How to Describe Your Services How to Describe Your Services to Connect with Your Ideal Client

Over the years, we have been honored to serve diverse creative women in business — from coaches and stylists to photographers and planners.

We have seen, first-hand, one area small business owners often have trouble with is: Describing their services. As small business owners, we are overly-familiar with our businesses; no one knows what we do as well as we do, right? That’s why describing our services to connect with our Ideal Client can be so tough!

Today, we’re excited to share 3 considerations as you describe your services. These tips can be used as you create your Services page — or elsewhere!

How to Describe Your Services

  1. Meet your Ideal Client where they are. Start by describing the season your Ideal Client is in. Meet them exactly where they are in their journey (Recently-engaged, struggling small business owner, etc.) and speak directly to your Ideal Client. An example would be, “You’re a recently-engaged bride-to-be, who knows wedding planning is a big job! You’d like to be supported and guided every step of the way…” and then “…Our Blush Experience is perfect for a bride who wants to…” By speaking directly to your Ideal Client, you can better meet the needs of your Ideal Client and help them to see your services have been designed just for them.
  2. Include the details of what’s included… but not all the details. In addition to your client-capturing description, include a bulleted list of what’s included in the service… but not all of the details of what’s included in the service. While a long bulleted list can appear more “robust” or of higher value, the truth is, too much text can actually deter your Ideal Client. If too much is listed, your prospective clients may even talk themselves out of needing the service; it appears to complex. Include enough to show the basics of what’s included in the service… enough to encourage your prospective client to connect with you.
  3. Use on-brand language. Your services descriptions are meant to capture and connect with your Ideal Client. Describe your services in an on-brand way. If your brand is casual and friendly, sound as though you’re talking to a friend. If your brand is elevated or high-end, use language reflective of that. Your services are truly the bread and butter of your business, and describing them can be an art!


What questions do you have about describing your services? Comment below!

With a Bachelor of Science in Business and a Master of Arts in Teaching, Kelly has long had a passion for serving and encouraging diverse women in business. Today, she serves as a college-level Instructor of Entrepreneurship and is honored to serve creative women in business wholeheartedly as co-founder of With Grace and Gold®. 

co-founder and educator at with grace and gold

Kelly Zugay

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