Here are 4 psychological techniques that build trust, increase engagement, and ultimately turn readers into loyal customers - all without being salesy or gimmicky.
I’m gunna paint you a picture…
When I first started my website, I created a service page for my book editing services and went to work marketing it.
Weeks, even months would go by and I wouldn’t get a single client inquiry.
What the hell?
I thought my service page was awful. No one wanted my services. I wasn’t good at this solopreneur thing and I thought maybe I should go get my part time job back at a dog kennel to start making some cash again…
But then I stopped the pitty party and got smart.
I made small tweaks and changes to my website and finally figured out the perfect service page content for booking clients consistently.
I realised that there were certain elements of a service page that drastically improved conversions and there was a structure that worked.
Today, I want to share with you the six non-negotiable elements of a high-converting service page.
A Positive Hook
You’ll hear many experts tell you to start your service page focusing on “pain points”.
They tell you to prove you understand your client by showing them you know where they are now. And because of that, I see many service pages starting with something like “are you stressed and overwhelmed?” or “are you tired of being stuck?”
They all have similar words like “overwhelmed”, “burned out”, “stuck”. And this is supposed to show your client you understand them.
I completely disagree and here’s why…
Your client isn’t looking for someone who understands their current situation. They’re looking for an expert who can get them to where they want to be.
They’re looking for results.
So I tell my clients to flip the script and start their service page with a positive look to the future:
Want a website that brings in clients, converts like crazy, and establishes you as an expert? This service is perfect for you!
Are you ready to lose that last 10 pounds and finally keep it off for life? I’ve got you covered.
Let’s get your finances in order with a proven method to reduce debt and increase happiness.
Now, aren’t those hooks a thousand times more engaging and appealing than “are you tired of feeling overwhelmed and stuck?”
Of course they are. So start by flipping the script and making your service page positive and exciting from the very beginning.
Bonus: this has the bonus psychological effect of priming your reader to be in a positive frame of mind while reading the rest of your content. This makes them far more likely to like and trust you. Win-win!
2. A Detailed Breakdown
The number one question your service page needs to answer is “What am I getting?”
People want to know exactly what they’re getting in return for their hard-earned money. They want details. The nitty-gritty.
But many service pages fail to provide this detail. It’s easy to say “This monthly service includes a weekly check in call with me to discuss your progress.”
Great. What do I get out of that? What are we going to talk about? Will I get steps to take moving forward? What’s the point?
Keep giving detail to show the value and depth of the service you’re offering. Prove your service is worth the money by explaining all the juicy details.
3. A Walk-through Process
The second question your potential client is going to have is, “How does it work?”
Give them an idea of the timeline, the process, what is expected of them, and what they’re getting from you and when.
The more clarity you can give about your service the better.
Humans are extremely adverse to risk. We automatically focus on the potential loss much more than the potential gain.
So when someone is thinking about hiring you they’re going to use any little reason to walk away.
That’s just basic psychology.
So the more clarity you can give the more worries you’re overcoming for your potential client.
On my book editing service page, I give an actual timeline of the editing process. It tells my potential client when they’ll receive an invoice, at what point they’ll get their homework, and the time frame I need to edit their book.
Laying it all out on the service page eliminates any uncertainty and I receive emails like this one all the time:
Yes, there’s still massive debate over whether or not to add your pricing to your service page. What if the high price puts people off? What if I could convince them to buy on a call?
I’m going to clear this up right now – add your pricing to your site.
People love transparency. Adding your pricing upfront shows your client you’re an honest, open brand.
People assume the worst. If you don’t have pricing listed, people will assume your service is too expensive and most won’t even inquire.
If people are put off by your pricing on your service page, they’re not your ideal customer. And getting them on a call is just going to waste your time.
5. Social Proof
This is a huge part of your service page. Humans are a herd species. We follow others and want what others have. Just think of us as a adorable herd of fluffy sheep.
So if you can say, “Hey, look at all these other people over here who have already used my service and love it” – you are significantly more likely to bag that new client.
But what if you don’t have reviews?
First, make it your number one priority to email each client straight after you finish working with them and ask for a testimonial.
It might feel icky and uncomfortable, but if you give an epic service, most clients will be happy to give you a testimonial.
If you’re brand new and don’t have any clients yet, I’m going to get you to do my whip-round testimonial challenge:
List 5 friends, family members or colleagues who know you well. Text or email them and ask them what qualities you have that make you good at what you do.
These are character testimonials and will be your placeholder until you start getting real clients.
Don’t get them to lie and say they’ve used your service if they haven’t. Focus on your skills, talents and personality.
These character testimonials are equally powerful social proof that will help potential clients build trust in you and your brand.
6. An Effortless Ask
You know the number one thing that stops potential clients getting in touch with you?
If they have to take too many steps to hire you, they’re going to convince themselves it’s not worth it and move on.
And when I say ‘too much effort’, I’m talking about having to do more than 1 or 2 steps.
If your client has to go to your scheduling software and book in a 1-hour call with you before filling out an application and then booking a date next month to get started – you’ll lose them.
Distil your on-boarding process down to the simplest possible steps.
My editing page has a contact form right there on the page. Clients fill it in and hit send – done. They’ve got in touch by filling out 4 boxes and hitting send.
Think about the most vital information you need from your potential client upfront and then how easy you can make it for them to give it to you.