How to Increase Conversions by Improving Your Website’s Service Pages
Service-based businesses that generate leads online face many different challenges. Prospects are already 75% through the sales journey before they contact the business. Hence, the website is one element that must crucially deliver the message of your brand. The service pages are the cornerstone of your website and are a great place to deliver your message.
Explain the Why and How
The benefits your service provides are meant towards addressing customers’ pain points. This is why they are looking for your service and it should be clearly stated on your webpages. You are confirming they have come to the right place while detailing the service your offer.
You can simply tell visitors what you do, but providing an explanation on why and how it benefits them is the vital aspect that leads to a conversion.
For example, a real estate agent might highlight to a potential seller how they can save time by working with an experienced agent, while also guaranteeing to sell the property at its highest potential value.
Don’t Use Jargon
When you try to deliver a message to your visitors, avoid using industry-specific terms, abbreviations and jargons that customers won’t understand.
The best way to craft an appealing message is to know what your customers need. Listen to what they are saying and how they are describing what they need. You should frame your message by utilizing the same terms customers use so you better connect with your visitors.
Utilize Visual Content
Images, graphics and video have always been a great way to summarize and clearly describe the service you provide. Try to use high-quality images and avoid stock photography. Using your own images will set the expectations of visitors closer to reality and give your company a transparent reputation.
Use graphics, charts, and animations to better describe your services. These graphics could share stats, industry insights, and more.
Customer Experience First
Search engine optimization (SEO) is vital to generating organic traffic to your website. However SEO should always be done with a customer-first approach.
Search engines have stated that user-experience is a ranking factor in their algorithms. The engagement you generate with your content counts as part of the user experience. If your content is lackluster or irrelevant to visitors and they leave without acting, this sends a signal to search engines that the visitor didn’t find what they needed on your site. This instance can reduce your website’s ranking for that keyword phrase.