Your service descriptions are your sales pitch. They’re your opportunity to convince your ideal client that they need what you’re offering.
A drab service description can easily lead them to determine, “Hmm, it’s nice, but it’s not a need” as they hop off your website and find somewhere else to spend their money.
Equally, an intentional and strategic service description has the power to catch your ideal client’s attention and make them feel like, “This is exactly what I need to achieve X. It’s a no-brainer investment!” as they excitedly swipe their credit card at your checkout.
Over the years, I’ve crafted service descriptions for a range of service providers. Whether you’re a lactation consultant or website designer, there is a winning formula for a conversion-optimized service description, and that’s what I’m sharing with you in this blog post.
How to write a service description that sells: copy formula
Steal my formula for writing a service description that sells your Services Page(s)-
Title
Give your service a memorable, on-brand title
Headline
What key transformation or result do you produce?
Problem
What’s your ideal client currently struggling with?
Credibility
Why should they trust you? What results/experience have you achieved in the past? Tell this story.
Solution
How does your service fix their problem?
Be specific.
Don’t just say, “I’ll help you make more money”
Tell them, “We’ll create a clear roadmap for capacity planning and financial forecasting, providing precise insights to eliminate guesswork in your business’s finances.”
Details
What are the deliverables? How can they book? What happens once they’ve swiped their card?
Call to action
Empower them to take action by reminding them of the transformation and making the next step clear and easy
Service descriptions that sell formula
➡️Headline
➡️Problem
➡️Credibility
➡️Solution
➡️Details
➡️Call to Action
🤖Chat GPT prompt for how to write a service description that sells
“Using this copy formula, please help me write my service description:
Title– Give your service a memorable, on-brand title
Headline– What key transformation or result do you produce?
Problem– What’s your ideal client currently struggling with?
Credibility– Why should they trust you? What results/experience have you achieved in the past? Tell this story.
Solution– How does your service fix their problem?
Details– What are the deliverables? How can they book? What happens once they’ve swiped their card?
Call to action– Empower them to take action by reminding them of the transformation and making the next step clear and easy
My service is [the transformation you provide].
My service is for [describe your ideal client in detail]
My clients get [the deliverables of your service]
It’s different to other services like this because [your unique positioning]”
Editing your service description from Chat GPT
Chat GPT is a great resource, but we can’t rely on it to do all the work for us. Once it’s produced your response using your prompts, read through and consider-
Is your description super specific? Does it consider the micro-moments and current realities of your ideal client? Or is it broad and generic (AI has a habit of diluting your messaging, don’t let it!)
Does your description provide all the information a cold lead would need to go ahead and book independently? If not, what’s missing? What questions might they have? Add these to your copy.
Can your ideal client connect with your humanity? Trust and credibility come in the form of stories and past experiences. Tell GPT these, or add them to your description after to position yourself as relatable and dependable.
E.g. In the example below, my client Amy scaled her business to 6-figures while raising her young family. Her ideal client, a busy mama, will admire and be motivated by this story as it’s something they also want to achieve—helping them to foster a connection with Amy.
Visit the Cupid Copy blog for more copywriting + messaging tips.
