How to Write Stellar Services Pages
Describing What You do in a Way People Care
Every business website has them. The services page that describes the ins and outs of what you do and what you offer to customers. But how do you describe your services? How have you laid things out in a way that the customer is nodding along and saying “I need that, I need that, I need that…”?
Most pages aren’t written in that way. Most have a title to them, something like “Marketing Consultation.” Then they launch into the details of how they go through the consultation, what they look at, how they organize the information into a neat little chart for you… a bunch of text that nobody really wants to read.
Instead, today I am going to tell you how you can write your services pages so that people think “Wow! This is great!” instead of “Wow, this is boring.”
It Starts with Why They Should Care
If you see a common theme in a lot of what I write, it’s because that’s what matters the most! Everything you do needs to be customer centric. Why should your prospect care? Because if they don’t, they won’t stick around long enough to become a client.
When you’re creating a service page, focus on th
e customer and what they get out of it. Once you get into the swing of things, it’s not that hard to change a few words so that it’s focused on them. Here, I’ll get you going with a few examples:
A house cleaner, instead of this:
“Our top to bottom cleaning services cleans where other cleaners miss; we make sure to put extra attention into every detail.”
Should say this:
“Your health is important, and a clean house is one of the best ways to ensure you stay healthy. Our top to bottom cleaning service means your home is expertly cleaned every time.”
An accountant, instead of this:
“As an accountant I prepare taxes for individuals and
small businesses so they get the maximum return possible.”
Should say this:
“You have dozens of legal credits and deductions that poorly trained accountants may miss. When I prepare taxes for individuals or small businesses, they often see a greater refund than expected.”
A copywriter, instead of this:
“I expertly craft the words for your website, so that you look good to your readers.”
Should say this:
“Your goals turn into words that drive your readers and clients to you. I am just the middle man that converts your thoughts into the written word.”
If you’re struggling with yours, leave a comment down
below and let’s figure it out together.
You Must Describe What They Get
Making it all about them is one thing, but leaving it vague isn’t going to do you any favors. There are ways to do this, and sometimes they take quite a bit of brainstorming. But your goal is to ensure that your service is all about them and all about what they get.
For instance, I run into people pushing their MLM businesses all the time. They label themselves as an entrepreneur (no more details than that). When asked what they do, they talk about “I’m working with my mentor to get my eCommerce business off the ground.” At this point I am fully aware that they have bought into Amway, so I push a little more asking what product they sell. Generally they continue to be vague and state, “we partner with major brands to offer everything that people need.” It often goes on for quite a while until they finally admit that they’re selling for Amway (the bigger issue here is that they are selling for a company with such a tarnished reputation that they’re taught not to tell the company name at the beginning… but that’s for another day).
Back to our example of a house cleaner. Instead of just stopping at how a clean house is a healthy house, they can describe that the client’s house is expertly cleaned with organic cleaning solutions, so that when they come home they know that all dust, grime, and dirt is gone and they can relax comfortably in their clean home.
It’s still all about the reader, but gives them enough information that they know they’re going to get something awesome. But they want to know a bit more about you and how you work.
Tell them How YOU Work, not how Your Program Works
If I go to a mechanic’s website, and I click on their services, I expect to see how they work. But not how the job is done. If they specialize in rebuilding transmissions, I don’t want to read about how they remove the rotary girder, then disconnect the drive belts using a 10mm socket, after that they assess the integrity of the struts and caliper joints… If they’re an established mechanic, I suspect they know the right process.
Instead, if I’m hopping onto their services page, I want to know what’s in it for me when they offer transmission rebuilding. Why do I care to choose them over Joe’s Transmission down the street?
But I also want to know how they operate. If they’re bashing the competition, and talking about how they get around warranties… I’m no longer going to trust them. HOW they work means how their business is run. I’m all about honesty, integrity, and trustworthiness; show me that we jive and I know we’re a good fit.
Finish with a Call to Action
Finishing up your services pages, many companies just end the page. It’s like, “Here’s what we do, good luck!” But the reader, even if he or she won’t admit it, wants to be told what to do. Readers have already made a bunch of decisions to get to the point of finding your page and clicking through to the services, if you have done your job right, it’s just a matter of telling them what to do next so they don’t have to make more decisions!
With our house cleaner example it’s really easy by simply setting up some booking software. The reader learns about what’s in it for them, why they should care, how the cleaner operates, and finally there’s a call to action at the end, that says, “Your health doesn’t have to wait, book a consult now.”
With our accountant example it’s very similar. Schedule a free introduction phone call today and a link to their calendly.
Make it really, really, really easy for the reader and you can convert people right off of your services page.
Consult a Professional if You’re Stuck
If you’re out cleaning houses, preparing taxes, working on cars, or really running just about any business, you are up to your elbows in work. One of the last things you want to do is sit down and learn how to write stellar service pages; let alone take the time to really dig in and write them.
That’s why there are people like Scott Sery, he’s a professional copywriter, blogger, and all around one cool frood.
Oh yeah, call to action, send me an email, firstname.lastname@example.org, and I’ll look over your pages free of charge.