Lykora Technologies · · 2 min read
Where to start
Give each offering a clear page with a descriptive title, a plain-language explanation and a next step. Link related pages from navigation and check that they can be found through the sitemap.
Put it into practice
Review which searches lead to useful enquiries. Use the evidence to improve page copy and forms, and define how you will measure changes before you make them. Separate visibility from business outcomes. A visit shows interest in a page, while a useful enquiry needs enough information for the sales team to respond. Define those stages together and check the form on a phone and with keyboard navigation. Keep service details, location coverage and contact routes consistent between the advertisement and landing page. Review irrelevant searches and unclear page content before increasing spend. Publish only claims that the business can support.