The visitor already understands what you sell, but not how you deliver it. In B2B services, consulting, healthcare or construction, the silent question is often: «what will working with them actually look like?». A process page (or «How we work») answers that before the first contact and filters better-aligned enquiries.
Here is what steps to show, how to write them without losing the reader, and how to connect the page with the rest of your site so visitors move forward with confidence.
Why it deserves its own page (not a paragraph on About)
Your About page explains who you are. The process page maps the journey: from first message to delivery. They complement each other.
Without that map, visitors imagine worst-case scenarios (long timelines, billing surprises, poor follow-up) and delay contact. With clear steps, the jump to your contact page feels natural.
- Reduces buyer anxiety. Knowing what happens after the form lowers the psychological barrier.
- Filters leads. When the process is explicit, enquiries tend to be better informed and closer to buying.
- Differentiates your method. Two firms with similar services can stand out by how they work, not just price.
Which steps to include (and in what order)
You do not need to document every internal task. Three to six visible steps are usually enough:
- 1. Contact or briefing. What information you need and how quickly you respond.
- 2. Diagnosis or proposal. Meeting, audit, fixed quote or estimate — clarify the format.
- 3. Kick-off. Contract, kick-off call, access, calendar — visitors want to know when work truly starts.
- 4. Execution with milestones. Partial deliveries, reviews, communication — avoid the black box.
- 5. Delivery and follow-up. What the client receives, post-sale support or maintenance if relevant.
Adapt the number of steps to your sector. A clinic may summarise in four blocks; a development agency may need five with more detail on reviews.
How to write each step without losing the reader
Avoid long paragraphs under each number. A repeatable structure works better:
- Step title. «Initial briefing», not «Phase 1».
- What you do. One or two lines in active voice.
- What the client needs. Documents, decisions, availability.
- Outcome of the step. «You receive a detailed quote within 48 hours.»
Match the tone of your web copywriting: clear, jargon-free and focused on client benefit.
Design: timeline, cards or light infographic
Visual format matters. Options that work on business websites:
- Horizontal timeline on desktop, vertical on mobile.
- Numbered cards with consistent icons and equal visual weight.
- Active step + summary for longer processes: show the full flow and expand one step.
Stay consistent with your brand identity: same colours, typography and spacing as the rest of the site.
Process on mobile: where it is actually read
Many visitors review «how we work» on mobile between meetings. If steps require endless scrolling or illegible icons, you lose credibility.
Test on a real smartphone: visible numbers, short text and a CTA after the last step («Book a call», «Request a quote»).
Link process to services, cases and contact
The process page should not be a dead end. Connect it with:
- Services page — what you deliver at each stage.
- Portfolio or case studies — projects that followed your method.
- Testimonials — clients mentioning clarity or on-time delivery.
- Team page — who leads each phase when relevant.
Common mistakes that erode trust
- Generic copied process. «Analysis, design, implementation» with no detail says nothing.
- Missing timelines. Without indicative ranges, visitors assume the worst.
- No final CTA. After the last step, users do not know what to do next.
- Misaligned with reality. If you promise a 24-hour reply but take a week, the page works against you.
- Process hidden in a PDF. Key information should be in HTML, indexable and visible without downloading.
Checklist before publishing your process page
- Does each step have a clear title, action and outcome?
- Are there realistic timelines or expectations?
- Does the design work on mobile?
- Is there a visible link to contact or a form?
- Does the process match what your team actually delivers?
If you can tick five yeses, publish. An honest process page converts better than generic talk about «quality and commitment».
