This checklist is for you if you are a B2B brand selling high-end service and meet these two criteria:
You offer premium service to other businesses
You sell to companies, not consumers. You’re B2B. And your services are not cheap. You provide premium service and you do not the lowest price in the market.
There are multiple decision-makers
Your clients are making a “high consideration” decision. There are many people involved in the sales process and it can take weeks to decide on a provider. The B2B marketing website is critical in driving demand through clarity and trust, through content and design. We invite you to review the service pages on your website against this checklist.
We hope this guide will help you improve those pages or plan a redesign of these pages. Let’s start with a B2B website service page image that includes them all.
Those few words at the top of the page should pass the “Backyard Barbecue Test”. Imagine meeting someone for the first time at a party. They ask what you are doing. Respond with words at the top of the maintenance page.
Here are some examples of headlines that failed the test.
None of them describe their service.
If the title at the top of the page is not descriptive, your visitors will have to scroll, scan and keep reading to find what your business has to offer.
Each time they visit your page, it starts with the question: Am I in the right place? are they? It’s the header’s job to answer.
Service pages are often easy to optimize for search. People are constantly looking for services. “Commercial intent” is the best keyword for this search. They stimulate demand from people who don’t know your brand yet.
This is where your keyword research starts. And that’s the second reason that make the header descriptive.
The point is to choose battles that are worth winning (high search volume) and win (low competition). Then sort the pages by phrase. The content on this page shows relevance using both target phrases and semantically related phrases.
A well-organized B2B service site has a full sitemap optimized for searches. There are many pages arranged with different key phrases. Each of them is an opportunity to attract purposeful visitors.
The brand’s next step is to differentiate itself from the competition with a great B2B service page. This can be done quickly and easily using the logo at the top of the page.
This is the so-called “Seal of Trust” that can immediately inspire trust. It also offers some differentiation as not all competitors can place it on the page.
Subheadings allow visitors to see the flow of content. They tell your visitors what’s in each section so they can decide whether to slow down and read more deeply.
Ambiguous headings are less likely to slow down visitors. If a subheading makes sense, you are more likely to read that section. Let’s say you are a company that provides jetpack services to a space exploration company.
Specificity is good for visitors. It’s also good for search engines.
Imagine the phone rings. It’s a prospect called to talk about this service.
Best service pages emulate sales conversations. It answers questions, considers objections, and gives examples. The more educated your visitors are, the more likely they are to become leads
Headings are helpful, but visitors will still struggle with dense, blocky paragraphs. Long paragraphs get scanned. Short paragraphs get read.
As a general rule, make sure paragraphs should not exceed three lines.
Your page has a back button just like any other page on the internet. Competition for attention is fierce. If your visitors find your content difficult to understand, they know they can turn to help elsewhere.
So break up those paragraphs. Add some whitespace. And while your add it, mix in some other formatting to make your sales copy easy to scan:
It’s up to the writer, but the designer helps. The container for this content shouldn’t have very small text, very long lines and weak color contrast. Light gray on white? Who can read that?
Attorneys do not go to court without witnesses. Web designers shouldn’t work without feedback.
Each message has a messenger. And the best messenger is the client itself. When they say it, the message goes from simple marketing to social proof.
Social proof shows that other people have chosen your brand, making your choice safer. And the wording of a review is often more direct than writing your own.
Notice how feedback, whether video or text, can answer questions and resolve objections.
Best rating has its own small caption. In videos, they’re in the thumbnail. In text, they’re above the testimonial, the same way Amazon has little headlines above the reviews.
Text based testimonials are also opportunities to include a key phrase (we’ll talk about key phrases and SEO in a minute). Read more on how to write testimonials.
Does your current page include evidence that you’re legitimate? If not, it is a pile of unsupported marketing claims.
Charts and graphs are more visually compelling than text. They are more likely to be seen and remembered. So whenever possible, upgrade those statistics from text to visuals.
Diagrams are also powerful. Does your service involve a multi-step process? Don’t just describe it with text; show it with visuals.
