The “Services” page is one of the most important pages of your website if you’re running a service based business. Is your’s helping or hurting you? Let’s go over 4 things that might be missing on your Services page.
1. Your Pricing (at least the starting price)
I am a firm believer in adding the pricing (at least the starting prices) to your website. Here’s why:
If your website is geared toward your ideal client (as it should be!) then your ideal client can afford you. If somebody goes to your website and sees that your pricing is a bit out of their budget, then they weren’t your ideal client to begin with.
There is nothing worse than having an exchange with somebody, whether it be through phone or email, and you think that this person is a really good fit for you. You get excited about the potential of working together and then they find out your pricing and they say, “oh, I’m so sorry. It’s out of my budget.”
It’s a huge waste of everyone’s time and something that you can help eliminate by including prices on your website.
2. Your Process
When people go to your services page they should get an idea of what it’s like to work with you. Including that process on your services page lets people know what it is that they can expect from you. I know that every project and every client is a little bit different, but I’m sure that there are certain things that you do for every project, no matter what. If you can outline those on your services page, it does give people a better idea of what they can expect when they work with you.
If you’re having a hard time articulating your process, it might be because:
- You are brand new and haven’t gone through the process of working with a client yet. This is nothing to be ashamed of. Remember, every business owner starts right where you’re at now. If you are brand new, think about the process that you want to create for your clients. Ideally, how would things go? Add that to your website.
- You don’t have a clear brand strategy figured out yet. I find that people who can’t tell me what their process looks like are letting their customers dictate what their process is. They say yes to everyone and bend the rules in order to make their clients happy. From personal experience, I can say that going down this roads leads to feeling stressed, overworked, and underpaid. Defining the way you do things and sticking to a process will lead to less stress and a stronger overall brand.
3. Your Results
It’s important to talk about the deliverables that the client will receive, but it’s also important to talk about the results that they will get by working with you. That’s why people invest their money with you in the first place.
Let’s say that you’re a personal trainer. If somebody was looking to hire a personal trainer, it’s because they’re hoping to lose weight, or gain muscle, or change their body in some way for the better, right? That’s why people generally hire personal trainers.
If you have on your website that sessions cost $50, that’s great, but it’s also important to say what people would get for $50. What result are they going to see by investing $50 per session with you? That’s a really important thing, especially for a personal trainer, it really incentives people to buy from you if they know the results they’re going to get are exactly the goals that they have. If my goal is to lose weight and you can tell me this is what you’re going to get for that $50 session, that’s going to make me feel good about my purchase.
The fourth and final thing that I want to talk about that might be missing from your services page is testimonials. Testimonials are a great way to establish credibility and get people excited about the potential of working with you.
Going back to that personal trainer example, a good testimonial would be explaining the results that were achieved by working with you on personal training. You might even want to include a before and after photo so people can actually see those results. It’s going to get people excited because they are going to say, “This is the same goal that I have and this person was able to achieve that result, so I should be able to achieve those results as well.”
Improve Your Services Page
Adding these 4 elements to your Services page can greatly improve it and help with your overall branding. I hope you can use these tips to improve your website.