Get More, Better Qualified Leads for your Small Service Business - The Power & Anatomy of Long-Form Sales Pages
4 minute read
Is your service business website not delivering quality leads?… You’re missing this one page
Your service business website likely has the core, main pages that helps audiences learn about you, your offers and how to get in touch —
Home
About
Services
Contact / Quote Request
But there’s one more page that might be the most impactful, missing link to getting you more qualified, ready-to-buy, warm leads.
1 - Sales Pages for Each Niche Service
Start with ONE service - Your top offer, with the best ROI, that you’re hoping to sell the most of, and build from there. Targeted sales pages help you —
Get more leads overall (+ niche content = + SEO, influence and more)
Get better qualified leads (avoid price realization drop-off)
Save time on discovery calls (because you’ve answered all of their questions already)
Avoid discovery calls with unqualified leads
Streamline the ‘proposal to booked’ process
Encourage them to say “YES”, excitedly
A sales page is designed to sell — It’s a long-form experience that communicates everything about an offer in detail, with strategic CTA’s throughout. For someone actively considering your offer (a warm lead), a sales page provides the additional, influential information that eliminates doubts and encourages someone to say YES. So what’s in a sales page?
The Anatomy of a Long-Form Sales Page:
While this will fluctuate with your market, a sales page should generally include or convey the following:
Sell Benefit / Value — Imagery and messaging targeted to niche services
Identify Ideal Buyer — “This is for you if...”
Prove Authority — Quotes, Case Study, Portfolio Imagery / Project Showcase, etc.
Calls To Action (CTA’s) — Provide many (4, 5 +) opportunities to navigate to the best next step (Quote Request, Book Call, Questionnaire).
Process Insight — Timeline, How It Works, Price (tip: a “starting at” or general range helps ensure your inquiries are well qualified for your services).
Expertise / Proof Points — Link to Blog, Email Sign-Up, Freebie Download, etc.
About You — People buy from people, especially if you’re a soloprenuer or small team.
FAQs — Don’t leave room for any questions!
Your services might be within the same industry, but unique niches. Here are some examples:
Example 1 — Your primary service is landscaping, buy you also offer fertilizing and aspire to grow that business line. While these services are under the same umbrella, they compete in separate niches. Build sales pages for both ‘landscaping’ and ‘fertilizing’.
Example 2 — You’re known as a photographer but you also offer video services. Build sales pages for both ‘photo’ and ‘video’ offerings.
Example 3 — You’re a therapist who specializes in both marriage and grief counseling. Create separate pages for each service, proving your authority and expertise within each niche.
Targeted service pages also help boost your SEO by incorporating more specific and a greater volume of relative key words. Overall, a greater time investment in your website up-front can have a big impact for years to come. Happy Editing!