A 'How we work' page: show the process buyers buy

Key takeaways

A 'How we work' page explains your process from first contact to finished job, step by step. It builds credibility because a clear process signals competence, and it reduces risk because buyers know what will happen. Keep it to four to seven steps, each with what happens, who does it and how long it takes.

• Four to seven steps, from enquiry to aftercare.
• Each step: what happens, who does it and how long it takes.
• Answer the worries: cost, disruption, delays and what if it goes wrong.
• Link it from every service page and the contact page.

Why does showing your process build credibility?

Showing your process builds credibility because it gives visitors evidence of how you work, not just claims about results. A business that can describe each step clearly looks organised. It also lowers perceived risk: buyers can see what they are committing to, which helps turn belief into action.

• How website design influences brand credibility
• Website credibility vs trust: what is the difference?

What should a 'How we work' page include?

Write each step from the buyer's point of view.

• First contact: how to get in touch and how fast you reply.
• Discovery or survey: what you need to know and how long it takes.
• Quote or proposal: what it includes and how long it is valid.
• Delivery: the main stages, timescales and who the contact is.
• Sign-off and aftercare: guarantees, support and follow-up.

• Promise a reply time on your website, then keep it
• Risk reversal: make it safe to enquire

How do you make the process page persuasive?

Add specifics and proof. Name the person responsible for each stage, give typical timescales and show a photo or example from a real project at each step. Answer common worries directly, such as 'What if the job overruns?' A process page is where many buyers decide whether you are organised enough to trust.

• Answer buyer objections on your website before they ask
• Testimonials and case studies on your website

When is a separate process page not needed?

For simple, low-cost purchases, such as booking a table, a separate page is unnecessary; a short 'what happens next' line near the button is enough. For considered purchases, such as building work, professional services or B2B supply, a process page is one of the most useful pages you can add.

• Websites for high-ticket services: convert considered buyers

What does this look like in practice?

A pattern we see: prospects ask the same five questions on every first call about timescales and next steps. Turning the answers into a six-step process page, linked from every service page, means prospects arrive informed and calls focus on their project.

• See client work
• Website Design & Development for UK businesses

Process page checklist

• List every step from enquiry to aftercare.
• Add timescales and the responsible person.
• Answer the top three worries directly.
• Add a real example or photo per step.
• Link it from service and contact pages.

• The website credibility score: rate your site out of 10
• Turn the questions customers ask into your website journey

Next step

Write down the five questions every new client asks. They are the outline of your process page.