Business + Branding Education for Fearless Boss Ladies
This post is part of the series, The Ultimate Guide To Being A Wedding Photographer — advice for running a successful wedding photography biz. Click here to view a list of all the posts in this series.
Welcome back for the fourth post in this series, How To Create A Website That Makes Visitors Fall In Love — which is part of my bigger series, The Ultimate Guide To Being A Wedding Photographer.
Yes! It’s a series within a series.
Today I’m sharing my secrets for the perfect Services page.
Your services page is where you provide information about the specific services you offer. In all honesty, this is probably the most important page to your visitor.
Since you’ve designed your homepage to quickly convey who you are, what you do, why you do it and where, your visitor knows you’re an option. Now they want the answers to two simple questions:
A well designed services page is going to help ideal clients see the value in your service, and determine whether or not they’ll get in contact with you.
I know we all hate talking about pricing, right?
Your ideal client should just land on your site, fall in love with your amazing work, and want to hire you on the spot, no questions asked.
Sorry to burst your bubble, girlfriend — but that’s a fantasy.
When’s the last time you went shopping for a high-end item, grabbed the one you wanted, and walked to the checkout counter without even checking the tag?
Hopefully never. Cuz you could be in for a rude shock.
That’s not to say you don’t love it and don’t see the value in it. Even if you can’t afford it, you might decide to save up for it… because you really want it.
But knowing the price definitely saves you from an awkward conversation at checkout.
Guess what, your clients and web visitors feel the same way.
It’s not that they don’t love your work, and don’t really want to work with you… maybe they just feel awkward about having to contact you to find out if they can afford you.
The way I see it, you have two options here:
Okay, so now they know (or at least have a better idea) whether or not they can afford you.
The next step is to use your services page to convey the value you provide to your clients. And I have two tips for accomplishing this:
I’ve talked before about how to create an epic brand experience. So once you have that experience in place, share it!
I encourage my website design clients to dedicate a portion of their services page to their brand experience. This is where they can show a peek behind the scenes, talk about the stellar experience they provide their clients, and show them why they’d want to be one of their bride.
What’s better than telling visitors all about your amazing brand experience? How about having your clients do it for you!
You should share some of your best client reviews/testimonials on your services page. That way, while that ideal bride is crunching numbers, wondering if she can afford you (because she just loves you soooooo much), she’s also reading raving reviews from other brides — convincing her that you’re the one, and she needs to figure out a way to make it work.
Don’t have any reviews? Well get on that, girl! Don’t be ashamed to reach out to past clients and ask them if they can write a testimonial for your website.
And girl, if you’re getting sick of the DIY-game (if your website is being held together with metaphorical duct tape….) and you’re ready to invest in yourself, give me a shout!