5 Tips to Improve Service Page Conversion Rates
by Arina Smith Marketing 02 March 2018
You may not realize this, but it’s practically impossible to convince someone to take advantage of the service you provide unless they have an immediate need. As an example, you can shout, scream, and sing your company praises from the mountaintops if you’re a plumber, but you’ll never get hired unless someone has an immediate plumbing related problem in need of your assistance.
Converting visitors into white-hot leads from your service page isn’t going to be the easiest thing to accomplish. But there are certainly a few things you can do to motivate potential customers to choose your company over the competition when their need already exists.
That’s what it really boils down to when you think about it. Customers view your service page once they’re already in a buyer’s frame of mind because they need your help. So convince them that your company is the best option, and make your argument as effective and convincing as possible.
How do you do this? You make the necessary changes to your service page to convert readers into buyers.
1. Make Your Service Page Copy Clear and Concise :
At this point, people barely read web pages from top to bottom. In fact, visitors to your site are hardly going to read the words at all. Instead, they are going to scan your service page for specific phrases that jump out and catch their attention.
Make it easy for your visitors to find exactly what they’re looking for. When specific text is important and something you want to highlight, make sure you formatted correctly so that it’s easily readable. You can highlight important text in the form of short lists, bullet points, and callouts.
Even more important, avoid creating long-winded and drawn out paragraphs on your service page. In fact, avoid long-winded and drawn out paragraphs on your entire website, but this is especially important when highlighting your services. In fact, when creating bullet points, you should avoid complete sentences in their entirety. Just use as few words as possible to highlight the service and get your point across.
If you’re sharing multiple services on the same page, make sure you break them down in subheadings and sections. Use a clear headline to highlight the particular service in the form of a subheading, and make it noticeable so your visitor can quickly find exactly what they’re looking for. This will help them determine if they’ve found the right company. Not everyone is going to need your particular services, so some of your website visitors are going to move on quickly, while others will skim through the rest of your page to make sure you’re the right company to take on their project.
Most important of all, make sure the information you want highlighted to stand out is at the top of the page. You can then share supporting information below to help solidify the validity of your services in the minds of your potential prospects.
2. Using Triggers to Increase Conversion Rates :
Before you can start using triggers to increase conversions, you have to understand what catches the attention of your prospects, which will ultimately convince them to take action and hire you for their project. When we say triggers, we typically mean things that’ll catch your prospects’ attention like blatant calls to action, bright and shiny buttons, and links.
Remember, your prospects aren’t going to treat each trigger the same. As a matter of fact, certain triggers will convince the prospect to act one way while other triggers might have the opposite effect. So you have to use the correct trigger in order to get your prospect to act in the fashion you desire.
As an example, let’s say you run an SEO service for small businesses. Your prospects are obviously interested in ranking their websites highly in the search engines for valuable niche related keyword phrases in their local market. On your service page, not only should you highlight your services, but it would be a good idea to link to specific blog posts on your website proving that you’re an expert in this field.
It may seem counterintuitive to pull your prospects away from your service page, but nothing could be further from the truth. The more you highlight your expertise and the more your prospects understand this, the more eager they’ll be to choose you over the competition. Sharing these valuable links and highlighting specific articles is just another way to prove you’re the perfect company to help them with their pressing problem.
3. Create an Affinity with Your Reader :
More than anything else, people want to be recognized, understood, and they want others to relate to their struggles. From a business service page standpoint, you should craft your marketing message to show your potential customers that you really understand their problems, sympathize with them, and want to do your best to help.
Not only that, you can write your service page content in a way that shows your core beliefs are in line with potential customers. By doing so, you will confirm to prospective customers that you care about them, you’ve validated their thoughts and feelings, and they will feel like they belong in your company, which will ultimately make it easier to get hired for the job.
How do you approach this? Even though you should keep your service page brief and to the point, you also have to identify with your readers’ emotional struggles. By approaching service page copy this way, you’ll create a rapport with your visitor and they will find it much easier to hire you no matter how much you happen to charge. You can charge much more than the average service provider in your industry and still bring in clients as long as they feel like the both of you are on the same page.
4. Offer Your Visitors an Unsolicited Gift :
The Law of Reciprocity is powerful and it’s one of the easiest ways to turn prospects into paying customers. When you give your website visitors an unsolicited gift, they will feel compelled to return the favor. In this instance, they will feel compelled to hire you since you were willing to do something nice for them. They will want to return the favor.
In the service industry, you could do a few different things to entice visitors to accept your free offer. You can create a free PDF file helping customers maintain their home in whatever area of expertise you possess. Or you can give first-time customers a special discount when they hire you for a job. Or you can throw in extra services for free once they hire you for an initial, low-cost service or consultation.
Think about your industry and come up with more ways to entice visitors with an unsolicited free gift. You’ll be glad you did, because once they accept your free gift, you’ll find it much easier to upsell them on other bigger, more expensive services, as long as they find themselves in need of them or will benefit from them one way or another.
5. Provide Social Proof on Your Service Page :
Most small business owners recognize the value of social proof. They do their best to collect customer testimonials and put them on their own separate page. While this is certainly valuable and highly recommended, you can take this a step further and create an even bigger impact.
Instead of hiding your social proof away on a special testimonials page, why not add a few testimonials to the bottom of your service page? By approaching your service page this way, you’ll make it easy for prospects to see how happy previous customers have been with the services you’ve provided. Your prospects will not need to look for testimonials on a separate page because they will be right there in front of them and very easy to see.
Remember, the more testimonials on your website the better. This proves over and over again that you provide excellent services, your customers are very happy with everything you do for them, and you’re sharing valuable social proof for all to see. This method is a phenomenal way to turn potential customers into rabid fans in no time flat.
As you can see, we’ve shared a few unorthodox methods of turning your service page into another way to convert visitors into paying customers. Most of your website visitors are going to stop by this valuable piece of the virtual real estate when they’re interested in what you have to say, so you may as well make every effort possible to sell them on your services. Please use these tips to your advantage and you should see an uptick in conversions very quickly as long as you follow the guidelines shared today.
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