What Does a "What We Don't Do" Section Look Like on a Webflow Service Site?

Why did I add a "What I don't do" block to my own site?

I sat in a Bengaluru cafe in March 2026, watching my fourth bad-fit call of the week end politely. The lead wanted a Shopify rebuild. I build in Webflow. We both lost an hour. That night I opened my Webflow Designer and added a "What I don't do" section to pravinkumar.co. The 2025 Contentsquare Digital Experience Benchmark Report puts the average SaaS service page bounce rate near 53 percent, so I had room to lose some clicks if it meant gaining the right ones. This article walks through what I changed, what it looked like, what it earned me, and how you can ship the same block this week.

What is a "What we don't do" section, really?

It is a short, plain block on your service page that names the work you refuse. Mine lists no WordPress builds, no logo design, no Shopify rebuilds, and no ad creative. It is not snark. It is a contract. It tells a buyer, in your own voice, where your craft ends and someone else's begins. It qualifies through subtraction.

Basecamp. 37signals has said "no" in public for over twenty years, and their HEY.com launch in 2020 leaned hard on what the product would refuse to do, like no open rates and no tracking pixels. Jason Fried wrote that saying no is how you protect the yes. I read that line in 2019 and ignored it for seven years. In March 2026 I finally tried it on my own Webflow site. Same idea, smaller stage.

How did the numbers move on pravinkumar.co?

I ran the test from March 14 to June 14, 2026, tracking with Plausible Analytics and session replays in Microsoft Clarity. Total inquiries dropped about 22 percent. Qualified inquiries, the ones that became proposals, went up about 30 percent. My sales calls got 11 minutes shorter on average. The lead source mix also shifted in a way I did not expect. Organic search inquiries fell the most, by about 31 percent, because those visitors arrived cold and self filtered fastest. Referral inquiries from past clients barely moved, down only 4 percent, since they already knew my scope. LinkedIn inbound stayed flat in volume but the qualified rate inside it doubled. My definition of qualified is strict on purpose. The lead has budget over 4 lakh rupees, a Webflow build is genuinely the right fit, and they can name a decision date within 30 days. Anything softer than that goes into a nurture note, not a proposal.

How do I write each "don't do" line so it reads as confidence, not snark?

I use a three-part rule I call the Refuse, Respect, Redirect frame. Refuse the work in one short phrase. Respect the people who do it well. Redirect to a better fit if you can. So instead of "I don't touch WordPress," I wrote, "I don't build on WordPress. It is a great CMS in the right hands, just not mine. For WordPress work I usually point folks to Human Made or a trusted local studio." Same no, zero attitude. Here is the Shopify version from my own page, same frame. "I don't rebuild Shopify stores. Shopify is the right tool for serious commerce, and Webflow is not. If your catalog is the business, talk to a Shopify Plus partner like Underwaterpistol or Eastside Co." Refuse the work, respect the platform, redirect the reader. Three sentences, no jabs, done.

What does the design pattern look like in Webflow?

Keep it boring on purpose. I used a single H2, one line of intro prose, and a two-column CSS Grid of four short paragraphs. No icons, no red X marks, no strikethrough type. Inter typeface at 18 pixels, line height 1.6, neutral gray on white. I built it as a reusable block in Webflow Components 2 and wired the heading color to a Webflow Variables token so it matches the rest of the page. My spacing scale is a strict 8 pixel base, so the block uses 96 pixels of vertical padding top and bottom, 48 pixels between heading and grid, and 32 pixels of column gap. Every one of those numbers maps to an existing token in my Variables system, like space-12, space-6, and space-4, so the block inherits the site rhythm without a single one off value. The restraint is the design. If it looks loud, it reads as defensive.

Where on the page should this block live?

After the services list, before the final CTA. That order matters. The services list builds desire. The "what I don't do" block filters that desire. The CTA then catches only the people who survived both. I tested putting it above the fold for two weeks in April 2026 and watched scroll depth in Hotjar collapse. Buyers need to want you before they care what you refuse. Place it where doubt naturally shows up, not before it has a reason to.

How is this different from a generic FAQ or a pricing page?

An FAQ answers questions a buyer already has. A pricing page answers "how much." The "don't do" block answers a question most buyers will not ask out loud, which is "will you take my money even if you are wrong for the job?" FAQs and pricing reassure. This block disqualifies. I keep all three on my Webflow CMS service template, but they do different jobs. Do not let one absorb the others.

What is the most common objection I hear from clients about adding this?

"Won't I lose work?" Yes, on purpose. I rolled this block onto three client sites between April and June 2026, a Bengaluru fintech, a Pune design recruiter, and a Singapore B2B SaaS. The recruiter pushed back hardest. She worried her pipeline would shrink. Six weeks in, her booked discovery calls were down 18 percent but her close rate doubled. Her exact words were, "I stopped explaining what I am not." The Singapore SaaS case was even sharper. Their team sold an HR analytics product but kept getting dragged into payroll integration calls they could not honestly support. We added a block that named no payroll runs, no tax filing, and no PEO services, with a redirect to Deel and Rippling for those needs. In the first 45 days their sales qualified lead rate moved from 19 percent to 34 percent, and their head of growth told me her account executives stopped dreading the calendar. That is the real return. You stop paying for the wrong conversations with your calendar.

How do I measure if my version is working?

Pick three numbers before you ship. Track total inquiries, qualified inquiry rate, and average sales call length. I use Plausible Analytics for traffic, Microsoft Clarity for scroll and rage clicks on the block itself, and a simple Webflow CMS field on my proposal records to tag qualified versus not. The Clarity piece needs a real filter or it will lie to you. I set a segment for sessions that include a rage click event inside the don't do block container, then exclude any session shorter than 15 seconds and any bot traffic flagged by Clarity. What is left is real frustration. In my own test that segment held steady around 1.2 percent of sessions, which told me the tone was landing. Give it 90 days. If qualified rate goes up and call length goes down, keep it. If inquiries crater and quality does not move, your copy is too cold. Rewrite, do not delete.

What is the smallest version I can ship this week?

Open your Webflow Designer tonight. Add one H2 that asks a question, like "What I don't take on." Write four short paragraphs using the Refuse, Respect, Redirect frame. Style it with a two-column CSS Grid, Inter at 18 pixels, and your existing Webflow Variables for color. Skip icons. Skip Tailwind UI templates for this one, they push you toward checkmarks and red Xs that fight the tone. Publish. Watch it in Microsoft Clarity for a week. Adjust the words, not the design.

If you want to go deeper on the writing side, read my essay on writing Webflow service pages around outcomes, not features, because the "don't do" block only works when the rest of the page is already pulling its weight. And if your page has dead zones where this block could live, my breakdown of Webflow empty-state design for conversion will give you a few ideas for what to put in the gaps you find.

I am Pravin, a Certified Webflow Partner working out of Bengaluru. If you are staring at your own service page wondering what to cut, send me the URL. I will tell you, in one short reply, the three things I would refuse if it were mine. No call needed, no pitch attached.