5 tips for designing a services page that converts


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Okay friends, tell me this...have you ever landed on someone’s website, been curious on what they have to offer, only to land on their Services page and still be confused on how they can help you or how you should move forward?

Yeah, me too 💁🏼‍♀️

And that’s exactly what we don’t want to have happen!

So today I’m going to walk you through my top 6 tips on designing a “Services” (or “Work with me”) page that is optimized for conversions, in no particular order.

So let’s get to it!

01 | Speak to your ideal client

Okay so this is technically a tip for all of your website, but it especially applies here. You HAVE to let your visitors know they’re in the right place by speaking directly to their fears, problems, and desires. AND then you have to prove you’re the person to help lead them to the other side.

And if you don’t know what your ideal client’s fears, problems, and desires are? Well then it’s honestly probably time to take a step back from designing your website and focus on that essential piece of online business 101. Because I would venture to guess there’s other areas of your business that are suffering by not having a clear grasp on who you’re serving. 

Trust me, take the time to really get to know your ideal clients so you can build a business that actually helps them. 

Here are some ideas on how to gather this super-important info…

  • Talk to people you know who you feel like might benefit from your services OR people that you would just LOVE to work with

  • Post on Facebook...say you’re doing some market research for a new business opportunity and ask people to respond if they fit a very simple description. Once you have their interest, then you can set up a time to speak with them further

  • Send out a survey to people you know using Google Forms or Survey Monkey...this is a great way to allow people to respond anonymously

  • Make someone up in your head! If all else fails, it’s time to get creative and make a fictional ideal client. 

And here are some ideas on things you want to know from your ideal clients…

  • What are their demographics? 

  • What are their interests? 

  • What their biggest problems/frustrations are? 

  • How to they feel now?

  • Why haven’t they taken action to solve those problems? 

  • What are their underlying fears that are dictating their decisions? 

  • What does an ideal solution look like for them?

  • How will solving this problem change their life?

Once you have some answers, go through them and find the general themes. This will be a gold mine of info to craft your services and write your copy. Nothing builds trust like speaking to your clients and making them go, “Holy cow, it’s like she was inside my head!”

Okay so now that I went off on that little tangent there...oops 

How does this information fit into your services page?

Well I would include a small intro section with a bit of copy reassuring them that they’re in the right place. You know them, you see them, and you have the solution they need. 

Then I would also consider putting a little section with each of your service offerings titled, “This is for you if…” or something to that effect. That way you’re getting straight to the point and they don’t really have any decisions to make...they just go with the one that most sounds like them. 

Just remember, the goal of your services page is to lead your visitors to conversion, and speaking directly to their problems, fears and desires is a great way to build trust, and people buy from those they trust. 

02 | Focus on the benefits. 

So you can describe a product in two main ways, its features and benefits. 

Features are the specifications about the products. Benefits are how it’s going to benefit your people.

Example: You’re a health coach that helps women clear their skin problems naturally. You’re selling a 6-week group coaching program.

Features: 6 live-group coaching calls, 3 weekly meal plans, grocery shopping list, supportiveFacebook community, e-book on finding the best skin care products for you, etc...

Benefits: Get clear skin so you can get your confidence back, finally know what foods trigger you so you can make smarter decisions, less stress about grocery shopping and meal prepping, support from people who know exactly what you’re going through, etc...

See the difference?

What I see most often is people only outline the features of their offerings and totally forget about the benefits, and it’s the benefits that actually lead to the sale!

I’m not saying don’t talk about the features at all because I do think most people like to know what they’re getting when they purchase something. But I think you should definitely lead with the benefits to catch their attention and help them imagine how their life will change when they buy from you. 

Remember, people buy change!

Then as a secondary descriptor, talk about the features. Make sense?

03 | Testimonials

You HAVE TO display testimonials on your services page/website. Notice how I bolded “HAVE TO?”

Especially when you’re offerings are a little more on the pricey end, people want to know that you’re not gonna screw them over after they fork over their hard-earned cash.

And the best way to do this is to display kind words from past clients or customers.

If you’re just starting out and you don’t have any clients yet, offer your services to some friends or family for free in exchange for their feedback. 

And if you have had lots of clients but don’t really have a lot of testimonials...do you have an automated process in place to collect testimonials?

I would suggest creating a survey and then sending it to your clients 2-4 weeks after they’ve completed your services while it’s still fresh on their minds. Make sure to disclose that you could use their responses as a testimonial on your website or social media, and always let them approve the final quote. 

This can be done automatically through your email marketing platform or CRM so it doesn’t have to be an extra thing to add to your to-do list. Just do the work once and let the kind words roll in!

04 | Pricing

Now this is one that’s up for a lot of debate. Should you display your prices on your website or not?

And while I understand the arguments on both sides, I’m firmly in the camp of displaying your pricing, or at least a price range. 

Here’s why…first off, if you don’t display your pricing, I have to take an extra step to email you and find out. Most of the time, if I have to contact you to find out about pricing, I’m just gonna move on.

And secondly, I’m all about transparency, and displaying your pricing will weed out the people who simply can’t afford you at this time. 

But this comes with the caveat that you need to do a stellar job explaining on your services page why you’re worth the investment. 

This goes back to speaking directly to your ideal client to prove to them you’ve designed your services just for them, talking about the benefits and how their life will change after working with you, and displaying testimonials from past clients. 

Once you’ve done all that, you can confidently display your pricing and trust that the people who really want to work with you will find a way to make it happen. 

05 | CTA

And last but not least, calls to action!

This is so important on your entire website but especially on your services page. 

You’ve gotten someone all fired up and convinced them they need your help NOW! So what’s their next step?

Is it to purchase your product/package directly on your site through a secure checkout form?

Or maybe it’s to schedule a consultation call using an automated booking software like Acuity or Calendly?

Or maybe it’s to submit an application to your coaching program?

Whatever it is, make sure it’s clear in multiple places on your services page what their next step is if they’re interested in moving forward.

I would avoid a general, “Contact me” CTA if you can as it takes more effort on their part to draft an email, and your ultimate goal is to make it as easy as pie for them to move forward with you. 

And that wraps it up! Tell me...which of these do you need to implement on your services page?