The 'What We Don't Do' Page: Why Being Clear About What You Don't Offer Can Increase Enquiries
Most websites are built entirely around what a business can do, which makes sense — until you notice that vague, do-everything positioning is exactly what makes a small business look interchangeable with every other one in its category. A short, specific "what we don't do" section does the opposite: it reads as confident, focused, and genuinely useful to someone deciding whether to reach out 💖. It tells a visitor almost instantly whether they're in the right place, which saves everyone's time and, counterintuitively, tends to increase enquiries from people who are actually a good fit.
Where most businesses get this wrong
The instinct to avoid this section is understandable — it feels like turning away business. But the businesses that avoid it usually end up with the opposite problem: a flood of enquiries that don't match what they actually do well, eating hours in back-and-forth emails and calls before both sides realise it's not a fit. That's a much more expensive cost than a slightly smaller, better-matched enquiry list.
The other common mistake, when businesses do attempt this, is writing it defensively — a list of complaints about difficult past clients, or an apologetic disclaimer buried in the footer. Done well, it reads as confident specialisation, not as a list of grievances or fine print.
Structure it in three short parts, kept to one page or one clear website section:
- One line of context. "We specialise in [X], which means there are a few things we deliberately don't offer."
- 3–5 specific items, each with a one-line reason. Not vague ("we're not for everyone") — specific ("we don't offer same-day turnaround, because [reason]").
- A redirect where possible. If you know who does handle what you don't, say so — it builds goodwill and reads as generous rather than dismissive.
Example line: "We don't take on one-off, single-project work — our process is built around ongoing partnerships, because that's where we can actually move the needle for a client. If you need a single quick project, [type of provider] is usually a better fit."
What this looks like in practice
How to build this without it feeling negative
Write the reasons before you write the list. Every "we don't do X" item needs a genuine reason attached — capacity, specialisation, quality, or simply that it's not your strength. Without the reason, the item reads as a rule; with it, it reads as expertise.
Place it somewhere visible but not confrontational — a dedicated short page linked from your services or about page, or a section near the bottom of your homepage, works better than making it the first thing every visitor sees.
Keep the tone warm, not clinical. This is still a page meant to build trust, not a legal disclaimer.
Mistakes to avoid
- Listing things you don't do out of laziness rather than genuine specialisation. If the real reason is just "we don't feel like it", leave it off.
- Making the list too long. Past five or six items, it starts reading as a business that says no to everything rather than one with a clear focus.
- Writing it in a defensive or irritated tone. Even one sentence that reads like a complaint about a difficult past client undermines the whole page.
- Forgetting to revisit it as the business changes. A "we don't do" item from two years ago might no longer be true — an outdated list looks careless.
Frequently asked questions
Won't this just scare potential customers away?
It will scare away mismatched ones, which is the point — but it's worth being honest that it can also, occasionally, put off someone who might have been a borderline-workable fit. That trade-off is usually worth it, since the time saved on mismatched enquiries tends to outweigh the rare good-fit visitor who's put off by directness.
How specific should the items be?
As specific as you can make them. "We don't do everything" tells a visitor nothing; "we don't offer rush turnaround under 48 hours" tells them exactly what to expect and why.
Should I list competitors as the redirect?
You don't need to name specific competitors — pointing to a type of provider or a general direction is usually enough, and avoids the page reading like free advertising for someone else.
Is this only useful for service businesses?
No — it works for any business making decisions about who its ideal customer is, though the framing shifts. A product-based business might frame it around use cases the product isn't designed for, rather than services it won't perform.
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