Your services/product page is the perfect opportunity to impress your site visitors and showcase what you have to offer.
Marketers have been creating and testing landing pages for years enabling them to identify a few key elements that matter, whatever business you have and here are some of the most important ones.
1. Picking The Best Title
The majority of product or service page titles are simple. Something like “What We Offer” or “Our Services” will suffice and leaves no room for confusion.
Saying that there are some benefits to getting creative and picking a title that stands out. Try doing A/B testing with different generic and unique titles to see which has the most impact on your audience to decide what is the best angle for your business.
2. Use Keywords Purposefully
Keywords should never be the main priority for your service page copywriting; however, they should be considered. Identify relevant search terms related to your business and services, then you can use them to help name your services and this will improve your appearance in search results. Sites such as Ubersuggest offer free tools to research keywords.
3. Accommodate your Personas
Being more targeted with your marketing message increases the likelihood your site visitors will convert. If you have more than one target audience that will be interested in your product/service, consider creating personalised pages that focus on their needs.
An example would be, say you are a design agency that creates websites for both doctors and vets. You could create a unique and specific landing page for each audience, and then use wording and visual examples for each niche.
4. Use Social Proof to Build Trust
Social proof is any nonbiased endorsement from a third-party person or business, for example:
Testimonials
Reviews
Social sharing metrics
Social following metrics
Number of current customers
Make a point of emphasizing your social proof on your service page to show your audience that other people, not related to your business, like what you offer.
5. Make it Visual
Breaking up blocks of text with visual elements is a great way to keep visitors engaged and interested. Even if you do not sell products, service pages can benefit from visual elements such as pictures of your services in action just as much.
6. Include a Compelling Call to Action
The product/service page should be more than a description of what you offer, this is the opportunity to prompt your visitors to take the next step. If you offer products, this could be a “buy now” button. If you offer services, this could be a “contact us to learn more” call to action (CTA). If possible, try including a sense of urgency to encourage people to act now!
7. Add Additional Pages
Overcrowding your service page is a common mistake. Go over the basics of your product/services then offer secondary pages with more detailed information. Clutter can overwhelm visitors who are looking for specific services.
Conclusion
Your product/service page is your opportunity to showcase what makes your business unique. When creating content for these pages, speak to your target audience, make it visual, use social proof, and put the rest of these tips into action. Once you do, your product/service page will be a great asset to your site.
