Creating a Services Page that Makes People Want to Work With You ASAP

While your website's homepage is often considered your company's first impression, the services page actually might be a better asset to focus on: 47% of visitors check out a company's product or services pages before looking at any other section of a website.

The challenge is, designing a services page that works is often more nuanced and challenging than a product page—after all, you don't have beautiful photos of a physical product to show people what they're getting. Instead, think of the services page on your website as a dynamic brochure focused on achieving three goals at once: explaining your offerings, establishing trust, and encouraging action.

While every company's offerings are unique, these are the consistent elements to include on any services page that help will make customers excited to work with you.

Explain Your Offerings

First thing on the page you want to include copy that explains what your service is in a concise and descriptive manner.

For example, Betterment, a financial planning company, provides a brief description of their retirement service offerings with two lines of copy at the top of the page:

While it can feel tempting to cram as much information as possible "above the fold," resist that urge. If a visitor wants to learn more, they can scroll for specific details—here, you want to help them quickly understand how your service can benefit them. When writing your copy for this section, try focusing on evoking emotion as opposed to just describing features in order to draw someone in.

Then, beneath the fold, you can get into the nitty gritty of what your service actually includes. Consider adding video, images, or other types of media to help potential customers feel more engaged with your service and give them additional context.

Establish Trust and Credibility

Now it's important to clarify why your organization is best qualified to provide this service and explain what makes your solution distinct from competitors. Qualitative and quantitive data are the strongest ways to quickly establish credibility as a service provider and stand out.

From a qualitative standpoint, add relevant testimonials from past clients. This sort of social proof will help establish trust with potential customers. In this example, Google provided a testimonial for Cardinal Path, an analytics agency, endorsing the firm and increasing credibility.

Add relevant quantitative data as well, to help show that people don't just like you, but that you get results. This could take the form of the number of clients you've worked with, the cost savings a client typically experiences, how quickly your clients typically see results, or whatever data shows how impressive your work is. Here's an example of quantitative social proof from marketing tool Buffer:

Encourage Action

The last—but most important—aspect of a services page is the ability to get visitors to take action, whether that's signing up for email, calling your company, downloading a resource, purchasing a subscription, or otherwise.

One of the most effective ways to encourage action on a services page is including a call-to-action (CTA) button with the right text in the middle, end, or both areas of a page. Including a button with a contrasting color behind the CTA helps it stand out from the other elements on the page like in this example from Girlboss Academy:

It's important that the button is distinct from all the other parts of the page make sure customers can easily find it. For the CTA copy, include two to five compelling words that make it clear what you're encouraging a visitor to do, such as: Sign Up For FreeGet StartedDownload NowGet a Free TrialLet's Start a Project Together, or Contact Us Today.

Services pages don't have to be complex to get results—in fact, simple ones that give potential customers the information they need without overwhelming them are often the most powerful. Focus on making sure you achieve these three goals, and you're well on your way to a services page that will make people excited about what you have to offer. 

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Thursday, March 15, 2018