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Video block: short, captioned, load-friendlyFour formats, one quarterly rhythm30 to 90 secondsPoster imageHow a first consultation works.0:47Captions onTranscriptRequired parts per videoCaption track (WCAG 1.2.2, Level A)Success criterion, not an extraTranscript as text alternativecounts as readable page contentPoster image, preload none, click to loadLCP stays stable (web.dev)58 %web videos under 30 s16Mpeople in Germany live withhearing loss (DSB)3 %of video elements carrya poster image (Web Almanac)23 %start automatically(HTTP Archive Web Almanac)
Inhalte Jun 13, 2026

Website Videos: Short, Useful and Accessible

Four video formats that bring enquiries, filming with a phone and a lavalier mic, captions as a requirement and embedding that keeps load times intact.

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Your website in the sales conversationWebsite as a selling toolIn the conversationLinked pageWhat it savesQuote by emailinstead of a 20-page fileService page/services/roofing/Current versionOne link, no attachmentsOn-site appointmentProof on the phoneReference page/references/Photos, not wordsComparable projectsFollowing upCallback with a fixed timeCommon questions/questions/No back and forthQueries answered upfrontResponse time: share of companies by time to answerAudited response times to web enquiries across 2,241 companies42 hours average time to answer7x higher chance to qualify a lead37 %within 1 hourwithin 1 hour37 %1 to 24 hours16 %more than 24 hours24 %no answer at all23 %
Vertrieb Jun 12, 2026

Using Your Website Actively in Sales Conversations

A website does more than collect enquiries: link the quote, show references on your phone, answer standard questions once and promise a callback you can keep.

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Roles, rights and cover in the teamWho may change what — and who checks it before it is publishedSources: BSI, Bitkom, GDPRPermissions in a small businessPricesText and imagesLegal pagesContract, domainOwnershipAdministrationEditingView onlychangewith approvalview onlyno accessWhen logins are shared48 %of companies traceincidents back totheir own staff15 % with defined procedures81 % with none at allFour-eyes principle for prices, legal pages and job adsDraftEditingReviewAdministrationApprovalOwnershipPublishedwith date and namePersonal logins instead of a shared account, second factor for ownership, offboarding on the last working dayBSI: 25 characters, two typesRole names and the scope of rights are a suggestion for small businesses with up to 25 logins.
Betrieb Jun 11, 2026

Running a Website as a Team: Roles, Rights, Cover

Credentials shared by messenger, prices changed without a check: how small firms set roles, rights, four-eyes review and holiday cover for a website.

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A practical test with five people: from observation to editSet tasks, stay quiet, log what happens, then rewriteFive test participantsExisting customerLaptopNeighbouring firmLaptopPerson without jargonPhoneAn older personTabletPhone-only userPhoneOne separate session per personCumulative findings85 %of findings1 person31 %3 people67 %5 people85 %Discovery rate per person: 31 %What gets rewrittenHesitation at “range of services”Heading names the actual serviceScrolling back to find a pricePrice range below the serviceQuestion: “do you cover us?”Town and area in the first lineEdit published the same dayOne session per person: 20 to 30 minutesSet tasks, do not explain1Set the task2Observe only3Log hesitation4Edit the text5Live same dayThree rounds of five people beat one round of fifteen (Nielsen Norman Group)
Inhalte Jun 10, 2026

Sharpen Your Content: A Practical Test With Five People

How five participants reveal where your website copy stalls: set tasks instead of opinion questions, observe in silence, and publish the edit the same day.

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Visitors but no enquiries: where the chain breaksCauses from common to rareThe path from visit to enquiryVisitHome pageOrientationService pageTrustEvidenceFormContact routeInboxMailboxEvery edge breaks differently — and for a different reason.Causes ordered by how often they occur1No visible next step2Contact route does not fit the audience3Expectation gap on the landing page4Decisive details are missing5Form too long or overloadedRarer but costly: delivery, speed, unclear responsibility.What the website does in the decision path26 %26 % check websites40 % rule out firmswithout a website(Bitkom Research 2025)A three-minute checkSend a test enquiry and log its arrivalOn a phone: is the next step visible?Count required fields, cut down to three
Conversion Jun 9, 2026

Visitors but No Enquiries: The Most Common Causes

The pages get viewed but nothing arrives. Nine causes from common to rare, each with an immediate check and a matching countermeasure that works.

