5 Expert Tips For Creating Service Pages That Convert

Your service pages will tell your website visitors what you do and how you do it. So, getting them right is very important if you want your business to succeed and make more sales.

In this article, we’re going to outline how you can create service pages that convert. Let’s get started.

Tell Customers What To Do With Strong Calls To Action

A call to action, or CTA, is a word or phrase, often placed on a button, that tells website visitors what to do next. Sometimes people just need a bit of an extra push to get them to do what you want them to. And, strong CTAs offer a great way to ensure your service pages connect with your audience and ultimately increase your sales.

Here are a few tips for creating a strong CTA:

• Use bold colors that stand out against the background
• Start your CTA with a strong command verb
• Tap into a reader’s emotions
• Keep the character count low
• Use phrases that create a sense of urgency

Let’s take a look at a few examples of service pages with strong CTAs for inspiration.

Venngage, an online infographic maker, has a very clear and strong CTA on its service page. Take a look at the image above. First, notice how the clear blue button stands out against the grey background. The copy here says “make an infographic”. It’s very clear to the user that, when they click, they’ll be directed to the infographic-making tool. Because the CTA is straightforward and easy to spot, it’s likely to encourage conversions for Venngage.

Be sure that the CTAs on your service pages are similar. Use bold colors so they stand out against the background, and write copy that makes it clear to the visitors what will happen when they click. This will help encourage conversions!

Salesforce, a customer relationship management software company, has strong CTAs on their Sales Cloud service page, too. Take a look at the image above. First, note how the CTAs are easy to spot because of their colors and design. One CTA says, “try for free” while the other says “watch demo”. These CTAs target website visitors at different stages of the customer journey — people ready to get started with Sales Cloud can begin their trial, but people who aren’t quite sure yet can watch a demo. By creating CTAs that are tailored to multiple people, Salesforce will encourage more conversions.

On your service pages, don’t be afraid to use more than one CTA. This will allow you to target different types of website visitors, helping you better encourage each group to click. This can increase your conversion rate!

Remove Friction By Ensuring It’s Easy To Take The Next Step

When people land on your service page, you want to ensure that it’s as easy as possible for them to take the next step with your business. This will help increase your chances of making a sale!

Not sure how to remove friction from your service pages? Here are a few ideas to get you started:

• Use a clear and strong CTA that tells the user what they need to do next
• Offer a sophisticated search feature that takes the visitor to the exact products or services they need
• Make it easy for website visitors to get in touch with your customer service team with questions or concerns

Let’s take a look at an example of a business that makes it easy for visitors to get in touch with them for inspiration.

Excel Builders, a custom home builder in Delaware and Maryland, makes it very easy for website visitors to get in touch on their Maryland service page. Take a look at the image above and notice the contact form on the right side of the page. A website visitor simply has to plug in their name, email address, phone number, and a short message, then Excel Builders will get in touch with them to book a consultation. This is a great way to encourage people to contact the company! Prospective customers don’t have to work around customer service schedules or wait on the phone — instead, they just type a short message and wait for a call. By making getting in touch so easy, Excel Builders can encourage conversions.

Think about whether it’s possible to create a similar contact form for your website. Forms like this are great for service-based businesses that work closely with clients — the likes of lawyers, doctors, real estate agents, and IT companies could all benefit from a similar form. They make it very easy for website visitors to get in touch, helping encourage conversions.

Provide Evidence That Shows You’re Great At What You Do

People won’t just take your word for it when you say you’re great at what you do. They’ll want to hear from people like them who are saying it! Social proof in the form of reviews, testimonials, media mentions, or awards can all contribute to a great digital marketing strategy that can prove to your website visitors that your products or services are high-quality.

Be sure to display your social proof where your visitors can see it, and make sure they don’t have to scroll too far. If you have a lot of similar products, consider highlighting their related star ratings nearby so your website visitors can quickly compare your offerings. Or, if you work extensively with clients, consider using longer written or video testimonials that can give your website visitors more context.

Let’s take a look at a few examples of service pages that display social proof well for inspiration.

On Loganix’s link building services page, for instance, we highlight some testimonials from past customers. The testimonial you can see above discusses how The Blueprint and Webris use Loganix for their link building needs. The testimonial provider explains that his company relies on us to get the job done and that we make life easy for them. We’ve also included an image of the client, as well as their job title and business name, which adds more credibility to the review. This testimonial can help build trust with website visitors and encourage them to convert!

