Last updated on May 13th, 2021
People usually visit a website to know about the products and services the company has to offer. Being an entrepreneur, you must pay utmost attention to every element /aspect of your website design. On your service pages, you need to break down this information in a way that’s easy to understand, informative, and enticing.
This article will outline how you can create excellent service pages that will lead to more conversions for your business.
Here Are The Tips For Improving Your Website Services Page Design To Increase The Conversion Rate
01. Ensure Your Service Pages Provide A Positive UX
To start, you need to make sure that your service pages provide a positive user experience. On average, people spend about 15 seconds on a website. That means you have 15 seconds to capture their attention and convince them to make a purchase.
To start, your website should have a fast loading speed. No one wants to wait around for a page to load! Dig into your code to see if there’s any cleaning up that needs to be done. Start by compressing images and optimizing your file sizes. Then, take a look at your code and remove unnecessary characters like hyphens, spaces, or commas. This will help speed up your website.
Next, make sure your website design is intuitive and easy to read. If it’s confusing or difficult to navigate, people will be likely to leave. Have a third party, like a friend or a family member, go through your website and let you know where improvements could be made.
And don’t forget to optimize your service pages across every type of device, including iPhones, Androids, desktops, and laptops. Nearly 56% of web traffic comes from mobile devices, meaning the UX for them is equally (if not more) important than your traditional desktop website. Be sure to put work into optimizing for users with all types of devices.
02. Make It Clear How Customers Can Contact You
If your prospective customers have a question or concern, they’ll want to get in touch with you. If it’s challenging to do this, they might leave without purchasing with you!
To improve your eCommerce conversion rate, be sure that customers can easily figure out how to contact you. Place CTAs and contact options (such as contact forms, phone numbers, and live chat boxes) in multiple places on your service pages. If you do this, no matter when they think of a question, customers will know precisely how to contact you.
And keep in mind that different types of customers will want to contact you in different ways. Older customers tend to gravitate toward the phone and email communication, while younger audiences prefer social media messaging and live chat options. That being said, don’t spread your customer service team too thin — stick to a few channels and make sure that it’s easy for your customers to get hold of you.
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03. Always Give Your Service Pages A Strong Call-To-Action
Sometimes, people just need to be told what to do. This is where your calls-to-action (CTAs) come in. A CTA is a word or phrase, often underlined or on a button, that tells the reader what you want them to do next. “Sign up,” “download now,” and “start your trial” are all examples of simple CTAs.
To ensure yours are effective, use strong verbs that evoke emotion or enthusiasm about your product or service. Your supporting copy that surrounds the CTA should give the reader a reason to click, too. Don’t be afraid to take advantage of their fear of missing out, showing them a timed offer, or telling them how many people have used your services. And don’t forget that the design, position, and color of a CTA are essential, too. For instance, you might want to use a contrasting color for your CTA button and separate it from your body copy to help it stand out.
Look at how a tech company, a logo, and brand identity creation, implement a strong CTA. On their logo maker page, this is the first thing you see:
The CTA is above the fold and easy to notice. The succinct supporting copy outlines exactly what Looka is and how they can help your business (in under five minutes, no less). “Let’s make a logo!” emblazoned across a sharp purple button is noticeable, engaging, and gets the customer excited about their new logo creation.
Billie, a women’s razor subscription company, has a strong CTA on their product page, as well. They outline their mission of creating an inexpensive, healthy, and women-centric line in describing their products. The CTA is fun and appropriate with the supporting copy. “Fill your shelf” is a clever way to get the viewer on board with their mission and start adding products to their cart.
04. Highlight Your Achievements and Accolades
If you can prove to your customers that you’re good at what you do on your service pages, they’ll be much more likely to spend their money with you.
People like reviews; in fact, 72% of consumers state that positive reviews make them more likely to trust a business. So, it’s time to shout about your achievements. Use your service pages to show off how good your customers say you are! You can highlight the results your customers have gotten, show off customer testimonials, outline your credentials, or offer raw data about the number of customers you’ve helped.
