Your dream client swoops through your Home page, excited to finally meet someone who can solve the problems they’re facing. They chuckle at your About Page as you unashamedly admit your ideal Saturday night includes a glass of wine and a Selling Sunset binge. “You and me both, hun”, they whisper, scooting their mouse towards your Services Page.
Although I believe every element of a well-written website is magical in its own way. A strategic Service Page is where the REAL magic happens. And by magic, I mean money.
If you want people to book your services, you need to ensure your Services Page is primed for conversion.
“Cool, but how do I do that?”
I’m so glad you asked. Let’s get into it.
While every potential client is different, and they’ll relate to multiple sales and persuasive writing techniques, there are a few things you NEED to guarantee your Services Page does to increase the likelihood of conversion.
How to write your website’s services page
01. Be Clear and Concise
Be concise and to the point about what you offer and how it can benefit potential clients. Use simple language and avoid technical jargon that might confuse or intimidate visitors.
Using language they don’t understand, chunky paragraphs or irrelevant information will turn your Services Page into a yawn-fest people will be quick to leave!
02. Highlight your unique sales position
Showcase what sets you apart from your competitors. You need to position yourself as the best solution, so be clear on everything that makes you unique and qualified for the services you’re offering. Don’t be afraid to brag or outshine the competition, this is your moment!
03. Include Testimonials & Case Studies
Back it up, baby! Social proof shows potential clients the solution you provide and how this has enriched the lives of others. Hone in on client success stories and how past clients have felt about working with you– your future clients want to feel the same way!
04. Tell them the next step & use call-to-actions to make it easy for them
You’ve convinced your potential client you’re the best person for the job, not it’s time for them to sign on the dotted line (kind of). You want your future client to reach out asap, otherwise, they’ll get distracted or soon find someone else. Make taking the next step easy with them by telling them exactly what they need to do and inviting them to do it. On your Services Page, this looks like writing out the booking process and using a CTA (call to action), which directs them to your booking page/contact form.
05. Use a conversion-friendly structure
Have you ever hopped on a sales call and word vomited all over your potential lead before becoming overly flustered, asking, “did that make sense?” It was a regular occurrence when I first started (and a major source of embarrassment now. Although we’ve all been there).
The truth is, it probably didn’t make total sense. And your potential client is left trying to sift through all the information you’ve catapulted in their direction (yikes). You need to slow down, split things up, and not overwhelm with information.
Your Service Page must be broken into relevant segments that guide your audience through the offerings, services, benefits, features, and processes.
Because I want your Services Page to be a cash-flowing, champagne-popping party and NOT a tab-hopping, yawn-fest, I’m sharing my exact Service Page structure. AND additional guidance on the purpose and positioning of your website Services page. Download it for free here. Consider it a party favour. I’d love to know if you find it useful, so don’t be a stranger– let’s chat!
