Designing a Strategic Website Series: Designing a Strategic Sales or Services Page

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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:

  1. Add at least one image of you to the page if there isn’t one
  2. Update your calls-to-action to encourage action
  3. 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

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