Every part of your website needs to be optimized to boost your lead generation and earn you as many sales as possible. And there are steps you can take to ensure you’re getting the best possible results from your service pages! In this article, we’re going to outline how you can do just that.
Let’s get started.
Help customers imagine themselves using your services
If you can help your clients imagine themselves using your services, they’ll be more likely to invest in them. You can do this with the right imagery, by showing off people using your services, or by giving them a free trial, for instance.
Let’s look at a few examples of businesses that do a great job of using their service pages to help their ideal customers imagine themselves using their platforms.
For instance, PingIdentity helps customers to imagine themselves using the company’s online security program on their web page for their single sign-on software.
As you can see, on this page they feature imagery of their software being used on different devices in addition to happy people using their computers. This helps website visitors to imagine their life being made easier by PingIdentity. On your website, don’t be afraid to use GIFs, videos, or images of your products and services in action to help people imagine themselves using your services.
Similarly, TurboTax, a tax preparation company, uses a header video on their personal tax service page to help visitors imagine themselves using their services.
In this short looped video, you can see a man working through some of his tax paperwork, presumably using TurboTax’s services. The man looks relaxed and pleased, meaning he’s happy with the help he’s received. So, this type of video can lead to more sales. On your website, be sure to include engaging imagery or videos of people using your services to get your customers excited about joining the club.
Target the right keywords with your service page copy
It’s important that you target the right keywords on your service pages — this will help ensure that search engines rank your service pages for the right queries.
Head to a keyword research tool like Google Keyword Planner and compile a list of topics and words related to your industry. Plug them into Keyword Planner and Google will provide you with a list of keywords based on their competitiveness, or how hard they are to rank for, and their average monthly search volumes. Targeting these keywords in the headers and copy of your service pages will help search engines to rank them more accurately.
Let’s look at an example of a service page that targets keywords well.
Lyft, a ride-sharing app, targets keywords on their service page for drivers. Across the page, you see phrases like “how does Lyft work”, “reliable earnings”, and more in their headers and throughout the body copy.
These are very searchable phrases and give Google more context as to what the page is about, meaning that the page will earn better traffic. This will get Lyft more conversions! When it comes to your own website, take some time to conduct keyword research and weave relevant phrases into your headers and copy. This will help you secure more sales and generate better traffic.
Tell website visitors what to do with a strong call to action
A call to action (CTA) is a word or phrase, often displayed on a button, that tells your website visitors what to do next. Sometimes, people just need to be told what to do! The right CTA can convince your customers to sign up to your mailing list, make a purchase, and more.
Here are some tips on creating a strong CTA:
With that in mind, let’s look at a few examples of service pages that have effective CTAs.
BlueApron, a meal kit subscription service, uses strong CTAs on the page for their wine delivery service.
In BlueApron’s signature color, there is a CTA that says “ORDER NOW”, which stands out from the grey background in the center of the page. There is also supporting copy telling the customer that they can find the perfect wine for just $10 dollars a bottle! This is an attractive offer that will lead to more sales. On your website, be sure to include copy around your CTA that can tell the customer exactly what they’re going to get, so they feel confident about clicking through.
On the other hand, OrangeTheory Fitness uses a strong CTA to tell the customer to download their app. At the bottom of their service page, the CTA is simple: “Get the App.”
They outline a few different features of the app and then offer different download options. It’s simple and to the point, which can help them get more downloads. With your own CTAs, don’t overwhelm your website visitors with a lot of copy! Keeping them short and sweet will help increase your sales.
Provide proof that you’re great at what you do
In order to make more sales, you need to prove to your website visitors that you’re great at what you do! And you can earn your customers' trust by showing off reviews and industry awards, highlighting your high-profile clients and media mentions, or creating case studies that show off the results your clients have enjoyed.
Different types of content will work for different businesses — if you work in a service-based industry, long-form reviews and client case studies tend to be very effective. For product-based businesses, awards and media mentions can show that you are widely held in high regard.
Let’s look at a few examples of businesses that use this technique well on their service pages.
Bookyourdata, an email marketing company, proves that they’re great at what they do by showing off some of the well-known companies that use their service.
When someone visits their website, they’re shown that the likes of Pepsi, 3M, Bank of America, Nestle, and more all trust Bookyourdata. If their services are trusted by such major brands, prospective clients should be able to trust them as well! This is a strategy that will lead to more sales.
On your website, don’t be afraid to show off if you’ve worked with well-known brands in your industry. It shows you’re great at what you do.
iCASH, a financial services provider, does something a bit different on their service page for payday loans in Canada.
They work directly with individuals struggling with their finances, so they have a carousel of reviews showing videos of actual customers, who are all praising the services iCASH provides.
By providing videos of their actual customers, iCASH proves to their website visitors that they are trustworthy and helpful. To do the same on your website, don’t be afraid to reach out to past customers to see if they would be willing to leave you a review or video testimonial!
Make it very easy for customers to take the next step
It’s also important that it’s as easy as possible for your customers to take the next step when they’re on your service page. At this point, you’ll likely want them to either contact you for more information or make a purchase! You can help direct them to this step by offering a contact form, designing a button to help get them started with no hassle, or providing a free trial option that will let them try your services out.
Keep in mind that the purchasing process should be as easy as possible, too! Make sure that it’s streamlined and doesn’t require too many steps, and let customers review their order before finalizing their purchase so they make the right decision.
To give you some inspiration, let’s look at a few examples of businesses that make it easy for customers to take the next step on their service pages.
AKD Law, a law firm based out of Louisiana, makes it easy for customers to get in touch through their New Orleans car accident attorney service page. This is especially important on this specific web page, because anybody who has recently been involved in a car accident is going to want help as soon as possible.
In the top right-hand corner, in bright orange, there is a phone number to call for a free consultation. Plus, there’s an eye-catching button people can press to arrange an appointment. By prominently displaying these options, AKD Law will increase their conversions. On your website, be sure that your contact information is clearly visible and easy to find across every page.
Similarly, Helix Hearing Care, a hearing aid provider, makes it easy for customers to take the next step on their service page for hearing loss solutions.
They offer several different options, and it’s easy to access all of them! At the top of the page, there are options to take an online hearing test, call to ask questions, or book an appointment. By offering several options, Helix Hearing Care ensures that they target people at different stages of the buying journey, and should see their sales increase as a result.
On your website, make sure that you target people at all stages of the buying journey — some people might need additional help before making a purchase, while others might be ready to spend money with you. Regardless, help them take the next step!
Your service pages are some of the most important parts of your website! If you’re trying to improve your digital marketing skills, getting them right is a must.
In this article, we outlined how you can optimize your service pages in order to ensure that you get plenty of sales, including with strong CTAs, with the right keywords, and by helping your visitors imagine themselves using your services.
Take a look at your website and get to work!
Author bio & headshot:
Alex Ratynski is a Content Strategist at Loganix, an SEO fulfillment partner that works with agencies and marketers. The company focuses on helping businesses to improve their online visibility, so they can grow and reach their goals. If you enjoyed this article, visit the Loganix blog for more expert advice.