A clients page, including detailed client profiles, is vital for conversions and visibility
People visiting your website want to know who you’ve worked with before, so you should make it easy for them to find that from within your main navigation bar. For example:
If it’s hard for people to easily locate information about your clients, then they will:
Some reading this will think: “I’m not going to show my clients on my website because my competitors will try to steal them”.
I say: get over yourself!
Your competitors probably already know who you deal with and anyway, if your relationship with your clients is strong enough, you shouldn’t have anything to worry about.
Yes, competitors may try to undercut your pricing but if your relationship/value proposition is strong then price alone won’t lose you business.
By placing ‘Clients’ in your main navigation bar, you’re saying to website visitors:
We respect that your time is limited, that you probably want a feel for the type of companies we work with, so come and have a look.
When people click through to your clients page you need to give them an instant WOW!
In this example they display several client logos and more are displayed as people scroll down:
It instantly shouts out: we have worked with many other businesses.
There is also the opportunity to click through to the detail of each client – either via the part highlighted or the whole client box area.
Some websites display only their client logos and think that’s enough, or they put them in a bar that few people are going to bother scrolling through.
Even then, I’ve seen some websites that just add a link from the logo to the client website – which is pointless.
Presenting clients similar to that above is the most impactful way to grab the attention of people.
The example above isn’t perfect.
There could be options to filter clients by sector or type of service used. That could even go so far as filtering that allows overseas visitors to filer by clients in their own countries, something you can read more about the importance of here.
The call to action to click through could be stronger than the arrow – for example, a button saying: See more details (or View Client, or similar).
There could also be a very brief summary about the services offered to each client so people can get a feel for that before clicking through to the detail level.
This is a tough one because there will sometimes be situations where you can’t mention a client by name.
In such cases you couldn’t use a logo or client name but you may be able to use a generic image and text. For example: Major UK Supermarket or Food & Beverage Retailer.
If faced with this challenge it’s still advisable to have as many recognisable clients as possible, with the anonymised ones within them as a compromise.
The point of letting people click through to individual client pages is twofold:
This example shows just the first half of a full case study specifically related to NEBOSH training for an NHS client, and demonstrates the level of detail you should be applying to your own client/case study pages:
Because AI searches now make it so easy for people to be specific, detailed case studies are vitally important to include within websites. Here, for example (and how I found that example in the image above), is the only result that came up from an AI search for: ‘training companies that have experience of providing NEBOSH training to NHS clients and that have examples on their website’:
As at end-2025, this is a hugely exciting area, because most of your competitors won’t be thinking like this … and you can massively capitalise on it.
Here are the actions I recommend that you take:
Then, just sit back, wait for AI/search engines to pick up on all that detailed content you’ve created, which will match the precise searches that people will be making online.
You will benefit when you are the only one, or one of very few, who become visible to people searching for exactly what you demonstrate you’ve got experience in with clients. You’ll then be not far from them engaging with you after seeing how relevant you are to their requirements.
Not sure where to start? Contact me for some initial free advice.