How To Write Your Services Page - With Grace and Gold | Branding Design and Showit Web Design for Creative Small Business Owners and Entrepreneurs

How To Write Your Services Page

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January 22, 2016

Reading Time: 3 Minutes

For service-based businesses, the way we present our services matters. As small business owners, we are so familiar with our own businesses — which means we may accidentally overlook the details of our businesses and our services that our  prospective clients will connect with most. Today, we’re excited to share how to write your service descriptions so you can connect with your audience and more effectively sell your services.

Today’s blog post is also Episode 007 of The Brand It, Build It Podcast by With Grace and Gold – a leading business marketing and small business education podcast for creative small business owners and entrepreneurs. Tune in on Apple Podcasts, Anchor Podcasts, Spotify Podcasts and elsewhere!

How to Write Your Service Descriptions by With Grace and Gold

How to Write Your Service Descriptions

Begin by thinking about your clients. For service-based businesses, there are so many details to know about the services we offer. Begin by thinking: Which of those details will matter most to my clients? This way, you can compose your service descriptions with your client in mind — focusing in on the aspects of your services that matter most to them rather than to you. At With Grace and Gold, one copywriting error we often see is when business owners write about their services the way they understand them — rather than the way they’d like their Ideal Client to understand them. For example, a business owner might say, “My engagement package is one of my favorite packages, because I can get to know you and your fiancé better.” But, instead, a business owner should say something like, “Capture the joy of your engagement and fall in love all over again with an engagement session to celebrate your unique love story.” When you write about your services with your Ideal Client in mind, you can better communicate why your services should matter to or appeal to your Ideal Client.

Speak directly to your client. Guide your clients from where they are today to where they can be as a result of working with you. Because you’re an expert in your field, it’s essential for you to bring your clients along on a journey. Don’t leave your clients wondering which service is best for them — let them know in a clear, concise way. Adding something to each service description like, “This service is best for someone who…” can help guide your audience more seamlessly.

Make note of your client’s pain point – and focus on the benefits of working with you. Your client needs to feel understood and acknowledged in order to know they’re in the right place. Acknowledge your client’s pain point (What problem are they trying to solve?) and let your client know where they could be as a result of working with you. In addition to the “physical” deliverables or features of your packages, what are the emotional outcomes? For example, if you’re a wedding photographer — while you do provide wedding photography, you also provide heirlooms, you capture memories and moments, and you help create a seamless, love-filled day for the clients you serve.

We’ve explored a few helpful prompts to begin writing about our services with our Ideal Clients in mind — so how can we make sure what we’ve written is serving our audience well?

Review what you’ve written and be sure each service description is free from jargon or technical terms your client may not know or understand. As business owners, we spend lots of time within our business — thinking about our businesses, writing about our businesses, and communicating about our businesses. Put yourself in your audience’s shoes and remember they are coming to your business because they are looking for an expert to guide them and help them.

Lastly, use different headings or bullets for clarity. Whether you’re sharing about your services on your website or in a brochure, strategically use headings, subheadings, paragraphs, and bullets to provide clarity and to ensure the service is easy to read and absorb.

Summed Up:

  • Begin by thinking about your Ideal Clients — the problem they’re trying to solve, the solutions they’re seeking out.
  • Speak directly to your Ideal Client, avoiding jargon or technical terms only you or someone in your industry will know.
  • Rather than focusing solely on the features of your packages, focus on the emotional outcomes someone can expect from working with you.
  • And lastly, when you’re writing about your services on your website or elsewhere, avoid using jargon — and use headings, subheadings, and bullet points for clarity.

Knowing how to write service descriptions can make all the difference for your small business, and we are so hopeful these tips help to get you started!

Since 2014, With Grace and Gold has provided brand and web design for creative small business owners. Hire With Grace and Gold or shop With Grace and Gold’s pre-made designs and Showit website templates – and come away with an elevated brand and web design for your small business!

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