PHabseiling, how height access feels online

Selling a complex B2B offering online doesn't mean simplifying it. It means anticipating the right questions.

What PHabseiling sells

PHabseiling offers rope access services. This includes facade maintenance, cleaning of industrial facilities, rock cutting, and rescue systems. It also includes PPE against falls from a height (PSAgA) training for companies whose employees work at height. Both are complex, both are regulated, and both involve B2B tenders and personal recommendations.

The question was: does such an offering even need a good website? The answer was yes, but not for the reason most providers think.

What customers want to know before making an inquiry

We analyzed a series of real inquiries. What stood out was that most prospects ask the same five questions before even making contact. Are the providers certified (SUVA-approved)? What references are there in comparable industries? What is the typical process (initial inspection, quote, execution)? How quickly can someone be on site? What is the rough cost?

The old website had some of these answers, hidden in submenus. The rough price range was nowhere to be found. Customers had to call to get the basics. This led to many inquiries not coming in at all. Customers under time pressure (and everyone in the construction environment is under time pressure) go to the next provider whose website provides the basic information directly.

What we did

The homepage answers the three most important questions in the first half of the screen. What PHabseiling does (rope access and PSAgA training), for whom (facility managers, industrial companies, construction sites), how quickly (an inspection appointment in German-speaking Switzerland within 48 hours). Below that are certifications with logos (SUVA, IRATA, safety pass), references with company names and a brief project description, and a price calculator example for the most common types of orders.

The detail pages for training list the content, duration, prerequisites, and the calendar with the next available dates. Booking directly online is possible, with immediate confirmation.

What the result was

Inquiries for training more than doubled in the first six months. The quality of inquiries is significantly better: customers know what they need before calling, and the initial conversation goes more directly into implementation. Inquiries for rope access projects grew more steadily (about 40% more), but this also depends on external factors (construction cycles, public tenders).

The most important lesson: "Complex" doesn't mean complicated. It means there are questions that need to be answered before the customer decides. The question is not whether to answer them. The question is whether to do it on the website or only in a phone call that many never make.