One bad customer service experience can deteriorate your customer’s opinion of your brand indefinitely. Dig into the article below to learn more about how to create excellent service pages on your own.
When visitors land on your website, they’ll want to know exactly what you offer and how you can help them. And, if they can’t find this information quickly and easily, it’s unlikely they’ll stick around to make a purchase.
This is why it’s so important that you get your service pages right. They essentially serve as the storefront for your business, and should be designed to convince your ideal customers to spend their money with you.
In this article, I’m going to dive into 5 great examples of service pages that will give you inspiration for how to create your own, so you can improve the customer experience that your site provides and give your bottom line a boost.
1. Venngage encourages customers to “start creating for free”
Venngage is a company that specializes in helping people to create infographics for their websites, advertising campaigns, and social media platforms.
Their service page is one to emulate because Venngage encourages visitors to “start creating for free”, which allows prospective customers to get a feel for and experience the value of their service without a financial commitment.
The action of offering a free service helps to build trust and keeps Venngage fresh in people’s minds for when they might be interested in paying for their services. So, if it’s possible, it can be very fruitful to offer free tools or a free version of your services for people who want to get a feel for what you do first.
A way to replicate this on your own service page is by creating a free version of your product or service that your target customers will be drawn to. For example, you could provide a 7-day trial for visitors who want to get a feel for your tool or even offer a free ebook that gives information on how to solve a particular problem that your prospects have.
2. Bookafy calls out its competition
Bookafy is a company that specializes in providing their customers with appointment booking software. And, one of the most effective elements of its services pages is that the business calls out its competition.
This service page is great because it shows how the company measures up against some of its biggest competitors. Website visitors who land here are able to see quite clearly that Bookafy outperforms other platforms in a number of areas.
The company collated reviews from 3 different review platforms to show what people think of their tool. This is a great method of displaying social proof and it’s worth trying to emulate if you know independent review websites have rated you highly.
Not only could this approach help Bookafy to secure business from people who’ve never used this type of software before, but it could also attract people who are using a competing program. This simple table clearly shows that they might not be using the best option right now, and might be enough to make them change their subscription.
You may be hesitant to include competitor information on your website, but this is a strategy that has been known to help companies disrupt the competition and stand out in their industry.
For you to implement this on your website, you have to do some research to get accurate information about your competitors. And there are a number of approaches you can take — you could compare independent reviews like Bookafy, or you could outline which additional features you offer that your competitors don’t, for example. Or, if your services are known to get better results, shout about it. You just need to make sure all of the information you give is accurate and can be backed up by data.
Once you have the information you need, you should present it in a format that is clear and easy to understand, too, as seen in the example above.
3. Loganix focuses on the benefits, not the service
Loganix is a company that offers digital marketing services that help businesses to improve their digital footprints. And, as you can see on their local citation building page, they always focus on the benefits of their services, rather than the features.
Of course, they still include all of the necessary information that outlines what is delivered with each service. But they know that their customers are most interested in what the overall effect is going to be, and how long everything will take, so they put those details front and center.
This service page is great because it addresses a number of common pain points, such as wanting SEO results fast, and the fact that clients won’t want to spend time providing a lot of information.
Loganix also knows that most business owners don’t want to micromanage their campaigns, so they’ve clearly outlined that they won’t be taking up much of their clients’ time and only need a few details to get the work started. If you were a prospective customer who has dealt with time-wasting organisations in the past, this service page will certainly prompt you to take action.
It gives a basic overview of what their service entails, but the focus is put on the benefits that customers can derive from it. Instead of only focusing on the services that you offer, it is also a good idea to outline how you’ve been proven to help your customers reach their goals. This approach works because it allows prospective customers to envision the end result or benefits that they can look forward to when working with your brand.
This service page from Loganix is an example of how to convince prospects that you really know what they are looking for. A way that you can replicate this for your business is by making sure you know the common problems that your target audience is facing and highlight the ways that your company is going to help eradicate those problems with your products or services.
Take your time in identifying the exact issues that are faced by your customers so you can give them reasons why your product or services will be the solution.
4. FreshBooks creates a sense of FOMO with its CTAs
FreshBooks is a company that specializes in offering accountancy software and money management tools for small and medium-sized businesses.
Their invoice templates page includes a wide range of helpful information, including what kinds of invoices they can help you create, and how easy it is to fill them out. But, perhaps most notably, this service page also includes a very effective call-to-action, which does a great job of creating a sense of FOMO, or fear of missing out.
It also addresses a common pain point of the company’s target customers — getting paid late. This is something that many small businesses will struggle with, and highlighting it will let website visitors know that the company is aware of the issues they face. The better understood your customers feel, the more likely they’ll be to shop with you.
Freshbooks has been able to inspire a sense of FOMO by using a CTA that mentions the other 24 million people that are currently creating free invoices with their tool. And you can do the same by using significant statistics like the number of sign-ups you’ve had to make the people who haven’t yet signed up feel like they could be missing out on something great.
You should also spend time crafting persuasive calls-to-action that compel people to find out more about your offerings. CTAs can significantly affect your conversion rate so you should make sure that you think about the best words or phrases that will convince your audience to take the action you want them to perform.
5. Slack helps you imagine what it’s like to use their service
Slack is a communication platform that makes it easy for employers, colleagues, and clients to have group discussions or one-on-one conversations.
And, with their service page, they’ve tried to show prospective customers exactly what it’s like to use their platform, whether you’re on your computer or phone.
It also addresses a lot of common customer pain points, like slow communication and the lack of a central hub for conversations and transferring files between teams.
If you are looking to use visuals to boost engagement for your service pages, then you should use high-quality images that show how your product works. These photos or illustrations shouldn’t be too complicated, though. All of your visuals should be self-explanatory and easy to understand so your prospective customers can take one look and understand whether your product or service is going to be right for them.
If you would like to provide more in-depth information, consider creating a video demonstration. Again, this will make it easy for your ideal customers to imagine themselves using your product, and might just be enough to convince them to pay for it.
Service pages should do a great job of informing prospective customers about the value that you can offer. If designed well, they’re ideal for increasing your conversion rates and gaining more customers.
By outlining the most important details and benefits, including convincing CTAs, and using high-quality visual content, you can ensure your service pages set you apart from your competition. That way, you can secure more sales.
Alex Ratynski is the founder of Ratynski Digital, an online marketing consultancy that focuses on helping small and medium-sized businesses achieve their goals. He set up his company after working as a local SEO director for a dental marketing agency, where he helped to turn clients’ ventures into thriving multi-million dollar businesses. He spends most hours strategizing SEO for his clients.