Tips on Writing a Services Page that Sells

Your Services page can be just… well, a list of services. Or it can help you reassure buyers who are close to hiring you to do their website – becoming the tipping point that turns them from interested to committed and ready to spend.

Services page that takes up space, or Services page that sells… Which would you rather?

Here are four tips you can use to keep you on the right side of that question.

1. Focus On… You Guessed It

If you’ve read any of my other posts on Speckyboy, you probably already know what I’m going to tell you here – you’ll have more luck with your Services page if you focus less on what you do, and more on how what you do helps your prospect.

Yes, you need to let your prospects know what your services are – but you also need to describe how your services can help them.

So, in other words, don’t just say, “We build websites.” Tell them, “We help you find more leads and turn them into customers.”

2. Describe Your Process

Why would someone read about your services? Because they’re thinking about what it would be like to work with you.

This is why it’s absolutely essential that you explain your process – so your potential clients can imagine what it might be like to do business with you.

Let me explain.

When was the last time you went to a car dealership? If you took a test drive, then you made the salesman’s dream come true. He’s desperate for you to get in that car, because as soon as you do you start to imagine what it would be like to own it.

You’re listening to the awesome radio, you’re finding out how smooth the ride is… You’re doing more to sell yourself during that test drive than the salesman could ever do on the lot.

But how can you apply that principle to web design? You can’t exactly build a site and let a potential client try it out for three months.

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However, by identifying how you process, you can relieve a lot of the anxiety that comes from making a purchase decision. Consider helping buyers imagine what discovery is going to be like, how they’ll get to help choose the look of their site, how the content phase will run, and so on.

And just like in a test drive where you tell yourself, “It really would be smart to buy this car,” your prospects will begin to convince themselves that working with you would make sense.

3. Offer a Guarantee

What would you do if you found out a client wasn’t happy with the site you had built?

Well you’d probably try to save the relationship – but if that couldn’t be done you’d give them their money back. Any honest web professional would.

So why not guarantee that you’ll give them their money back if they’re not happy?

Here’s why you should: You work on web projects all the time – but that’s not the case for your clients.

Maybe they’ve never been a part of a website build before. Maybe they have – and they got burned by another designer. Maybe they’re nervous, or simply not looking forward to parting with their money.

So, when you use your Services page to say something like “I guarantee that you’ll be happy with your final site or you won’t pay,” you’re doing one of two things:

  1. Outright satisfying the rare client who actually expects you to have a guarantee, or
  2. Introducing the idea that it’s safe to work with you to someone who may have any one of a number of concerns.

In either scenario, a guarantee could mean the difference between landing a contract and watching a sale disappear.

Oh, and here’s another reason to use a guarantee – your competitors probably won’t. Every single one of them is going to give an upset customer their money back, but they’re almost certainly not out there talking about it. That’s your chance to differentiate yourself.

And listen… I get that it’s scary. You might be thinking, “If I say they can have their money back, everybody will ask!”

But that’s just not true. Studies show that – at most – less than 2% of people actually take a service provider up on a guarantee. That means that out of 100 clients, you’ll maybe get two who ask for a refund.

When you weigh that risk against how a guarantee helps you sell, offering one seems like a no-brainer.

4. Don’t Forget the Call to Action

I’ve said it before in this series – one of the biggest mistakes I see in my work as a writer is the unwillingness to ask potential clients to take the next step.

Simply asking people to do something – and I mean something other than contact you to get the sales process started – is really the secret of making your website sell.

Don’t hang your hat on “Contact us to learn more,” because… Well, because that’s a really lame thing to put on the bottom of your Services page.

You want to give potential clients some value, so make sure to offer them something that will actually help them in their business.

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But at the same time you want to give them only enough value that some of their problems remain unsolved – and so that they realize that they’d be better off calling you for help. That could be an article about getting more leads, or an email series on how to make their website work better, or a white paper on SEO.

It doesn’t really matter what it is as long as it’s something your buyers can use to sell themselves. Your potential clients won’t work with you until they feel they understand what they’re getting into; by giving them some knowledge to download, you’re helping them get to that point without putting any sales pressure on them.

Paradoxically, that’s going to help you make more sales.

Thanks for Reading

I’ve enjoyed writing this series on website content that sells. If you’d like to catch up on previous posts, you can read some general guidelines, find out what to do with your Homepage, and get some quick tips on your About page.

Questions? Let me know in the comments.

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Aaron Wrixon

Aaron Wrixon is a content strategist and website content writer. He works with web professionals and their clients to get found, build trust and drive sales.

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