The same brief, in the field you already work in.

01 Healthcare practices A clinic page has to say what the practice treats, who it is for, and how to ask for an appointment. It should not read like a template, and it should not pretend to diagnose. → 02 Dental practices Dental search is specific. People look for a treatment, a place, and a way to become a new patient. A homepage full of stock smiles does not answer that. → 03 Legal practices People do not search for a law firm in the abstract. They search for a problem. The page has to meet that problem without pretending to be the advice. → 04 Accounting firms Accounting firms are hired for specific work: payroll, year-end, a handover from a previous adviser. The site should be findable for that work, not for a generic promise of partnership. → 05 Real estate An agency is not a portal. The page has to explain who the agency acts for, where it works, and how to ask about a property or an instruction. Listings that the agency does not control should not be dressed up as its own product. → 06 Hotels and hospitality A hotel campaign fails when the ad promises a stay and the page is a template that pushes people away. The page has to make the stay and the next step obvious on a phone. → 07 Restaurants A restaurant page is a decision made quickly, usually on a phone, often nearby. The menu, the hours, and the booking have to be the page. A brand film is not. → 08 Education and training Courses are hired for a date and an outcome the provider is willing to state. The page has to name the next intake, who it is for, and how to apply. A catalogue with no date does not. → 09 Consulting firms Consulting offers fail on the page when they could describe any firm. The page has to say who the work is for, what the first conversation covers, and what it does not. → 10 Manufacturing Industrial buyers search for a capability, a material, or a tolerance. They do not search for a slogan about quality. The page has to meet the search and give sales a specification, not a compliment. → 11 Logistics A logistics site is hired when someone needs a thing moved. The page has to say what you carry, which lanes you actually run, and how to ask for a price. A map with no detail does not. → 12 Construction Construction buyers look for a trade, a scale, and a place. The page has to show the work the company actually takes and how to ask for a visit. A gallery with no context does not. → 13 Retail and shops A retail campaign wastes the click when the ad names a product and the page is a homepage. The product, the price the shop set, and the next step have to be the same story. → 14 Automotive Automotive search splits in two: a service the car needs, or a vehicle the dealer has. The page has to be one of those, not a slideshow of both. → 15 Fitness studios A studio is chosen on a phone, usually for a class time and a way to try it. The page that loads from the ad has to show both. A manifesto about movement does not. → 16 Beauty and salons Salon search is the service and a time. Colour, a cut, a treatment. The page has to price or describe that service honestly and offer a way to ask for a chair. → 17 Financial advice firms A financial advice firm is found by the kind of client it serves, not by a promise of return. The page has to say who it will talk to and how a first conversation starts. The advice itself is not the website. → 18 Nonprofit organisations A nonprofit page tries to do too much when it explains the whole organisation at once. A campaign needs one programme, one ask, and a next step a supporter can finish on a phone. → 19 Software companies Software companies often send paid traffic to a homepage that explains the company instead of the product. The page the ad opens has to say who the product is for and how the trial starts. → 20 Travel companies Travel pages fail when every departure is a paragraph on one list. A campaign needs the trip, the season, who it is for, and a way to ask that does not pretend a seat is held. →