5 things your ‘services’ web copy must do (if you want to improve conversion rate)
Ah, the humble ‘services’ web page. The cornerstone of every great service-based business’ website. The page where your prospects can get into the nitty-gritty of what you actually do and how you help them. You write the copy, you sell to your audience. Simple? Well yes, your service web page is indeed about selling your services. But is there more you can be doing with your copy to improve conversions on this important web page?
Yes! Having written mannnnyyyy website services pages over the years, I have learnt what makes a services page sing. And by sing, I mean ‘convert’. Keep reading to discover 5 things your ‘services’ web copy should do.
Tip: use this as a little checklist when writing your ‘services’ web copy.
Your ‘services’ web copy should…
1.Clarify
What do you actually do? What services do you offer? What does a prospect get when they become a client? How does the process work? What are the outcomes? What are the benefits?
Clarification is a big part of the service page. There’s nothing more offputting than confusion when it comes to making a buying decision. So, makes things simple for your prospect and explain everything from the service proposition (what this service does for your prospect) to the process (how it looks to start working with you).
When writing ‘services’ web copy, I question everything with a ‘why/ how’ - and make sure it’s reflected in the copy. Think of it as the more you answer, the more barriers to buying you break down.
But… can over-clarifying become over-complicated?
Good question! When we explain every little detail, it could feel like too much. And we never — I repeat never — want to overwhelm our audience. The key is to not overexplain. Keep it strictly limited to what is crucially needed. Short snippets of information (copy), placed strategically, can make the biggest impact to your service page.
2. Reassure
Prospects come to a service page looking for a solution to their problem. And sometimes, this comes with some pretty strong emotions. Worry, anxiety, fear… and so on. Now, as an ethical copywriter, I’d never tell you to play on those emotions (yuck!). There’s no place for fearmongering in marketing if you want to have a positive impact on the world. However, being aware of the emotions your audience feel can help you show your empathy and understanding. And, empathy and understanding are wonderful traits to people… and businesses.
When you empathise with your audience, you have the ability to reassure them too. This is crucial to your prospect scanning over your service web page copy. Ask yourself:
Why does your service give a calming feeling?
How will your service be a positive impact?
How does it hit the nail on the head, when it comes to solving your prospect’s problem?
Empathetic reassurance in your web copy is ‘we’re here for you - and this is how we’ll help…’ rather than ‘if you buy our service, this terrible thing won’t happen anymore.’
But what if our services are not very emotional?
You’re right. Not every business — and every service — is tied to clear emotions. However, there are often doubts and worries that creep into every prospect’s mind, regardless of the industry. Let’s take something really boring - like accountancy (sorry, accountants!). Maybe you think your prospects think, “I need an accountant because tax is stressful and I don’t wanna do it myself ‘cos I got too much on!”. Simple. But when you dig into it, maybe it’s that they feel overwhelmed by the task and they just want it to feel simple and safe (because getting tax wrong feels very scary… it’s our finances at the end of the day!).
3. Excite
Even if you think your service is exciting, the solution it could offer to your potential client could really knock their socks off. As much as I mentioned above, we need to reassure your audience (keep them feeling calm), we also need your audience to feel like YES YES YES, I WANT THIS! As genuine human excitement can do wonders to getting things done. AKA pressing the ‘contact us!’ button.
4. Simplify
Want to know a copywriting secret? You can write the best most tantalising and exciting copy in the world BUT if it’s ordered strangely, badly formatted and toooooooooo much of it, then nope, sorry, it’s gonna fail to reach its potential. This means your service page could turn off, rather than turn on (conversions).
The truth is that great copy is often simple copy. Straightforward, easy-to-follow and easy-to-digest. So when writing web copy, ask yourself if you can make it simpler? Sometimes this looks like
Simplifying your service web page copy can look like:
stripping copy out
breaking down sentences
replacing jargon with easier-to-use phrases
5. Talk to Google
Your audience is using Google. Very very likely, anyway. So, make sure your service page is communicating nicely with Google - so your page comes up for your audience’s search queries.
How do you do this? Make sure you have
Clear headings - use header tags and optimise with keywords where appropriate (never spammy). Learn about writing great header tags here.
Relevant keywords in your services introductory copy (like if you’re a doula, actually say the phrases ‘doula services’ in your first paragraph of copy) and throughout (again, where appropriate - never spammy!)
Alt tags - these little snippets of copy assigned to your images can make a difference (and help you come up in Google image results too - think of it as it all coming together to tell Google you really are the doula in Cheshire that people need to know about!). Read more about alt tags - and how to use them - here.
Title tag & meta description - that little snippet of copy you see for each Google result. Did you know you can edit it? Great copy here can make a big difference to your Google conversions (i.e. how many people click on your result, over someone else’s result). Read more about meta descriptions and title tags here.
Basically, great SEO is all about making things better for your humans (your target audience). Google’s business model is based on being the go-to, most reliable search engine - which means they want to serve their audience with results that are genuinely fantastic for real human beings looking for real human answers. If you think of it like this, there is no trickery involved with SEO - just great copy and content that is super relevant for a user’s search.
Create web copy that proves you’re genuinely a good fit for your prospect
At the end of the day, your service page is a place to sell your services. It’s as simple as that. But the process to achieve a successful sale (or conversion - i.e. your prospect presses that ‘contact’ button) is all about encouraging the right emotions, feelings and sense of security (“I trust this business!”).
This 5-point framework is a great place to start - because you:
clarify your offering (prospect says, “Ok, I get what they’re offering me.”
reassure that you can offer a solution (prospect says, “Ok, I feel calm and confident with this offering.”
simplify the process (prospect says, “Ok, I can see a clear plan ahead of me.”)
create excitement and positive emotion (prospect says, “I can’t wait to get started!”)
and ensure you’re found on Google in the first place (prospect says, “I found the thing I’m looking for!”)
Want to work with a website copywriter?
I could sit here and drone on about how important your words are. I would say that, wouldn’t I? But instead, I’m just going to say have a think about it yourself. How quickly the right words can encourage you to take action. And how quickly the wrong words can switch you off.
Yep, sometimes it feels like a HUGE responsibility to get your web copy right. By ‘right’, I mean
speaking to your target audience
communicating your message, loud and clear
optimised to show up on Google for your audience searches (SEO)
If you need support, I offer a few ways to work with me to suit your needs and budget. I do the whole shebang (write your web copy all for you!)… but I also offer copywriting support in more budget-friendly ways.
Want to learn more about me and my copywriting services?
About Zoe
Zoe is an SEO copywriter specialising in blogging and website content. She lives in Northwich, Cheshire and supports clients both locally and further afield. Zoe has a strong content marketing background and has been offering freelance copywriting and content services since 2018.
