What is the goal of your website?
Is it to work as a brochure for your business, to tell the story of your brand, and to ultimately help sell your services? Now stop to think for a moment. When you wrote your services page, did you think about your company (and personal) values or did you just start listing off what you offer?
So often when we are reworking websites for clients, we see their services pages simply stating what they can do. These pages get lost in the shuffle of competitors’ websites and don’t leave a lasting impression of the benefits of working with you, only the features.
Features vs Benefits: What is it vs what is it for ME.
- Features are defined as surface statements about your product, such as what it can do, its dimensions and specs and so on.
- Benefits, by definition, show the end result of what a product can actually accomplish for the reader.
If you aren’t listing all of the features, what should you do?
Rather than starting the writing process with the service in mind, start with your customer. Paint a picture and be as specific as possible. What are their fears? What problems do they face in everyday life? Actually write down their narrative and start telling their story. Through your writing, show this individual that you understand what they are struggling to accomplish and try to make an emotional connection with them.
Validate how they feel and ask how they would envision their life or business if this stress was taken off the table. Take the time to write out how their life could change if they were no longer held back by their fears. Again, focus on the emotional aspects of the journey.
Now, how do your services help to solve these issues and what is your process? How is working with you different from working with your competition? What is the cost of staying in the now versus signing up for your services?
At the end of the page, add a call to action to entice your reader to take the next step.
Take a look at what you’ve written. Have you listed off the features or are you actually telling a story that your prospects will relate to? The process of forming your services pages as a story can help you attract the people with whom you want to work rather than just anyone who could benefit from the services. It is a way of showing your values and the value you bring to your clients while at the same time coming across as your authentic self.
Give this exercise a try and let me know what a difference it makes in your business!