Not all service websites have the same job. A website built to sell directly to individual customers needs to communicate very differently than one built to sell to another business. When those two approaches get mixed together, the site can feel confusing or ineffective, even if it looks polished. Most of the time, the problem is not the design. It is that the website is trying to support the wrong type of decision.
Below are two common service website scenarios, with clear do’s and don’ts for each, based on who you are selling to and what that audience actually needs in order to move forward.
Businesses That Sell Directly to Customers (B2C)
For these businesses, the website’s primary job is to speak to the customer’s emotional need and clearly reflect the outcome they are hoping for. Visitors often arrive with a specific problem and want reassurance that they are in the right place.
The site does not need to lead with proving expertise. It should reduce uncertainty and make the next step feel comfortable and approachable.
Do
- Show that you understand what the customer is dealing with
- Reflect the outcome they want, not just the service you offer
- Focus on clarity, relief, and results
- Make the next step obvious and easy
- Let warmth and clarity lead the experience
Don’t
- Overexplain your credentials
- Use overly formal or corporate language
- Make visitors search for how to get started
- Ask for too much commitment too early
- Center the messaging on your business instead of their needs
What this looks like
Calls to action
Booking, scheduling, or getting started feels natural and low pressure.
Services pages
Services are easy to understand and focused on outcomes. The goal is clarity, not complexity.
Businesses That Sell to Other Businesses (B2B)
For these businesses, the website’s job is to show that you understand your client’s business and the challenges they are navigating for their own customers. Action still matters, but it is earned by clearly communicating insight and offering a thoughtful solution. Visitors are looking for signs that you understand their pain points and can help solve them effectively.
When that understanding is clear, starting a conversation feels like the right next step.
Do
- Show that you understand your client’s business and their customers
- Outline expectations, scope, and what working together actually looks like
- Use certifications, industry affiliations, and case studies to support trust and credibility
Don’t
- Sound overly casual or sales driven
- Push for fast action before trust is built
- Use vague or generic marketing language
- Hide your process or experience
- Treat the decision like an impulse choice
What this looks like
Calls to action
Framed as a conversation rather than a transaction.
Services pages
Services are explained in more depth, with process, timelines, and benefits clearly outlined so buyers feel confident moving forward.
Service websites are most effective when they align with how the customer is making the decision.
A website built for individual customers should feel personal, approachable, and easy to act on. A website built for other businesses should feel informed, grounded, and supportive of a more considered choice. When the website’s role matches the audience it is speaking to, the messaging, structure, and calls to action start to feel more natural and effective.
