows where visitors come from and which pages they view before getting in touch. Our article on tracking conversions explains how to set that up.

Trust and look and feel

A business site doesn't need to be flashy. Above all it should feel calm, polished and reliable. A few practical points:

• Use real photos of yourself and your team instead of stock photos of people shaking hands.
• Make it easy to read: enough contrast, a comfortable font size, short paragraphs.
• Show your Chamber of Commerce (KvK) number, address and a privacy policy on the site.
• Make sure your site loads fast and works well on a phone. Decision-makers often read on mobile too, between meetings.
• Keep your site up to date. A blog whose latest post is years old raises questions.

Common mistakes on business websites

• Vague copy full of jargon, so the visitor doesn't understand what you actually do.
• No indication at all of price or approach, so people don't know if you fit their budget.
• Only 'we' and 'our mission', and little about the client's problem.
• No face behind the business.
• A contact form as the only way to get in touch.

Getting a professional services website built by Violexa

At Violexa a custom website starts from €1,799 excl. VAT (€2,177 incl. VAT) per project. That includes design, development, a layout that works on every screen, the SEO basics, Google Analytics, a CMS and training, so you can add articles and case studies yourself. Want a client portal or a smart intake too? Then you get a fixed price in writing up front. Read more at websites and apps.

Want to know what your website needs to bring in more conversations? Request a free quickscan. In 30 minutes, online or at your location, we look at your situation together. Afterwards you get short written advice with a price indication, with no obligation.

Frequently asked questions