The 'Not Sure Where to Start?' Landing Page for Businesses With Too Many Services to List

29 September 2026·5 min read

Quick answer: A "not sure where to start?" landing page is a single, simple page that sorts visitors into two or three broad paths based on what they're actually trying to solve, instead of making them read a full services list first. It works because confused visitors leave, and businesses with 10+ services almost always have too many options crammed onto one page for anyone to act on. 🚀

If your business offers a genuinely wide range of services, there's a specific kind of visitor you're probably losing, the one who lands on your homepage, sees a menu of fifteen things you do, and closes the tab because nothing tells them where to click first. 💖 It's not that they weren't interested, it's that they didn't know which option applied to them, and most people won't do that sorting work themselves. A "not sure where to start?" page does the sorting for them.

What most businesses get wrong

The instinct when you offer a lot is to list everything, on the homepage, in the main nav, everywhere, on the theory that more visibility means more chances to convert. In practice it does the opposite: a wall of equally-weighted service names gives visitors no signal about what matters most or which one fits their actual problem, so they either pick randomly or leave. The second mistake is building this kind of page but still listing every service as a flat, equal list, which just moves the same problem to a new page instead of solving it.

The landing page structure

Build the page in this order:

1. Headline that names the confusion directly. "Not sure which service is right for you? Start here." works because it says the quiet part out loud, which builds instant trust with someone who was already feeling a bit lost.
2. Two to four sorting questions or scenarios. Not a services list, a set of situations: "I need this sorted urgently," "I'm just comparing options," "I've got a specific problem I can describe," "I'm not sure what I even need." Each links to a different path.
3. A short outcome-based bucket for each path. Group your services into 3–5 outcome categories (not service names) — e.g. "Get it fixed fast," "Ongoing support," "One-off project" — each with a one-line description and a single clear next step.
4. One low-commitment CTA per bucket. "Book a 10-minute chat" or "Send us your situation" beats "Request a Quote" for genuinely unsure visitors, it asks for less commitment upfront.
5. A safety net link at the bottom. "Prefer to browse everything we do? See the full services list" for the visitors who did know exactly what they wanted all along.

How this works for real businesses

A booking-based business with lots of no-shows: Instead of listing 12 individual service types, the page sorts by "I know exactly what I want to book," "I want to talk to someone first," and "I'm just checking what's available." The middle option, a low-pressure chat booking, quietly became the highest-converting path because it matched how genuinely undecided people actually want to engage.

A B2B firm with a long sales cycle: With a dozen service lines and a buying process that often takes months, the page groups everything into "We have an active project to scope," "We're comparing suppliers," and "We're not sure this is the right fit yet." Each path sets appropriately different expectations, an active project gets a same-week call, comparison-stage visitors get a case study pack instead of a hard sell.

A local service business with too many seasonal offerings: Rather than listing every service by name, the page sorts by urgency: "Needs fixing now," "Planning ahead for next season," and "Just want a general check." This alone cut down on mismatched enquiries, since urgent jobs were no longer buried under a long alphabetical list.

How to actually build and place this page

Step 1: Audit your services into outcome buckets first. Before writing a word of the page, group your existing service list into 3–5 outcome-based categories, this is the hardest and most valuable part of the exercise.
Step 2: Write the sorting questions from the customer's confusion, not your org chart. Ask yourself what a genuinely unsure visitor is actually thinking, not how your services are internally structured.
Step 3: Keep each path's copy short. One or two sentences and a single CTA per bucket, this page's job is to sort and hand off, not to sell in full.
Step 4: Link to it prominently. Add it to your main navigation and, ideally, as a secondary CTA on your homepage hero for visitors who scroll straight past the primary offer.
Step 5: Track where people click. This tells you, in a few weeks, exactly how your real visitors think about your services, which is often different from how you'd assumed.

💡 Name the confusion in your headline. "Not sure where to start?" isn't a weak admission, it's the single most relatable line you can put in front of a genuinely undecided visitor, and it does more conversion work than a confident but vague tagline ever will.

Mistakes to avoid

Turning it into another full services list. If the page still requires reading and deciding, it hasn't solved the original problem.
Sorting by your internal categories instead of customer situations. Visitors think in problems and outcomes, not your department names.
Asking for too much commitment too early. This page is for unsure visitors, a "Request a Quote" button is the wrong ask at this stage.
Hiding the page. It only works if genuinely confused visitors can actually find it, put it in the main nav, not three clicks deep.

Frequently asked questions

Should this replace my regular services page?

No, and this is worth being honest about: some visitors know exactly what they want and will be frustrated by an extra sorting step. Keep both, the sorting page for unsure visitors, the full list for decided ones, and link between them clearly.

How many sorting paths should I include?

Two to four is the sweet spot. More than that and you've recreated the original overwhelm in a slightly different format.

Does this only work for service-heavy businesses?

It's most valuable when you genuinely have 8 or more distinct offerings, businesses with three or four clear services usually don't need this extra step.

What should the CTA actually say?

Match the commitment level to how unsure the visitor is likely to be, "book a quick chat" or "tell us your situation" outperforms "request a quote" for this specific audience.

Keep reading 🤍

Written by

Kate, founder of Chronically Online

I help Gold Coast and Brisbane businesses grow with branding, websites and marketing that actually works.

Work with me ✦