How to explain your services clearly
You know your service in detail. A prospective customer may be seeing it for the first time. Good service copy bridges that gap by answering the questions someone would ask in an initial conversation.
Start with a recognisable need
Describe the situation your service addresses. "We redesign websites that are difficult to update" gives a reader something concrete to recognise. A phrase such as "complete digital transformation" leaves much more unexplained.
Use the terms your customers use when they enquire. Specialist language can be useful, but explain it where a new customer might need help.
Explain what the work includes
A short list of deliverables can make an offer easier to assess. For a website project, that might include page design, development, content migration and an editing system. Be specific about the parts you actually provide.
Make important boundaries visible too. If copywriting, photography or ongoing support is priced separately, explain that before the customer assumes it is included.
Separate the work from the hoped-for result
You can describe what a service is intended to improve without promising a result you cannot control. A clearer enquiry form can make contacting you easier. It does not guarantee a particular number of sales.
Where you have genuine results from previous work, explain the context and obtain permission before using a client name or quote.
Make starting straightforward
End with a useful invitation. Tell the reader what to send: a website address, a brief description of the problem or a list of the materials they need. Explain the next step only as far as your actual process supports.
Before publishing, read the page aloud. Shorten sentences that are difficult to follow and replace claims that sound impressive but say little. A customer should leave knowing what you offer and what to ask you next.
Need help applying this to your website?
Explore our website design for your business, or send us your website address and tell us what you want to improve.