Website — project brief

The site is built so that search engines and AI models alike can find and understand it: server-delivered content, structured data, liftable answers and business data that match everywhere.

This is not a package you order separately — it is how the site gets built. At handover you get a dated scorecard showing where the site stands on the seven measured dimensions.

Your business data and the description of how data is handled, the way the law requires. For a healthcare provider the operating licence number, the licensing authority and the complaints procedure are also mandatory on the site.

Without this the site cannot be operated legally — it is not an option, it is the legal minimum. The precise business data in it also helps the AI identify unambiguously who it is dealing with.

The site works on a phone the same way it works on a computer.

Most local searches start on a phone. This is a baseline, not an extra.

Visitors decide what their data may be used for, and their decision is recorded.

A GDPR obligation — and skipping it is finable.

A separate page or block for every colleague: qualifications, experience, specialisation, photo.

In healthcare and consulting, the visitor chooses a person, not a company.

Before-and-after photos in pairs, organised by type of work. If a recognisable person appears in a photo, each photo needs their separate, written and revocable consent — the work order alone is not enough. I build that process into the site.

The most convincing proof in every trade where the result is visible.

Real client reviews with star ratings, optionally pulled in from your Google profile. For healthcare providers separate rules apply — patient thank-yous published on your own site are prohibited, and you cannot cherry-pick only the positive external reviews. I handle that part.

One of the strongest measurable factors — and the thing that convinces visitors the most.

Past work presented properly: what the task was, what the result was.

In B2B this replaces reviews: the decision-maker looks for a similar case.

The story, size, working principles and location of the business.

This is where the AI learns who you are in the first place. Without it, you are hard to identify.

An organised photo collection of the venue, the products or the work.

In hospitality, tourism and construction, the photos are what sell the service.

A form with a few fields that arrives in your email inbox.

The cheapest way for a visitor to reach you. A phone number alone is not enough.

The visitor sees real available slots, picks one, and gets a confirmation.

Takes phone calls out of the process, and accepts bookings at night too. The biggest piece of work on this list.

Booking tied to a specific location rather than to a staff member.

The right choice when the bottleneck is the venue, not the colleague.

An embedded map, coordinates and one-click route planning.

For a physical location this is the most used feature. The address alone is not enough.

Collecting email addresses with consent, for letters you can send later.

The only channel that stays yours if the social platforms cut off your traffic.

Published prices or price bands, per service.

Most competitors do not publish theirs. The one who does gets the enquiry — and the AI can quote it, too.

Frequent questions with standalone, short answers.

Easy to search, quick to scan, and language models can process it too. The strength is in the supported, quotable answer, though — not in the format itself.

A regularly growing set of professional articles about your own field.

This provides the on-topic content the AI uses to understand what you are good at.

Not one catch-all page — each service gets its own searchable subpage.

People search for the name of the specific service, not for your company.

The full content in a second language, on its own URLs.

For foreign guests or patients this is the deciding factor. A translate button is no substitute.

Upcoming events with dates, descriptions and registration.

For places that host events, this is the main reason visitors come back.

Cart, shipping, online card payment, invoicing.

For products this is the business itself. For services it is usually unnecessary.

A search box that finds things within the site's own content.

Above twenty subpages, the menu is no longer enough to find your way.

The visitor narrows the list along criteria: location, field, price.

With many items, visitors give up without it.

Returning clients log in and see their own data and history.

Only pays off when there is something to show them after they log in.

The visitor enters a few details and gets a number or a list of options.

The strongest enquiry generator, because it gives something back immediately.

Several packages or offers side by side, on identical criteria.

Speeds up the decision, and the AI likes liftable, tabular data too.

Price list, information sheets, forms, terms and conditions in downloadable form.

Kills the send-it-over-by-email back-and-forth.

It learns from your site's content and answers visitors' questions — at night too. What it cannot answer with confidence, it does not guess: it forwards the question to you by email, together with the asker's contact details.

Guests ask when they have the time — often after closing. Whoever gets an instant answer does not click over to a competitor. The visitor can see throughout that they are talking to an AI: I build that labelling in.

Instead of an empty message box, a short, guided series of questions: what the prospect wants, by when, on what budget. You get a tidy enquiry you can price straight away.

The half-finished message box is one of the most common ways to lose a buyer. The guided flow walks the prospect through to the end — and you do not have to ask the same thing back three times.

Every Google review gets a considered reply within days: the AI drafts it, you approve it, I publish it. For healthcare providers, under the separate rules that apply there.

A review left without a reply says you are not paying attention. A well-kept review profile is also one of the few external signals AI search engines actually watch.

The whole site in German or English: the AI translates it and keeps it in sync, and the important pages — prices, services — are signed off by human review.

For foreign guests this is the deciding factor, and it starts at far less than the cost of a full manual translation. If you need a second language translated by hand throughout, that is covered by Multiple languages in section 04.

The smarter version of the section 05 calculator: next to the number it also gives a short, plain-language explanation — what the price is made of, what pushes it up, what would make it cheaper.

An explained price is more credible than a bare number. Less haggling, fewer "and why is this that much?" calls.

When you cannot pick up the phone, the caller immediately gets an SMS or WhatsApp message that answers the most common questions and offers an appointment or a callback.

A 2016 US survey (411 Locals) found that 62 percent of calls to small businesses go unanswered. The instant text-back saves the customer exactly where most of them are lost.