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About us: what prospects are actually looking forPeople, qualifications, locationBlueprint of the about page1Short profile in three sentencesWhat, for whom, since when, from where2Team with first name and rolePeople instead of anonymous roles3Qualifications and membershipsMaster certificate, chamber, guild4How the work runs, step by stepFrom first contact to the invoice5Location and service areaAddress, radius, travel time6One clear next stepOne goal: form or phone callStock phrase or verifiable?Wording without proofWhat can be checkedCompetent for yearsFounded in 1998Our strong teamFive people, one masterRooted in the region40 km radius, 30 min drive99.3 %of German companiesare small or mid-sized(Destatis)1,038,126businesses on thecrafts registers(ZDH)9 in 10people in Germanyuse a smartphone(Bitkom)What has to be accurate by lawCapability, status, authorisation, memberships,awards or honours (Section 5 UWG)Quality marks need authorisation (Annex to Section 3 UWG)Six blocks, real photographs, verifiable claims and one clear next step
Content Jun 23, 2026

The About Page: Real Trust Instead of Buzzwords

Who works here, with what qualification, since when and from where: the blueprint for an about page that evidences trust instead of merely claiming it exists.

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Website upkeep on a fixed rhythmMonthly, quarterly, yearly — with a name, a deadline and a stand-inSources: DENIC, BSI, BitkomOne year of upkeep at a glancemonthlyquarterlyyearlyJFMAMJJASONDMonthlyapprox. 20 minOpening hours and holidaysPrices and contact peopleSubmit the form yourselfDead links, stale offersQuarterlyapprox. 60 minImprint and privacy noticeTeam and service scopeImages and referencesCheck redirectsYearlyapprox. 3 hrsDomain and certificate datesInventory of credentialsRestore from the backupWalk through the restartWrite down who owns it, before something is left undoneWho editsone named personBy whendeadline per change typeStand-inholidays and sick leaveRecorddate in the change log
Operations Jun 22, 2026

Website Maintenance: The Routine Small Firms Need

A concrete upkeep plan for small firms: check opening hours, prices and the form monthly, legal pages quarterly, and domain, access and backups yearly.

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Domain and business email: one base, two blocksName, ownership and deliverability — the parts that get expensive later18,053,047 .de domains (DENIC)Block 1: The domain namehttps://yourbusiness.deShortunder 20 charactersSayableclear on the phoneDistinctno mix-upsCheck trademark and name rights first909,659 registered trademarks on file (DPMA)Who owns the domainThe business is the holder, not the agencycontract partner of the registry (DENIC)The AuthInfo code sits in your own folderwithout it no provider change is possibleRenewal and billing path stay in viewtermination is possible at any time (DENIC)Block 2: Your own email addressinfo@accounting@jobs@Role addresses instead of personal namesthey stay valid when someone leaves the businessAccess for at least two peopleno mailbox that nobody ever opensDeliverability: three DNS recordsSPF: who may sendlist of permitted sending pathsDKIM: the sealthe signature proves the originDMARC: the rulewhat happens in doubt, plus a reportBSI TR-03182: email authentication against spoofing3/3recordsset and verified
Technology Jun 21, 2026

Domain and Business Email: Getting the Basics Right

Domain name, ownership and your own email address: what businesses get wrong at the base, and how SPF, DKIM and DMARC keep quotes out of the spam folder.

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Image approval: from source to media libraryOrigin, licence and consent are checked once and stored with the fileOwn photoPremises, team, resultsStock imageLicence plus attributionAI motifLabelling from 2026Approval checkLicence on fileConsent obtainedTrademarks checkedOrigin documentedPublish only afterwardsMedia library in XICflowOriginOwn shotLicenceStandard licenceProofDocument storedPeopleConsent 04/2026StatuspublishedMetadata stays with the file, even after a swapDeadlines that matter for an image library70 yearsof copyright afterthe author's death50 yearsfor simple photographsfrom publication10 yearsconsent of relativesafter the person's death2 Aug 2026labelling under theEU AI ActOwn motifs show rooms, team and results — generated motifs fill the gaps where no photo existsEvery file carries its origin, licence proof and consent record
Content Jun 20, 2026

Website photos: image rights and real motifs

Which images you may use on your website and which ones work: licence types explained, the right to one's own image, trademarks in frame and AI motifs.

