How to Create an Experience Page that Sells

Here’s what I’ve noticed from my many years as a website designer and brand strategist: Most designers do a great job at building an experience page that sells for their own business… But (you expected that, didn’t you?) when I look at the sites that they’ve worked on — their clients’ services pages — it seems like a different person designed them.

Either they don’t capture the full picture of what the person’s experience is like, the page isn’t strategic, it’s not cohesive, the brand personality is lacking, or some combination of all the above leaving the site looking unfinished and unprofessional.

So today I wanted to talk about how to create a service or experience page that actually sells and one that targets your ideal clients.

Why other services pages suck (sorry, not sorry)

The main issue I see with other services pages is there’s no value being built up. The copywriting and the design aren’t working cohesively to take potential customers through a journey. There’s no distinguishing their services from their competitors, transparency, or ways of convincing their ideal clients that they can’t find this type of value anywhere else.

Instead, what I usually see (and this is especially true for wedding pros) is entrepreneurs treating their services pages like a freelancer’s website with information and pricing, and that’s it.

Here’s the typical, problematic structure:

• Pretty images
• Small introduction about the person and/or services
• The step-by-step process
• More photos
• The investment

Here’s why that structure isn’t going to set you up for success, and why you shouldn’t set up your services page like that:

1. They don’t understand their clients. One reason we here at Carrylove Designs don’t offer website design by itself is because we can’t possibly get enough information about our clients’ business, offerings, or goals that way. Most entrepreneurs come into the Signature Experience thinking we’re only going to focus on the aesthetic parts of their business. In reality, there is so much more to a brand launch than a pretty logo. We go through an entire process with them so that by the time we get to the third phase, the design phase, we have a deep understanding of their brand strategy and messaging.
2. They don’t have sufficient (or any) website copy. One of our biggest assets at Carrylove Designs is our magical copywriters. We provide each of our clients with all their website content and our copywriters have a few goals in mind while writing the content: SEO, brand voice, and brand strategy. Most designers don’t have a copywriting team, so they work with the copy their clients give them. But if the client doesn’t understand these three crucial elements, then they’re not setting up their service page for the best success. P.S. No, photos alone can’t sell your services!

Our team comprises designers and strategists, but most designers are just that — they design pretty pages. My mission with every client is to give them the tools they need to grow their business, and that includes creating a website that sells.

How to create an experience page that sells

Ok now for the juicy information you’ve been waiting for: How to create a service page that sells. The first thing you need to understand when creating your experience page is that it must build value.

Have you ever been to a coach website where they sell courses? You’ll quickly notice a theme: They all have a page where you can buy their course, but before you can, they take you through a looong journey that explains their course. These are what’s called Long-Form Sales Pages. Your service page isn’t any different from theirs.

Here’s what you should include on your experience page:

• What makes your services and experience different from the competition
• How you want your clients to feel. For example, do you want them to feel comfortable? Relaxed? Loved?
• Phrases and words that call out your ideal client. For example, “You may be a perfect fit if…”
• Your process — don’t be afraid to be transparent
• Testimonials
• The investment

Some frequently asked questions about creating an experience page

Should I list pricing on my website?

Yes! We are huge advocates for this because it weeds out the people who can’t afford you. Plus, potential clients who can afford you might not book because they don’t want to have that awkward conversation about money. (I’m guilty of that for sure.)

How can I show my personality without it being all about myself?

This is where website strategy becomes super helpful. During the first stage of the Signature Experience, we go through a comprehensive brand questionnaire and put together a strategy that includes a complete profile of our clients’ ideal customers. We also pick adjectives to form a cohesive brand personality. Using these, we can show that personality through our tone of voice and enhance that messaging with the page’s design. 

What if I have multiple services?

In these situations, I recommend dedicating separate service pages for separate offerings. If you photograph newborns and weddings, don’t lump these two services on the same page because those are completely separate clients with different needs and wants. Not to mention you won’t be able to rank for your target keywords effectively on one page. You’re also going to need to choose your favorite child and talk more to that client throughout your website, while still focusing on the general pain points of all your target clients. Then, you can get more specific and direct on your separate service pages. A great example is of a recent wedding photographer client of ours, Jessica Frey. (You can check out her brand reveal here.)

You’re ready to create your strategic experience page!

Now that you’re equipped with the knowledge on how to create an experience that sells, you’re ready to book more clients, watch your business thrive, and attract more of your ideal customers!
If you’re still a little lost or feel you need more direction, come chat with us. Our team would love to see how we can best serve you and your brand!