How to Create a Services Page that Sells
It goes without saying that if you offer services, you need to put them on your website.
What may be less obvious is that a simple list of services on your home page, or even on a dedicated Services page, isn’t enough.
For starters, not everyone will understand exactly what a service involves. You need to describe each one, and especially what makes your services better than your competitors’. Including these details on your Services page will encourage prospects to get in touch with you and give Google and other search engines more content to index, making it more likely that your website will be found in the first place.
Before You Create Your Services Page
Most of us find it difficult to write about our services, because we only look at them through our own eyes. Let’s face it, clients don’t really care about what we do; they care about the value we bring to the table – what’s in it for them.
As Chris Lema said in How To Write A Services Page That Works, “What we need to do is flip things from an inside-out perspective to one that is outside-in.”
Before you can develop that “outside-in” perspective, it’s essential to have a good understanding of your ideal client by developing a buyer persona. When you look at your services through the eyes of a specific individual – whether they’re real or fictitious – you can go beyond basic service descriptions to explaining how your services will solve that person’s problems.
Writing Your Service Descriptions
When you write about your business, it’s important to avoid industry jargon and terminology that’s everyday language for you but might not be familiar to your website visitors.
Instead, make a point of using the same language they would use. This will help your message to resonate with them as well as improving the chance of your site coming up in an online search.
SEO Copywriter, Heather Lloyd-Martin even suggests conducting keyword research before you name your services. To learn more about this and other SEO strategies, read her 7 Hot Tips for Writing a Top-Converting Services Page.
Services Page Checklist
In the following video, Mai-kee Tsang, Launch Strategist, Consultant and Conversion Copywriter, offers the following tips for writing your Services page:
- Have an elevator pitch at the top of the page.
- Focus on what’s in it for them.
- Paint the picture of your process.
- Help your prospect navigate to the relevant parts of your services.
- Be transparent with your pricing.
- Have a Call-to-Action at the end of each Service description.
- Don’t give too much away. Open loop them instead.
- Have testimonials and case studies.
Take the time to watch the video for detailed explanations of each point. It’s well worth it!
If you’re not comfortable with posting your prices as Tsang recommends, I encourage you to read How Publishing My Rates Has Helped My Business by Janine Adams. It just might convince you!
Putting Your Services Page Together
With the above concepts in mind, you’re ready to begin!
If you offer multiple services, you need to showcase each one, but don’t make your potential clients scroll down the page to find out whether you can help them. Here are a few ways to make it easy to see your offerings:
- place links to each section right at the top of the page, as on the Spot On Organizing website
- have an information box with a link to a full page about each service, as on the FreeYourSpace website
- use tabbed sections to maximize space and minimize scrolling, as on the Development by Design site
- use a collapsible “accordion” to maximize space and minimize scrolling, as on my Website Care Plans page
No matter how you present your information, use a combination of lists and short paragraphs rather than dense blocks of text. When gathering information online, most people prefer browsing over reading.
1. Review your Services page through the eyes of your ideal client.
- Can they easily see what services you offer?
- Does it clearly explain how your service can help them to solve a problem they’re facing?
- What information is missing that they might want before they decide to contact you?
2. Schedule a telephone call or Zoom session for expert help with your Services page.
If you’re joining me for the first time, I hope you’ll go back and read the previous posts in this series:
- Is your website giving you strong results? Creating an Effective Homepage or Welcome Page
- Creating an About Page that Clicks
- How to Create an Effective Contact Page
- How to Create a Captivating Blog Page
I’ll be back again soon with the next instalment.
Illustration by Variant / DepositPhotos