Not sure how to write service page content? Here’s how you can nail it every time
A service page is a part of your website where a customer can learn about what you do. It’s often an overlooked part of a website as most people think it’s just a place where you can list your services and their prices. But did you know that it’s the first place a user will navigate to when they land on your website? This is why spending a bit of time on your service page makes sense and ensuring your copy does the hard work to convert a casual user into a customer.
The first thing to remember is that a Service Page is not about you. Yes, that’s counter-intuitive because most people immediately think a service page is about them and what they do or offer. But the reality is that people looking for a service aren’t looking to find out about how fabulous you are. They are looking to solve their problem. A service page, therefore, should be about how you solve their problem.
Here are my top 3 tips for writing a service page that converts.
1. Know your customer
Know your audience intimately. Know their likes and dislikes. Know their pain points and how you can solve their problems. Know their lingo. The goal of your service page is to communicate, so communicate in words they understand and use. This is the key to connecting with your customers.
This is where market research comes in handy. You can read about how to do market research here.
Ideally, every word on your service page should appeal to your customer and their needs.
Be specific about what problem you’re trying to solve and how you will solve it. Be clear about your call to action, precisely what you are trying to get your customer to do – for example, call a hotline? Send an email? Fill in a form? Buy now?
People are busy, and to stop them from scrolling on, you need to address them, their needs, and the next steps they have to take. Show them exactly what they need to do to get from point A to point B.
Open with a headline that grabs their attention.
If you have several customer types or personas to cater to, consider having secondary service pages linked to your main one to cater to the different types of people who might need your services. This is so you don’t crowd your service page with varying types of services for different groups and risk “watering down” your message. A powerful service page solves one particular problem for a specific group of people. If you offer several services and therefore solve several problems, then it might be better to set these out on different pages.
2. Keyword research
Do some keyword research. How are people finding your service? What are they typing into Google? You may notice that when you start typing into the Google search box, it tries to predict what you want to know. Use these “predictions” as clues as to what others are searching for.
Getting your keywords right means that your customers will find you on Google. It boosts your ranking with Google’s algorithms and increases your chance of appearing at the top of search results. This is because your use of keywords will tell Google that you’re targeting a specific set of audiences with particular keywords. You can learn more about SEO here.
It would also help to look at your competitors’ keywords (more on competitor analysis below).
Ensure your headings and paragraphs hit the correct keywords and key phrases.
3. Competitor analysis
Lastly, understand your competitors. Use Google’s results page and analyse what your competitors say on their service pages. How are they addressing your target market? Can you do it better? Put yourself in the customer’s shoes and see if your competitor has adequately addressed what the customer is looking for. What did your competitor do right that you can copy? Don’t plagiarise, but tailor it to your service offering and inject your personality into it. What did they do wrong, and how can you do it differently?
Understand how much your customers know about your competitors and the level of interaction they’ve had with your competitor. The best place to see this is in their reviews – what are customers saying about them? Their customers are also your potential customers, so this is a great place to find out about your target audience’s pain points or problems and how your competitors have solved them. What gap is your competitor not filling? Think about how you can fill that gap.
Don’t forget to inject your personality as who you are *is* what sets you apart from your competitors. The audience wants to see the person behind the brand. Don’t forget to connect with your audience on a personal level.
Contact me if you need help writing a winning service page that converts prospects into paying customers.