Start something
Catch them at the moment they're ready.
A small, useful tool right on the page — an estimate, a quick fit-check, a quote-starter — that turns a maybe-interested visitor into a real first step.
How starting is what makes them finish →Build
Your website as a working part of the business.
A place where someone can start something, check on an account, look something up, or get an answer they couldn’t get on their own — not a page that sits there and emails twice a year.
Four kinds of work
Four kinds of work a website can do.
Sorted by what someone comes to your site to do — in their words, not ours. Most working sites do two or three of these. A few do all four.
Check on an account
Let them see where things stand.
A private place where a customer can check their own status, paperwork, or progress at any hour — instead of phoning to ask where things are at.
Why customers prefer to check in themselves →Look something up
Have the answer waiting before they call.
The questions you answer over and over — written down once and findable on your own site, so the customer reads the answer that fits their situation before they ever pick up the phone.
Answers your customers can find themselves →Get advice & intelligence
Show them the picture they couldn't get on their own.
A live picture or running summary the customer comes back to — the kind of insight that used to belong only to outfits ten times your size.
What used to be out of reach is open now →