Articles

Practical thinking on website strategy, messaging and UX for B2B and professional-service businesses. Short reads you can actually use.

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Messaging

October 15, 2026

7 min read

Your website needs a plot

Website storytelling for service businesses, from the homepage to the case study.

Stop playing hide-and-seek with your contact button

Where to put calls to action on a service website, what they should say, and what happens after the click.

Your homepage is doing too much: give it a clear job

What to put on your homepage, what to move, and how to turn it into a story visitors can follow.

Five pages, two very different price tags

What a website redesign really costs for a service business, and what you're paying for.

Trendy or timeless? Build a website you'll still love next year

Web design trends for service businesses in 2027, and how to choose the ones that tell your story.

Pretty website. Crickets in your inbox. What gives?

Why your website isn't generating leads, and how to find where inquiries get lost, starting with a test most owners skip.

The glow-up before the rebuild

Website refresh vs redesign, and the small changes worth making first. Start with five focused fixes, then use the signs to decide if you need more.

Your website is giving “first draft.” Let's fix that.

Signs you've outgrown your website, and what to fix first. Your business has grown, but your site still describes where you started.

Before you redesign: 7 questions to answer first

A new website won't fix unclear goals. These questions will make your redesign faster, more focused, and more effective.

Your customer is the hero: StoryBrand-style messaging for service businesses

The fastest way to make your website clearer is to stop making your business the main character.

Why your B2B website isn't bringing in the right inquiries

If your site gets traffic but the inquiries are a poor fit, or barely trickle in, the problem usually isn't the design. It's the clarity.

Jessie Borgmann

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