When someone arrives at
the Services page of your website, they
probably already read your home page, then
clicked on the Services link to know more.
They may or may not have checked out your
bio. Either way, odds are that they come to
your Services page with a few pointed
questions on their mind: Does this person
offer what I'm looking for? Do they work in
a way that I'd be comfortable with? And if
all that is a "go," what is my next step?
Be sure to start your
Services page with an inviting headline -
not something dry and classifactory like
"Our Services." It might allude to the
benefits of your services or distinction in
your approach. Here are some sample
headlines for various kinds of service
providers to get you on the right track:
Get Found Fast With
Our SEO Services
Services That Keep Your Company Out of
Relationship Goals With the Aid of a
Understanding, Expert Coach
If you offer a long litany
of services or several types of services,
divide up the page with subheads that enable
readers to quickly find what they have in
mind. For example, the business law firm's
Services page might have the following
subheads: Company Formation, Contracts,
Employment Issues and Knowing the Law.
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Replace incomprehensible jargon with
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At a minimum, your
Services page should list the services you
offer and indicate what's involved in
contracting for them. For instance, a coach
should indicate whether she works with
people in person, over the phone, via Skype
or in some other fashion. A consultant needs
to describe the process of obtaining a
In many instances, you'll
also want to make clear who you do and don't
serve. For search engine optimization, do
you normally work with existing websites or
ones that are not yet online? If you sell
gardening services, do you simply create the
kind of garden the client wants or also help
those who want to design their own flower
gardens but just don't know enough to select
the right plants and create a workable
You can also upgrade your
Services page by posting a little promo for
each service or each cluster of services.
Describe the benefits, results or
aftereffects of, say, having an organic lawn
or having a spring cleaning brigade come in
and make all the windows in the house
sparkle. If there are typical concerns,
doubts or questions about what you do,
either address them here or link to another
page where you discuss them. Remember that
although readers were interested enough to
click to the Services page, they may not yet
have reached the point of "Yes!"
Most service providers
need to discuss a project with the client
before they know what that will cost. If
that's true for you, you would not post
prices. On the other hand, if you have set
prices, post them on the Services page.
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When you've been in
business for a while, sprinkling in
testimonials on this page has a powerful
impact. Choose client quotes that highlight
a range of qualities and strengths of you or
Make sure that the
predominant pronoun on the Services page is
"you." That's the most inviting pronoun,
much more captivating and relational than
"we, we, we."
As on any marketing page,
end with a call to action - what you want
the reader to do next. Often the goal is for
them to call or email, so you can discuss
the specifics of what the client needs done.
In that case, don't simply say "contact us";
provide a link to your Contact page or state
the phone number or email address to use
right there. If you want the reader to click
an order button, say so.
Use the above as a
checklist and guide, and visitors to your
site will know what you do and what next
step they should take in becoming your
client. Good luck!
Copyright 2013 Marcia
Yudkin. All rights reserved.
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