The Anatomy of a Web Services Page that Converts
Your website is your organizations little piece of virtual real estate. It lets your target customer know that your services exist.
18:17 24 July 2019
If a prospective customer were to land on your website today, what would they find?
Customers are getting smarter and smarter every day. They’re looking online for information that will help them make smart buying decisions. As a business, this is your opportunity to show them why they should choose you over one of your competitors. That’s where your website comes in. How you position yourself on your site is a key factor in helping potential buyers make informed decisions. More specifically, your services page is where they make their final decision. It’s where they either buy from you or leave and buy from someone else.
So, how do you create a service page that converts?
Know your audience like the back of your hand
This is the most critical piece of the marketing puzzle. Most businesses only think they know their customers well. That’s not to say that they don’t know them. It just means that they don’t know them as well as they should. Before you can even start putting your services page together, you need to make sure your customer wants what you’re offering.
- Awareness level - How familiar with your service are they already? When a new prospect comes to your website, some may already be familiar with your services, while others may not know much at all. That means that the level of detail provided has to meet the customer where they’re at in their journey right now. If your service page only speaks to customers who are at one level of awareness, you’ll lose the ones who are at a different stage.
- Pain points - Once you’ve identified the different levels of awareness, you can start zooming in on the specific pain points at those levels. Say your business creates guides for people wanting to go on travel excursions. Some of your potential customers may have never gone on an excursion before and they know nothing about it. Some of them may have done their own adventures before but found that they didn’t like figuring out everything on their own and want to try using a guide this time around. Then there may be customers who have used guides from a different provider but are looking to try a service from a different business. Potential customers are going to arrive at your website wanting and needing different things. It’s important to understand all of them and to know how best to serve them.
- Competitive landscape - Who are your competitors? Have you surveyed their websites and service pages to see what they’re offering? How are they addressing their customers’ needs? Is there any information you can glean from their website to help position your business as the leader in your space? Find what sets you apart from them and capitalize on it. Make sure that your services page clearly demonstrates why they should choose you over your competition.
- Value - Just because you know that your service will make your customer’s life better, doesn’t mean they do. You must make it clear (in no uncertain terms) what’s in it for them. How will your service improve their life?
Ensure great web design
Too many businesses overlook the importance of great web design. Sorry, but slapping up a website that your cousin Joey put together for you isn’t going to cut it. We’re not saying you can’t do it. We’re just saying it’s not a good idea. Hiring a good web design company can generate money for your business. Here’s how it can help with your service page.
- Visual appeal - Human beings are visual creatures. They’re attracted to things that look good. Period. If your services page is appealing to the eye, your potential customer will be happy to spend time on your page. If it isn’t, some of them won’t hesitate to click off. With so many choices available to customers, why wouldn’t they want to spend their money where they’re getting the best overall experience? If you want their money, appeal to the various touch points that affect buying decisions, including vision.
- Brand Uniformity - Your service page should be on brand with the rest of your website. Your brand is what distinguishes you from your competitors. When a prospective buyer sees your logo (or other brand collateral), the goal is for them to create an association between it and your service. So, the more the more exposure they have, the more likely they are to form that connection. Let’s say you own an event planning company. You would want your business to be the first thing that pops up when your potential customer performs a web search for an event planner. To achieve this, make sure to keep all brand materials consistent along all mediums and channels.
- Navigation - Web design isn’t all about colors and fonts. It’s also about how easy a website or page is to navigate. Is there a clear flow? Can they easily move around the page? Is it intuitive? Can they easily see where to buy? Where can they get more information? If they can’t figure out where to take the next action, they’ll just leave the page in frustration. Your services page should be clear, easy to understand, and easy to navigate.
Include Conversion Boosting Features
Conversion boosting features are the little things that many businesses overlook. Not because they mean to, but simply because they don’t really know about them or understand the difference they can make. Sometimes even one word can make a difference.
- Call to Action Language - Believe it or not the language you use on your services page can affect your conversion rate. The clearer you can be, the higher likelihood of conversion. For example, the words ‘Add to cart’ are clearer than the word “submit’, and as a result have been known to perform better.
- Direct line to access support - If your potential customer has a question, make it easy for them to have access to someone who can answer them. Don’t make them leave the page to go looking for contact info. Make sure it’s readily available. Another great alternative is to offer some live chat options. However, not every business is in a position to do this. That’s ok! The goal is just to ensure that your potential customer’s questions are addressed. You could consider including an FAQ, where the most commonly asked questions about your service are answered. Give your potential customers all the information they need to make an informed buying decision.
- I.S.S. - The ‘Keep It Simple Stupid’ mantra is one that has been around for ages, but it’s still relevant to this day. There’s a very fine line to walk with your service page. You want to make sure it’s comprehensive and includes all the pertinent information a potential customer would need to make a purchase, but you also don’t want to make it complicated or convoluted. If it’s too confusing, you’ve lost their interest.
Remove any barriers that make it difficult for your customers to make a purchase.
The bottom line is that businesses exist to make money. Customers who are willing to spend money are those who have a need for your service. Your goal is to show them why they need it and make it as easy as possible for them to get it. A great service page is your vehicle for achieving that. Does your website make it easy for your customers to buy from you? If not, design a service page that does in order to attract targeted customers with a great website.