If you’ve visited the Digital Grace Design blog before, you may have stopped to read our 5 essential things you need on your About page or the 5 essential things you need on your Home page. Now it’s time to talk about the 6 essential things you need on your services page!
While the Home page is arguably the most important page on your website, as it
- serves as your first impression for your brand online
- is most likely to rank in search results
- can have a big impact on a clear and successful user journey for site visitors
I would argue that your Services page is your second most important page on your website. With that importance in mind, here are 6 essential things to keep in mind when building your Services page to create an awesome user experience and convert more site visitors into leads.
Acknowledge your ideal client’s needs or concerns
A great way to kick off your Services page is to acknowledge your ideal client’s needs or concerns. It’s a great way to make them feel heard, remind them that they’re in the right place, and that they should stick around to learn more.
For instance, if you’re a wedding photographer, you might mention something like, “You’ve heard your wedding goes so fast. You’ve thoughtfully planned out each aspect of your special day, and you want to make sure every little detail is captured so that when you’re looking back on the day you can remember it all.”
Next, explain how you’re uniquely qualified to serve their needs
After acknowledging your ideal client’s potential concerns, be sure to continue verifying that they’re in the right place by sharing how you’re uniquely qualified to serve their needs or solve their problems. This helps to ease their worries and reinforces your authority, as you’ve clearly been through this many times before. After all, they’re coming to you to expertly guide them through their journey, right?
Following the above example, this might sound something like, “My second shooter and I will be there from the time you begin getting ready in the morning until the last sparkler goes out as you exit to make sure we don’t miss a thing – even the moments you may have missed like Grandma cutting loose on the dance floor with little Timmy!”
Make sure not to get too jargon-y
Because we’re the experts in our service offerings and understand our fields so thoroughly, it can be really easy to fall into describing our packages or offerings with technical language or jargon-y terms. I’m guilty of this myself!
Remember that while we’re at about a level 10 in our knowledge levels, our prospective clients are typically around a 2-4 out of 10. Keep language simple, concise, and easy to understand. As Donald Miller of StoryBrand says, “if you confuse, you lose”.
Explain the steps involved with working with you
Folks are more likely to make a purchase or decide to work with you if they know what to expect, especially if their investment is a large one. Makes sense right? We all like to know what we’re walking into when entering a new experience or beginning a new process – myself included!
Ideally, break down your process into three easy steps so that it sounds easy and manageable for people to work with you. We’ve heard it before, “it’s as simple as 1-2-3!” The same is true here. If your process happens to be quite complex and 3 sounds like not enough, I wouldn’t suggest listing more than 6 total steps (if you really need more than 3).
Testimonials from past clients
After working with clients, make sure to ask them for a testimonial or review of their experience working with you. It’s great to include a few reviews on your services page to provide social proof that others have trusted you to successfully perform these services before. Think about it, it’s much easier to click ‘add to cart’ for an item that has 5 star reviews than one with no or low reviews.
You don’t need an essay, short and sweet will do! Even if someone does share a lovely, long review, consider popping out a key phrase that’s especially complimentary so that it’s easily skimmable.
Clear Call to Action
After making sure to check off all of the above items on your service page, make sure that you include clear calls to action. Ideally, you’ll include calls to action throughout your Services page, especially if it’s a longer sales page, but make sure to have a super clear call to action at the bottom of the page.
If site visitors have made it to the bottom of the page, make sure they know without a doubt what their next step in the process is. For almost every website, this call to action will either be a link to your Contact page or a Scheduling page, whichever makes the most sense for your process.
How could these six Service page changes transform your website?
Let’s find out! I’d love to hear in the comment section below if you are thinking about making any tweaks to your Services page. This gives you a great place to start!