Go to a services page on the web site of any independent professional.
What will you find in most cases? Not enough information. It's not unusual that you'll see one to three paragraphs of very general information about the service and then at the end "call or email for more information."
Why the hell would I want to call for more information? Why isn't the information I'm looking for right there on the page? After all, this is what a web site is for. When you list one of your services, tell everything about it and answer all the questions someone may have about it. And then when people respond, it won't be for more information, it will be to actually explore working together.
In fact, one of my practices is to note any questions I get about the service (usually by email) and then go back to the web page and answer that question in the copy. I don't want people asking questions about the service. I want people saying "I think I need this service, can we talk?"
Some of the information to include on a service page.
• A title that actually says something that's benefit oriented (not "Our Services")• An opening paragraph that talks about the target audience for this service and why this service is needed (what problems or challenges it addresses).
• A paragraph on the big result or ultimate outcome this service delivers.
• Several one to two-sentence bullet points that outline all the benefits and advantages of the service.
• A paragraph or two that explains exactly how the services works and how it is delivered.
• A testimonial quote from someone who has used the service successfully.
• A link to more detailed information such as a report, article or audio related to the service.
• A phone number, email and response form to make it easy to be in touch with you about using the service.
If you provide this level of detail about a service, when people contact you they will either be ready to buy or almost ready to buy. Let the writing do the heavy lifting of marketing and selling the service. It will save you time fielding calls for "more information" that could have easily be included on the services web page.
The only thing you usually want to leave out is the price. That gives your serious prospects another reason to contact you.
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