Illustrative study / Web
Connect offerings to sales inquiries.
Management consulting for small and midsize businesses, with most new business coming from referrals.
Turn visitor interest into qualified inquiries.
Clarify offerings, connect examples, and verify receipt of inquiries with their context.
Fictional scenario. The situations and potential actions illustrate the approach; no customer results are presented.
01 / The context
B2B consulting
The offerings are hard to distinguish. The form sends too little context to prepare for the first conversation.
Business website
Expertise presentation · Journey to clarify
Form
Inquiry entry point · Receipt to verify
Sales tracking
Conversation qualification · Manual handoff
02 / The assessment
Points to examine.
01Expertise obscures the needHigh priority
In this scenario
The sections reflect the firm's internal structure.
Possible consequence
The visitor has to translate their problem into the team's terminology.
Proposed check
Ask someone to choose a service based on a concrete need.
02Contact without continuityHigh priority
In this scenario
The form does not retain the context of the page visited.
Possible consequence
The first conversation repeats questions already addressed.
Proposed check
Track a test inquiry with its context all the way to the recipient.
03Evidence that is hard to findModerate priority
In this scenario
Examples are separate from the services they explain.
Possible consequence
The visitor leaves the page without understanding the method.
Proposed check
Test whether an example can be found from each service.
03 / The target workflow
A clear journey, from the need to the right person.
Illustrative situation
6 steps- 01Arrive at a vague promise
- 02Explore several sections
- 03Look for an example
- 04Hesitate over the service
- 05Complete a long form
- 06Wait without guidance
Handoffs scatter the context. This workflow is fictional.
Proposed workflow
4 steps- 01Recognize the need
- 02Understand the service
- 03View an example
- 04Prepare for a conversation
The target workflow is a proposal to test, not a result already achieved.
04 / Effects to verify
Acceptance criteria.
Understanding
Make the service recognizable
Restatement by target readers
Hypothesis to testOrientation
Reduce hesitation
Journey observed from a service page
Hypothesis to testContact
Receive an actionable inquiry
Actual receipt and qualification
Hypothesis to testExplore the project files.
The scenario details the approach. The project overview presents the workflows and deliverables.