After landing on your homepage, 86% of potential customers want to see your services page.
So, if they go on to your services page and have a poor experience, you’re unlikely to ever hear from them again.
In this article, you’ll learn everything you need to know about the elements that make up an outstanding and high-converting services page.
Let’s dive right into it.
Table Of Contents
- 1. Build a reputation first.
- 2. Design your page layout for great UX
- 3. Describe your service and its benefits in the headline
- 4. Answer frequently asked questions (FAQs)
- 5. Draw inspiration from good services page examples
- 6. Use a copywriting formula
Here are the six strategies you need to create a high-converting services landing page:
1. Build a reputation first.
When was the last time you hired a company that had no reviews or a bad reputation?
Probably never. Your customers will hardly ever work with a service company that has no reputation – no reviews, social presence, or industry respect whatsoever.
So as a freelancer, agency, or other service-based business, you need to establish at least an above-the-ground level of reputation in your market. This way, potential customers will take you seriously and your services web page will convert them more easily.
A solid reputation is far more influential than any design or expert copywriting. Take expert freelance writer Aaron Orendorff, for example.
As the image shows, Aaron writes guest posts for major publications that his target audience reads daily. This helped him build a great reputation and his services page has since become a powerful lead generation machine. In a recent post for Copy Hackers, Aaron shared that “Guest blogging was the primary sales funnel that grew [his] freelance writing business from nothing to six figures in a year and a half.”
How to build your reputation:
- Consider speaking at industry conferences and guest posting on authoritative sites to establish yourself as a leader in your space.
- Deliver more than you promise to your current customers so they vouch for your services with testimonials and referrals.
- Offer amazing customer support when they have complaints about the services you provide them.
- Create content on your own blog and start attracting your ideal leads.
2. Design your page layout for great UX
Why is this important?
Well, if your customers are frustrated with your services (or any other) page, you’ll have little to no chances of convincing them to fill out your contact form or call you.
Your website is your #1 opportunity to impress leads, so you want to make it look welcoming and enticing.
For the most part, the better your website looks, the better the experience prospects will have with it – and great user experience raises conversion rates by as much as 400%.
How to design your page layout for great UX
Creating a user-friendly webpage isn’t rocket science. With a tool like WordPress or GetResponse’s landing page solution, you can design a high-converting page in a matter of minutes. But essentially, here are elements your sites need to have for good UX:
Check if your website is mobile-friendly. It should not look like a squashed desktop version:
About 50% of your loyal following will engage less with your landing page if it’s not optimized for mobile. So if a whopping half of your loyal following would have this reaction, imagine how new leads will react to a poor mobile experience.
To optimize for mobile, you need to make sure you’re using a responsive design. Your images and entire page layout must properly fit a screen, with copy paragraphs properly aligned.
People want to consume content in their preferred format (whether that’s text, video, image or something else).
So if – through the engagement rates you see on your competitor’s content – you’ve found that your potential audiences pay more attention to video than written content (which is the case in many industries now) your services page should have a video in it, since people clearly respond to it better.
If your prospects prefer video content and you don’t give them that, they won’t have a hard time finding another website that does, as 87% of businesses are using video in 2020. But keep your videos short (3-5 minutes) and get to the point; don’t waste your lead’s time. Give them the information they’re looking for as fast as you can once you start your video.
3. Describe your service and its benefits in the headline
The job of your page’s headline or title is to attract and hold your customer’s attention long enough to keep them reading your page.
So if the title doesn’t immediately demonstrate how you solve their problem, they’ll have little to no reason to stay. Here’s a good example – from eye doctor Dr David Stebelton O.D – of a headline that describes a service and its benefit in a straightforward way:
The health services they offer and the benefits you get are written in the first two headlines you’ll see on their site.
But, the problem here is that most businesses don’t realize that the message in their page title is difficult to grasp when it actually is. So they don’t work to adjust it and this makes it hard for prospects to understand their service.
46% of online shoppers leave a website if they don’t understand what the company does – so make your page title describe your service clearly enough for prospects to understand.
How to describe your services and benefits
Let’s start with an example of what an obscure service page headline looks like: “Be ready for your next big moment. Try [Our Company] Today”.
This is a confusing page title that’ll leave prospect unsure of the service because:
- “Your next big moment” has absolutely no meaning
- “Try our company” would leave one wondering why they should “try the company”
A better version of this title would look something like this:
“The Number One Course for New Public Speakers. Start Sounding Like a Leader”.
In this example, you can understand better that the company sells a course that will help improve your public speaking skills.
To make sure your headline is clear enough to understand, start by showing it to people around you (even just friends and family) and ask them to explain what your headline means – without you explaining it to them.