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Website metrics: the monthly sheet for small businessesThree numbers, one comparison month, one action instead of a data graveyardMonthly sheet, JuneThree numbers that trigger a decisionQualified enquiriesInbox, phone list, calendar14Prev. month 11 (+3)Calls from the websitePhone link on mobile9Prev. month 7 (+2)Appointment requestsForm and callback list5Prev. month 5 (0)Totals without personal data — names stay in the inboxVisits from a phone68 %of all visitsCheck mobile first, desktop afterLoad time: the key pagesHome1.4 sServices1.7 sContact1.2 s2.5 s referenceMeasured on a phone, not on the office desktopReference: 2.5 s to the largest elementThe monthly routine: count, compare, one action1CountRecord enquiries where theyarrive: inbox, phone, calendar2Ask the originOne question at first contact:How did you hear about us?3CompareOnly with the previous monthand last year, not with days4One actionExactly one change per month,or the effect stays unclearMeasurement period of at least four weeks — allow for holidays, breaks and weatherNo personal data, no third-party ad networks
Analyse Jun 8, 2026

Website Metrics That Matter for Small Businesses

Six numbers instead of a data graveyard: which website metrics actually trigger a decision, and how they turn into a monthly sheet with just three values.

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The first weeks after launchA plan for day 1, week 1 and week 4 — check first, change laterSources: Bitkom, DENIC, DestatisDay 1Reachable and indexable?Check robots.txt, leftover noindex, https and wwwSubmit the sitemap, read the status codesDay 1 and week 1Enquiry paths and factsSend the form, confirm arrival in the inboxProofread prices, services and legal detailsWeeks 2 to 4Align entries, then reviewDirectories, signature and printed materialLook at four weeks of data, then adjustThe channel almost every business has94 %94 % run their own websiteBase: 504 craft businesses, 2025 surveySource: Bitkom, Digitalisation of the CraftsGoing live is routine, not an exception.Where the same details also appearEntries in directories88 %Presence on social networks56 %Review platform listings40 %Newsletter marketing32 %Multiple answers possible, n = 504 (Bitkom 2025)17.66 m registered .de domains (DENIC, 2025 annual statistics) · 95 % of enterprises with a fixed-line connection (Destatis, ICT 2025)
Betrieb Jun 7, 2026

The First Weeks After Launch: Your Checklist

A plan for day 1, week 1 and week 4 after launch: check reachability, test the enquiry paths, proofread prices and legal details, align external listings.

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Contract and access: the question listOwnership, accounts and contract terms — the same questions for every provider18m .de domains (DENIC)1 · Ownership2 · Access3 · ContractDomain in registryBusinessTexts and photosBusinessLogo and brandBusinessImage licencestransferWhatever the business pays forshould belong to the business.RegistrarDNSHostingEmailProfileAnalyticsSSLBackupsBusiness stays main owner,provider gets added access.Term and notice periodAutomatic renewalPrice adjustmentsResponse timesDPA under Article 28The list applies to everyprovider — including us.Switching providers in four steps1Take stockList domain, content,accounts and access rights2Request AuthInfoPrepare the transfer atthe registrar3Run the migrationSwitch DNS, new SSL,set up redirects4End the old contractNotice, deletion recordand data export2 years max term (B2C terms)8 mandatory DPA items (Art. 28)92% of firms have a website
Recht Jun 6, 2026

Choosing a Website Provider: Contract and Access

Who owns the domain, the content and the accounts? A neutral question list on ownership, logins and contract terms to put to every provider you consider.

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Nine weeks to a new websiteSeven phases, clear ownership — and the three points where things stallSources: DENIC, Bitkom, BFSGTypical schedule of a website projectClient input dueBuild in progressGo-liveWeek1234567891 Preparation and briefing5 days2 Structure and first draft9 days3 Copy and photos17 days4 Legal, consent, access10 days5 Test: mobile and keyboard7 days6 Domain move and go-live3 days7 Follow-up and first review10 daysGo-liveThe three classic bottlenecksPhotos are missingNo shots of the actual business,no rights to third-party images.Often costs two to three weeks.Sign-off without an ownerFour opinions, nobody deciding.Every extra round adds days.One named approver is enough.Access granted too lateAuth code valid 30 days (DENIC).DNS often sits with the old provider.Sort it out four weeks ahead.
Planung Jun 5, 2026

How Long Does a New Website Take? A Realistic Plan

How long does a new website really take? Seven phases with time frames, the three classic bottlenecks and a go-live window that avoids the Friday risk.

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