It’s a familiar scenario: You’ve heard the gurus tell you not to write your website homepage first, but to start with your services page. So you whip open a Google doc, stare at the blinking cursor and then zip over to Ye’ Olde Google and search “how to write a services page.”
Welcome to the club, my friend. But here’s the thing, there isn’t one way to write a services page. I’d argue there are three. (And pssst: If you’re looking for a services page template, check out How To Write A High-Converting Services Page first!)
Why three? Because depending on 1) your stage of business, 2) your offer stack, 3) your ideal client’s familiarity with what you do and 4) your price point, you need to create a strategic user journey that’s going to convert them into a paying client. (A fancy way of saying, how you’ll guide them to the right offer and give them enough info to decide whether or not to book/buy/apply.)
What Are The 3 Types Of Services Pages?
Picture this: Jane lands on your homepage after searching for a “website copywriter”. (I’m really using my imagination here, I know.) As she scrolls down the page she’s presented with your offer stack (sometimes called an offer ladder). The stack neatly lays out your top three offers. (Pro tip: best practices dictate no more than three.) From there she will click a CTA button that will take her on a “Choose Your Own Adventure” ride
YOUR OPTIONS INCLUDE:
1) Homepage → Splash + Deliverables Page → Book Now
2) Homepage → Splash + Learn More Page → Which links to three fully written sales pages, one for each offer → Book Now
3) Homepage →Three fully written sales pages, one for each offer → Book Now
Which Services Page Is Right For You?
Option #1
Splash + Deliverables Page
Choose this offer if:
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Your offers are easily distinguishable from each other.
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Your offers are low-cost and not custom.
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You’re 100% confident you can sell your offers without individualized sale copy for each.
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You’re extremely pressed for time and need to get something up but will develop full sales pages for each offer ASAP. (Promise me?)
Keep in mind:
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Your homepage CTA button should invite them to “Learn More”.
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Your splash page CTA buttons should tell them to “Book/Apply Now”.
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You must include your offer deliverables, price, and timeline on the splash page as well as a brief description of each offer.
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This page is not a McDonald’s menu. You still need to include larger copy sections throughout that strategically reiterate your reader’s OVERARCHING problems and paint that picture of what working with you looks like, social proof, process, etc.
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Your homepage will need to pull a lot of weight in order to prime people to make a decision on the splash page.
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Grab my Homepage Copy Template here.
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Read up on The Services Six framework and hop on the waitlist for The Copywriting Cohort Course if you want access to my services page templates and my eyeballs on your copy in my 4-week group program.
Option #2
Splash + Learn More Page → Full Sales Page
Choose this offer if:
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Your prospect might be interested in more than one offer.
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Your prospect will need more details to determine which offer is best for them.
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One or more of your offers are highly custom or personal. (Think coaching, therapy, custom website design.)
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One or more of your offers are high-priced investments ($1000 or more)
Keep in mind:
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Your homepage CTA button should invite them to “Learn More”.
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Your splash page CTA buttons should invite them to “Learn More” about each individual offer.
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Your individual sales page CTA buttons should tell them to “Book/Apply Now”.
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You may or may not choose to include your offer price and timeline on the splash page (depends on whether or not you think this is necessary to weed out clients that aren’t a great fit.)
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This splash page is not a McDonald’s menu. You still need to include copy sections that strategically reiterate your reader’s OVERARCHING problems and paint that picture of what working with you looks like, social proof, process, etc.
-
Read up on The Services Six framework and hop on the waitlist for The Copywriting Cohort Course if you want access to my services page templates and my eyeballs on your copy in my 6-week group program.
Option #3
Homepage → Full Sales Page
Choose this offer if:
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Your offers are easily distinguishable from each other.
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Your prospects will immediately know which offer meets their needs and thus which button they should hit to learn more.
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One or more of your offers are high-priced investments and/or highly personal or custom and a dedicated sales page is necessary to help your reader understand your process.
Keep in mind:
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You will also need a dropdown navigation that allows your reader to select the individual sales page, in addition to laying out your offers on the homepage itself.
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Your homepage CTA buttons should invite them to “Learn More”.
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Your individual sales page CTA buttons should tell them to “Book/Apply Now”.
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Your homepage will need to pull a lot of weight in order to prime people for your offer stack. You will not have the splash page to nurture them so your homepage has to hit it out of the park!
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Grab my Homepage Copy Template here.
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Read up on The Services Six framework and hop on the waitlist for The Copywriting Cohort Course if you want access to my services page templates and my eyeballs on your copy in my 6-week group program.
The BP Copywriting Cohort is the Complete A-Z Course for service-based DIY-ers who want to write or rewrite their website copy under the wing of a six-figure professional copywriter.
Walk away with your three core website pages written, edited, and approved by me in just four weeks.
JOIN THE COPYWRITING COHORT WAITLIST
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