If they understand what you sell and can explain it, then you have a pretty good headline. From there, you can continue to test various headlines to pick winners.
4. Answer frequently asked questions (FAQs)
An FAQ increases the chances that leads will respond to your offer – because it helps you answer the common questions they have.
Besides, websites without FAQs loose search traffic to competitors that include FAQs. How? Well, because Google wants to rank sites that answer frequently asked questions. Look at the example box below.
If your competitors answer these questions in a FAQ section but you don’t, chances are high that Google will be sending them traffic – since they’re answering questions that searchers are looking for.
A great FAQ section or page should answer the most common questions that prospects have so they don’t have to contact you. Here’s a good example of what that looks like – using art & design company Factory 43 as an example:
How to create stellar FAQs on a services page
From the sales calls and email conversations you’ve had with your clients, you can understand some of their biggest/most common concerns and note them down – they are your FAQs.
For example, if ten of fifteen (or twenty) people ask you or your sales reps how you monitor a campaign, consider including that a FAQ. On top of that, you can use Google’s “people also ask” box – that we mentioned above – to see questions your people are frequently asking.
Finally, draw FAQ inspiration from your successful competitors. Answer the same questions they’re answering (and even more) in the FAQ sections of their sites.
5. Draw inspiration from good services page examples
Why is this important?
Your top competitors must be doing something right at the level they’re at. Instead of always racking your mind for what your services landing page should look like, mine their website for inspiration.
They’re probably running tests you’re not running and have data you don’t have. So, learn as much as possible from them.
You may ask: “If my service page is a shadow of my competitor’s service page, why would prospects buy from me?”
Good question. But we’re not advising you to copy your competition word for word, design for design. Instead, you should analyze and draw inspiration from their page carefully.
For example, if you’ve noticed that they’re using a video on every page, it’s probably an indication that video increases conversions for them – especially if you find that video is something about 50% – 80% of your top competitors use on their services landing page.
And it’s not just videos. If you see them using certain types of elements, layouts, CTAs, or anything on their landing pages, you should probably be using it too.
Good services landing page examples:
Mojo Media Labs
Why it works: This service page is an excellent example because prospects can easily understand who the business serves, what they offer, and how they produce results – all in about 30 seconds of skimming.
Why it works: This agency offers outstanding video testimonials that demonstrate how they grew their client’s revenue. Each testimonial includes a quote, photo, and video. They also mention how the services impacted the growth of their customers.
Why it Works: Each service is clearly laid out in an easy-to-understand format.
One of the most important aspects of a service page is clearly displaying what the services themselves entail.
A lot of companies fail to elaborate on what exactly clients get from their services, and this leaves prospects wondering what exactly they’ll be getting during the lifespan of the project they’re signing up for.
For example, if we’re purchasing video services, do we only get the video? How does it work? Can we also get the audio for a podcast? Your page should explain in detail what your prospect will receive from working with you.
6. Use a copywriting formula
There are almost countless ways to write copy. A quick search for “copywriting techniques” will show you that there’s so much copywriting resources out there that you may end up becoming confused on which one to use.
But I’ll share one copywriting formula here that has a history of driving good conversion rates for businesses.
What to write in Our Services landing page:
The 7-step copywriting formula we’re about to show you increased copywriter Dan Lok’s sales by 1500%! He went from 3 conversions per month to 45 conversions per month. Here it is:
We’ve discussed the headline above, but to recap, it should grab the audience’s attention and convey how you’ll solve their problem. The main purpose of the headline is to make the reader read the first paragraph.
Before the opening or introduction section, your prospect has read your headline and you now have their attention (or a bit of it, at least). Here’s what to do here: paint a picture of how their life could be better by using your service.
Here’s an example of what that looks like below:
As you’re describing how you’ll solve their problem, they’re probably asking “Why should I believe you?” At this point, show off your awards, results, and anything else that adds credit to your words. In the case study, Lok wrote:
Show people how you are the solution to their problem. Lok advises that this point should answer two questions, “(1) How are you going to solve their problem, and (2) What exactly do you do?”
These bullet points should highlight your solution’s benefits. What are they going to get out of this service?
Show your customer’s results and explain how it changed their business. Use numbers as much as possible as data is less controversial than opinions. If you’re just starting out, offer to perform a service for free in exchange for a testimonial.
6. Call to Action
Now it’s time to ask them to buy. Make this process as simple as possible, with the CTA being bold and obvious.
Urgency is your last chance to sell. Include a countdown timer and even a discount with a deadline.
You now have the tools to craft a service page that generates leads at high rates. So start by making a list and focus on the highest impact tasks. Start applying them gradually so that you can track what’s working and what isn’t. Adapt and then, watch your profit come!