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Website copy: clear instead of promotionalShort sentences, active verbs, concrete details — measured, not guessedHIX scale 0 to 20The same sentence, written twiceBEFORE — promotional“As a holistic full-service partner we realisetailor-made solutions for your requirements.”13 words · 1 sentence · 4 empty phrases · 0 factsAFTER — understandable“We replace your boiler. That takes two days.All you need is one parking space.”7 and 6 words · 2 sentences · 0 phrases · 3 factsHohenheim Comprehensibility Index0 = hard to understand · 20 = easy to understand7.32025 manifestos, average020Political dissertations1.2 pointsBudget speeches 202315.0 pointsSource: University of Hohenheim, Manifesto Check 2025Service page blueprint in six blocks1What we doin one sentence2Who it is forand who not3The processin four steps4Time and priceas a range5What we needfrom you6Next stepone click6.2 million adults read at a low competence level (University of Hamburg) — simple texts help 100 percent of visitors
Content Jun 19, 2026

Writing Website Copy That Customers Actually Read

Benefits and process instead of self-praise: measurable readability, a six-block service page blueprint, phrases to delete and the limits of advertising law.

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Page plan: five to seven main items, one level deepOrdered by customer questionsPage plan for a trade businessHomeServices (overview)About usReferencesContactImprint and privacy policyBathroom renovationHeating and maintenanceEmergency serviceOne page perservice offeredteam and workshopphotos and projectsform and phone numberlinked in the footerOne level below the main menu, no page without an inbound linkMain menu: five itemsHomeServicesAboutReferencesContact89 %of firms with internet access runa website of their own (Destatis)1,038,126skilled trade businesses in Germany,mostly very small units (ZDH)50 %at least occasionally use AI chatsinstead of a search engine (Bitkom)Ordered by the questions customers ask: what you do, for whom, where, what it costs, what happens next
Website basics Jun 18, 2026

Which pages does a business website really need?

Home, one page per service, about us, contact and the legal pages: which pages a small business really needs, in which order, and how the menu should look.

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One tone, eleven places: the consistency checkWhere formal and casual collide on the very same websitePlaces where the form of address shows upMain navigationformalButtons and calls to actioncasualForm field labelsformalForm error messagecasualConfirmation page after sendingformalAutomatic reply emailcasualCookie bannerformal404 pageformalPhone greeting and voicemailformalNewsletter confirmationformalLegal pagesby designThree breaks: buttons, error message, reply emailUnasked casual address: the effectforsa, 1,002 respondents37 %less likeable21 %welcome the casual form54 %of younger people: more likeable63 %of 18- to 29-year-olds: one form onlyWho expects or welcomes the casual formby channel, share of respondentsInstagram82 %AppinioFacebook75 %AppinioCareer network41 %AppinioLocal store21 %forsa
Content Jun 17, 2026

Formal or Casual? Getting Your Tone Right Online

Formal or casual address? Decision criteria instead of taste, solid figures on how each form lands, and a checklist of every place your tone breaks.

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Directions and location: the route to the doorStatic map, no third-party scriptSite sketch instead of an embedded mapRear yard, 2nd bellPMarket car park3 min on footHLines 4 and 125 min on footStart routeMap service loads only on clickCJEU, C-40/17 (Fashion ID)76 % arrive within a day73 % check online firstEEntranceRear courtyard, second bell, next to the pharmacyFacade photoPParkingFour bays in the yard, else the market car parkstated honestlyBPublic transportLines 4 and 12, Markt stop, five minuteslines namedAAccessibilityRamp 6 %, door width 90 cm, WC on ground floorDIN 18040-1LDeliveriesAccess east side, dock, 7am to 11amB2B caseMaintain the address once, output it identically everywhereOne master recordName, address, phoneWebsiteDirections, contact, footerImprintidentical spellingBusiness profilesame address and number
Local visibility Jun 16, 2026

Directions and Location: Guide Customers to Your Door

How to build a directions page that works: entrance, parking, public transport, accessibility, written routes and a map without any third-party script.

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Building an FAQ page: from the real question to the answer8 to 12 questions, not 30Two weeks of notesPhone notes34Inbox21Team round12Search queries1885 mentions from four sources12 questions came up repeatedlyCondense85 mentions31 topics12 questionsWritten in customer language“What does a call-out cost?”not “service portfolio”Answer inside the accordionWhat does a night call-out cost?aria-expanded: trueSentence 1: a clear answerSentences 2 to 4: reasoning and rangeThen: link to the service page/services/emergency/How far out do you travel?What do you not do?Answer text in the HTML, keyboard operable, aria-expanded set28 %of online shoppers would use the FAQsection when a problem occurs (Bitkom e.V.)60 %of FAQ visits end in asatisfactory result (Bitkom e.V.)77 %of dissatisfied customers had tofollow up more than once (Verbraucherzentrale)Maintenance rule: any question asked twice a month goes on the listFAQ under the service page instead of one central collection page
Content Jun 15, 2026

Build an FAQ Page Around Real Customer Questions

How real customer questions become an FAQ section: two weeks of notes, customer wording, an accessible accordion and a rule that keeps it current.

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