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I'm new to freelancing, so there are no client projects here yet. What you'll find: concept redesigns of the blocks small business sites most often get wrong. Each concept is labelled as one.

Concept redesigns

Three blocks that decide whether a visitor enquires, shown before and after. The businesses are fictional; the problems are the ones I see most.

Concept. Fictional business, common problem.

A pricing table people can choose from

Brightside Pilates, a studio selling memberships

Memberships

Your first class is free on every plan.

4 classes a month

€59

€14.75 a class

Good to start

Start free
Most members choose this

Unlimited

€99

from €8 a class

Come as often as you like

Book your free class

Private sessions

€65

per session

One-to-one coaching

Start free

Cancel any month. No joining fee.

Memberships

Basic

€59

  • 8 credits
  • Flex access
  • Off-peak
Submit
Standard

€99

  • 16 credits
  • Flex+ access
  • Peak
Submit
Premium

Contact us

  • Unlimited
  • Priority
  • All access
Submit
BeforeAfter

The problem

Three plans that look the same, credits nobody understands, a "Contact us" price and a button that says Submit.

What changed

  1. 1One plan is recommended, so visitors don’t have to compare every line
  2. 2Each plan shows its price per class, which makes the bigger plan easy to justify
  3. 3One action, named for what happens next
  4. 4The cancellation worry is answered before anyone asks

Expected effect

Fewer "how much is it?" emails and more people choosing the middle plan. Not measured: this is a concept.

Concept. Fictional business, common problem.

A hero that says what you get

Kade Bookkeeping, an accountant for freelancers

Kade Bookkeeping

Bookkeeping for freelancers, from €45 a month

We file your VAT every quarter and your income tax once a year. You send receipts from your phone.

Get a fixed quote in 24 hours

120 freelancers in Utrecht use us

Kade Administratie

Welcome to our website

We offer quality solutions for all your financial needs. Contact us today to find out more.

About usOur servicesContact
BeforeAfter

The problem

"Welcome to our website" and "quality solutions" tell a visitor nothing, and three equal buttons split their attention.

What changed

  1. 1The headline names who it’s for and the price to expect
  2. 2The supporting line says what the client actually has to do
  3. 3One clear action instead of three
  4. 4Proof sits right under the action

Expected effect

More visitors reach the quote form instead of browsing away. Not measured: this is a concept.

Concept. Fictional business, common problem.

An enquiry form people finish

Noord Kitchens, a renovation company

Get a price range for your kitchen

We'll reply within 1 working day with a rough price range.

Get my price range

No sales calls. We only use this to reply.

Contact form

Submit
BeforeAfter

The problem

Nine required fields before anyone knows if it’s worth it, and no idea what happens after pressing Submit.

What changed

  1. 1Three fields: only what’s needed to reply
  2. 2The form says what the visitor gets back, and when
  3. 3The button names the result, not the action
  4. 4A short line answers the fear of sales calls

Expected effect

More forms finished, especially on phones. Not measured: this is a concept.

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