Strategic brands and websites for service providers.
Do you spend a lot of time in sales calls? Feeling like you’re constantly explaining your services, telling people how you can help them, and spending too much time talking to unqualified leads? Then might be time to take a look at simplifying and clarifying your offerings. Read on to learn how to refine your offerings as a service provider.
Simplifying your offerings is one of the best ways to clearly communicate with your audience to prequalify leads and focus your time on other areas of your business. Your website is the perfect place to showcase your offerings – it has the potential to become your hardest-working sales employee!
A complicated and confusing services page that doesn’t answer the questions of your target customer is going to turn them away. Or result in unqualified leads landing in your inbox.
Instead of filling your services page with a variety of small service offerings, think about narrowing your core offerings into three tiers, each with a different level of service. As a brand and web designer, my three core offerings allow clients to choose a package that fits their business needs and goals. Clients can come to us for brand clarity, brand design, and website design.
If three offerings don’t seem like enough to encompass all you do to help your clients, you can always have ‘a la carte’ or ‘off-menu’ services, but your core offerings should be the most popular ones and the services that you want to book.
Keep in mind that when you have to choose between being clear and being clever, clarity should always win. It can be fun to create branded service names that help you stand out, but if they’re difficult to remember and distinguish, your customer is going to get confused.
Oftentimes, your prospective customers aren’t going to be very familiar with industry jargon. So when you’re describing and naming your services, stay away from niche and industry-specific phrases. When you’re using the same language as your ideal client, you’re telling them that you understand what they’re facing and are familiar with their struggles.
Pro tip: SEO keywords are another great way to identify the language your audience is using as they search for your services. You can use a tool like Ubersuggest to identify potential keywords and their ranking potential!
Having clear and succinct bullet points of what’s included in each package makes it easy as pie for them to see what they’re getting for their dollar. Be sure to highlight the most valuable deliverable at the top of the list and write the bullets in a way that is easy for readers to process and remember. Don’t forget to include the non-tangible value that your service is providing them. Things such as your expertise, saving them time/headache, etc.
When someone isn’t familiar with your industry, it may be difficult for them to decide which of your packages is the best option for their needs. And while this is something you can determine on a sales call, we want to avoid wasting time on unqualified leads.
So how can you help your prospective customers figure out which service is right for them without getting in touch with you?
A great way to do this is by including a “this is perfect for you if…” section alongside each of your services. Help website visitors understand which option is right for them by talking about the business goals your offer will help them reach, the amount of time they’ve been in business, and the problems this offer solves.
If you want to go the extra mile, you can also add a “this isn’t for you if…” section that outlines reasons why someone may not be qualified for a certain service. These reasons could include budget, timeline, industry, level of commitment, deliverables, and so on.
There are some conflicting opinions in the online space about whether or not you should list your prices on your website. But when your goal is to simplify your offerings and prequalify your leads, sharing your price upfront will keep away potential clients whose price range is way off.
It can be uncomfortable to talk money right on your website before you’ve had a chance to get to know your potential clients and their unique needs. Here are a few simple alternatives you can give that allow for further flexibility and personalization.
Pro tip: if your packages are customized to fit the needs of each client, be sure to say that! Acknowledging this makes them feel like they’re going to get personalized service.
When your offerings and services are clear and easy to understand, sales calls are quick and easy. And potential customers feel empowered that they already know which package they’re interested in just from reading your website!
A website built on clarity will lead to a much more positive customer experience for website visitors. It builds trust in your relationship with clients from the beginning and assures them that you’ll always be honest and upfront when they ask a question or have a concern. A professional website designer will help you create a website that draws in your target audience, clearly positions your service offerings, and convinces your ideal client to inquire about working with you. If you’re ready to build a strategic website that helps you save time, stand out, and increase your profits, get in touch and learn more about my web design services here!