What is it that you do? Writing your Products and Services pages

Has it really taken me until blog five to get to the product and services pages? For most business owners, this can feel like the most important place to focus. It is, after all, where you list all the things your business offers which make you money.

Very true – but hopefully by now you’ve come to understand that other pages are important for setting the scene and warming up a visitor to the idea of buying from you. The Products and Services pages are the end of your journey – not the start.

So, what do you need to think about here:

Keep your services simple

If you offer a wide range of services (I’ll come to product in a moment), listing them all on a single page can make it really hard for people to find things. So create a structure.

Let’s say, for example, you are a lawnmower servicing company. You might have three ‘top level’ areas:

• Servicing and Repairs
• Accessories and Spares
• Help and advice

Even on a services page, you are taking people on a journey from high level simple concepts to details. Start with a list of components and technical specifications and most people will feel inadequate because they don’t understand and go and look for another website that isn’t as intimidating.

So break things down and make it digestible to your ideal customer.

As you do, keep that customer in your mind and answer the questions they may already have in their mind. That means:

Focus on benefits

So often a website will describe what youdo (I’m an accountant; I service lawnmowers; I write blogs) instead of answering your visitor’s inner questions. These are, How will this help me? Or,What will your service do for me? Or even, How are you different from other accountants/ lawnmower engineers/ writers?

So make sure you address these:

“Our accountancy provides a fast, efficient tax return service so you pay the right amount of income tax and not a penny more.”

“We will make sure your lawnmower gives you a perfect cut every time”

“Unlike other copywriters, we manage the whole process, so your bespoke, authentic content is out in the marketplace, not just sitting in an inbox waiting for the next step.”

Who else has benefitted?

There is an argument for putting customer testimonials on your about pages. If you check out creativewords.cc you’ll see I’ve done exactly that.

It is worth also putting short versions of specific testimonials on services pages, especially if they home in on the specific benefits your customers may be looking for.

Keep it simple here – and short. If you are lucky enough to have video then make it less than 90 seconds and embed it so your visitor doesn’t get taken off to YouTube to watch kittens instead of making the decision to get in touch.

Set your tone by your ideal customer

An ideal customer is often an abstract concept but, if you’ve done it right, it will be based on real people. So, when dealing with the real people you love to serve, what sorts of conversations do you have? That is the tone you should use on these pages.

If, in conversation, your customers ask you questions about engine torque and rpm, those are features to include on the detailed pages.

If, however, they just care whether their lawnmower will leave nice even stripes in the lawn when it is cut, ignore the information about engine power – they aren’t that interested.

And, if you’ve got a mix of customers, include both – but signpost the information so it is easy to find.

And never forget….

People don’t just decide to buy based on price. We all know that you get what you pay for so if you offer a premium service (at a higher price) make sure you are clearly expressing the total value of what you do.

That way, your web visitor will have a clear idea of the quality, support and experience that comes with the product or service they eventually decide to buy.

Creative Words offers a range of web content services to fit any small business budget. Contact us to arrange a call.