If you find yourself explaining the same things to new customers, it is worth checking whether those answers belong on your website. Clear information can help someone work out whether your service is right for them and what they need to do next.
This does not need to become a large writing project. Start with one service page and the questions people ask before they are ready to make an enquiry.
Start with real questions
Look through a few recent enquiries or think about your last customer conversations. What needed explaining? It might be the area you cover, whether you take on smaller jobs, or what information you need before providing a quote.
Use the words your customers use. Someone looking for help may not know the name of a particular service, even when they know what they want to achieve.
Put the answer where it is useful
An answer about preparation belongs beside the service it relates to. If a customer needs to supply photos for a quote, explain what would be useful near the enquiry details. If work normally starts with a site visit, say so before asking them to book.
A short question and answer section can work well. Some answers will fit more naturally into the main page text. The aim is to make the information easy to find without sending people around several pages.
Be clear about what depends on the job
You may not be able to publish a fixed price or promise a completion date. You can still explain what affects the cost, what the first step involves and when you will be able to give a firmer answer.
For example, a repair business could explain that it needs the model number and a description of the problem before advising whether an inspection is worthwhile. That gives the customer something useful to do without promising an outcome.
Make a small improvement first
Choose the questions that would help someone make a decision. Google’s content guidance also encourages information that helps the intended audience achieve their goal. It does not mean adding more words for their own sake. Google Search Central
Ask someone unfamiliar with the business to read the page. Can they tell whether you can help and how to get started? Check the answers again when your services change.
If you would like a hand making an existing service page clearer, get in touch. We can work with the information you already have and help you decide what is useful to add.
Photo by Scott Graham on Unsplash.
