How to Sell your Services Through Strategic Content

Many service-based companies’ websites revolve around appearance. It’s hard not to, when the majority of your clients will choose your company based on what they can see: images of your work. Even on your website, the use of high-quality images is an absolute must for any remodeling company.

It’s easy to think that since you run a service-based business, galleries are the most important feature on your website. And while this might be true, it’s just as important to remember that your website still needs something to supplement those images: great content.

Seeing images of the services you provide shows potential clients what their finished product could look like. This is obviously important, as it is what draws in leads and lets them know how talented your team is. However, having informational content on your website is what’s going to sell your service, meaning how you communicate, your unique process, your level of helpfulness and your dedication to provide the client with exactly what they want.

Think of content as a reassurance that you’re going to go above and beyond the client’s expectations when it comes to his or her needs. The information you provide on your website gives them an idea of what to expect from working with you, before they even schedule an appointment—which they will feel more comfortable doing if they know more about your business than just what your past projects look like.

One of the main purposes of website content is to provide some sort of useful information to the visitor. On a service-based website, there are a few subjects you’ll want to make sure are included on various pages.

Description of Services: This is perhaps the most important content on your website. Providing the customer with a detailed description of all your services is going to drive home the point that you are a reputable company that knows what it is talking about. This could also include the process of what you do, giving the client an idea of what to expect. Just remember that potential clients don’t know quite as much about your industry as you do, so the more easy-to-understand details and information you provide, the better.

About Us: Hiring a company to complete a service in your home, office or yard is usually a pretty big project, and clients want to know they can trust the people coming into their personal space. Having some content about your company history as well as the members of your team not only shows the client who they will be working with, but also establishes the credibility of your business.

Additional Products/Features: They know the basic services you offer, but is there anything else you do that relates to their needs? If you're a house painter, do you also repair siding? Or if you are a home remodeler, do you offer free color consultations? If you let customers know you have a wide range of skills and knowledge, it reassures them that you will be able to help them with whatever special project they want.

Call to Action: What is the overall purpose of your website? To get potential clients to contact you for your services, of course. That’s why you need a strong call to action on every page; something that compels users in a friendly way to call, schedule an appointment online or take some sort of action to get them off your website and into your office.

Even in an industry that relies so heavily on visuals, content really can make or break your services when potential clients are comparing you to the competition. When it comes down to it, make sure your website provides useful information, sells your company as the best choice and accurately portrays your friendly and knowledgeable service.

Of course, there’s the other reason content is crucial on your website, which is that it is what helps put your website in front of people when they are searching for businesses like yours in your area. It’s called Search Engine Optimization (SEO), and there’s a good chance you’ve already heard of it. But that’s an entirely different topic.