Services Pages That Sell: Make Yours Do the Heavy Lifting
Imagine Emma, on the hunt for the perfect photographer, stumbling upon Penny Photographer's website. Penny's homepage looks promising, so Emma heads straight to the "Services" page, expecting clear information and maybe a reason to get excited. Instead, she finds a jumble of text, unclear offerings, and no straightforward path to booking. Confused and a bit let down, Emma moves on to another site, where the services are laid out clearly and engagingly.
Womp, womp.
This scenario plays out more often than you might think.
Your "Services" page isn't just another part of your site—it's crucial for converting visitors into clients.
In this guide, you'll discover how to craft a service page that not only look good but also communicates effectively with your potential clients. Whether you're a photographer, interior designer, wedding planner, florist, or any other service provider, you'll learn to create a services page that answers questions, engages interest, and leads to bookings.
Let’s make sure your services page works as hard for your business as you do.
Your Service Page: The Unsung Hero of Your Website
Ok, stop and think for a minute. Think of your website as a comprehensive portfolio, with your services page being the highlight reel. This one page has a pretty hefty job: turning interest into inquiries or sales. And surprisingly, studies indicate that a compelling services page can enhance engagement by up to 35%. Yet, it’s often overlooked, buried under the more visually appealing homepage or the latest blog post.
Let's consider two hypothetical service providers: "Culinary Creations" and "Basic Bites." Culinary Creations' services page is rich with detail, describing their catering options with such clarity and appeal that potential customers can almost smell the spices.
Basic Bites, however, offers a list of services with minimal description, leaving visitors guessing about what's included in each package.
While Culinary Creations enjoys a steady stream of bookings, Basic Bites struggles to attract interest.
And honestly? While this is kinda a cheesy example...it happens all too often. A clear, detailed services page not only informs your potential clients about what you offer but it also shows why they should choose you over your competitors.
And because of this... clarity is paramount. A well-organized services page invites visitors to learn more and take the next step, whether that's making a purchase or reaching out for more information. And if your services page is confusing or vague... those visitors are likely going to exit quickly and go somewhere else. Ooof.
So, treat your services page with the importance it deserves. It's not just another section of your website but a critical tool in converting browsers into buyers. By understanding its role in your marketing strategy and optimizing it for clarity and engagement, you can turn this important page into a powerful asset for your business.
Key Elements of Your Services Page
Creating a high-converting services page is kinda like building a house; every element has to be meticulously planned and purposefully placed. At the heart of every effective services page are three key things:
clarity regarding the services offered
compelling content that engages the reader
and a clear call to action that nudges them towards the next step.
While your service page may be straightforward and functional, it may be uninspiring.
What if you highlight your signature offer?
Maybe you're an event designer and you are KILLING it with custom event design and a personalized planning approach... highlight that! Show. it. off. Add some testimonials. And I bet inquiries will start pouring in. (Plus it'll likely enrich overall user engagement on your website which helps boost SEO).
Also - take a look at your headlines and your copy. Are they clear? Are you showcasing the benefits AND the features of what you offer?
And of course—is your brand's personality taken into account? Are you showing off your brand and your uniqueness? Are you showing a personal side of things? Because like or not—if you're a service provider, there's a personal touch to everything you do.
When you're creating your services page, think of it like a blueprint where every section and every sentence serves a strategic purpose. Start with the foundations of clarity and compelling headlines. Add layers of engaging stories and testimonials to showcase your expertise. Infuse the entire page with your brand's personality. And cap it off with a clear and compelling call to action. Then you're gonna have a services page that not only draws in visitors but converts them into paying clients.
Service Page Copy
Let's talk about the words on your services page a little more... you know, your copy. Your goal? Ensure everything you're saying engages your visitor, compelling them to keep scrolling or take action.
So how exactly do you write descriptions that make your services irresistible? It starts with knowing your audience. You need to understand who you're writing for and what makes them tick. Then, you can tailor each service description to resonate with their specific needs and aspirations.
Take a wedding photographer as an example. The original service description for wedding day photography was functional but forgettable: "We capture your special day in photos."
What if this photographer rewrites it to: "We make sure every glance, giggle, and tender touch is immortalized against the backdrop of your unique bond." The revised version doesn't just list a service; it evokes emotion and paints quite a picture of the experience.
This transformation? It's rooted in the art of storytelling.
Your takeaway: Treat each service like it’s a character, starring in its own show, with a plot (the problem you solve), setting (how and where you deliver your service), and characters (your clients). This narrative-ish approach not only makes your descriptions more engaging but also helps potential clients see themselves in the story, increasing the likelihood of them reaching out.
Some do's and don'ts for your service page copy:
DO show off your brand personality.
DON'T use jargon.
DO use words that help evoke emotion and vivid imagery
DO use a little flair... humor, whimsy, whatever aligns with your brand voice.
Remember, the goal is not to merely inform but to connect and persuade. And a dash of personality can turn a standard "meh" service into one that sticks in your visitor's mind long after the page has been closed.
Social Proof That Sells
Your testimonials and reviews kinda function like word-of-mouth recommendations... they're crucial touchpoints that can really sway a potential client's decision.
And with "92% of consumers trusting peer recommendations over advertising," the value of incorporating genuine client feedback into your services page becomes clear.
But guess what? It's not just about slapping testimonials up on your website and calling it "good"; it's about how you present them to tell your brand's story.