Take a look at how Hootsuite, a social media marketing tool, showcases their customer testimonials on their service pages. Their training service page, for instance, highlights a very positive customer testimonial towards the bottom of the page. Not only are the words positive for prospective customers to read, but the attached client title and company provide a sense of legitimacy and authority to the testimonial.
Bitnoise, a team and business development service based out of Poland, also highlights their accolades on their services page. At the bottom of the page, after outlining the different types of services they provide, they show the hard figures: they have tons of happy clients, hundreds of projects completed, and over a decade of experience. This is a great way to reassure readers that they know what they’re doing and can be trusted!
05. Make Your Copy As Engaging As Possible
Your copy can make or break your sale, so you must get it right! Be sure that your service page copy is clear, concise, and follows your brand voice. If your brand is funny, be funny. If it’s professional, be professional. Don’t worry if you’re having trouble nailing it; that’s what copywriters are for. They can help tailor the words on your service pages to show off the most crucial information, engage the customer and, ultimately, get more sales.
Take a look at MailChimp’s engaging copy on their service page. They break the benefits of using their service up into different sections. This particular section has a copy that inspires the user to create the business they want. “Your way” and “look like the business you want to be” are great phrases for engaging the reader and helping them envision using your service, which is what makes the copy so effective.
TurboTax also has an engaging copy on its service page that gives the reader confidence in the product. “Feel confident doing your own taxes” conveys exactly what TurboTax wants. They’re here to help you finish your taxes with no stress or worry. This is the type of copy that will get a customer to commit to the product.
06. Ensure Clients Can Imagine Themselves Using Your Services
Your service pages should help your clients imagine themselves using your services and products. If you do this, they’ll be much more likely to want to invest. You can do this with the right visual content that shows your products in action, providing videos of how your services work, or by offering them a free trial of your program. These are great ways to start getting viewers hooked on the idea of your business and making them want to buy from you down the road.
Fresh Consulting helps customers imagine themselves using their services with their contact form. Take a look at how they utilize a fill-in-the-blank format in order to personalize the experience. This helps get customers thinking about what projects they think they need help with and gets them invested with Fresh Consulting.
Similarly, Boarding Pass NYC, a travel accessory and bag retailer, helps customers imagine themselves using their products with their imagery and copy. Notice how they put the viewer in the shoes of someone who owns the product — phrases like “the bags you need for the weekends you want” and “we’ve got you covered” do this well. By having an ordinary guy using their bags in the picture, the customer can picture themselves using the product, too. You can also enroll in Adobe indesign training program to learn more about how to create responsive visual content for the audience.
07. Use Images That Humanize Your Business
It’s time to put some faces to your company’s name. If you can humanize your business, viewers will feel more connected to you and will be more likely to want to make a purchase. The right photos can help engage the user and build a connection with them. You can humanize your business with the right imagery, behind-the-scenes content of your employees at work, or even just a showcase of your team.
Vintage Foundry Co., a shoe retailer, does this in a particularly excellent way. On their product page, they have a behind-the-scenes video of an employee making their shoes step-by-step (I recommend watching. It’s super satisfying.). This shows a lot about who Vintage Foundry Co. is as a brand. They offer homemade products, and real people are putting in the work.
BetterHelp, an online therapy service, humanizes their business on their service page, as well. Therapy can be a touchy topic — it’s difficult for many people to talk about their feelings, especially with strangers. By showing off their counselors through a series of animated pictures, the viewer can see many people that they could potentially relate to and speak with. This helps establish a connection and will lead to more sign-ups.
Your service pages play a crucial role in sealing the deal. You have to get it right in order to secure those conversions! Take a look at your website and find out the areas where you could improve. Humanizing your business with imagery, showing off your accolades, upgrading your copy and CTAs, optimizing your website, and making your customer service team easy to contact are great places to start. You might need to improve your pages more than one way — take it step-by-step, and the conversions will come.
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