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Are you Making this Services Page Mistake?

Are you Making this Services Page Mistake? Services pages are often thrown together by businesses just because they know they need something to explain what they do. We've spoken with hundreds of business owners who "plan" to go back and edit their services, but got busy and just haven't had the time. Quick, take a look at your services page(s), what do you see? If your website is like most businesses, your services pages focus heavily on the features of what you offer.

Services pages are often thrown together by businesses just because they know they need something to explain what they do. We’ve spoken with hundreds of business owners who “plan” to go back and edit their services, but got busy and just haven’t had the time. Quick, take a look at your services page(s), what do you see?

If your website is like most businesses, your services pages focus heavily on the features of what you offer.

“Each is a feature-a factual statement about the product or service being promoted. But features aren’t what entice customers to buy. That’s where benefits come in. A benefit answers the question “What’s in it for me?,” meaning the feature provides the customer with something of value to them.” – Entrepreneur.com

This is the BIGGEST mistake your business can make on your services pages.

So, how should your services page be written? Rather than thinking about what you offer specifically, think about how your offerings can transform the lives of your clients. To do this, you need to change your mindset.

First, identify the individual who would benefit the most from each service you offer. Think about their pains, their successes, and how your service BENEFITS them. Think about what other services this individual could sign up for rather than working with you. What makes you different.

Second, try to transform the features of your service into benefits. Rather than answering what you are providing, go through the list of everything your service includes, and turn it into a benefit.

Lastly, create a story around your service. Explain what the ideal customer is going through and how you can solve their pains. Try to follow the structure below:

Structure for your Services Pages

Rather than simply listing the features of your services, the goal is to think in terms of the benefits and create an emotional response. Take a look at the answers you just wrote down – is there a way to turn this into a story?

Use Storytelling Copy:

  • Opening
    • Highlight the Pain
  • Conflict
    • The journey as the user tackles the pain
  • Dialogue
  • Solution
    • Share specific results
    • Utilize case studies

Goal: Highlight the benefits & be conversational

Are you Making this Services Page Mistake

I put together the following questions to help you with your Services pages rewrite!

Your services pages should be written in such a way that they speak directly to your target market and show them why they can’t live without working with you.

Instructions: For each service you offer, answer the following:

Who is the ideal client for the service? In other words, what kind of person is the service designed for? Go beyond the easy answer such as defining a market. Instead, look to be as narrow as you can. There may be a slightly different persona for each service.

 

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What is the real value of the service to the client? This one is always hard to quantify. Try to think of this as a benefit beyond the obvious. What can individuals do in their life that they weren’t able to do before? Is there an emotional benefit?

 

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What is unique or different about your services vs. your competitors’ offering? These differences could be process related, team expertise related, time to completion related, etc. It’s easy for someone to provide a generic answer such as “we’re more experienced,” so you will have to ask follow-up questions. How are we more experienced? Can we tangibly show how we’re more experienced?

 

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What is the cost of NOT having the signing up for your services?  This is a little more of the fear factor. What can go wrong for a client who doesn’t implement it? What do they risk if they forgo using you?

 

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How is the service delivered? This is a simple process question. What can your clients expect when they work with you with this service?

 

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Do clients typically have other services from you when they come in for this specific service?

 

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