Did you know that you’re supposed to refresh and add new content to your web pages every 6 months or so? It’s the best way to keep your content relevant, as well as appeasing the Google gods to improve your search rankings. But when it comes to things like service pages, it can be difficult to work out what you can add – especially if you’re happy with your service pages as they are. So, here are 5 easy ways to refresh your service pages and bring some new life into them.
Look At The Big Picture
Have you ever been sipping cocktails with a friend, trying to follow along with her rambling story, only to end up totally lost trying to figure out who was cheating on whom and how the stolen diamonds could have ended up in your friend’s purse? (You and I might have very different definitions of ‘girls’ night out’).
I’m the first to admit I’m a nightmare for this. I’m a detail person, so that’s where I naturally gravitate to. But regardless of how interesting a story is, when you start with the details without describing the big picture, it’s impossible for people to put it all together.
The same is true for your service pages. You should start with a broad overview of your services, and gradually get more and more detailed as you go. Once you’ve gone through the what and the who, you can start bringing in the details about how transformative and valuable your service is.
Don’t be Too Clever
It’s really easy to think that using lots of long words makes you sound clever. And it does. But it also makes you sound intimidating at best, or a little full of yourself at worst.
Your service pages aren’t the place to be cute or clever, or to show off your industry jargon. They’re a place to connect with your customers and show them that you understand their struggles. And that you are the right person to help. That doesn’t mean it has to be dull or boring. It should feel exciting, powerful and transformative. But most of all, it should be crystal clear. You don’t want to confuse your customers with jargon so much they don’t know up from down.
If you’re not sure, you can always ask a friend or family member who has nothing to do with your business to read over your content. Give them a few minutes to read it and then quiz them. What do I do? Who is it for? How does it help? If they can’t answer those questions, then you need to re-write it in simpler, clearer terms.
Include A Call To Action
At least one. Preferably more.
You could do an amazing job of telling your customers exactly what they need to know and convincing them to work with you, but if you don’t give them an obvious next step, then it’s all for nothing.
Your service pages aren’t just for talking about each specific service. They’re for telling people what to do next to buy from you. That next step depends on what you need it to be. If you sell a digital product, then it might be adding it to the cart and checking out. If it’s a service, they may need to contact you to move things along – so give them a big ‘ENQUIRE NOW’ button to press. If they need to schedule a discovery call with you, tell them that, and add your calendar to your site so that they can do it right then.
The easier you make it to do the next thing, the more likely they are to actually do it. Calls to action are the key to conversion, so don’t forget them.
Share Testimonials
There’s nothing better than social proof to show prospective customers how great you are. After all, of course you’re going to say you’re great. It almost means nothing. But when someone else says it? That’s where the real impact is. And people are much more likely to try something new if it’s been recommended by someone else.
It’s the same as asking a friend or a restaurant recommendation. Your customers want to know that other people have tried out your services and been happy with the results. They want some extra support and confidence in their decision to trust you. They want proof that you really are as good as you say you are.
You can help with this by including testimonials on your services page. Make sure they are specific to each service, so that you really get the most value possible out of them. If you don’t have a testimonial on hand for a specific service, it’s time to reach out to a client and ask for one! Most will be happy to provide you with some kind words.
Pricing!
I know a lot of people get very protective over their pricing. They don’t want to ‘give it away’ – worried that either their competition will use the information to undercut them or that it will scare away prospects. But here’s the thing. If your competition wanted to find out your pricing, they will. All they need to do is pose as a customer, or get a friend to. And if your prices scare people away – that’s good! It means they weren’t the right customer for you, and were never going to be able to pay for you anyway.
By putting your prices (or at least an inkling of them) on your website, you’re not only showing your prospects that you’re honest and transparent, but helping them decide if you’re right for them. They don’t want to go through a lot of time meeting with you only to find out they can’t afford you.
There are 3 basic options you can go for:
- No pricing at all.
- A ‘starting from’ price, or price range
- Exact pricing
I’ve opted for exact pricing, with a ‘starting from’ option for bespoke pricing. If you choose option 1, then you should at least give potential clients a clear way to request pricing from you. A big button with ‘send me your prices’ should do the trick!
Still feeling a bit overwhelmed by the idea of updating your services page? Never fear. Website copy is my bag, and something I spend an awful lot of my time doing! Whether it’s just some basic updates to keep your pages fresh, or a complete overhaul with new information and a new tone of voice. So if you need a hand, or just someone to bounce ideas off, then I’, your girl! Just give me a call or drop me an email, and I’ll be happy to help.