What if Franny the floral designer included a video testimonial on her services page where a bride shared her experience working with her? Maybe the bride talked about how Franny helped her get her vision out of her head and onto paper through a sketch... and then turned that sketch into reality on her wedding day. This single testimonial would highlight Franny's understanding, process, and impact...likely contributing to more inquiries.
But how can you creatively showcase these endorsements? Tbh, I'm not a huge fan of interactive slideshows for testimonials because MOST (not all) people will not sift through them.
Here are some ideas for displaying testimonials and social proof on your website:
screenshots from clients (DMs, texts, emails)
before + after galleries with client commentary
video testimonials
stats and results from your client working with you
Each review becomes a sort-of autograph on your website... a personal stamp of approval from clients who've experienced and benefitted from your services.
I cannot state this enough...video testimonials are especially powerful (and something I need to do a better job of collecting myelf). They bring the client's voice and emotion front and center, offering a dynamic and engaging way to share success stories.
For example, a wedding planner could showcase video snippets from clients' big days, accompanied by their spoken words about the planner's invaluable role. This format not only validates the planner's expertise but also connects emotionally with potential clients, showcasing the joy and satisfaction from the service.
One of the best tips I can give you is to place your social proof strategically on your services page. Maybe you're talking about all the deep benefits someone will get from hiring you... follow that section with a testimonial from a client who talks about those benefits. Or maybe after you pricing and investment info, you put a testimonial from a client who talks about how valuable you are.. or how much it was worth it in hiring you.
Utilizing social proof should always aim to emphasize the authenticity and relatability of your service. Real stories resonate deeply and build a bridge of trust with your audience. Your audience sees real outcomes, real emotions, and real relationships – which are all far more persuasive than any crafted, made-up marketing move.
SEO on Your Services Page
Your services page is competing not just with local rivals but with global contenders. The key to standing out? Smart, strategic SEO.
SEO (if done properly) works tirelessly behind the scenes to ensure your website gets eyeballs on it.. and your services page is no different.
Actionable SEO Tips for Your Services Page:
Keyword Optimization: Start by identifying the keywords your potential clients are searching for. Tools like Google Keyword Planner, Ubersuggest, or SEMrush can offer insights. Incorporate these keywords naturally into your service descriptions, headings, and meta descriptions. Remember, stuffing keywords can do more harm than good. Make sure that however you're incorporating them, you're doing it naturally. That is KEY.
Content Quality: Google loves content that actually provides value. Make sure your services page answers potential questions your clients might have. From detailing what each service includes to explaining how your process works, quality content can significantly boost your SEO.
Optimize for Speed and Mobile: A fast-loading, mobile-optimized website isn't just good UX; it's good SEO. Use tools like Google's PageSpeed Insights to check where you can improve. Remember, your website must perform flawlessly on mobile devices.
Local SEO: If you serve clients in a specific geographic area, local SEO is crucial. Make sure your business is listed in online directories and Google My Business. Include location-based keywords in your content to rank higher in local searches.
Impact of Targeted SEO Efforts:
Let's talk about Sydney for a minute.
Sydney came to me struggling with her SEO. Oof. It was rough.
After working together and implementing some of these strategies, her SEO (in her words) is "BOOMING". She is consistently the #1 search result for her keyword on Google. Her website traffic increased... and she was ultimately able to raise her rates not once but TWICE in the span of 4 months.
SEO Wisdom to Keep in Mind:
SEO is not a one-and-done thing. It's not a sprint. It's a marathon. It's a constant thing to pay attention to. You've got to adjust your strategies. You've got to stay updated on all the things ol' Google is doing.
But by staying on top of things and being strategically natural in how you're doing it, you can increase the visibility of your services page, drawing more eyes to your offerings and turning those views into valuable client interactions.
The Design of Your Services Page
Obviously I'm not going to end this without talking about your service page design. While everything needs to be strategic... that doesn't discount your design. It's got to be beautiful and strategic, too.
Here are some of my best design tips for your services page:
Clear Navigation: Your services page should be easy to find and navigate. This means clear, descriptive menu items and a straightforward path to your services from the homepage.
Visual Hierarchy: Use design elements to guide visitors’ attention to the most important parts of your page. This can be achieved through the strategic use of colors, fonts, and whitespace. Highlight key services or calls to action with buttons or icons that stand out from the rest of the content.
Responsive Design: Your services page must look great and function flawlessly across all devices. Responsive design ensures your page adjusts to fit the screen it’s viewed on, providing an optimal browsing experience for everyone. Can someone click and scroll through your services page with one hand while their other hand is holding a baby?
Engaging Visuals: Incorporate high-quality images, videos, or graphics that complement your services and brand aesthetic. Visuals are a great way to break up text-heavy sections and provide a more engaging way to explain your offerings.
Testimonials and Social Proof: Strategically place testimonials and reviews throughout your services page to build trust and credibility. Use design to make these elements stand out, such as through the use of quote icons or a different background color.
Moving Forward
I hope by now you see that it's not enough to have a "pretty" services page... it's got to be a tool that works tirelessly for your business. From florists to photographers to interior designers to lawn service companies, every service provider has the potential to create a page that not only reflects their brand's uniqueness but also effectively communicates their value to their ideal clients.
And if you're feeling a little... suck... a personal consultation or website audit can pinpoint exactly what your services page needs. My inbox is open.
