People tend to spend a lot of time on their “About” page. And while there is something to the know/like/trust factor of gaining customers, the page on your site that will make you money and elevate your business from your competition is your Services page.
Your Services page is usually one of the most viewed pages of your website, so you want to do everything you can to have it stand out. Because the right layout and content can potentially lead to more sales.
We have all come to the understanding that our blog posts should be geared to our ICA (Ideal Customer Avatar) to effectively grab our audience. Your Services page should be considered in the same light. The more you tailor your Services page to appeal to your ideal client or target market niche, the more likely you will be able to attract the kind of people who need your services and that will want to work with you.
Here’s how to format your website’s services page to attract more clients!
Top 5 Tips for Creating a Service Page
Capture their attention; lead with your services!
In some regards, this could be considered “qualifying your audience”. As such, lead with a brief overview of the services you offer. You can then provide a more detailed description of your services a little further down the page.
Set yourself apart from your competition by letting your prospective clients know the benefits your service offerings will provide to your ICA. To gain a competitive edge, you should also highlight the benefits prospective clients can experience after using your company’s services. Appeal directly to your ideal client by addressing their problems or pain points and how your services can solve them.
Relate your services to your ICA
This was mentioned earlier, but can’t be overstated. Tell how your product/service can benefit your ICA. Doing just this can dramatically increase your conversions! Cement the thoughts/relationship further by being able to detail you have helped specific (ICA) clients previously. (If they aren’t willing to give a testimonial, then ask their permission to reference them.
Include a section titled “This is for you if…” so your website visitors can quickly skim the content and see if your services are suitable for their particular needs.
CLICK TO TWEET! Want to know the Top 5 Tips For Creating a Service Page That Converts!
Testimonials pay untold dividends
Don’t forget to make good use of all of those great testimonials you have received on your Services page. It provides prospects a very good understanding of what they can expect as your customer. Your past clients can really do a good bit of the heavy lifting here if you have done a great job of providing value to them on previous engagements. While people gravitate to video testimonials, even little snippets pulled from emails can be the nudge that turns a prospect into a customer. In other words..past success stories are a good indicator of future sales :). Testimonials deliver on the know/like/trust factor with prospective customers!
Cut to the chase: Post your prices!
I know there are different thoughts on this. But in my experience, you lose more business by not having prices than posting them. Why? Because when I didn’t post pricing, people who went elsewhere only did so because they thought I was too expensive. Their logic was, looking at your content and site and social media presence, we didn’t think we could afford you.
To me, it just saves time. I try to let my content/testimonials to the selling so to speak. If I get on the phone with them, I am not trying to convince them of the value I can provide. It is more about how am I going to execute. So, if someone sees my price and is put off for some reason (maybe too expensive, but I have also had folks said I didn’t charge enough and weren’t confident of my skill set. (Turns out, a lot came back after the fact and were pleasantly surprised). Either way, that is one less phone call. I know my ICA, what their pain challenges are, as well as the target price point. As such, I am hitting the mark more often than not J
If you are still looking for a reason to post your prices, some potential customers will leave a website if they can’t find pricing information, so make it easy and include it! If you are hesitant to list a specific price, I get that. In that case, provide a range and indicate it will be a matter of what services they decide they want.
A must have: a Call to Action (CTA)
There really isn’t any need to do all of the above and then forget the most important part of your services page: a Call To Action (aka CTA) I mean you have told your ICA about the services that would most likely help them and how they could be like previous customers and benefit as a result of doing business with you.
What you need to readily provide now is What is the next step? This is not the time or the place to beat around the bush on this. Provide an opportunity to have prospects take the next logical course of events.
How would that look? Easier than you think, but many Service pages don’t address this. For example, you can place a button or link that invites them to:
- Get a quote
- Contact us now
- Click here for your free 20 minute consultation
If you want your clients to work with you, make it easy for them to do so!
Your takeaway…
Your Services page on your website provides the best opportunity to hone in on your ICA and make them a customer. Demonstrate that you know their pains and the challenges they face by showing them how your services directly hit home in a positive manner. The more you understand and can customize your offerings to your target niche, the more successful you will be in gaining new customers. And if you know your customers intimately, your pricing displayed on your website will actually benefit you long term and have the right customers approach you for your service. Solidify the confidence of your ICA that you are more than up for the job by providing great testimonials on your Services page.
The more you tailor your services page to appeal to your ideal client or target market niche, the more likely you will be able to attract the kind of people who need your services and that you want to work with.
Are you ready to take the next step with your website and need help?
Let’s talk about your situation and/or digital media needs. Contact us for a no obligation 20 minute consultation!