4 Mistakes You’re Making On Your Service Page

If you don’t know what to look out for, there are a few mistakes you can easily make with your website copy. These mistakes can quickly affect your conversion rates for your creative online business. I’ve already talked about mistakes entrepreneurs make on their home page and about page and how to fix them in these posts.

So, why not round out the pages with four mistakes you’re making on your services page, too?

I’ve seen way too many entrepreneurs and online business owners sabotage their service page with easy fixes that could turn their page (and their reader’s experience) around. To make sure you don’t fall into the same habits, here are the top four mistakes you’re making on your service page and how to fix them so you can increase those conversation rates and give your reader an experience they’ll never forget.

1. You’re Not Focusing On Benefits

Whether you’re selling a physical product, digital product, or service, you need to make your copy benefit-focused, not feature-focused. The features of your offer are not as important as the benefit. The benefit is what your offer actually does for your client. What do you do, and why is it valuable to them?

Will they gain confidence, increase productivity, solve a specific problem? Communicate the value you bring to your customers or clients. Address any concerns or feelings and tell them why your offer is the solution to alleviating them.

For example, there might be six modules in your course (feature), but do those modules help reduce their overwhelm around setting up their email marketing system? If yes, then reducing the overwhelm is the benefit of your course. Do you see where I’m going with this? The benefits highlight the reason your audience should trust you with their money.

2. You’re Not Speaking Your Customers Language

When your reader lands on your service page, they are likely interested in what you can offer them. So you need to make sure you deliver your offer effectively. Your products or services might be exactly what they need and have been searching for, but if your copy doesn’t convey this to them using their language, you might be missing your target altogether. 

General rules of thumb for writing in your customer’s language include writing to a 4th or 5th-grade level, writing like you talk, and using their exact words from testimonials, social media comments, etc if you can. 

Your message needs to be simple, clear, direct, and easy to understand. Use terminology your reader will understand. Write your copy with the assumption that your reader doesn’t have the time to figure out what you’re trying to say. I talk more about how to write copy that people actually want to read here.

3. You’re Giving Them Too Much Information

You probably want to list everything you offer on your service or work with me page. Please don’t. Similar to your language usage, keep your offer suite simple and easy to understand. Don’t overwhelm your audience with so much information or offer so many options that they become confused or unsure of what exact service or product they need. I always recommend 3 core offers and if you have extensions or other offers you can privately sell those behind the scenes.

Focus on the benefits of your offer and limit the offers on your service page to a few options. You can always upsell the other offers later or even split up your services onto separate web pages. Avoid giving your audience information overload by trying to pack too much into a single web page.

4. You’re Not Directing Your Audience To The Next Step

Every single website page needs to have a specific call to action (CTA). Whether it’s to sign up for your email list, contact you, book a consultation call, or check out your services, you are directing every reader towards an action. 

You likely have your home page or about page directing your audience to your service page. But your service page should direct your audience to (1) book your services, (2) book a consultation call to talk about how you can help them, (3) buy your digital product, or if you run an exclusive program, they may need to (4) apply. 

Whatever action you want your audience to take, make sure it’s an obvious next step. Spell out precisely what you want them to do next. And don’t forget to make that button obvious, too. 

If you adjust the copy on your service page with these four simple fixes in mind, I promise you will see an increase in your conversion and impact. 

Still don’t want to tackle your copy and prefer to outsource? Contact me here so we can chat more about your copy needs, or check out my own services page to see the different ways we can work together. 

While you’re on there, note how I highlight the benefits of my services, use everyday language, limit the information I offer potential clients, and funnel my readers through to a CTA that highlights the next step.