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Blog
Where and Why Your Service Process Should Be on Your Website
The powerful effects of sharing your unique working methods
by Sarah Marshall
The way you work is one of your selling points. But how much detail should you include about your unique process on your website and on which pages?
Where your method goes on your website depends on its relevance
If you’re selling a new, revolutionary way of doing things, then your process is probably already front and centre in your website copy. But, for the purposes of this blog, let’s assume that the way you deliver your services feels very similar to others in your field.
In fact, you may think there’s nothing special about your process, which is why you might not even have it documented. But lots of your competitors probably think the same and that’s why outlining how you work can really make you stand out to potential customers.
However, most of us don’t need an entire website page dedicated to our process. It takes up valuable space on the navigation bar and most people won’t ever click on it. Plus, it can come across as a little self-involved.
Instead, you want to weave your methodology into other pages so it serves a specific function to move your visitors towards the buying decision. Here are three places you can add your process to your website with examples from my own site.
Hint at your process on your Home page
Purpose
Differentiation and curiosity
Level of detail
A simple phrase says a lot about the experience of working with you and makes visitors want to know more.
Effect
Touching on how your process solves a pain point, a promise or both subtly sets you apart from the competition from the outset.
Example
In the mini bio on my Home page, I offer an “easy collaboration that gives you full control over the end results with minimal demands on your time.”
Outline your method on your service and sales pages
Purpose
Professionalism and trust
Level of detail
An overview of your method split into a maximum of 7 points.
Effect
This description shows you know what you’re doing and provides clarity, which creates trust and removes doubts.
It conveys more of the value of your services and positions you as the expert who will lead the process.
Example
My method has 5 points and several steps are tightly packed into each. To keep it short, the intro actually covers two more steps.
Fully describe the way you work in a blog post
Purpose
Education and preparation
Level of detail
A detailed insight into what it’s like to work with you.
Effect
It reassures hesitant buyers and makes people who’ve never worked with someone in your field before feel more informed and confident about asking the right questions when they book a call with you.
It’s great for people who are searching for services like yours on Google and to share with someone who has enquired about your services, especially if they need to do some work before you can get started.
Example
Read the post that describes my full article by clicking on the image below.
ARTICLE
Have you defined your process?
If you haven’t got your process written down somewhere, I recommend you remedy that in 3 steps:
- Think about previous clients and how you worked with them. Write down all the steps you follow then look at competitors you admire and see if you can identify anything you do differently.
- See if you can summarise everything into 3 to 7 steps. Although you will inevitably use ‘I’ to describe your process, try to use ‘you’ and ‘we’ where possible to be more inclusive. For most service-based businesses, an informal me-to-you tone works best.
- Lastly, see if you can come up with a name for your methodology. It doesn’t have to be clever, it just has to be clear.
Adding your methodology to your website looks so professional, it’ll give you a confidence boost. It also saves you answering the same questions on the discovery call.
Get an outsider’s perspective
Often we’re too close to our own business to see what’s special about how we deliver our services. And writing a succinct description or choosing a name is tricky.
Although I’ve given you some pointers here, there’s an art to sewing your process seamlessly into your website copy.
So, if you need help defining, naming and placing your methodology on your website, book a call with me.
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