What services do you offer? How would you describe those services? What’s the most important service your company offers? What makes your services different from your competitors? All of these questions should be strategically answered on the services page of your website.
Why? Your services page is one of the first places a potential client or customer will visit thus it’s one of the most important pages on your website. Having a services page on your website that summarizes quickly what you offer to the world is crucial to capturing your leads. Without it, you’re just hoping that your visitors will decipher or figure out what you do.
PRO TIP: If you’re planning to use digital advertising to drive traffic to your website you’ll want to ensure each of your services has its own page that uniquely describes that service so that your ads can link directly to it.
But, where do you start in creating your services page? What does it need to say? How much text should be on it? Don’t worry we’re going to cover it all!
STEP 1 — Clearly define your services
You know what you do but, you have to clearly communicate to your potential customers what you do. And, it should be written in a common language. You should also avoid overly technical terminology if at all possible. It might sound counterintuitive to not showcase your expertise here but, you have to keep in mind the audience you are talking to. For example, if you are an IT company and you help business owners create networking systems within their business. Or, you provide network security. Using language like procurement, cloud service host, and remediation might fly right over the heads of your most common business owner. Instead, you might say we help business owners create the computer network they need while preventing cybersecurity threats.
ACTION STEP:
Make a list of your services and describe that service in no more than 2 sentences. Then, have someone who doesn’t know anything about your business or service read over it and ask them if they understand what you offer.
PRO TIP: Look at your competitors and write down things you like and don’t like about their services page. Draw inspiration from them and then write your own.
Step 2 – Use compelling headlines
Attention-grabbing headlines throughout your services page will make the content easier to read and will direct people to the information they are searching for faster. Most people looking for your services are short on time, because we all are, and the faster you can give them what they want the quicker they will hire you. And, to give your potential clients what they want you have to be very clear about what you can offer them.
If potential customers cannot understand the purpose of a company from its website, 46% of them will leave. A few of them will buy but, most will just look at the site confused for a bit before they leave.
ACTION STEP:
To ensure that the headline is easy to comprehend, you can start by sharing it with people in your social circle, such as friends or family, and ask them to explain what the headline means without providing additional information. If they can understand what your business provides and explain it back to you in their own words, then your headline is likely effective.
PRO TIP: Test various headlines on your services page over a set amount of time to determine which ones are the most successful. If you put a tracking link on the button on your website using something like bitly.com (It’s free to sign up and use.) you can figure out which people click on more.
Step 3 – Answer frequently asked questions (FAQs)
Including an FAQ section on your services page or each service landing page increases the likelihood of potential customers responding positively to your offer because it addresses their common inquiries.
Websites that lack an FAQ section risk losing search traffic to competitors who have one. This is because Google prioritizes websites that provide answers to frequently asked questions that are being searched. Answering the common questions on your website also cuts down on the time you will have to spend selling the client your services as well.
ACTION STEP:
Survey your friends, family, and potential customers asking what questions they would have if they were to buy your product or service, then get to work answering them. Once you’ve compiled your content, add it to your service page.
Step 4 – Include high-quality visuals that tell a story
There is nothing worse than clicking on a website that is formatted wrong and a giant image takes up the entire screen. Even more so when the image has absolutely nothing to do with the business or service. There is nothing wrong with using stock photography if you don’t have your own but, make sure it relates to what you are talking about and that they are visually interesting. If a person isn’t reading content they are looking at it, and you need to hold their attention either way. It’s also important to note that some people are visual learners, others might be auditory, where they learn best by listening instead of reading. The more diverse you can make your content the more likely you are to educate and attract more clients.
Step 5 – Include social proof like testimonials
Social proof is evidence of your skillset, results, and capabilities. Including customer testimonials on your services page can help build trust and credibility with potential customers. Including case studies or statistics can show potential clients that you have helped others like them in the past. An opinion is great but data is less deniable.
PRO TIP:Use a plugin in your website that connects directly to your Google business page so that as people leave you new reviews they automatically appear without you needing to manually input them.
Step 6 – Provide a clear call-to-action
Make it easy for visitors to take action by including clear and prominent calls-to-action (CTAs) on your services page. CTA, also known as a call-to-action, is something that tells the viewer what you want them to do next. It could include filling out a contact form, scheduling a consultation, or downloading a free resource. Whatever step you want them to take make it as easy as possible for them to do, and make it extremely obvious.
PRO TIP: Have one call to action per page. Adding more than one doesn’t get you more attention, it confuses people and causes indecision. Because they’re not sure which button to click, they won’t click any of them.
Step 7 – Optimize your copy for search engines
If you’re like 100% of the business owners we know, you want your website to rank as high as possible on search engines. Ranking doesn’t happen overnight and it doesn’t happen unintentionally. You need to research your keywords carefully, strategically plant them in your copy, and make sure you’re completing all the technical things too! Keywords are just the starting point. Every page of your website should have a unique title, slug, meta description, and alt tags. The more intentional you get with these things, the higher you’ll rank in search engine results and the more qualified leads you will attract.
Invest in creating a high-performance website and you’ll have laid the first block in building a solid foundation for your business’ growth.
You can turn your website visitors into customers if you strategically plan for conversions when building it. More conversions mean more money in your pocket, and that’s the whole point, right? If you have a website that you feel is underperforming and needs work or if you want to build a new website that will give your business the professional image and results you’re looking for book a consultation and let’s talk about your specific needs in detail. The sky is the limit when it comes to the world wide web and our talented team of web developers are always here to help.
