Having an extraordinary service page can help your B2B website attract more attention and help your company stand out from its competitors. Keep in mind that B2B and B2C customers have different needs, so your service page should make it apparent that you know what your buyers are looking for. These pages are dedicated to highlight your offerings and can help encourage your website visitors to engage and convert you.
What Makes Up a Powerful Website Design?
Your overall web design must be properly curated to attract your target market. It has to clearly convey the message that you want to get across, as well as encourage your guests to engage.
Here are a few things that you can apply to your website to make it as effective as possible:
- Your website needs to have a purpose. Your readers should be able to understand what each page is about. If this is not the case, then it means that you have to consider redesigning your website. Be clear with your intentions and make them easy to understand.
- Make it mobile-friendly. Your website has to adjust based on what device your visitor is on. Most customers will exit the website if they find it too difficult to navigate.
- Do not present questions without clear answers. Your content and design should be self-explanatory. Keep the structure as clear as possible so your clients won’t have to over-analyze everything on your website.
- Keep the requirements minimal. Avoid asking people to fill out too many forms or click on numerous links. You can ask for their contact information, but make sure that you’ve presented enough reasons for them to be encouraged to do so.
- Test your designs as often as possible. This will give you the chance to see significant issues with your layout, which can help improve your website.
Trends are constantly evolving, and website design is no exception to this. Do your research, refresh your design every once in a while, and test it to make sure that everything is working well. Your service page certainly helps bring leads in and keeping a checklist handy will help keep your business thriving.
Here is your ultimate checklist for an amazing B2B website service page:
1. Optimize the Page for Target Keywords
Start with advanced keyword research and target keywords with high search volume and low competition. These must be injected into your service page to help people find it online. These are called “commercial intent” key phrases which can help people recognize and potentially buy from your brand.
Optimizing for organic search will help attract the right target market, which will eventually lead to high conversion rates and lower churn rates.
Here are some of the things to keep in mind when performing keyword research for your B2B service page:
- Research what your audiences search for when they’re looking for products or services that are related to what you are selling. This should serve as a baseline for a more in-depth keyword search.
- The keyword difficulty will help indicate how hard it will be for marketers to rank a certain keyword, while the monthly volume serves as a guide for how many people search for these keywords.
- Know which keywords your competitors are ranking for. Delve deeper into these keywords to help your B2B company stand out from the competition.
- Implement these keywords into your headers and subheaders.
- Include your target keywords on your meta descriptions, meta titles, and URLs.
- Regular keywords and semantically related keywords should be used on your service page.
2. Work on Having a Functional Design
Keep your service page’s layout and design easy, simple, and functional. Your customers are business and website owners, too, and they’ll appreciate it if you can keep the UX easy to understand. Having a complicated design can make them look for another page that’s easier to navigate.
You should also keep in mind that overdoing your web design can cause your visitors to feel overwhelmed.
Here are some tips on how to create a healthy balance between having a beautiful yet functional service page design:
- Keep it simple by incorporating fewer design elements. Help divert your customer’s eyes to the most important parts of the service page.
- The service page should have a fast load time. A page that takes four to five seconds to load will likely be abandoned by your guests.
- The navigation buttons should be easy to find.
3. Keep an Eye on Your Subheaders
Let your audience know that they have landed on the right page by implementing subheaders. Come up with clever and descriptive subheaders while explaining what your services entail. Subheaders should be clear and concise to help your customers find exactly what they are looking for.
4. Provide Valuable Content to Page Visitors
Think about the most common questions that your customers ask and answer those on your service page. Tell people how your services can be of help to them and how they can help improve their own businesses.
Here are some of the top sales questions that you should include on your service page:
- What are my customers worried about?
- How can I help them solve their worries using my products and services?
- What questions do they have when it comes to what my B2B company has to offer?
- How can my services and products improve my clients’ businesses?
- How much are they willing to pay for these services?
By answering these questions, you can make it easier for your patrons to decide whether your services suit them or not.
5. Keep the Testimonials Section Visible
Encourage your visitors to turn into leads by adding testimonials from past clients. Testimonials help increase social proof, which is a great way to show your audience that your brand is credible. These can be in the form of videos, written reviews, or even audio clips.
Reviews are amazing for encouraging your audience to purchase from you without having to sound too aggressive. Make your testimonials easier to read by adding short headlines at the top. If possible, consider adding a photo of the client who’s writing the review to humanize the content. Adding a face to the testimonial will help support your claims and let the readers know that it’s not just something you’ve made up.
6. Place CTAs in a Smart Way
Place calls to action on your service page to make it easier for your clients to contact you. CTAs should be implemented once you are certain that the visitor has read most of your content. They need to know what you offer and what your services entail before they even decide to contact you.
The CTA should be strategically located at the bottom of the page. Provide a link that they can click on so they would not have to scroll back up just to look for the contact page. Your CTA has to be inviting. Do not make it seem like a sales pitch, or else your guests won’t be compelled to click on it.
7. Add Certifications and Awards
People are always looking for companies that they know excel in the industry, and showing them that you have certifications and have won awards in the past can help build up your reputation.
List the names of the companies that you are working with. You can also include their logos to make the page visually appealing. Certifications and awards that you have won in the past should be listed above or below the said list.
8. Create Capturing Graphics
Your service page shouldn’t be full of text and no graphics. Images are vital when it comes to supporting large blocks of text. Try creating unique charts, graphs, and diagrams that can help support your claims. Educate your audience and let them see how your business can add value to their own brand.
Short videos and animations can also be used to support the text. These additional features can make your arguments a lot more interesting and easy to understand.
9. Avoid Long Paragraphs
Keep your content concise and stick to the point. Make it easier for your audience to read through your website service pages by using short paragraphs. Add some white space and proper text formatting to make your service page look presentable and crisp. Your reader will most likely just scan through your content if your sentences and paragraphs are too long.
Here are a few ways to make them read the entire page:
- Make use of bullet points and numbered lists to summarize important content.
- Italicize or highlight internal links to motivate your audience to click on them.
- Paragraphs should not be longer than three lines.
- Keep your sentences short.
10. Simplify the Visual Hierarchy
Implement a visual hierarchy that’s easy for customers to digest. Ask your designer to create a layout that is easy on the eyes. The hierarchy should clearly align with the message that you are trying to convey on the page. It should follow your customer’s train of thought, which means that you should carefully familiarize yourself with how they visualize the page.
Your service page’s structure should lead the client down to the bottom of the page. Remember – your CTA should be carefully placed at the end of the page, where your clients can see it and click on it.
Your website service page should compel your target market to take action. Keep the process easy and simple and they will likely become a consumer. Take a look at your current service page to make sure your website is making an impact, and if it’s not, then make it a point to apply all of the things that we have discussed above.