I absolutely love doing website copywriting for service providers — from consultants to educators to Saas companies to yoga studios. 

As someone who has written websites for many different service-based businesses, I put together this list of 6 tips for writing productive website copy.

These tips go beyond the foundations of knowing your audience and writing directly to your ideal clients, so peruse, and enjoy adding some new, effective strategies to your website copywriting!

Focus On Clarity In Your First Impression

When someone first lands on your website, they will either know you already and be searching for something specific (a specific page or blog post) OR they will be looking at your website ready to learn about your services and solutions.

For readers seeking specific information, it’s important to have your menu clearly organized so users can easily find what they’re looking for on your website.

But for the readers looking into your brand for the first time, the impression you make on your homepage, or the top of any page on your website, is KEY to resonate with the right audience who are the perfect fit for your services.

It can feel tempting to put a bold statement at the top of your page. But the real way to create a powerful impression is to create clarity in your first impression.

Let’s say you are a Virtual Assistant specializing in productivity and organization for founders. You may be tempted to put a statement like “Transform Your Life. Evolve Your Routines.” at the top of your homepage.

If I’m a founder landing on your website, I may think those words sound cool, but I won’t understand what it is you’re offering me and it won’t resonate and encourage me to continue reading.

A more impactful headline creates real clarity to encourage users to continue reading and feel immediately connected to your offer. 

I would suggest using something like, “Work With A Specialized Virtual Assistant To Transform Your Workday Routines.” Or, “Put Time Back In Your Calendar With The Power Of A Specialized Virtual Assistant.” 

Include Keywords In Your Mini Headline

Using a targeted keyword or phrase on each page of your website helps get your website ranked on search engines. There’s no need to sacrifice clarity in your headline for the sake of adding keywords though!

I love using a mini headline above my main headline to seamlessly add in your keywords or phrases and improve the readability on the top of your website.

This example is from my client’s website, WILD PR. Read the full case study for more examples from this website design, copy, and branding project.

Trade ‘I’ And ‘We’ For ‘You’

Website copywriting for service providers is all about connecting with readers. Trading ‘I’ and ‘We’ statements for ‘You’ statements will immediately shift the narrative to how your clients will benefit from working with you.

This is an easy shift and one that makes a big difference in your user experience! Review your website copy and change up things like ‘We help organize your calendar and business tasks’ to ‘Finally get your calendar organized with a virtual assistant’.

Make A List Of Questions To Answer In Your Copy

What questions do you often get in your initial calls or early client conversations? Things like ‘What are your starting prices?’ or ‘How long does it take to see results?’ may be easily answered in your website copy.

Make a list of questions you get and keep that list in mind as you write or edit your website copy for each page. If you find there are a lot of questions, consider adding a mini FAQs area on a services page or contact page to condense the information.

You may find some information is best answered in the initial calls – that’s great too! Keep in mind that certain questions should be answered in 1:1 calls or the onboarding process.

Use 2+ Forms Of Social Proof

I’m a BIG fan of showing vs telling when it comes to website copywriting for service providers. Instead of telling your readers about how great your offerings are, why not show them using validation from your past clients and projects?

Examples of social proof include…

• Testimonials/reviews (written or video)
• Case studies
• Metrics or numbers (i.e. 150+ brands served)
• Client logos 
• Publication logos from features
• Examples of your work
• Podcasts or articles you’ve been featured in

Use at least 2 forms of social proof if possible to better showcase your results and different forms of validation. These sections are great for breaking up your website copy as well.

Speak To Tangible AND Intangible Results

When someone reads your website, they need to understand WHAT they will be getting from your service, and HOW it will benefit them. Both the tangible and intangible results.

Some websites will only showcase the tangibles, meaning a list of deliverables for each service and not speaking to how these deliverables will impact their clients.

But just as awkward (IMO) is only saying things like ‘You’ll feel more organized’ and not including what will actually be included in the service.

Bonus: When it comes to sharing the benefits and impact of your service, don’t be scared to address some negatives as well. 

Addressing any fears your user may have about investing in your service, or even clarifying who this service would NOT benefit is a great way to build genuine trust with your potential clients.

Work With Me For Your Website Copywriting

If all of these steps sound great, but honestly, you’d rather just work with me to get your website copy done – reach out through my inquiry form, and let’s chat!