Communication, Copywriting Skills, website words, Words Which Work, Your Business

Want an Effective Services Page? Follow my Simple ABC

When you’re a service based business it can be hard to show people how you can help; without experiencing your service themselves, how will they understand what you offer?

Here are my 6 simple steps (my A-G, actually) to creating a website Services Page that will get people to call.

Show them the world is better with you in it

Quite simply, you need your reader to understand that they’ll be better off with you in their lives – here’s how we’ll show them that.

Audience Focus

I don’t think you’ll be surprised with this one, I pretty much always start with your reader and your Services page is no different.

Your audience will only want to get in touch if they understand how you can help them and to show them that you need to understand who they are.

Are your gardening clients calling because they’re too busy to do it themselves or because they don’t enjoy the work? How will they use the space, what are their hopes for it and how much will they pay?

Understanding your customers priorities is essential for you to create a message which speaks to them. (My blog The truth about why it’s important to focus on your reader covers this in more detail.)

Think about who you most enjoy working with – visualise them and think about how you communicate with them, this is who you are writing for.

Benefits Driven

It’s incredibly simple to list your services, and – if you have an audience who know what they’re looking for – this will help. But what makes you different from everyone else with that same list of services? Why would someone choose you?

You will be chosen by those who feel you’re offering a solution which will make a difference to their life.

‘Weeding, planting and mowing’ won’t motivate in the same way as ‘Making Your Garden a Space to Enjoy’.

Taking a number of jobs off your list is great, but even better is creating a new vision of something you can actually enjoy! We’re focusing on your customer and how to make their life better (you can find out more in my earlier post How to get your words read and your company noticed).

Look at your services and reframe ‘what you do’ to consider ‘what will your client get at the end of this’.

Call to Action

Again, making sure you tell your reader how to follow up – or act – on your words, this is something I talk about a lot and this is particularly important on a Services page where you are showing people how you can help.

What’s important to remember is that as people read about your offerings, there may be many points at which they want to follow up – give them those opportunities.

What does the gardener want their potential client to do? Call? Book a visit? We need to tell the reader what to do, but also give them a reason why… ‘In a free 30 minute visit we can discuss your plans for your garden’. Not only will the reader meet you in person, but they’ll benefit from your thoughts even if they choose not to use you – so why wouldn’t they call!?

Making sure your phone number is obvious and encouraging people to call is your first simple step – for some clients, what they want most is a conversation. There will be others who want to check out your pricing first, or testimonials, ensure you give your reader the chance to get all the information they want and encourage them to book. (Again, I’ve spent some more time looking at this in The Challenge: Getting sure-fire action from words.)

What are the steps your client will go through in their head: finding out what you do, seeing if they can afford you, checking out what others have said, booking in a visit. Make sure your website takes them through these steps – either on the one page or through links around your site – and make sure they know how to reach you.

Design for Success

These six steps will give you prompts for the content which will help you create a great Services page, but what will it look like?

Start with something which attracts attention – your headline and introduction will be customer centred, benefits focused and pull people in.

The page must be clear, well laid out and easy to understand; pages full of blocks of text don’t attract anyone – however great the writing. Images are important and so is breaking up your words with headlines to make it easy for your reader to find what they’re looking for.

A big flashy website isn’t right for our gardener, she wants something which reflects her and does a great job so what’s important is making sure people like what they see. She’s going to lay her page out simply with some great pictures and as much information as she needs – and no more!

Using this post, identify what you need to include on your page and play with an outline on paper. Make sure it makes sense to your reader and they can easily see what they’re looking for with white space and headlines to keep it clear. If you need some inspiration, check out other peoples websites and see how they do it.

Evidence, the Proof You Need

Let’s go back a few steps.

One reason selling your services is hard is you’re asking people to commit to something they maybe can’t experience without spending money; how will they know if it works?

Testimonials are the social proof some people need to show them the value of your service, so get feedback from your clients and use it. You need to show people what makes you different, think about how you can do that.

Our gardener has some fantastic feedback from clients, as well as photos and videos of work she’s done. This is all evidence to give potential clients an idea how she works. Her page now reflects her style and how others have described her – this is all evidence that she can give her readers what they want.

What proof do you have of the amazing job you do? Review your testimonials – even if they’re for different products and services, if they are celebrating your skills and knowledge they’ll be useful. Use examples of work – particularly of the kind of work you enjoy doing and want to do more of.

Frequently Asked Questions

Think about those things people ask before they engage you – answer them on your website.

Do people ask how you work or what is included in your service? If all your clients are asking for your prices – can you give a guide? (This is actually quite a complicated question which a lot of people struggle with – do you want prices on your website? You need to make your own decision on this, but in my view it’s worth giving people an idea of your charges so they feel comfortable deciding whether or not to call.)

Everyone asked if the gardener brought her own tools, she put a photo of the van on her website and assured them she did. They also asked about pricing but even an hourly rate might depend on the kind of work being asked of her. She decided her website should state that although she had an hourly rate for basic garden maintenance, she also loved to undertake projects which might involve work away from the garden and these could be quoted for separately.

Think about the questions you’re asked and make sure you answer them.

You’ll know from your interactions with potential clients what they need to know to encourage them to call. Make a list of those questions and ensure your Services page gives them the answers.

Get it Done

The final tip is to create it.

As one of my favourite coaches says “Done is better than perfect!” We can spend a long time considering what our website pages need, but what they really need is to be out there. And any changes needed in a few months time can be done at that point.

So, our gardener will create a Services page, with a heading that creates a vision and a promise of benefits gained – as well as an actual list of what services are provided. This not only helps customers who are looking for her services, but the gardener as well. Now, when she talks to someone about her business, she can point them to a website that celebrates her successes and informs her potential client – sounds pretty good right!

Hopefully the steps here will help you pull together what you need to create your Services page. Let me know how you get on

If you think I’ve missed anything, or would like to talk about how you sell your services, I’d love for you to leave a comment or get in touch.

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