We should pay attention to how we present our services if we are in the service-based industry. Often, we overlook the details of our businesses and our services that our prospective clients will find most appealing as small business owners. Here’s how to write your service descriptions in a way that connects with your audience and sells your products more effectively.
Consider your clients first.
There are many details to know about the services we offer in service-based businesses. Start by asking yourself: Which details are most important to my clients? By composing your service descriptions this way, you can highlight the aspects of your services that matter most to your clients.
It’s common for business owners to write about their services the way they understand them, rather than the way they would like their Ideal Client to understand them. The owner of a business might say, “My engagement package is one of my favourite packages, because I can get to know you and your fiancé better.” Instead, they should say, “Capture the joy of your engagement and fall in love all over again with an engagement session to celebrate your unique love story.” By thinking about your Ideal Client, you can better explain why your services should be of interest to that Client.
Get in touch with your client directly.
As a result of working with you, you can help your clients get to where they want to be. As an expert in your field, it’s essential that you take your clients along on your journey. Make sure your clients know which service is suitable for them — communicate it clearly and concisely. Each service description should include something like, “This service is best for someone who…” to help guide your audience seamlessly.
Consider your client’s pain points – emphasise your value to them.
To know they’re in the right place, your client must feel understood and acknowledged. What are the emotional outcomes of your packages, in addition to the “physical” ones? If you’re a wedding photographer, for instance — your basic job is to provide wedding photography, but you also capture memories and moments, you help create a seamless, love-filled day for the clients you work for.
Verify that all service descriptions are free of jargon and technical terms your client may not understand. Our businesses consume a lot of our time — we think about them, write about them, and communicate about them. Remember that your audience is looking for an expert to guide them and help them, so put yourself in their shoes.
For clarity, use different headings or bullets.
To ensure that your service is easy to read and absorb, utilise headings, subheadings, paragraphs, and bullets on your website and in your brochure to provide clarity.
- Consider your Ideal Clients – the problems they want to solve and the solutions they seek.
- Speak directly to your Ideal Client, avoiding jargon or technical terms only you or someone in your industry will know.
- You should also put some focus on the emotional outcomes of working with you rather than only focusing on the features of your packages.
- Use headings, subheadings, and bullet points for clarity and easy consumption of information.
- We hope these tips help you get started when it comes to writing service descriptions for your small business.