On your website, be sure to add elements to your written testimonials like images and job titles to show the credibility of the reviewer. This will help you build trust with new customers, encouraging them to make a purchase.

Fitness Trainer, a personal training service, uses social proof a bit differently. Take a look at the image above and notice how each of their trainers has a star rating attached to their profile. This provides a great way for prospective customers to see who their top trainers are and find the person right for them! Star reviews like this help website visitors quickly compare different options, helping them make the decision that’s right for them. This means that their reviews can lead to more conversions for Fitness Trainer.

Consider showing off any star ratings customers have awarded your services on your most relevant web pages. This will help your website visitors compare your offerings and make the decision that’s right for them, which will encourage them to make a purchase. Additionally, informed purchases typically lead to better reviews, fewer complaints, and happier customers!

Highlight The Usps And Benefits Before Anything Else

A unique selling point (USP) is essentially what makes your product or service better than those of your competitors. And, when creating your service pages, it’s important that you highlight your USPs and the benefits you offer above the fold — this means they should be in a place where people can see them without having to scroll down the page! Be sure to highlight how your business can benefit the website visitor, rather than just outlining the features and price. This will show people that you can provide them with real value and increase the chances of them making a purchase.

Let’s take a look at a few examples of service pages that highlight a business’s USPs and benefits for inspiration.

Teamwork, a product management software company, implements this strategy well. Take a look at the image above and notice the checkmarks. Each of them highlights one of Teamwork’s USPs — their program can help you manage multiple projects, have access to your clients, and never miss a billable minute. This is a great way for Teamwork to show how they can provide value for the website visitor, as opposed to just showcasing the features of their services.

Highlighting benefits and USPs is a great way to convince website visitors that they need your services! Prove to them that you can add value to their lives or business operations — this will help ensure that they convert.

FreshBooks, an online accounting software company, also highlights its USPs on its accounting software service page. FreshBooks notes that their customers can “spend less time on bookkeeping, without the stress.” These USPs prove FreshBooks’ value to the website visitor and can convince them to convert!

On your website, be sure to prove to your customers that your USPs can add value to their lives, and feature these benefits above the fold, so the user doesn’t have to scroll to see them. Highlight the benefits and value of your business on your service page and you can more easily convince visitors to convert.

Add Helpful Imagery That Gets People Excited

Strong visuals are very important for grabbing people’s attention and showing them what your business is all about. You can use images to put a face to your business, show people what it’s like to work with you, highlight more details about your products or services, or show off your brand’s personality.

The right imagery can help you make more sales! So, you need to ensure your images are engaging and helpful — they can give your website visitors a better understanding of what you’re all about. This means that they can build a relationship with potential customers and help them trust you more, increasing the likelihood of them making a purchase.

Let’s take a look at a few different businesses that use imagery well on their service pages for inspiration.

American International University, a higher education institution in Kuwait, uses imagery well on their certificate in film production program page. In the image above, they show pictures of cameras behind the scenes in a film studio at the school. This can help get prospective students excited about the program and imagine themselves at the university. By using imagery like this, American International University can help encourage website visitors to apply, improving their conversion rate.

Use images of your services in action, as American International University has. This can help get people excited about what you have to offer, encouraging them to convert!

Helix Hearing Care, a hearing aid retailer in Canada, does something a bit different with their service page imagery. With their images, they show how discreet and small their products are — this not only gives the website visitor more information about the product, but it can make them excited about using a hearing aid that isn’t bulky or noticeable. Excited customers are more likely to convert!

Use imagery on your service pages to provide more details about your products or services. If used well, your imagery can help get website visitors excited about your services, which will encourage them to make a purchase!

Summary

Your service page can serve as a huge selling tool for your website! In this article, we outlined how you can create service pages that convert. We discussed engaging imagery, strong CTAs, and more.

Need more help? Take a look at the business blog from Tech Waver. They cover virtual assistants, B2B marketplace platforms, and beyond.

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Author bio & headshot:

Adam Steele is COO and co-founder of Loganix, which is an SEO fulfillment partner for digital marketing agencies and professionals. The company provides the SEO services that businesses need to grow and achieve their goals. If you enjoyed this article, you can find more SEO guides and templates on the Loganix blog.