BTB Episode 47: Crafting a Services Page that Sells

“Stories help people better understand significance. How do we make sense of the world? It’s often through the stories we tell about ourselves and the stories we tell ourselves about others. Stories give you a greater context for understanding.”

Today we are chatting about the elements of an effective services pages. In other words, what kinds of things do you need on the services or investment or experience page of your website to book clients.

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From the original blog post….

Neuroscience shows that buying is primarily an emotional decision. We decide, based largely on ‘irrational’ factors, to purchase something, and then use reason to justify the decision.

But we see so many websites that focus almost exclusively on the rational reasons that one might purchase their products or services.

Frequently we see services pages that resemble a menu. The whole page is usually succinct, and contains the price of the service with description of the deliverables, or the exact items that are included in that service.

That information is, of course, important on some level, but we often overestimate how important that information is in the purchasing decision.

I’d argue that the exact deliverables become less important the more ‘luxury’ or ‘high end’ the service or product we’re selling.

So if the focus isn’t on deliverables, what does an effective sales page focus on?

For more resources and to read the full article, go to…

READ THE FULL POST

Find it Quickly:

• 2:35 – The problem we often see with services page.
• 3:45 – Services pages vs. sales pages, and what we can learn from an effective sales page.
• 6:15 – How to get started with storytelling on your services page.
• 8:35 – The importance of a UVP.
• 11:00 – What stories help a business achieve.
• 12:45 – Should you include pricing on your website?
• 17:50 – How to include testimonials and reviews on your services page.
• 21:10 – Incorporating portfolio pieces and galleries.
• 28:30 – Top tips for your contact form

Resources Mentioned in the Episode:

• 10 Common DIY Design Mistakes to Avoid
• Example of a website that organizes galleries by event. Open the gallery and take a look at the ‘editorial’ style.
• 7 Tips for a Contact Page that Drives Inquiries

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