PreviousZekebits | Blog
29 May 2017
The purpose of the Service pages is to best explain how a service can direct a visitor to learn more about the application of that service in the form of a case study.
Your high-end interior design services might be truly discrete, for example a prospect could hire your interiors company for one or more services individually, but may not necessarily need what all have to offer; or, your services might be discrete disciplines, but necessarily connected to one another, meaning that they require different processes and personnel, but when a prospect engages your company, they go through them all; in other words they cannot buy them ad hoc. Either way — whether it is completely standalone or a piece of a larger sequence — each of your services should have a dedicated landing page designed to explain what they are, how they work, and what they achieve.
Below are the ingredients to a successful service landing page:
This page needs to explain what makes an individual service unique, a little bit about how it works, and nudge the visitor toward envisioning some outcomes. On that latter point, that nudge will come in the form of your related testimonial and case studies. But as for explaining what makes this service unique and how it works, make sure you tell a prospect everything they need to know in order to make a decision to either buy or learn more, but not everything they’d need to know in order to do it themselves. This page is a pitch, not a manual.
Social proof: A happy client will always be a better salesperson than we can be. Try to feature a testimonial here that speaks to the full scope of what your hign-end design firm has to offer and allow their words to show the transformation you’ve made possible for them with your services or products.
Now give them your proof. The goal of this page is to direct an even more informed visitor toward the content that proves the value of your services. After your brief description of this service, list a few case studies in a way that is easily scannable. Stick to a name, a brief abstract, and a clear button that directs them to another page dedicated to the case study alone. Navigating to a case study detail page is the most important choice you want a visitor to make on this page.
A buyer-friendly call-to-action (CTA) is one that invites a prospect to get in touch with you directly to discuss working together. Though the most important step you want to design into this page is the one that takes a prospect even deeper into the site like the case study page— a page dedicated to telling the story of how you applied this service to a real-world problem, if a visitor is ready to go, don’t block their way. Make it clear that they can “get started” or “request a meeting” at any point along the way with you.