How to Write the Ultimate Service Page
Pink Elephant Media Ltd - Lead Gen Web Development
?? Award-winning UK based Growth Marketing Agency. We partner with ambitious brands who want rapid data-driven growth??
Most business owners spend a lot of time getting the copy on their Homepage and About Us pages perfect. But one page that’s often neglected is the ‘Services’?page.
Why?
Because most people aren’t sure what they want or need to say. And in many cases, it ends up being a page crammed with confusing jargon and little to no spark, unlike those gloriously precise Home and About?pages.
14 tips to help you create a services page that converts into sales
Your services page is so important. It’s where potential customers can learn what you do, how you do it and how much they need to invest – so it needs to convert visitors into?leads.
To help you do that, here are fourteen tips to consider when creating?yours:
1. Set the goal of the page
Before you do anything, sit down and answer the following?question:
“What do I want to achieve from this?page?”
??????????? No doubt your answer will?be:
“To convert leads into?sales!”
Great – so write this down and keep the goal in mind as you create your new Services?page.
2. Research what your customers want
It’s easy to forget that your business is all about what your customers want, not what you want. So, understanding the pain points your customers face is?crucial.
You can do this in a few?ways:
Your customers need to identify themselves in your copy, so make sure the services you offer solve the most common issues they come up?against.
3. Add an elevator pitch to each service
An elevator pitch helps you get your message across more succinctly. So, to write an awesome one,?include:
4. Include features vs. benefits of the service
List the features of your services and how they transfer into?benefits.
A great example of this is how the iPod was originally?marketed:
A benefit might be something you can help your customers achieve. Or it can be something you can help them to avoid. Think about how your services make life easier and more enjoyable for your customers and include these in your?copy.
5. Answer the “no”
Every customer will have objections. Or feel resistance to investing in getting the help they need. So, make sure you mention any push backs they might have and explain how much better life will be if they press ahead and fix?them.
6. Avoid jargon and use a conversational tone
Unless you’re working in an industry or niche that can only be explained completely by using jargon, avoid using it like the?plague.
Instead, use terminology your customers will?understand.
If you sell brooms, call them?brooms.
Don’t call them long-handled brush head cleaning devices, even if that’s what they’re referred to as in the trade (hopefully?not!).
And use a conversational tone of voice. Your customers are human, so use humour and contractions (you’ve, we’re) to make your copy sound like you’re a human being talking to another human?being.
7. Be Specific
Read over your description and cut out anything that’s vague or could be?misconstrued.
So, instead of?saying:
“We’ve helped a number of companies increase their income in the last?12-months.”
Saying something like this?instead:
“We’ve helped 25 companies increase their income by 70% in 2021?alone!”
And back your claims up with real?statistics.
If people know it works, you’ve got a better chance of convincing?them.
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8. Include case studies
A case study is real-world proof that your services work and deliver on your?promises.
Testimonials are great, but a case study is even more?persuasive.
9. Add FAQs
Search engines love?FAQs.
Love them. Love them. Love?them.
I can’t emphasise that?enough.
FAQs mean you can include the most common questions and phrases your customers type into Google. Not only will it do wonders for your searchability. It builds trust in your business?too.
10. To price? Or not to price?
Including your prices is always a big decision. And, honestly, there’s no right or wrong answer?here.
Some businesses prefer to include prices for clarity. And it stops the back and forth with customers who want to haggle. But you might not want to disclose your prices for many reasons, including the possibility of competitors undercutting?you.
Pricing is a completely personal?choice.
11. Include a Call to Action
Many businesses owners set up their services page then forget to add a call to action – which means customers are likely to click away. Sure, you can include a ‘Contact’ button in the navigation, but you can’t guarantee they’ll click?it.
So, make it super-easy for them to get in touch by a rousing call to action, reminding them how great life can be by contacting?you.
12. Dazzle them with testimonials
Sure, case studies are amazing, but there’s still a place for the humble testimonial. These short snippets give potential customers a window into how great you are at what you?do.
They might not be as in-depth as a case study, but they’re quick to read and can be enough to get even the most reluctant person off the fence and into your?inbox.
13. Capture their email address
Include a free downloadable guide, or white paper prospective customers will find interesting. Make it as useful and helpful as possible and you’ll impress them enough to find out more about what you have to?offer.
14. Create a service page for different services
Cramming everything onto one page will make your services page long-winded and a little boring. Plus, not every visitor will want to scroll to find the service they?need.
That’s why it’s important to split your services into separate?pages.
Let’s say you’re a?copywriter.
You could split your pages?into:
??????????? That way, visitors who want a proofreading service don’t have to scroll?endlessly.
Make it quick and easy for them to find the service they?want.
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Ready to create a services page that converts?
I hope?so.
Above are just fourteen ways to create a services page that has the power to convert visitors into leads and leads into?sales.
But if you don’t have time, maybe Pink Elephant Media can?help?
At Pink Elephant Media, we design and build smart websites?that:
And gives your potential clients all the information they need to choose you over your?competitors.
Want more?clients?
Then get in touch and let’s have a chat about how we can help you create a services page that’ll be the envy of your industry.
Until next?time,
Henny