Designing a Strategic Website Series: Designing a Strategic Sales or Services Page
Your services page is probably going to be your most content-heavy page because you want to share a lot of information, but you can improve the design by removing distractions (such as a call-to-action in your banner image), breaking up your content into smaller chunks, and making it easy to get in touch with you.
Topics Discussed:
The difference between a sales page and a services page
Laying out a strategic sales page
Designing an effective services page
Overall design tips
Action Steps:
Add at least one image of you to the page if there isn’t one
Update your calls-to-action to encourage action
Add client testimonials that reflect the results they saw after working with you
Tips for designing strategic Sales page
The difference between a sales page and a services page
A sales page generally focuses on one product or service that is special. Usually you see these for online courses that need to communicate a lot of information before someone purchases.
Services page include much of the same information, but are about your general services, even if you have a specific process. You can use a similar layout, but need to include the main ways someone can work with.
Laying out a sales page
1. Powerful headline
Grabs attention, draws in dream clients, and encourages them to read on
Specific, direct, provoke curiosity
Use the language your dream client uses
Opening paragraph expands on promise of headline – “teaser”
2. Share the story behind the offer
Your transformation
How you’ve helped others (testimonials)
3. Headings that grab attention
Make it easy to skim
“why should anyone read this?”
4. Images
What the product looks like
Inside iPad, laptop, desktop (for digital product)
Images of you (for personal brands) + tell your story
Complement your copy and stay on brand (use icons that show up often in your brand)
Infographics to explain text-heavy ideas
5. Testimonials
Call out reasons people may not buy and convince potential buyers – answer common fears
Gather from skype interviews, emails, Facebook groups, social media, etc.
From clients, students, influencers
Use numbers and be specific
Include a photo of the person
Use testimonials throughout that focus on results – specific examples of how it worked
Have a portfolio of case studies
6. Features and Benefits
Features – what the person gets
Benefits – why they need it, state as facts
Benefits above features
List modules as title, what’s included, the results they will receive
Make it clear what they’re getting – value upon value
7. Guarantees (if you have one)
8. Buttons
After benefits, at bottom of page, under opening paragraph
Invite them to “join” or “get access”
9. FAQ
Address common questions and objections
Use accordion menus or pop-up blocks to shorten the overall page
Guarantee if you have one
10. Include a P.S. for lingering objections
Laying out a services page
1. Powerful headline
2. Share the story behind the offer
Your transformation
How you’ve helped others (testimonials)
3. Headings that grab attention
Make it easy to skim
“why should anyone read this?”
4. Images
Images of you (for personal brands) + tell your story
Examples of your work
5. Testimonials
6. How you Work with People
The service levels or options
7. Features and Benefits
Benefits – why they need it, state as facts
Make it clear what they’re getting – value upon value
8. Buttons
After benefits, at bottom of page, under opening paragraph
Invite them to “learn more” or “book now”
Design Tips:
Keep it simple – don’t have too many packages or ways to buy
Divide up the page into sections
