01Start with fit
Name the service, the audience and the situation it addresses. Avoid opening with company history or a slogan that requires interpretation.
02Explain outcomes and boundaries
Describe what changes for the customer and what the service includes. State important exclusions early enough to prevent unsuitable enquiries.
03Make the process visible
Outline the key steps, what the customer needs to provide and what happens after they enquire. Process detail reduces uncertainty.
04Offer one clear next step
Choose an action appropriate to the decision: request a quote, check availability, send project details or read a preparation guide.