Your company’s Services page on your websites classifies as a “money page.” In probably 85% of cases, it’s where visitors go when they’re really considering hiring you.
What’s the goal of your Services page?
Of course, you want to collect leads, and have visitors email for a quote or sign up to hear from you later. I want to say here, that the follow-up strategy is so under-utilized. When people sign up for your list, it means they really do want to see you show up in their inbox. Too many biz owners drop the ball on this.
Send the email. It doesn’t have to be perfect, and you don’t need to necessarily have a newsletter template or logo, etc.
You’ll get people who then remember they wanted to hire you, and then write back asking for pricing, a booking or a project quote.
Since the Services page is for Lead Gen, You Want to Tweak it Up Nice.
Really work on the message that lives on your website’s Services page. It should clearly state what you do, and present the information in an organized format that informs without over- or under-explaining. This sounds easier than it actually is.
Remember this when developing the Services page of your website:
- Not enough info on your Services page leaves the reader with no clear sense of what you’ll provide.
- Too much info on your Services page leaves the reader feeling overwhelmed.
- Poorly organized info on your Services page isn’t likely to build confidence in your skills.
How to organize your website’s Services page:
Organize your services page by thinking categorically. How would you break down the information to communicate your offerings with clarity? Possibilities…
Present your services in “packages” according to budget. Maybe you work at an hourly rate, and you want to bundle hours affordably for your clients. So you have something like:
- Basic monthly services (5 hours per month): $250
- Premier client package (20 hours per month): $700
- Custom service rate (client books the amount of hours that works for them): Rate TBD
- Spot-consulting: $70/hr ala carte
You can also list out your services on this page by topic. Maybe you’re a writer, like I am. Decide which are your favorite types of client jobs. Provide maybe 50 or so words on each service offered.
So it could be something like this:
Writing Services
Descriptive copy goes here. Write a short paragraph explaining what you do. Then break it down, below (and you could add a few descriptive lines for each):
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- Book writing and editing
- Website content writing
- Print copywriting
Again, in thinking categorically, allocate the space for content on the page in a way that makes the most sense.
Here’s a good example to follow, depending on what you offer in the way of client services…
“Headline Talking About Your Services”
Add some descriptive copy as to what you do, who you serve, what the advantage is, your process, etc. Make it somewhere between 50 and 200 words, which works out to be a few paragraphs at most.
Bullet out the menu of service choices, as described.
-
- Service level 1 goes here
- Service level 2 goes here, etc.
What about a drop-down of service pages?
I do this on my own copywriting and web design sites. It works for search engine optimization because you get to really keyword-focus the content on each of those pages, for specific searches.
It’s a good idea, if you plan to publish multiple pages that detail your services, if you structure all of the pages the same way, then list the pages in a drop-down sub-menu in the top navigation.
So, if you’re a financial expert, for example, you might organize your pages in the drop-down like so:
Services>Financial Advisor>Accountant>Tax Preparation
Your Services page will be as unique as you and the work you do for clients
Here’s a good formula for mapping out your services page.
- Start by sketching how you’d like the page layout to look, on a piece of paper.
- Set up some “dummy copy” on a page of your site, to fill in later.
- Brainstorm how you’d like to break down your offerings.
- Add some informative text about each type, or service level, you plan to outline.
- Include your call to action and contact info.
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