Though no single page of your site should be entirely useless, some pages of a website are simply more important than others. Among these are (1) your homepage, which will make a first impression on new users and draw users further into your site, (2) your contact page, which serves as a cite for conversion and is often the final threshold before successfully turning a visitor into a customer, and (3) your services page, which usually serves as the intermediary between these two “phases” of visitor action. Yet, among these, the services page is often neglected.
Why Your Services Page Matters
Imagine you’re a visitor considering enlisting the services of a business. You aren’t sure about your decision yet, but you’re curious about the company in question. What page of the site would you seek to learn more about the company?
If you’re like most web visitors, the services page is your first instinct. On the services page, you can talk more about who your company is, what you do (specifically), and include valuable decision-making information such as pricing, terms, and other factors. It’s one of the most important pieces of the puzzle between generating initial user interest and closing the deal with a conversion.
Best Practices for a Services Page
With that information out of the way, let’s take a look at some of the best practices your business should enlist for your services page, specifically:
1. Add a Visual Element: Though most marketers rely on strong copy to make their points here, a powerful visual element can take your services page to the next level. Offer a photo or video of your services in action to make a more compelling case for your brand.
2. Start With a Great Headline: Leading with a great headline will capture your users’ interests right away, and will force them to pay greater attention to the subsequent elaboration you provide. Your headline (and possible sub-headlines) will need to be concise, but descriptive, and informative enough to keep users interested. Unbounce has a good example here, with the headline “The Smart Marketer’s Landing Page Conversion Course,” with more detailed insights and explanations slightly further down the page.
3. Include Testimonials: One way to make your services page even more impressive is to make it real with a section of testimonials, vouching for your business and providing evidence that your services are as good as you’ve made them out to be. Green Residential is a perfect example of this, with a host of testimonials complementing its list of eviction services.
4. Feature a Call-to-Action: No matter how much you love nurturing your client relationships, there’s no denying that the bottom line of your website is to earn conversions and make money. The services page will only be reached by customers who have expressed at least a marginal interest in your brand, so a strong call-to-action may help those interested users reach the next, and final level of commitment. Use strong words, a standout design, and a tempting offer to complement your services-based writing.
5. Keep It Short and Sweet: Your company is unique, with a fantastic range of services. However, even the most interested customer probably doesn’t have time to read paragraph after paragraph of your long-form copy. Take a look at how Hubspot handles its range of products (which functions as the services page in this context). You won’t find any long-winded explanations or distracting asides—just short, sweet copy that describes what you’ll get.
With a better designed services page in tow, you’ll stand a better chance of getting your interested users deeper into your site, and you’ll probably see a higher conversion rate as a result. As with most internal page design choices, don’t strictly commit to one layout; experiment with different versions to find which one works best for your company and your audience.