Writing Powerful Services Pages That Attract Leads
Director of Content
Faulty products can be returned as their flaws are relatively objective. Services, however, require excellent customer service guarantees as most customers are concerned about the type of recourse offered if something goes wrong or doesn’t meet their expectations. That’s why trust is a big part of selling services. Although consumer benefits should be a huge focus when selling both services and products, your experience and qualifications are often needed at the forefront when promoting any service. From spray tanning specialists to business consultants, services providers span a broad range of industries. So, how can you build consumer trust so that potential customers feel more confident about using your services? The answer: creating powerful service pages via SEO copywriting best practices.
Create an Elevator Pitch
Services page may not the first thing that potential customers view on your website. Perhaps they were directed to these pages through Google searches and reading blog posts. In most cases, these visitors want to know more about you and gain a better idea of what you do. That’s why they chose to click on your services pages instead of just FAQs and the home page. Before asking these visitors to take a certain action, provide a top-level view of what you do, as well as your unique selling proposition, i.e., elevator pitch.
If done well, business owners can open the door for further conversation and ensure that visitors accurately interpret the rest of the information they may read. Aim for approximately 100-150 words and focus on the overall benefits of doing business with you. In addition, utilize the main target keyword to optimize the page for search engines. In most cases, you will need just one or two sentences to demonstrate what qualifies you to provide these services.
Determine the Best Content Structure
When a new visitor arrives on a services page, chances are they may read the headings or list titles first. Once they are interested, they will start digging a little deeper. Because there is no single structure that works for every services page, take time to determine which format is a natural fit for your services. For example, you may need to list all of your services or elaborate on a few core services under various section headings. Be flexible!
After the page structure is laid out and the elevator pitch is written, it is time to begin writing the main content. Ensure that you follow these basic SEO copywriting guidelines:
- Keep SEO in mind as you write and include target keywords for each service.
- Write naturally and in a concise manner.
- Identify your buyer persona so that you can anticipate your customers’ pain points, preferences, and needs.
- Be specific about the measurable benefits of your services, e.g., time saved, better ROI, increased revenue, etc.
- Avoid flooding visitors with too much information; stick to relevant details of the current stage of customer engagement.
- Include call to actions.
Back Up Your Claims
Marketing a service often involves building trust. Hence, testimonials are important assets in making the sale. Visitors are more likely to buy when they see (with their eyes) that other people have had a positive experience. Choose testimonials that reflect your buyer persona and feature them in the sidebar, as a graphic element, or appropriate parts of the text.