How to Write Your Service Page

A website is sort of like a goldmine for the right person.

Well, at least it should be!

It should help your audience learn about you, your team, your work, how you do your work, your exceptional knowledge, how you eliminate their sleepless nights and possibly how much that would cost [we will get to this one later], perhaps where you stand on your values and beliefs, etc.

 

To make it all digestible, your content should be organized into clear and obvious sections on your site, so that your potential client can easily find what they are looking for. Kind of like, why kitchen utensils are almost always found in a top drawer in the kitchen.

 

Today I will be talking about the lovely service page, because honestly it’s the one page where we often spend most of our time when building sites – not because it’s necessarily the most important page, but because a lot of content needs to go into this section without it feeling cluttered and overwhelming.

Here are five things your service page should include:

01. First

It should be clear in the menu bar where your potential client can find what you offer. Service(s) is an excellent, straightforward name. I don’t recommend getting clever in this area unless the word choice is very clear. If you confuse, you lose.

02. Second

Second, at the top of the Service page, I typically start with a strong statement of how you can help your potential client and then follow that with a call to action (CTA). CTA suggestions include signup for a seminar or workshop; schedule a call; fill out a form; take a quiz; etc. Whichever CTA you use all depends on how accessible your company wants to be or how you want to sell your services.

03. Third

Third, explain what your offerings include, all of it, in a clear and succinct manner. This one is not easy, I know, but you want to let the potential client know how you can help, what they can expect from you, what you expect from them, how long it will take and possibly how much it will cost. The more direct you are on this, the more clarity you’ll give the potential client and at the same time build authority and trust. Win-Win.

04. Fourth

Fourth, having previous clients back you up on the great work you do with videos or written testimonials is glorious. Keep in mind, some industries have to follow compliance rules so testimonials may not be allowed.

05. Fifth

Fifth, pricing is an interesting topic. Should you have it on there or not? I would say, it depends!

  • If you offer a specific set of services that don’t vary, put your price on there. It will eliminate questions, filter out potential clients, who really are not potential clients, as well as further indicate what your brand experience or value should be.
  • If your offerings vary based on what the client needs, do not include pricing on your site, but instead talk to them first.
  • If you have time to talk to a potential client, don’t put pricing on your site. A conversation gives you the opportunity to build rapport and a connection. Even if they are not a great fit now, they certainly could be in the future.

Now, head over to your service page and make sure you have all of these pieces in place.

If you have any questions, feel free to reach out – I’m happy to help.

Or if you are ready to drive your business to the next level, fill out the form HERE and let’s connect!

How to Brand Yourself or Your Company

Industry, World View, Process, Style, purpose

Branding, branding, branding…. Well, I love it! Do you?

Do you feel like… I hear about this all the time…people saying how important it is. But I just don’t know if I need a brand or even really know what it entails …?

Brand and branding are broad terms and are thrown around a lot. It’s often times confusing and hard to know what they really mean. For instance, sometimes I don’t even know what people are specifically offering when they say they are a brand specialist, brand coach, etc.

The thing is branding encompasses a lot, like visual identity, messaging, social platforms, strategy, communication, sense of taste, smell, etc. Yes, all of it. These are all different facets or touch points to a brand.

Branding is the experience you create and are remembered for.

It’s not something that is just reserved for larger companies like Apple, Tesla and Disney. Nor is it only for the hip new companies.

It is for everyone. To express themselves, however they want to.

The chances that you are selling the same service (and feel like everybody is offering exactly what you’re offering) is most likely quite large. So, how do you really set yourself apart?

This is where the beauty of branding comes in. It gives you an opportunity to dive deep to define your what, how and why. And just like you are unique as a person, the different facets you put together to create your company is unique!

Let me explain. You might sell financial advice, lawyering, coaching or whatever service you offer, just like somebody else, BUT how do you offer that service and why? This is where it all changes. (And, even what you offer might, in fact, differ slightly from other businesses like yours.)

This is exactly why I love branding. For me, it’s about understanding and making sure the clients are being understood. It’s about human behavior. Then I get to simplify, organize and prettify it all to create that experience and express it clearly.

Simplify what you are trying to say, so your audience understands.

Organize so your audience can find what they are looking for.

Prettify it so your audience sees you.

My sole purpose is to help you feel confident about bragging about your amazing work and offerings. Because if you didn’t, you would do a disservice to the people who need you the most. Yup, might sound silly, but that’s the truth.

How do you brand yourself or your company?

The simplified version

And as I mentioned, you may sell the same service as another, but there are a plethora of ways to define (and differentiate) your brand.  Here are things I look at to help you discover how your brand is different:

Specific Audience – working with a certain segment of the population like doctors or a certain ethnicity

Worldview – an idea your brand stands for such as inclusion

Process – a specific way you execute your service

Style – a certain personality that sets you apart from others such as being witty or bold

Purpose – in today’s society, consumers are more aware than ever and have different expectations from their products and services. Your company’s purpose can and most likely is the thing that really sets you apart.

Why are you in business?

I’m in business to make you seen and heard and, as grandiose as it might sound, to make a greater impact on the world.

If you have any questions, I’m happy to help!