Service-Focused Value Proposition
Subheading going a bit more in-depth on the headline and taking advantage of the extra available space, whereas the headline usually needs to be a bit more concise. (This template should be used in conjunction with my guide to website copywriting.)
Explain the problem you solve or the benefits you provide.
Once you’ve summarized the offer and value, it’s time to really dig into the weeds and explain that value at a deeper level.
There are typically two different directions you can go with this:
Dive into the problem or challenge, setting up the solution
Dive straight into the benefits of the offer
The one you choose will depend on the service, target market, and customer feedback.
Some services are focused on eliminating a very prominent pain point. The problem is top of mind when the customer is searching for a solution, and solving that problem is the motivating factor for making the purchase.
In these scenarios, we want to focus on that problem and how we solve it.
For other services, it may be less about solving a problem and more about providing a better solution with more benefits.
In these scenarios, you might skip the story section and dive straight into the benefits.
Always be closing
Service Feature #1 + Benefits
Describe a feature of your service or product and explain how it benefits the target customer.
If you can, try to create a linear narrative for your benefits. The arrangment should have an order to it. A lot of companies just through features out in a way where any could be mixed and matched. This isn’t ideal, because your readres are going to read through them one after another, so try and provide a rhyme and reason to the order.
Service Feature #1 + Benefits
Describe a feature of your service or product and explain how it benefits the target customer.
If you can, try to create a linear narrative for your benefits. The arrangment should have an order to it. A lot of companies just through features out in a way where any could be mixed and matched. This isn’t ideal, because your readres are going to read through them one after another, so try and provide a rhyme and reason to the order.
Service Feature #2 + Benefits
Remember that what you care about most probably makes no difference at all to your customers.
- They don’t care about your income or lifestyle.
- They don’t really care your unique technology.
- They don’t care about you or your business at all.
Like all people, they care about themselves and their own needs and desires, and your business is only of interest within the specific context of meeting those needs and desires.
And your website copywriting should reflect that. Everything should connect to those needs and desires, and if a piece of the message isn’t relevant to those needs and desires, it should nearly always be eliminated.
Service Feature #3 + Benefits
Good website copy reads like a well-spoken person talking to a friend. It has a casual, straightforward tone and gets to the point without rushing itself.
After you write a segment of copy, read it out loud and see if you cringe. Or better yet, wait a day and have someone else read it back to you out loud. If it sounds like you’re playing business, think about the main points you want to make and then imagine you are just telling those to a friend.
Service Feature #3 + Benefits
Good website copy reads like a well-spoken person talking to a friend. It has a casual, straightforward tone and gets to the point without rushing itself.
After you write a segment of copy, read it out loud and see if you cringe. Or better yet, wait a day and have someone else read it back to you out loud. If it sounds like you’re playing business, think about the main points you want to make and then imagine you are just telling those to a friend.
Always Be Closing
After each section, include a CTA in case the reader is ready to convert. Try to use contrasting colors for your CTAs.
“Hardest-hitting line from testimonial below“
“Testimonial perfectly complimenting your brand story and describing how you solved the challenge for a real client and how great it was working with you.”
– John Doe, Occupation Similar To Visitors
Explain HOW you solve the problem or provide the benefits.
This step is really important, and it’s one that a lot of service businesses leave out. It’s not enough to simply state the problem you solve. You also need to explain how you solve it.
1. First Step In Your Process
You’re telling potential clients that better organizational health will increase their performance.
Great! How?
How does that work? And more specifically, what does it look like for the client to work with your business and improve their organizational health?
What are the exact steps? What is it going to look like if they choose to work with you?
You want to walk people through the steps from (A) to (Z).
2. Second Step In Your Process
Don’t just tell the reader, “Hey, I’m going to do this thing for you and you’re gonna love it!” Break down the entire experience of working with your business, step by step, so they know exactly what to expect.
If you follow up your value proposition with a challenge + solution story, you’ll want to add a distinct “this is how we do it” section afterward.
2. Second Step In Your Process
Don’t just tell the reader, “Hey, I’m going to do this thing for you and you’re gonna love it!” Break down the entire experience of working with your business, step by step, so they know exactly what to expect.
If you follow up your value proposition with a challenge + solution story, you’ll want to add a distinct “this is how we do it” section afterward.
3. Third Step In Your Process
If you go the route where you dive straight into the benefits, explaining how everything works tends to happen naturally and will usually happen throughout the features/benefits sections included above.
Just make sure you are diving into how each benefit is achieved, rather than simply describing the benefit.
“Hardest-hitting line from testimonial below“
“Testimonial perfectly complimenting your brand story and describing how you solved the challenge for a real client and how great it was working with you.”
– Jane Doe, Occupation Similar To Visitors
Never Stop Closing
After each section, include a CTA in case the reader is ready to convert.
Contact Form
Final CTA to get those sweet, sweet leads in your inbox.
