Being able to define what you can offer your potential customers and displaying it in a way they can understand is essential to the success of your website. Your services page should sing your praises loud and proud and get right to the nitty gritty of what you and your business can do,
This episode deals with 3 key sections your services page should have and then goes into some further suggestions and ideas that you could include to further enhance it.
A strong services page ensures your potential customer is left in no doubt about what you offer and can make a solid judgment about whether you are the business for them.
INTRO: This is the Help! My Website Sucks podcast – your bitesize guide to web design. I’m Amy Gumbrell, a freelance WordPress web designer and when I’m not building udderly functional and beautiful websites, I love talking about them. In fact I’m on a mission to make websites next level easy and to make sure that your website doesn’t suck.
There is so much I could say about getting your services page on your business website spot on so I have a feeling that this is going to be a bumper episode! I’ve got the content to chat about, the layout, the balance between being a static informative page to guiding people towards that sale and much more.
What is a services page?
It describes the services and/or products you provide. It is where you lay out your table of uniqueness and shout about what you do to show that you understand the problems and needs of your customers. And of course how you are going to solve these issues. It’s an opportunity for the potential customer to obtain the necessary information so they can go ahead and make a purchase. After the homepage and the about page, I often find that the services page is the next port of call on the user’s journey through the website so you would be a fool to ignore its importance!
I’ve hinted already that the tone of the page that I feel it should adopt but what I would recommend you actually put on your services page? I’ll start by giving my usual message – the services page whatever it contains must align with your brand identity. If your business is all about the bright and breezy and your website adopts a casual feel, your services page should reflect this.
So I’ve got a few key elements that you may or may not want to use on your own services page. And some of them may not be relevant to your business so do feel free to ignore 🙂 I do however believe there should ideally be 3 distinct sections.
Section 1 – Top of my list is a succinct summary of the overall service you offer using a problem, solution, benefits structure. Why should it be succinct I hear you say? Surely it’s all about the detail, Amy? Perhaps that may hold true but you don’t have long to draw in your potential customer and if you can’t effectively explain what you do in a couple of short paragraphs, you may end up leaving the user confused. This is not the time for waffle.
If you do have a number of services you’d like to share, you should include them but think about perhaps adding the detail further down the page or even on its own separate individual services page – much clearer for the reader.
Section 2 – The next area I love to include on a services page is a section with testimonials or reviews. This gives the potential customer reassurance that the summary about the services you’ve just put above about the things you offer is legitimate and that other people can back you up. The sources of these testimonials may be unknown to the user but if you add a name and a company and even perhaps an image of the person giving that testimonial, it helps to bring it alive. People can google the company and find out that they are a real company if they really wanted to but ultimately it is another step in convincing them that you are the company they want to work with!
Section 3 – The final section is a short one but super important and it’s the main call to action. What do you want the user to do now they’ve got to the end of your services page or perhaps part way through? Don’t just link them to the contact page without a good reason. What should they do when they arrive at your contact page? Do you want them to book an appointment for a discovery call? Send you details of your problem on an enquiry form? Perhaps you’d like to send them to view your portfolio page instead. Whatever you decide, make this call to action section clear and easy to understand.
Those are my 3 key elements, there are a few other things you could include:
1) I’ve already mentioned testimonials but you may decide that expanding them and creating one or two case studies about those particular projects may add a little extra sparkle to your services page.
2) Frequently Asked Questions – FAQs – it’s a great way of drilling into the questions customers actually ask and allow you to bring it back to the services on offer.
3) Blog posts – be careful with this one. You don’t want to flood the page but perhaps you have written a couple of blog posts that go into more depth with your services perhaps one of your more obscure services. Adding in these posts can give those customers who want to know more details more clarity about you and your product or service.
4) Infographics – I am a massive fan of GOOD infographics that add value i.e. does it make sense to be there? does it help point out the benefits of the service? are the colours on brand? are the icons used identifiable?
5) Images and other graphical elements- visual content can be very powerful when it’s well thought out and meaningful. Getting a visual impression of your service is important and ideally will lead them to dig deeper and actually read the content.
6) Interactive/Animated elements – some people find that including a video adds an extra level of professionalism and another way for the user to get a better understanding of what’s on offer. One way to do this is with a slider or carousel of images that moves every few milliseconds to showcase your services.
As you’ve probably guessed. I would happily talk about this page for a little while longer but I won’t. Hopefully you’ve got a flavour of what to include on a services page and why. Remember it is all about balancing all that information you want to give about your services whilst motivating and encouraging potential customers to come forward and make that purchase or at least get a little closer to signing on the dotted line.
OUTRO: If you’re hearing this message, you’ve reached the end of another Help! My Website Sucks podcast episode. Thank you so much for listening – I really appreciate it. If you need help with your website, get in touch at twocowsweb.co.uk and until next time bye bye for now!