How to create a services page that gets high-quality leads

Having a well-functioning services page is absolutely crucial for a business.

Why?

Because product/ service pages are what 86% of potential customers want to see after landing on your homepage. Additionally, 47% of users check it out before looking at any other section of the site.

So, if people go on to your services page and have a poor experience, you’re unlikely to ever hear from them again.

In this article, you’ll learn everything you need to know about the elements that make up a high-converting and effective services page.

Let’s dive right into it.

Read more: How to build a website from scratch

Here are the six strategies you need to create a high-converting services landing page:

1. Draw inspiration from great services page examples

Why is this important?

Your top competitors must be doing something right at the level they’re at. Instead of always racking your mind for what your website should look like, mine their service pages for inspiration.

If you’re just starting out, they’re probably running tests you’re not running and have data you don’t have yet. So, learn as much as possible from them.

You may ask: “If my services page is a shadow of my competitor’s service page, why would prospects buy from me?”

Good question. But we’re not advising you to copy your competition word for word, design for design. Instead, you should analyze and draw inspiration from their page carefully.

For example, if you’ve noticed that they’re using a video on every page, it’s probably an indication that video increases conversions for them – especially if you find that video is something about 50% – 80% of your top competitors use on their services page.

And it’s not just videos. If you see them using certain types of elements, layouts, CTAs, or anything specific (but not specific for their business) on their landing pages, you should probably be using it too.

Great services pages examples:

Sii

Why it works:

Showing key strengths, each with a clear and concise description, in the first section of a services page (right after the headline and CTAs) shows true confidence. And what could be more enticing in a business than this? Highlighting your best qualities right from the start can be what differentiates you from competitors and helps potential customers make a decision.

Why it works:

Right after describing their services, Sii assures potential customers that they’ll be taken care of at every step of their journey together, from start to finish. Then, they provide readers with case studies to support their claims. Lastly, if you’re still unsure if they’re the right fit for you – you can use the contact form to message an expert (which is named and pictured right next to the form, making it more personal). All these sections, and their strategic placement, make you more likely to trust the brand and its services.

Mojo Media Labs

Why it works:

This service page is an excellent example because prospects can easily understand who the business serves, what they offer, and how they produce results – all in about 30 seconds of skimming. 

Impact

Why it works:

This agency offers outstanding video customer testimonials that demonstrate how they grew their client’s revenue. Each testimonial includes a quote, photo, and video. They also mention how the services impacted the growth of their customers.

Digital22

Why it works:

Each service is clearly laid out in an easy-to-understand format.

One of the most important aspects of a service page is clearly displaying what the services themselves entail.

A lot of companies fail to elaborate on what exactly clients get from their services, and this leaves prospects wondering what exactly they’ll be getting during the lifespan of the project they’re signing up for.

For example, if we’re purchasing video services, do we only get the video? How does it work? Can we also get the audio for a podcast? Your page should explain in detail what your prospect will receive from working with you.

2. Build a good reputation first

When was the last time you hired a company that had no reviews or a bad reputation?

Probably never. Your customers will hardly ever work with a service company that has no reputation – no reviews, social presence, or industry respect whatsoever.

So as a freelancer, agency, or other service-based business, you need to establish at least an above-the-ground level of reputation in your market. This way, potential customers will take you seriously, and your services web page will convert them more easily.

A solid reputation is far more influential than any web design or expert copywriting. Take expert freelance writer Aaron Orendorff, for example.

As the image shows, Aaron writes guest posts for major publications that his target audience reads daily. Showing this off helped him build a great reputation, and his service page has since become a powerful lead-generation machine. In a post for Copy Hackers, Aaron shared that “Guest blogging was the primary sales funnel that grew [his] freelance writing business from nothing to six figures in a year and a half.”

How to build your reputation:

• Consider speaking at industry conferences and guest posting on authoritative sites to establish yourself as a leader in your space. 
• Deliver more than you promise to your current customers, so they vouch for your services with testimonials and referrals. 
• Offer amazing customer support when they have complaints about the services you provide them.
• Create content on your own blog and start attracting your ideal leads.

3. Design your services page layout for great UX

Why is this important?

Well, if your customers are frustrated with your services (or any other) page, you’ll have little to no chance of convincing them to fill out your contact form or call you.

Your website is your #1 opportunity to impress the potential customer, so you want to make it look welcoming and enticing.

For the most part, the better your website looks, the better the experience prospects will have with it – and great user experience raises conversion rates by as much as 400%.

How to design your page layout for great UX

Creating a user-friendly webpage isn’t rocket science. With a tool like WordPress or GetResponse landing page solution, you can design a high-converting page in a matter of minutes. But essentially, here are elements your sites need to have for good UX:

Mobile friendly

Check if your website is mobile-friendly. It should not look like a squashed desktop version:

About 50% of your loyal following will engage less with your landing page if it’s not optimized for mobile. So if a whopping half of your loyal following would have this reaction, imagine how new leads will react to a poor mobile experience. Plus, mobile-friendliness will do wonders for search engine optimization.

To optimize for mobile, you need to make sure you’re using responsive web design. Your images and entire page layout must properly fit a screen, with copy paragraphs properly aligned.

