A different visitor with a different question
A follower arriving from a video wants the thing they just saw. A prospective client arriving from LinkedIn or a recommendation wants to know whether to take you seriously.
That changes the whole page. The first needs to be a fast junction. The second needs to answer a question, and the answer takes more than a button label.
The practical consequence is fewer links and more words. A company page with fifteen buttons reads as a directory rather than as a business.
The first thing on the page
One line saying what you do and who for. Not a slogan.
Interior architecture for restaurants and cafés. Payroll for companies with under fifty staff. Translation between Estonian, Russian and English for legal documents.
That sentence disqualifies the wrong visitors and reassures the right ones, which is exactly what you want it to do. A slogan does neither.
Proof, in the form professionals check
The credibility questions are predictable, so answer them in order.
- Work you have done, with names where you are allowed to use them.
- How long you have been doing it, which is a fact rather than a claim.
- Who is on the team, because people want to know who they will deal with.
- Registration details, which matter more here than in most markets and cost nothing to state.
Each of those can be a link to something longer. On the page itself, one line each is enough.
Make contact the easiest thing
A creator page can afford to bury contact under the shop. A company page cannot, because contact is the outcome you want.
Put an email address and a phone number in a place that does not require scrolling, both as tappable links. Add the working hours next to them, so nobody wonders whether an evening email is going to be read.
If you use a form, answer it within a day. An unanswered form is worse than not having one, because it turns an interested visitor into somebody who thinks you are unreliable.
The language question
A company page has an advantage over a creator page here: you can put both languages on the same page.
Two short sections rather than two pages. Estonian above, English below, or whichever order matches your clients. Nobody minds scrolling past a language they do not read when the page is short.
Reserve routing for the cases where the versions are genuinely different documents rather than the same information twice.
Keeping it honest over time
Company pages go stale differently from creator pages. Nothing looks obviously old, and then somebody notices the case study is from four years ago.
- Twice a year, read the page as though you were a prospective client.
- Remove anything you would not say out loud in a first meeting.
- Update the newest work, even if only the date.
- Check that every contact route still reaches somebody who answers.
Twenty minutes twice a year, and the page keeps doing its job.