How to write a great services page is something people often overlook. “Surely I just list my services!?” Ideally, yes, not a bad place to start! But let’s look deeper at why and how to structure the page. What important content should be included by considering both the user journey, user experience and what will help Google recognise your page as a useful services page to assist the visitor.
In my post entitled “How to write a great services page” I delve further into this, go have a read. Or, if your business is more product focused watch out for my post “How to write a great product page” which is due in the coming weeks.
Enticing users to the services page
Firstly, users will discover your website for many different reasons and will land in many different places throughout your website. Wherever they might come in, your end goal will always be to bring them to your services page and convert. They may have just read an article and like the sound of what you do, therefore, as you will see throughout this site, you want to end each article, post or page with a CTA (call to action). This allows the user to immediately continue their journey throughout the site and take that next step as easily as possible. Sometimes that next step may be something different, for example, if you are talking about a specific service, maybe take them directly to the relevant page. However anything more generic you need to bring them straight to your services page to discover what you offer and how you can help them, which should then encourage a conversion.
Start the page with keyword rich text
A few sentences or paragraphs of text on this page will go a long way in Google’s eyes. Get something written for this page, open with some text about the services, then move onto your list and service details below this. Though unlikely, this could be the users entry point to your site, for this user, that hasn’t come from your welcoming home page or an article, say hi, this is who we are and what we do. Would you just walk up to someone and start reeling off a list of services? Probably not, unless you are a little odd, which is fair enough, you be you. But for most of us, we want to give an intro, this is who we are, we do this…. which entails this…. we are good at this because of this.. And so on.
For the user
Users coming to this page, of course want to know immediately what you do. If what you do can help them, or quickly scan for the particular service they are looking for.
Each of these visitor types will take different next steps:
The user interested in what you do, may delve deeper into a service that catches their eye. Having a brief description of that service with a link to a page that goes into more detail, will satisfy this user, allow them to continue their journey and build more interest and connection. Then hopefully lead to contacting you.
The user wanting to know if you can help them: As mentioned this user, as most of us would, will scan the page looking for what they need. If they find the service they are looking for, either they will read on if interested, or just turn straight into a conversion, by looking for your number or contact form. This is why you should make it easily accessible. If they cannot already see the number, they will scroll to the top or bottom of the site where they will expect to find your number and / or e-mail address or they will hunt for a contact form. Ensure every path is within reach. This may have taken a while to explain or read, but as you know will have taken seconds in a real time.
Because Google are user orientated it is important when preparing content that both Google and the user are given the same level of consideration. Google want to give its users the best experience possible, therefore serving the best content for each individual is paramount. Google has certain things they are looking for, which is why it is important to consider this when structuring the layout and copy on the page.
This is why content is key, using the right keywords in the right places, with the correct formatting (Heading Tags) is vital. If the whole site has already been structured correctly, each service should be wrapped in H3 tags. This is due to Google knowing, who you are, what you do, where you are and what this page is about, from the H1 & H2 already in the standard page layout. Then the H3 will say “now look at this, this is key information on this page”. This will also be formatted to stand out for the user, to tell the user scanning the page “Look here!”
Google likes content, within reason, fill this page with content about each service. Just listing services will not help the user and therefore it will not help Google. The service page of your competitors website, with just a list of services will be below you in terms of Google’s respect for the page.
Then, link this through to a whole page devoted to that service. What that service is, what it entails or how you provide that service better than your competitors. Also the processes around you providing that service and why you do it well. They need to consider why to use you for that service. Anything, as long as it helps the user and has a higher word count than your competitors page on the service.
Converting the visitor
“You keep going on about conversions, what is a conversion?” I will be writing a post on this. But for now. a conversion means different things for different people. For you or your salesman, his CR (conversion rate) is the amount of sales he makes, when he converts that enquiry into a sale or that cold call into a hot lead.
For your website, converting a visitor into an enquiry whether that be a call or a form submission / email. Either way, this is a conversion, your site has worked. It has pulled a user through their site journey and lead them to contacting you, turning a visitor into a lead. This is why you have a website, this is your ROI. You may have spent £5k on your site and the digital marketing / SEO of that site. But then depending on your services, you may turn that one visitor into a customer that spends £25k with you.
So, how is best to go about this with your services page? This is one of the best pages to do this. We see through analytics results (which by the way if you take out my Maintain package you will receive a monthly report on this) that this is a superb conversion point, which makes sense when you think about it. This is the end of a users website journey, they now have what they need from the site. They now know that you can provide a solution to their problem. As mentioned above, making it as simple as possible for a user to contact you at this point in particular is extremely important. A contact form, phone number & email address should be present and immediately at hand for the user.
Expanding out from your services page
Great! You now have a fantastic services page. Now what?
Linking out – As already mentioned, this page needs to be linking out to more in-depth pages, detailing how you supply each service, what makes you different or better than your competitors, why a visitor should choose this service from you over others. This can then go on to detail the journey the user will experience when they use you for this service. The steps they will be taken through after contacting you, what will be required of them to complete the process and deliver the service successfully. Even maybe detail out your perfect customer. Let them know what you expect from them, how they can work with you in order to make the process as smooth as possible.
Linking back – I discussed early on in this post, how this will be the end goal. How getting your visitors here, to know and understand your services should be a priority and how this should be the end of their website journey. For this reason, along with others, this page should be the middle of a web of pages, all linking here, articles / posts ending with the CTA of “Find out about our services” or “How we can help you?” This will not only have improved the users experience and assist in increasing conversions, but this will also boost the pages PA (Page Authority).
If you haven’t already (and if you are interested) have a read of this post on page authority. Once you understand the importance of this, it will open up a whole new world to you on how to improve SEO by adding links to and from the right posts, back linking from other sites & internal linking. This then also proves the importance of a site structure document. Something I highly recommend when starting a new web build or starting to improve your Google rankings.
Hopefully this post has helped. The reason for writing this post in the first place is I am sitting here in a cafe, thinking where to start with my own services page, what I would advise others to do. So why not get it all down in a post to help others. As well as creating a piece of content for my site! Win win.
So, stop reading me blabber on and go create something! I have summarised these steps in a handy step by step, which you can download here if you’d like. Though i’ll cheekily take some details from you in return (GDPR compliant of course) :-p
Thanks for reading.