Use video

It’s the truth of digital marketing: people want to consume content in their preferred format (whether that’s text, video, image, or something else).

So if – through the engagement rates you see on your competitor’s content – you’ve found that your potential audiences pay more attention to video than written content (which is the case in many industries now), your services page should have a video in it, since people clearly respond to it better.

If your prospects prefer video content and you don’t give them that, they won’t have a hard time finding another website that does, as 87% of businesses are using video in 2020. But keep your videos short (3-5 minutes) and get to the point; don’t waste your lead’s time. Give them the information they’re looking for as fast as you can once you start your video. 

4. Describe your service and its benefits in the headline

The job of your page’s headline or title is to attract and hold your customer’s attention long enough to keep them reading your page.

So if the title doesn’t immediately demonstrate how you solve their problem, they’ll have little to no reason to stay. Here’s a good example – from eye doctor Dr. David Stebelton O.D – of a headline that describes a service and its benefit in a straightforward way:

The health services they offer and the benefits you get are written in the first two headlines you’ll see on their site.

But, the problem here is that most businesses don’t realize that the message in their headline is difficult to grasp when it actually is. So they don’t work to adjust it, and this makes it hard for prospects to understand their service.

46% of online shoppers leave a website if they don’t understand what the company does – so make your page title describe your service clearly enough for prospects to understand.

How to describe your services and benefits

Let’s start with an example of what an obscure service page headline looks like: “Be ready for your next big moment. Try [Our Company] Today”.

This is a confusing page title that’ll leave prospects unsure of the service because:

• “Your next big moment” has absolutely no meaning
• “Try our company” would leave one wondering why they should “try the company”

A better version of this title would look something like this: 

“The number one course for new public speakers. Start sounding like a leader”.

In this example, you can understand better that the company sells a course that will help improve your public speaking skills.

To make sure your headline is clear enough to understand, start by showing it to people around you (even just friends and family) and ask them to explain what your headline means – without you explaining it to them. 

If they understand what you sell and can explain it, then you have a pretty good headline. From there, you can continue to test various headlines to pick winners. 

5. Answer frequently asked questions (FAQs)

An FAQ increases the chances that leads will respond to your offer – because it helps you answer the common questions they have.

Besides, websites without FAQs lose search traffic to competitors that include FAQs. How? Well, because Google wants to rank sites that answer frequently asked questions. Look at the example box below. 

If your competitors answer these questions in a FAQ section, but you don’t, chances are high that Google will be sending them traffic – since they’re answering questions that searchers are looking for.

A great FAQ section on a service page should answer the most common questions that prospects have so they don’t have to contact you. Here’s a good example of what that looks like – using art & design company Factory 43 as an example:

How to create stellar FAQs on a services page

From the sales calls and email conversations you’ve had with your clients, you can understand some of their biggest/most common concerns and note them down – they are your FAQs.

For example, if ten of fifteen (or twenty) people ask you or your sales reps how you monitor a campaign, consider including that in a FAQ. On top of that, you can use Google’s “people also ask” box – that we mentioned above – to see questions your people are frequently asking. 

Finally, draw FAQ inspiration from your successful competitors. Answer the same questions they’re answering (and even more) in the FAQ sections of their sites.

7. Use a copywriting formula

There are almost countless ways to write copy. A quick search for “copywriting techniques” will show you that there are so many copywriting resources out there that you may end up becoming confused about which one to use.

But I’ll share one copywriting formula here that has a history of driving good conversion rates for businesses.

What to write on Our Services landing page: 

The 7-step copywriting formula we’re about to show you can monumentally increase your sales! Here it is:

1. Headline

We’ve discussed the headline above, but to recap, it should grab the audience’s attention and convey how you’ll solve their problem. The main purpose of the headline is to make the reader read the first paragraph.

2. Opening

Before the opening or introduction section, your prospect has read your headline, and you now have their attention (or a bit of it, at least). Here’s what to do here: paint a picture of how their life could be better by using your service.

Here’s an example of what that looks like below:

3. Credibility

As you’re describing how you’ll solve their problem, they’re probably asking, “Why should I believe you?” At this point, show off your awards, results, and anything else that adds credit to your words. In the case study, Lok wrote:

4. Offer

Show people how you are the solution to their problem. Lok advises that this point should answer two questions, “(1) How are you going to solve their problem, and (2) What exactly do you do?”

5. Bullet points

These bullet points should highlight your solution’s benefits. What are they going to get out of this service?

5. Testimonials

Show your customer’s results and explain how your service changed their business. Use numbers as much as possible, as data is less controversial than opinions. If you’re just starting out, offer to perform a service for free in exchange for a testimonial. 

6. Call to Action

Now it’s time to ask them to buy. Make this process as simple as possible, with the CTA being bold and obvious.

7. Urgency

Urgency is your last chance to sell. Include a countdown timer and even a discount with a deadline.

Conclusion

You now have the tools to craft a service page that generates leads at high rates. So start by making a list and focus on the highest impact tasks. Start applying them gradually so that you can track what’s working and what isn’t. Adapt, and then watch your profit come!