Is your ‘Services' page working hard for your business?
Does your ‘Work With Me' page convert website visitors into super-hot leads?
I've reviewed hundreds of websites, and these are the top three features I'm looking for on the sales pages of a service-based business.
If you're missing any one of these, get to making changes right now!
(Edited highlights below the video if you don't want to watch right through)
3 Changes To Make Your Services Page More Successful
When people ask me to review the effectiveness of their website copy, these are the three things I'm looking for on their Services page.
#1 Create Easily Understood Packages
Make it super-easy for a prospect to imagine working with you (and predict what that'll cost them) by creating 3-5 packages.
It's tempting to write a big long list of all the things you could do for people. I used to be terrified that by packaging my copywriting services I'd be putting people off, because they'd want something that wasn't listed.
But actually, this blank canvas approach makes it hard for your prospect to know what they want.
When you go to a restaurant, there is a menu and you've got a list of things that you get to choose from. It's not just a blank canvas, with a chef in a kitchen waiting for you to invent your dream dish. Maybe that kind of restaurant exists, but I'm guessing it costs $$$$$!!!
A good entry-level product is a one-off Power Hour Or you could have an initial hour video-chat, a program of work for them to follow with email support, and a 30-minute follow-up video-chat.
Then you'd have a mid-range package - based around your most popular service/work.
And then create a deluxe/VIP option so your audience can see what's possible with the right level of investment.
If you have a discovery call or questionnaire, you may decide to customize your package to suit that prospect's needs - but having the packages on your website provides a starting point.
#2 Make Your Natural Scarcity Obvious
If you run a service-based business, and you're the product, you are naturally limited as to how many people you can work with at a time and/or how long it takes you to finish their project. Natural scarcity or urgency is built into your business.
But rarely does that natural scarcity get mentioned on Services pages. Instead, eager to get those warm leads rolling in, service-based entrepreneurs write content that gives the impression they're on 24/7 call-out, with no lead time. As if they're sitting there, with nothing to do, waiting for the prospect to contact you.
Your Services page needs to convey some sense of scarcity or urgency. Be open about what your lead time typically is. How long do you tend to be booked in advance. How soon does a prospect need o be thinking about getting in touch, especially if they've got a deadline?
You can make it clear that getting in touch with you isn't a commitment to hire you. It's not legally binding or anything, but they need to make that first step as soon as possible so that you can start building them into your production schedule and they can make you aware of any deadlines that are coming up
#3 Make It Easy For Them To Get Started
So often I get to the bottom of a service page, the packages have been well explained, I understand the need to get in touch asap, and then at the bottom of the page, I'm greeted by a lacklustre 'email me' or a contact form.
The contact form is a step up from an email address because at least you aren't sending the prospect away from your website and risking them getting distracted before they've sent off that important email.
But both the contact form and the email address options have a problem in common - you're asking for too much effort from the prospect. They don't know what information you need, how much to share with you, or what you're going to do with it.
It's much more effective to use a short questionnaire (using something like 17 hats or Typeform), including just enough questions to get you and the prospect to the next stage.
For example, I used the questionnaire to get back to the prospect with a rough quote, an idea of timescales, and link to book in a discovery call.
At the start of the questionnaire, I stated how the information would be used - so the prospect knew they were investing their time in moving the project forwards. And it meant that we didn't have to use the discovery call in ‘getting-to-know-you' exchanges, and we could make real progress.
Got A Work With Me Page In Need Of TLC
Helping business owners create website content that works hard is what I love to do. If you have a ‘Services' or ‘Work With Me' page in need of some attention? Head on over to the Write With Worditude Facebook group, share the URL and make a plea for input. See you over there.
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