Anatomy of a service-offering page
The structure I used for Siftware's service pages, from homework on Brennan Dunn's Double Your Freelancing course in 2016 and a landing-page rewrite in January 2019. Top to bottom:
- Positioning line that speaks to the service (see a positioning statement you can actually fill in).
- An open question, then a story about the pain. Make them a little scared.
- A contrasting story that paints a better tomorrow. Hint at the fix; don't give it away too early.
- The solution: the offer itself.
- A qualifying statement: who it's ideal for, and a few negatives so people can rule themselves out ("you don't pay your bills on time"). Good marketing repels the people you don't want.
- Call to action, ideally tiered so it's a choice between yeses, not buy or don't. The second tier only slightly more than the first, with a bit more value. For a service, the action is usually "book a time to talk" with a few qualifying questions, not "buy now".
- Objections and FAQ: "seems great, but..."
- Another call to action.
- Testimonials: a headshot or logo beats no photo, highlight the key phrase. People buy from people.
- Guarantee, or some other way to take the risk off the buyer.
- Another call to action.
- Why us: the one thing that's different, and it should run through all the other copy too. A signature and a photo.
- A p.s. with a smaller offer for those not ready: a newsletter, a lower-value product.
In 2019 the short version of the same list was problem, solution, target profile, trigger, objections, testimonials, risk reversal, uniqueness.
A fixed-price entry offer helps even for a service. Ours was an audit, then monthly support and maintenance, then ongoing development: a product ladder.
The page's lead magnet is its own job: lead magnets that work.