The first is a small heating company. The work happens at the customer’s home. The second is an optician with three shops and an online store. In one case the page is missing. In the other the page exists and needs an update.
Prepared to show the work. Not a customer result, and not a measurement of traffic or citations. The two business names are examples.
Each one shows the customer’s question, the offer it belongs to, the page that already exists, and the decision: a new page, or a change to the existing one.
On site only
Eighteen people. They replace boilers and fit air conditioning in the customer’s home. There’s no online shop: the job starts with a phone call and a visit.
The potential for a business that only works on site
The question is being asked, and the site does not answer it. The new page is there to turn that search into a call for a visit.
Someone whose boiler is more than twelve years old, whose bills are high, or whose faults keep coming back. Not someone who only wants the number for the annual check.
The age of the appliance, whether it already condenses, where it is installed, and whether the house was insulated afterwards. Those are the facts a visit uses to say yes or no.
A new boiler does not by itself fix a house that loses heat. The page says so. The visit is also there to advise against the job.
To a request for a visit, with the phone number and the area served. Not to a catalogue of models.
The next step on the site is “Request a visit”. There is no cart.
A short page, “Condensing boilers”, already exists. The proposal there is an update, not a second page on the same topic.
Shop and website
Three shops and an online store for frames and lenses. Some people come in for an eye test. Others reorder the same lenses from home.
The potential for a shop that also sells online
Someone asking how to choose stays on the page that already sells. The eye exam has no page: the new one sends people to the shop, or to reorder the lenses.
Someone who has a prescription, or needs a new one, and does not know whether to look at the frame, the lenses, or both.
How the glasses will be used: all day, at a screen, or driving. The prescription. Whether the frame should be tried on. Then the models.
The page does not name a best pair. It says what to check before choosing a model, in the shop or in the online store.
To the products on the same page. A note points to the shop for a fitting and to the store for an order. The eye exam lives on the other page, the new one.
People who want to try them and people who want to order them start from the same page. The in-store exam has its own.
Another question, “Is the eye exam done in the shop?”, has no page. That one becomes a new page, with two ways out: book the exam, or reorder the same lenses online.
We wrote this to show the work. It is not a customer result. The choices in the text are there so you can see how the work is done.