Visuals get visitors to lean in and engage with the content. The best visuals are custom designed and unique to your business. They align with the brand and match the design.
The weakest visuals? Stock photography. Use stock only as a last resort.
Faces are attracted. We are all programmed to see faces. So photos of people instantly make your service page more attractive.
Website uses real people. They create human relationships. They answer some important questions.
Who is behind this brand? Who can I work with using this company’s services? Is this real business? If you don’t show theteam, you’ll miss another chance to stand out. You are your difference. Your people are the only company with your team.
You may also lose your visitor. If they want to see who works there, they have no choice but to leave and go to LinkedIn.
Small companies always try to look bigger. And big companies always try to look small. In fact, every company should try to be more human.
If testimony is difficult, there are other ways to add evidence. Data about the cost of your business or service can drive visitors to convert.
In addition to industry or company statistics you might add, here are some common examples:
With a little love of design, these numbers can pop out of the page and grab your attention. apart from competition. Statistics appeal to every visitor’s desire to make rational decisions based on data.
Remember that evidence is differentiation. In the absence of evidence, the content is general. Anyone can claim without evidence
The web page uses a visual hierarchy that guides the visitor’s attention down the page through a series of priority messages, answers to questions, and adding evidence.
Pages know what their visitors want to see. Give them one by one.
This means there aren’t several competing for their attention. It’s clear what you’re offering, no matter how far your visitors scroll.
Visual hierarchies are carefully created during the design process. Designers use size, placement, color, and spacing to control the eyes of visitors.
When the visual hierarchy matches the messaging priorities, the page directs the visitor’s attention through a series of thoughts, increasing clarity and confidence as the visitor navigates through the page.
Here’s how content and containers drive conversions.
A good sales call can take time. Potential customers have quite a few questions and the seller’s answers are detailed and thorough.
Great sales pages are no different. Covering each topic takes time and often uses 800-1000 words. A short sales page is like a salesperson who hangs up before the conversation with a prospect is over.
The author’s goal is to answer all questions and eliminate all objections.
“By the way, did you think site visitors had short attention spans? Shouldn’t it be a short page?”
No. It just means the content should be scannable and broken up into sections. Which means…
Sales pages often stop right before the finish line. Rather than offering a call to action (CTA) suggesting the visitor gets in touch, the page just dead ends.
Instead of asking for the lead a sales page without a CTA implicitly suggests these options:
Scroll backwards, up to the top of the page and click contact Hit the back button, going back to search results and visit another website Close the tab and go do something else So the first step is to make sure that the page has at least one call to action, near the bottom, toward the end of the sales conversation.
Next, look closely at the verbs. Does it just say “contact” or is it something more compelling. Verbs such as “read” “learn” and “click” aren’t much better. Your buttons and links can work harder for you.
A great call to action triggers demand. It is relevant to the page. It’s personal, warm and inviting. It’s a gentle nudge. And it makes all the difference.
We see them all over the services page. If you have any of these items, you can improve your results by removing them today
Carousels and slideshows
Although designers say they want “visitors to click to see more”, they actually “hide elements until a visitor clicks”. I’ve never seen data showing the success of a slider. We’ve seen a lot of data showing that this isn’t the case. Why not make it easy to understand? Why not stack these elements so that visitors can scroll down the page to see them?
Social sharing icons
Do you expect visitors to share your sales page? Most likely not. This is one of the classic social media integration mistakes. It adds visual noise, but not value. If you have a social media icon on your sales page, put that URL on Buzzsumo to see if it’s ever been shared.
It attracts visitors and it compels those visitors to take action. It does this in the same way that any top sales rep does: by answering questions, offering examples and finally, by asking for the business.
Above all, it makes it easy.
If you don’t have one of these on your site, it might be hard to imagine the business impact. Right now, as you read this sentence, people are looking for your services. Who do they find? They’re visiting your competitor’s webpages. What are they learning?
It’s kind of incredible. If you’ve never seen the Analytics behind a high-performing sales page, it’s dramatic. It’s a game changer. Improve your sales pages to check these boxes and let me know how it goes.