How to Make Your Services Page Profitable

Among the essential pages on your website, the one presenting your services will probably be one of the most visited. And for good reason — it is the page that reveals the very essence of your business, defines your areas of expertise, and showcases your various skills.

The aim is simply to demonstrate that you have the services needed to address your clients' problems, but above all to convince them. Here are a few key points for building your "Services" page and making it profitable.

Clarity of Information

You might say this applies everywhere, and you would be right. But for the "Services" page, it is a dimension to pay particularly close attention to. Your areas of expertise should be explained clearly and in accessible language. If your field uses a wide range of technical terms, do not hesitate to simplify your language so that it is understandable to everyone.

You must put yourself in the client's position and ensure one thing: that they leave with as few doubts and questions as possible. If, after their visit, they have not fully understood exactly how you can help them, they will likely go and visit other sites — and you risk losing a potential client.

Do not hesitate to provide as much detail as possible about the range of your competencies. But be careful to ensure these are details that are essential to describing your activity, because the trap is to overwhelm visitors with a mass of information that is not always very useful for a first impression.

Finally, one last point: display your prices. Indeed, if there is one place where these absolutely must be clearly stated, it is your "Services" page. There is a very strong chance that the visitor went to this section of your site to look for precisely that information — now is the time to give it to them. Displaying your service prices is something many businesses consider taboo, preferring to discuss them at a later meeting. However, once again, if the prospective client cannot access the desired information at the right moment, they risk leaving and heading to your competitors' site. So no more mystery — do not hesitate to display your prices, in full detail.

Bring Your Page to Life

Of course, the "Services" page is intended to bring together a great deal of information about your business, but that is no reason to neglect its appearance. Nothing discourages a reader more than a page filled with nothing but text.

So take care of the design. By this we mean the general design of the site, of course, but for this page in particular, think about highlighting key elements within your text. Structure your body text into sections, with headings and bold passages. Consider featuring figures. Numerical data speaks to most visitors. Why not cite a statistic or a figure that attests to your results? It also reassures.

Beyond colour, the visual dimension through imagery must also be considered. Admittedly, not every type of business lends itself to glamorous photography — and yet! Whatever services you offer, illustrating your expertise can prove advantageous in this section. Note that we are not looking to replace your "Portfolio" page by displaying all your past projects here. But if you have a few perfectly photographed examples, you can use them to illustrate your points.

All visuals used must be of high quality. They must be appealing and enticing. If they are pixelated or poorly composed, one might think — wrongly — that you do not take care of your work. First impressions count for everything, so be vigilant. You have several options for obtaining quality visual content. If you can afford it financially, hire a professional photographer. They will be able to capture and showcase your activities in just a few shots. For a less costly option, turn to someone you know who is reasonably good at photography (we will leave the compensation arrangements up to you — but perhaps put a bit more thought into their Christmas present). Finally, you can rely on image banks, free or paid. These offer a wide range of illustrations covering almost every sector.

Reassure the Visitor

Once you have perfectly described and illustrated your services and the way you can resolve your clients' problems, you can also add certain elements aimed at convincing them once and for all. Here are 2 interesting elements that are easily exploitable regardless of your sector of activity:

• Testimonials
  Why not include a few brief extracts of client feedback? Even though everyone is aware that many sites generate their own glowing testimonials, that will not be your approach — and you will prove it. Because the most valuable thing to do is to ask clients you have already worked with directly for their opinion. With their consent, you can then display the person's or company's name, which is a mark of authenticity.

• An FAQ
  An FAQ is a "Frequently Asked Questions" section. Its purpose is to gather the most common questions about you and your services. You will answer them clearly so that visitors can find the answers too. This section can appear at the end of the page but should not exceed 4 or 5 questions. If there are more, consider making it a standalone page on your site so as not to overcrowd this one.

But what remains the best way to reassure your potential client? Probably to show them that you are available for any information they might need. To do so, clearly add the contact details (email address, phone number) at the bottom of the page. You can also formalise this approach in the form of a contact form. The visitor simply fills in the required fields and you get back to them later. This solution can have another considerable advantage if you add a section inviting them to briefly describe their problem or reason for interest. By having this information to hand, you can prepare part of your response before even speaking to them — which will be reassuring.

In Conclusion

As you will certainly have understood, the watchword for a successful "Services" page is CLARITY! Provide details, but continually put yourself in the visitor's shoes: will they understand me? Do not keep things mysterious — it could lead to unpleasant surprises. Adapt your language to your target audience, of course, but do not forget to show your personality and your company's identity. Reassure visitors and make yourself available — and the job is done.