Website improvements
Local service website with a weak first impression
A representative service-business scenario showing how Fortis would turn unclear messaging, buried trust signals, and a soft enquiry path into a focused cleanup plan.
Scenario dossier
The visible problem
The business has a real offer and a useful service, but the website asks visitors to work too hard before they understand what is offered, why it is credible, and what to do next.
Friction summary
- The first screen uses broad language that could fit almost any competitor.
- Trust proof sits below the point where visitors decide whether to keep reading.
- The mobile enquiry path is present, but not obvious enough for a ready-to-act visitor.
What Fortis would diagnose
- Hero message clarity and audience specificity
- Placement of trust signals near key calls-to-action
- Mobile CTA visibility and form friction
- Speed basics, metadata, and image weight
Recommended sprint plan
- Rewrite the hero around the specific service, audience, and strongest trust reason.
- Move proof points closer to the first enquiry path and repeat the CTA after key sections.
- Simplify the mobile path so visitors can enquire without hunting through the page.
- Tighten images, headings, and metadata so the site feels cleaner and easier to scan.
Expected business clarity
- A visitor can understand the offer faster.
- The business looks more credible before asking for the enquiry.
- The next action is easier to find on mobile and desktop.
Turn a scenario into your own diagnostic.
Submit the real website or workflow and Fortis will map the practical next move without claiming guaranteed outcomes.