9 Tips to Writing Sales Copy for Services
Even with loads of traffic flowing to your site, you still need to convert those visitors into clients.
That’s the task of your sales copy, in other words–the story you tell about your service.
Depending on your sales process, your website may be responsible for capturing client’s contact information so you can follow up with them over email or phone.
Or, if your productized service is following the self-serve model, your sales copy needs to work even harder to convert visitors into buyers.
Which ever sales funnel you’ve set up for your productized service, it’s going to work much better with effective sales copy.
In this article, I’ll bring you the lowdown on writing copy that sells your services, and together we’ll go over some actionable tips you can use to improve your conversion rate today.
1. Understand your target audience
How do you sell services to people you don’t understand?
Unfortunately, you don’t.
The first step before making any changes to your website, videos or email series is to think about your target audience.
Who is the perfect client for you? Consider the type of person who would benefit from your services the most, if they’re able to afford your prices, and if they’re going to be easy to work with.
That last part is important but often often overlooked, because some types of customers can be harder to work with… you probably know who those clients are in your niche.
For example, here at SPP we proactively advise people who are just getting started against using our software. The reason for that is because we invest lots of support resources into helping agencies get set up, and don’t want all that effort to go to waste if their business folds in a few months.
Audience–check! Now what?
I’m going to give you a few simple questions you can ask yourself about your ideal client. Make sure your sales copy addresses them.
- What’s their biggest pain point that your service is addressing?
- Why do they want to solve that problem now?
- What other solutions have they tried?
- What did they like or hate about those other solutions?
- How does your service solve their problem exactly?
- Why should they believe your claims?
2. Clarify your offer
Your offer should be clear and concise. When people don’t know what you’re offering, you lose them.
No one wants to have to think to understand your message.
Writing good sales copy isn’t about using fancy words to somehow “convince” everyone they need your services. It’s about explaining what you offer in simple terms to people who are already looking for a service like yours.
3. Provide enough information
Buyers need to have enough information to make a decision, but not too much to overwhelm them. How much is enough depends on the decision itself.
For example, if you’re asking clients for their contact info you generally don’t need to answer every question about the service right now.
On the other hand, if you’re asking for a sale you definitely need to spend more time addressing questions and objections. Speaking of which, here’s the next tip.
4. Address their objections
As you talk to clients, some common questions or concerns are bound to surface. Taking the time to address these in your copy (or a dedicated FAQ section) can help put new customers at ease and increase their likelihood of becoming clients.
Even with a simple email request you can explain how they will be able to unsubscribe at any time and assure that you won’t be spamming them with a bunch of emails.
Explicitly addressing customer’s objections shows them you care, and you understand their pain. It helps establish you as an industry expert.
5. Break up your copy in sections
The vast majority of people don’t read every word on every page of your website. They read a little here and there, and generally jump around until something catches their eye.
That’s why it’s helpful to break up long paragraphs of text with headlines, images, and different layouts because that’s what people notice while scrolling through.
You can go even further and split your sales copy into multiple pages while having more than one call to action on each page. That gives your visitors the option to convert now, or to continue learning more about how you can help them.
6. Insert social proof
Gaining trust means becoming transparent with the quality you’re putting out. When you show visitors case studies, social proof, and testimonials, you’re giving them reasons to trust you.
Mentioning high-profile companies you’ve worked with definitely helps, as do testimonials from satisfied customers.
Some agencies go as far as to publish a live feed of people who’ve signed up for their service using tools such as Proof (it works with SPP as well).
7. A/B test a redesign
As much as I’d like to advise you to “just A/B test everything” it simply isn’t practical for most agencies because it takes time to set up tests and run them long enough to reach statistical significance.
A more practical approach, and what we try to do ourselves is to focus on testing the important parts such as the headline, the pricing page, or a complete redesign.
8. Provide a next step
Your call to action (or CTA) is what drives your target audience to convert. What are you proposing? And what’s the next step they should take?
When you’re working with a long-form sales page, you’ll want to include multiple CTAs. Even with this being the case, each of them should bring visitors to the same place, while reminding them why they’re on your website.
9. Keep your pages simple
Simplicity is key — and when designing a sales page, you don’t want to overwhelm your visitors.
Make sure you give information in easy, digestible ways.
Plenty of white space in the sales page design will go a long way. Make everything easier to read for visitors and increase the time your visitors are willing to spend on the page.
Don’t be overly wordy. Highlight what’s important to help visitors find the information they seek rather than insignificant details.