A good service description explains the specific details about the service and the benefits a customer can expect from your service. All this information is important because it helps customers understand how your offerings are different from the other services on the market.

If you’re focusing on boosting your SEO, consider creating a page on your website for each of your services. This gives you the opportunity to customise the URL, page title, headings and target specific keywords on each page, so you’re more likely to appear in search engine results for those terms.

• Instead of saying ‘efficient service and fast turnaround times’ you could say ‘All enquiries answered within 24-hours’.
• Instead of saying ‘We help our customers do X, Y and Z’, say ‘For # years we’ve helped over # companies achieve $## in additional revenue’.
• Remember that not everyone knows your industry as well as you do. Use terminology that your customers would use naturally to describe what they need, not necessarily what you would consider the ‘correct’ terms to be - this is also what they’ll be entering in search engines. Keep things simple; readers don’t need to know the ins and outs or technicalities of how you work, just that you’re going to achieve the outcome they’re looking for.
• using subheadings to separate out text - readers will scan these to find information relevant to them and then read the information under these headings.
• using bullet points to include key information without them getting lost in the depths of a paragraph.
• using whitespace to guide readers through the page and ensure they’re not overwhelmed by blocks of text.
• Using the information about your personas, identify your customers’ key pain points and how your services will help them overcome these concerns. This will help you create a more persuasive pitch as readers will quickly relate to how your service is the solution they need.

  Speak directly to the reader. Engage with them by shifting the focus on to them, rather than your company. Use sentences that feature ‘you’ and ‘your’ rather than ‘we’, ‘I’ or ‘us’.

• Create a list of the features of your services and then list how they transfer to benefits. A benefit might be something that you help customers achieve, or something negative that you can help them avoid. In other words, how is your service going to make the customer feel, or what are they going to gain? Think about how your service makes their life better, easier, more cost-efficient or more enjoyable and use these ideas to make your text more enticing.

  For example, if you’re a copywriter, the features of what you do might be blog writing, on-page SEO, online articles etc. But, the benefits of these activities for your client would be increased web traffic, increased credibility, better search engine results... Get the idea?

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