5 Steps to Writing a Services Page That Converts Leads into Customers
If your potential client has landed on your services page, then it’s time to seal the deal. They’re looking for more information on how you can help them. This is a perfect time to show off your skills. It’s time to talk about your qualifications and explain how you’ve solved the exact same problems that they are having.
More Benefits, Less Features
The services page is where you need to be confident in what you do and point to specific examples. People want to know what it is that you do and your value proposition. This isn’t easy, so here are five steps to writing a services page that will convert potential clients into customers.
Follow these easy steps!
Close your office door and limit your distractions. Write all of your services down. For each service, briefly write what it is that you do. These are the features.
What Are the Benefits?
Take a minute to think about the services on the page, then write down some of the situations when your services are needed. For example, if my client wants better Google search results, we can design a writing plan (service) that will increase the frequency of updates to their website (feature). Over time, they will climb in the search rankings (benefits) and capture more attention from potential clients (benefit).
What Makes You Different?
This step is about differentiating yourself from your competition. What is your value proposition? Are you a low-cost provider? Or, is it your years of experience that separate you from the competition? You probably already know what makes you different from your competition. Among the many freelance writers out there, I am different because of my experience writing for different types of audiences—from B2B / B2C to academic. This shows potential clients how I’m not limited in my capabilities and can focus on their specific needs. All you’ll need is a brief statement to proudly display the value of your services.
Some Assembly Required.
Time to bring it all together. Start with the service and the biggest problems you deal with on a daily basis. For a plumber, it would look something like this: We provide emergency and maintenance drain services for clogged sinks or backed up mains. Next, add your value proposition. For our plumber it could be: Our low-cost, same day service will get your house back into shape. The benefits come next: Each of our experienced plumbers can quickly diagnose the problem and give you safe and effective options to solve it. We always save the features for last, because most people aren’t interested in how you do what you do. So, let’s look at our plumber’s drain service:
At Plumber Services, we provide emergency and maintenance drain services for clogged sinks or backed up mains.Our low-cost, same day service will get your house back into shape in no time. Each of our experienced plumbers can quickly diagnose the problem and give you safe and effective options to solve it:
No chemical solvents
The Call to Action!
Finally, let’s finish with your call to action. This should have the primary number for anyone to contact and get an immediate response. It should be short and directly to the point: Call 800-333-4444 to speak to one of our experienced plumbers!
Capturing Your Reader’s Attention
Your potential clients needs to know that you can do what they need you to do. If you explain your features, then you’ll lose them. Again, they are interested in whether you can do it or not. Plus, if they wanted to learn how to do it, then they wouldn’t be looking for you. Showing potential customers the end results first will keep them reading or pick up the phone right away, because they know you are the one they can trust.
Got a question or needs some tips, leave a comment below!
Writer. Editor. Project manager. Researcher. Collaborator. Graduate of the Spalding University Masters in Fine Arts with an emphasis in Fiction. Theory junkie. Avid reader. University of Iowa (BA '97).
Michael's unique ability is to understand and write to the audience for any business application or ghostwriting project. It's his passion for writing that keeps him learning more-and-more every year. He is a member of the Association of Writing Professionals, and fully versed in Associated Press (AP) and American Psychological Association (APA) writing guides.