You’re a service-based business. You know that your business offers unbeatable services to your target market. And you know that you need a place to talk about what you do.
If you haven’t spent time putting together your Services Page, or if you’ve just hastily thrown something together in the past, now is the time to sit down and really make this part of your website work for you. Services Pages easily fall in the top 3 most important pages of your website, so ignore it at your peril.
Your services page is the place where you outline what you’re offering, give visitors the chance to make an enquiry and then buy from you.
It doesn’t have to be scary or overwhelming. Let’s break it down and see what sort of elements you should have on your Service page.
A logically organised page structure
Depending on the industry you’re in, you might offer more than one service. If this is the case, you really should have a page for each service you’re offering.
Bear in mind that not every visitor is going to be interested in every one of your services, so treat each service offering separately. This keeps your message clear and makes for easy navigation from a user point for view.
Additionally, this approach is also great for SEO. Instead of trying to cram everything into a single page, having a separate page for each of your services means that they all have:
- a unique page title
- different meta description
- keyword-rich content with relevant images.
It might seem like a bit of extra work, but as with all things web-related, you get back as much as you put in.
And the icing on the cake? You can structure a call to action around the specific service on each page. More on this below.
Use headings and subheadings
The content on your services page needs to be easily read and digested. Your potential clients don’t want to be overwhelmed or confused by all the options you throw at them.
Keep that logical head working, and break it down nicely. Use headings to quickly make it clear what it is you’re offering. Visitors will appreciate the clarity, and Google will also reward you. Who doesn’t love a bit of Google recognition?
- Use subheadings, bullet points and images to further flesh out what you do.
- Icons are great for giving a quick visual summary.
- Include a quick sentence or two overview for those who are skim reading.
- Finish up with a couple of paragraphs to really expand on what you offer and how it can help your target market.
By being as unambiguous as possible, you’ll weed out potential time wasters. Those people who are truly interested in the service you are selling will stick around and keep reading. Which leads us to….
Clear Calls to Action
I’ve talked about Calls to Action before, and at the risk of sounding like a broken record, it’s because they are super-important. Visitors to your website need to be told what to do next, and as the website owner, it’s your job to help guide them through your site to where you and they want to end up.
If they’re serious about the buying process (and hopefully if they’ve come this far, they are), you need to make it easy for them. Use boxes to tell them where to go and what to do. If your selling process includes emails and a quote, send them across to your contact page. If you prefer phone calls, that’s what you should tell them to do.
Also, don’t just have your CTA once on the page. Have it twice. Once at the top, and again at the bottom. That way they don’t have to scroll up or down looking for what to do next (and possibly giving up and moving on to your competitor instead).
Include lead magnets
A lead magnet is just a fancy word for a downloadable that you offer in exchange for email addresses. Service-based businesses can find it a bit more tricky to make the sale directly from the website. As your service isn’t tangible, and often costs more than a straight shopping cart sale, trust and relationships are key in the sales process.
Use your lead magnets to get your visitors’ contact details, and then include them in your carefully nurtured email marketing campaign. Through regular email contact, you can create a much stronger relationship and be front of mind when they are ready to make that purchasing decision.
To recap
- A separate services page for each service offering
- Clear layout using headings/subheadings and bullet points
- Use image and icons to visually summarise your offering (don’t forget to fill in your alt tags!)
- Clear Calls to Action
- Include lead magnets
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