Are Your Service Pages Boosting Conversions? August 17, 2012 by Sarah Bauer BA English Literature

We’ve learned about how users scan web pages (http://www.kelownawebdesigns.com/web-design/today’s-design-tip-brought-to-you-by-the-letter-‘f’/), looking for the clues that tell them that they’ve come to the right place.  Web users generally haven’t the patience or time to invest in long-winded explanations, and so we look for ways to appease their short-term attention span.

While designing flawless homepages that inform, convince, and convert users with scannable text and dynamic images makes sense for a start, we must also focus on creating service pages that guide users to accomplish the end goal: the sell.

Service pages, as Onextrapixel.com contributor Dayne Shuda says, are “often the second or third link in a top navigation.” After hitting the homepage and approving the content’s usefulness, users are likely going to look for a description of products or services next. Is your site prepared?

Homepages help users make the next step. Service pages convince users to convert.  Even if your service or product can be summarized on the homepage, providing an extra page for a detailed description, video tutorials, or product images can suffice as a service page that boosts user confidence in the product or service, and boosts conversions.

And it doesn’t need to look the same as your competitors. You may opt to call the service page something that better fits your company needs. It should deliver details about what your company offers, and provide customer access, but it doesn’t need to follow a standard template.

Take a look at Hugh Culver’s site. Hugh is a motivational speaker with products and services to offer online:

The “Speaking” tab on his navigation bar brings the user to this service page, where video accompanies concise calls-to-action which describe his services and motivate users to make the next step. With testimonials to back up his reputation, and hypertext links as bullet points to provide users with even more information, Culver has all his bases covered.

Better yet, his service pages include multiple gateways for users to contact him or order his services and products:

The outbound hypertext links as heading for each product whisks users to individual product pages with options for online purchase. “Rent Hugh “ and “Reach Hugh” provide simple access to connecting with Hugh, and are aptly positioned on the page with humorous calls to action.

Some take-home lessons from Hugh’s service pages:

1. Use outbound hypertext links for product/service sub-headings to give users even more information or the opportunity to make a purchase.
2. Provide visible calls-to-action.
3. Employ scannable descriptions and summaries of service. Avoid overtly promotional or flowery language.
4. Amp up service pages with multimedia and social media links (if relevant).

Conclusion

Consider the users who employ search engines for specific keyword searches; a product page on your site might be the first one they see. Scannable text strategies should be as necessary for your services page as your homepage.

Ensure that your service pages motivate users to take action, with our tips and expertise at Navigator Multimedia.

HughCulver.com is one example of dynamic online marketing that was innovated by our team. Call today to learn more about boosting your conversion rates with better service pages!

Reference

Shuda, Dayne. “How to Properly Design a Services Page.” 25 June 2012. Onextrapixel.com: http://www.onextrapixel.com/2012/06/25/how-to-properly-design-a-services-page/

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Comments

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• Lara - http://www.intellicore.co.uk
  Posted on: August 19, 2012 at 2:25 am

  Thanks for sharing your thoughts Sarah, yes my experience has been that prominent calls to action do vastly increase conversion rates.