The most critical pages on your business website are the ones that tell visitors what your company can offer.

When creating the content for these pages, many people get intimidated and often resort to drab writing that turns readers off.

If done correctly, these pages allow you to connect with visitors, ultimately converting readers into customers.

Let’s see how to do it right.

Be Clear First, Creative Second

Some people choose to create a single page for products and services, while others opt for separate pages. In any case, it’s vital to balance clarity and creativity throughout.

Having a strong brand voice is important. You can let it shine through in the names of your products and services.

However, your first priority is to give visitors a crystal-clear message of what you offer.

This starts with the page titles.

Picking strategic titles like ‘What We Offer’ is more focused than a wide term like ‘Marketing Services’.  

While showing your brand personality is a good idea, using commonly-used terms allows people to quickly understand your content.

Some keyword research will help you find commonly-searched words to use in your page titles. This will help your readers find you and also give you a little SEO boost!

Find a happy medium between common and creative, depending on your brand and audience.

Open With Your Elevator Pitch

When someone visits your services page, they’ll start reading the list and category headings to see if anything interests them. If they find something, they’ll stick around to dig deeper.

To hook them straight away, use this:

At the top of your products and services page, write a short and sweet summary of what you offer prospective clients. Focus on their pain points and explain how your company can solve them.

This is your opportunity to stand out from the pack and let the customer know why you are the answer to their problems.

Show Them You Can Be Trusted

Product pages are about landing the sale, while service pages are about getting the lead.

Here’s what they have in common:

Both pages need you to build trust between your company and prospective customers.

To do this, you should include three things after your ‘Elevator Pitch’.

  • Explain who your ideal client is. This will allow readers a chance to identify with some of the traits to find a connection with your brand.

2) Use testimonials from past clients and satisfied customers.

But here’s the thing about testimonials.

No matter how real the story is, some risk coming off as fabricated or downright fake. Ensure your examples use full names and likeable people. This will boost credibility and make it easier for people to relate.

  • Be transparent with pricing.

If people can’t find prices for your products or services, they most likely won’t contact you to find out. They’ll simply leave your site and search for a competitor.

Simple & Solid Structure

The last thing you want to do is scare readers off with a confusing array of options. Make it easy for prospective buyers to find their way around with a clear and simple design.

The descriptions of your products or services are a major factor in your sales volume. But keep them concise.

All you need is:

  • The most important benefits;
  • The features that enable these benefits;
  • Frequently asked questions about it;
  • Any unique characteristics the reader may not know about.

Include a Strong Call-to-Action

Your products and services pages present a natural conversion opportunity.

After reading your irresistible elevator pitch followed by your testimonials and pricing transparency, the prospective customer will know two things:

  • You have the answer to their troubles.
  • You will deliver top quality at a price they can afford.

This is the perfect chance for you to persuade visitors to take the next step.

Include a clickable button such as ‘Get a Quote’ or ‘Contact Us Now’ at the bottom of the page.

The Thing People Really Care About It

If you want to make sales from your website, you should treat it as an interactive salesperson. However, all efforts must be customer-centric.

But here’s what many people don’t realize:

Customers don’t want to read a list of features. What they care about most is finding answers to their problems.

Focus on the benefits to people and how the products and services you offer will benefit their lives.

Your biggest benefits need to be all over your website, on every single page! Whether it’s free express shipping or hands-on customer service, make sure it’s obvious.

Anything that sets you apart from the competition should be made loud and clear.

By stating your unique sales proposition, you can grab the readers’ interest, which will leave them in no doubt that you are the right choice.