Your website’s service pages will teach your customers about all of the features and benefits of the services your business offers. Additionally, this is where they’ll convert if they decide they want to invest in what you’re selling! So, getting these web pages right can have a huge impact on your sales numbers, so you need to ensure that they’re optimized!
In this article, we’re going to outline how you can improve your service pages in order to capture more leads and get more conversions. Let’s get started.
Make converting as easy as possible
When people land on your service pages, you want to make it as easy as possible for them to take the next step with your business. This will increase your chances of making a sale!
Fortunately, there are a lot of different ways that you can help encourage conversions on your service pages. Here are some examples:
- Offer a clear and bold call to action (CTA) that tells visitors what to do next
- Design a sophisticated search feature that takes people directly to the specific service tier or package they need
- Make it easy for them to get in touch by offering contact options on your service page
- Add a simple “contact us” form
Let’s look at a website that does a great job of making converting easy, so you can get some inspiration.
Roadside Dental Marketing, a company that specializes in digital marketing for dentists, makes it very easy to convert on their service pages.
For instance, take a look at their dental search engine optimization (SEO) service page. As you can see, they have a contact form that allows people to request additional marketing information that they might be interested in reading before investing in the company’s services. This form makes it very easy to convert — a user simply fills out the form and then Roadside Dental Marketing will get in touch.
Consider having a contact form like this on your service pages. This will give people a place to quickly get in touch with you for more information, which will be very likely to lead to a sale.
Humanize your business with photos of your workers
If people can put faces to your business, they’ll feel far more connected to it. This can help lead to more sales! Your imagery can go a long way in humanizing your business, provided you use the right types of photos.
Here are a few different ways you can humanize your business with imagery:
- Showcase photos of your team hard at work
- Add photos of yourself as the founder and explain how you got started
- Show behind-the-scenes photos of your business
Let’s look at a company that does a great job of humanizing itself as inspiration.
Smith.ai, a customer service agency specializing in AI and 24/7 answering services, does a great job of humanizing their business on their service pages.
Take a look at the service page above. There is an image of a woman with a headset on, who is presumably a customer service agent. She is smiling, suggesting she is polite, friendly, and ready to help the company’s customers. This imagery shows the website visitor that Smith.ai provides live agents to their clients and they are very skilled at their jobs. Because Smith.ai specializes in friendly customer service, humanizing imagery is extremely important for their business. By showing an image of one of their customer service agents, Smith.ai can encourage more purchases.
Humanize your business on your website through imagery, just like this. Showing your employees or yourself smiling or hard at work can do a lot to help you build trust with website visitors, encouraging more conversions.
Ensure your service page copy is helpful, engaging, and optimized
It’s extremely important for your service-based company to get its website copy right. After all, your company likely doesn’t sell something physical or tangible, which means your copy needs to work hard to cover all of your bases and explain exactly what you do. This will help ensure that your target customers understand what they’ll get if they make a purchase and won’t have buyer’s remorse.
You also need to work hard to ensure that your copy is engaging and optimized to help your service pages reach the right people and keep their attention. Be sure to write your copy in a way that highlights how you benefit your customers to keep them engaged. Think about how your customers like to be spoken to — do they expect you to be funny? Educational? Professional? Keeping this in mind while highlighting your benefits will help you optimize your service page copy.
Let’s look at a company that has great service page copy as inspiration.
AKD Law, a personal injury law firm in New Orleans, has excellent copy on their car accident attorney service page.
Their table of contents shows all of the different topics they cover in the copy and, right off the bat, it’s immediately apparent to the website visitor how comprehensive and helpful this service page is. It covers car accident claims, information about lawyers in New Orleans, coverage for injuries, and more. By covering so many topics in great detail and in a way that’s easy to understand, AKD Law has created a great service page. It’s optimized to help website visitors find the information they need, helping educate them.
Consider using your service pages as an opportunity to educate your website visitors. You can also optimize your copy by answering their questions and informing them about your niche or business — this will help you build a strong relationship with them and make more sales.
Encourage website visitors to get in touch for more information
If people have questions about your products or services, they might leave your website without making a purchase. However, if you can encourage your website visitors to get in touch for more information and make it easy to do so, you can help secure more conversions. This means that, if you use your service pages to encourage website visitors to get in touch, you can secure more sales down the road.
Here are a few different ways you can encourage visitors to get in touch from your service pages:
- Offer a live chat service so people can talk to you without sitting on hold
- Post your contact information in the header or footer of your service page
- Offer an FAQ section so visitors can get their questions answered, along with a link where they can contact you in person if necessary
Let’s look at a company that does a great job of encouraging people to get in touch as inspiration.
MyMatrixx: PBM Solutions, a pharmacy benefit management organization, makes it very easy for people to get in touch from their service pages. Take a look at the service page above. At the top right-hand corner of the page, there is a button that a user can click to reach the contact page, where a user can get in touch with the company with their questions or concerns.
By providing this, MyMatrixx: PBM Solutions makes it easy for people to get in touch and get their questions answered. This will help encourage people to make a purchase once they’ve accessed the information they need. Additionally, MyMatrixx: PBM Solutions has a straightforward contact form on the right-hand sidebar of the page — this ensures that people who have questions can immediately submit their queries. This will prevent people from leaving the website without entering the company’s sales funnel and earn the brand more sales over time.
Be sure to have your contact information readily available on every page of your website, but especially on your service pages. This will help ensure that people who need to get in touch with you can do so quickly, making them more likely to make a purchase down the road.
Use customer reviews to provide social proof
People value word-of-mouth recommendations over any other type of marketing. And, you can give people a sense of this by highlighting positive customer reviews on your service pages! This will help give your prospective customers a better idea of what you can provide, building trust with them and encouraging more conversions.
To collect reviews, you simply need to ask for them. Consider sending out a post-purchase email to your past customers and ask if they would be willing to leave a star review or testimonial. You could even offer a small discount as incentivization! You could also conduct an in-depth video interview with your past clients — video testimonials do a lot to add credibility to a review, as people can put a face to the reviewer’s name. Furthermore, it says a lot about your business that your past customers were willing to take time out of their day to offer their detailed thoughts about your business.
Let’s look at a business that does a great job of highlighting reviews on their service pages as inspiration.
1-800-GOT-JUNK?, a trash removal service company, has posted some very helpful reviews on their service page. They feature testimonials with quotes from their past clients, along with star ratings. The reviews rotate, meaning viewers can easily see multiple reviews while perusing the website. Star reviews with helpful context like this go a long way in helping to build trust with customers. People will see that others just like them have enjoyed these services, making them more likely to want to make a purchase in the future.
Make sure to post reviews on your service pages. These will help you build trust with your website visitors and give them an idea of what others think of your business. This will help you earn more conversions.
Your service pages are one of the most important aspects of your business’s website. In this article, we outlined how you can supercharge them in order to get more conversions. We covered humanizing your business with imagery, showcasing reviews and testimonials, writing top-notch copy, and more.
With our tips in mind, start thinking about how you can improve your service pages, and get to work!
Author bio & headshot:
Aaron Haynes is an entrepreneur, digital marketing enthusiast, and occasional SEO writer. With more than a decade of experience in business development, Aaron helps businesses and agencies develop and grow a data-driven yet nimble approach to search engine control. You can find more from Aaron on Twitter and LinkedIn.