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.
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:
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.
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.
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.)
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.
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.)
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!