How do you present your company's services on your website? - 6 tips
In this text, we suggest how to present your company's services on your site so that visitors take advantage of your offer, and not that of a competitor.
Directly on the main page, on a special subpage, by creating a separate tab for each service - there are many options.
The most important thing is that people who are potential customers of your company quickly and easily find out which services you provide. It is also important to create some kind of decision factor that will make the visitor pick up the phone or write a letter.
The question is how to do this? What form of presentation of your company's services on the site will be the best? Below you will find six tips that I hope will help you find the most accurate answer to these questions.
What should I pay attention to when presenting a company's services on a website?
1. Talking about yourself is not always a bad thing
In many of our texts, we emphasize that when searching for something on the Internet, we are interested in achieving the current goal.
If I am looking for running shoes , I'm not interested in which countries a particular manufacturer operates in or what logo it has. My goal is to provide myself with durable shoes that will last me as long as possible.
Similarly, if I want to rent a car from a car rental company at a certain time, I will not pay attention to that the company has been in business for decades and that the business is passed down from father to son.
The fact is that many companies rely on meaningless information. Yes, these are some tidbits of information, but they have no effect on the final decision to use a particular service.
However, a distinction should be made between empty boasting (or cluttering the offer pages with irrelevant information) and characteristics companies that can contribute to the decision to choose a company.
In other words, you should show off and talk about yourself.
Mentioning the relevant companies with which you have worked in a particular industry, highlighting certain unique characteristics, indicating skills, backed up by specific (and, above all, verifiable) numbers - this is exactly the kind of information that belongs to the "telling about yourself" genre. However, what sets them apart is that they are based on facts and some real values that may be extremely important to your target audience.
2. Credibility is fundamental to the presentation of your services
Continuing the theme started in the previous section, it is worth emphasizing that the company's services on the site must be presented authentically.
In fact, your entire site should look reliable. This is how it should be:
- clearly display your contact details
- contain information about the company (legal address, VAT ID, REGON, etc.)
- show customer reviews
- contain clear and understandable vocabulary
- have an SSL certificate
- have a timeless design
There are many factors involved in creating a sense of trust.It's just a matter of ensuring that visitors don't think your company is a artisanal business or an outdated business that hasn't been developed in years.
Also, your site should contain some elements that will convince users to contact you specifically. , not with someone else.
3. Use language suitable for potential customers
The company's services on the site must be described in the right way.
Relevant - what is relevant?
Well, I'm sure that some special terms are used in your industry. Moreover, your company probably has its own phrases created as a result of some situation known only to you.
This is absolutely normal.
However, what's the point of displaying them on the site? The key point is that the entire narrative of the website (not just the service-related elements) should be chosen in such a way as not to confuse visitors.
When they enter the site, they should immediately understand what exactly is it about. Specialized phrases are best reserved for other occasions; The language of the business card (which of course is the website) should match the type of users you care about.
4. Try creating and presenting case studies
Some time ago, Bartlemy Kiljan published a text on our blog about so-called case studies.
Case studies, as they are also called, present a specific (real) problem along with the itinerary of steps used to solve it.
Interestingly, not everyone perceives case studies as something positive. We are familiar with situations where business owners did not even want to hear about their creation, arguing something like this: "I will not share my valuable knowledge with anyone else."
In my opinion, this is an irrational approach, since it completely misses the point.
A case study should show this to everyone:
- the problem arose in a particular industry (which could probably arise in many others)
- Your company asked you to look into this issue
- You took some steps to get rid of the problem
You decide how much detail to describe this or that happening. No one is telling you to share with the world valuable knowledge or patterns of work developed over the years.
Striking the middle ground in accepting the level of detail of the description will allow you to simultaneously present yourself as an expert who knows how to deal with a real problem, and do not give away this most valuable information.
In general, do not be afraid of case studies. If they are created with a head, then they are a very strong trump card in the context of a potential client making a decision about choosing a particular company.
5. Show real value
And again, it is worth referring to the idea started in the previous paragraph.
Well, the company's services on the site are well supported by something tangible, existing. The case studies mentioned earlier are a great example of this specificity, but it doesn't stop there.
Whoever is considering choosing a service provider takes into account the benefits they can get by working with a particular company. Therefore, the only thing that matters is the facts - not water, but pure calculation.
Therefore, when submitting your proposal, you must point out those values that distinguish you from others. Something that will tip the balance of power in your favor.
For this, I refer you to our post about the unique selling proposition. In this text, Bartlomej Kiljan explains in detail how to identify this unique value, as well as how to effectively present it to potential clients.
6. Provide several forms of contact with you
All people are different.
There are people who, after reading on your site what company services you offer, will want to personally visit you at the office of your company. They prefer to just talk to the person face to face.
Others prefer to use the telephone, as this method provides almost instant contact and a certain "connection" with the interlocutor.
This does not apply to electronic mail, but it is also widely used because a message sent digitally is not lost, while in a telephone or personal conversation, some details may be lost after a while.
I mean that each of us is guided by our individual motives when choosing how to contact each other. Depriving prospects of any of these "golden triplets" (personal communication, phone, email) will lead to the fact that many people will simply abandon your business at this stage.
What are the main principles dictating the presentation of company services on the website?
I would note in particular the unique value and factuality.
The first of these qualities provides some element of difference from the others. What makes your company unique in some way.
The second, on the other hand, convinces potential customers that you have real experience in solving their problems. In this case, they can trust you much more, they have a kind of "primer" for your decision.
Of course, the rest of the tips mentioned in the text, I also recommend that you take into account when you think about how to present your company's services on your website.