Have you thought about the importance and the very purpose of your website?
For a lot of business owners, websites are merely online placeholders. Some think they only need it in order to claim their Google My Business listings, or because it’s what customers expect.
Some business owners don’t bother filling their website with updated information, choosing to rely on social media pages instead. There are some who don’t care to make it look visually appealing either.
For some, it’s all about purchasing a branded domain name, filling out the basic information, and that’s it.
There is no specific goal in mind for obtaining a website. No purpose intended for their so-called ‘online placeholder.’
Now contrast that kind of mindset with a website that’s established, bought, and designed with specific goals in mind.
Instead of seeing paragraphs of copy and contact information and opening hours, what customers see when they land at a sigh is a clear set of options. Each option is designed to help them accomplish a specific task.
Isn’t that more user experience-driven than the norm?
Why do you need an updated website?
Websites work well. No matter the business or profession, a good website with clear-cut service pages promote goodwill among customers, and it sends positive messages to your prospective buyers.
People use the internet everyday, and a lot of them troop to search engines to find services and products that are close to them.
Aside from helping you get that competitive edge and the improved business image you’ve been wanting, what else can a website do for you?
- Saves you money for printing and distributing advertising materials.
- Acts as your advertising medium 24/7.
- Educates and informs customers.
- Lets you reach new target audiences.
- Extends your reach locally.
- Lets you improve customer service and builds your reputation.
How to Showcase Your Services on Your Website
So with all of those advantages in mind, how exactly can you go about showcasing your services in a way that meets users’ expectations?
#1 Prioritize your customers
Less ‘we,’ and more ‘you.’
The most common trap that a lot of businesses fall into is that they focus far too much on themselves than on the customer’s needs. This is especially applicable when one is writing content for a website.
Don’t bombard your customers with all kinds of inside-information on how your business operates while talking exclusively about your business. Instead, discuss and point out how your products or your services can help them.
Truth is, your customers don’t care if you have the best 3D printers that money can buy. They’re always wondering, “What’s in it for me?”
Yes, your brand is important. But it’s a secondary concern compared to their needs. Few people will actually buy products they don’t need for the sake of supporting a brand.
How do you nail this?
Find out what your customers need and give it to them. Put that need front and center. Use your brand to set yourself apart from your competition, but don’t make it the focal point of your service pages.
#2 Getting to know your customers
Placing your customers’ concerns first sounds great and beautiful! But do you know who your customers are in the first place?
Getting concrete insights into how your customers’ minds work can be very difficult. But you are not without sources of information. All it takes is implementing the right processes and focusing on the key data points to get that information.
A couple of ways to get to know your customers better is through:
- Using social media: Social media accounts are a must for B2C businesses now. Platforms like Twitter and Facebook are great at providing insights into customers’ likes and dislikes. It also includes their habits, and most importantly, what they’re actually buying. And by interacting with customers on social media, you also display your business’ stand on customer satisfaction.
- Conducting surveys: Do you want to collect honest feedback? Feedback goes a long way in understanding what customers think and how they feel about your products and service. Do personal surveys, especially the ones that let you send directly to customers’ emails.
- Getting customer reviews: Encourage your customers to leave reviews. It goes a long way in getting to know your customers and helping you find areas in your business that need improvement.
Service pages on your website must reflect the different ways in which you communicate with these audiences of yours.
#3 Designing the right product/service pages
Depending on the nature of your business, your services may cover every type of customer you have, or different services for each.
In the case of the latter, even if they are very similar (like difference in location), splitting your service pages to specifically target customers according to location or preference is still a wise decision.
Regardless, you still need dedicated web pages to describe your offerings in detail. Such pages benefit highly from product photography, specific customer testimonials, customized graphics, and specific content. These do most of the heavy-lifting when it comes to converting leads into sales.
#4 Combine service pages with your blogs
A business’s content marketing strategy does wonders for calling attention to your services. Blogging regularly with the right keywords means higher chances of being found on search engines.
One good technique is to find out what your customers are searching for. A great tool like AnswerThePublic can help you with that as it generates questions asked for a particular keyphrase.
You need to write content that answers those questions. And through that, you build customer trust with the information you provide. And on top of that, you can also use these blog posts to link to your service pages.
Help Your Customers Discover More
Always know that your visitors came to you for a specific reason. They have searched the internet for services and products that you offer, followed a referral link, or perhaps even looked up your brand directly. They came to your website, and not by chance. They want what you’re offering.
And it’s your job to convince them that you’re the brand they truly need out of the hundreds of others.
Help your customers find what they’re looking for, and they’re all yours.
Al Gomez is a Digital Marketing Consultant at Dlinkers and Sagad. With more than twelve years of digital marketing experience in search engine optimization, paid search and email marketing, he has contributed to a variety of online publications including Moz, Semrush and Wordtracker.