There are some major differences between selling a service and selling an actual product. Potential customers can’t see or hold it before they make their final decision. This means that crucial adjustments should be made to your copy so it communicates value and builds trust.

One level of service-based copy is describing what you do, but to really stand out, your copy needs to do a lot more. It needs to show why your service matters. The good news is that there are many ways you can show why your service is important through copywriting!

Let’s get stuck into some of the ways you can write copy for your service-based business:

Focus on Outcomes

I get it. You’re a service business; you should spend time describing what you offer. But that shouldn’t come at the expense of explaining the results clients receive. For example, if you run a home cleaning business, you could focus on the hours homeowners get back in their week because they don’t have to spend them cleaning!

For service-based businesses, people are buying solutions to problems as well as some sort of progress towards a goal. This is why leading with the outcome is important and makes the service itself more appealing.

Speak Directly to Your Ideal Customer

By trying to appeal to everyone, you end up appealing to no one. So, take the time to hone in on your ideal customer and focus on creating copy that resonates with them. The more specific you can be with your messaging, the stronger the impact usually is. It helps customers feel understood and more likely to trust your expertise.

Build Trust Through Proof

Don’t just assume potential customers will take your word for it! Include aspects like testimonials, case studies, client results, and any relevant experience to help reduce uncertainty. You may be making bold promises in your copy, and proof helps you back up those claims.

Create a Path Forward

When a potential customer visits your website, there shouldn’t be any guessing as to what should happen next. This could be anything from booking a consultation, scheduling a call, or requesting a quote. Whatever the next step you would like people to take, it should be crystal clear.

Simplify Any Explanations

While it can be tempting to show off just how much you know by using industry jargon and technical language, this does tend to put up barriers to understanding for the average Joe. Remember, clarity should always come first. So, explain your services in a way that anyone can understand.

Personality’s Time to Shine

Just because you shouldn’t be using any jargon, it doesn’t mean you can’t let your personality shine through! When potential customers are hiring a service provider, they are typically choosing the person or team behind the business just as much as the service itself. So, your copy should be written in a distinct voice that differentiates you from competitors.

Running a service-based business myself, I know a thing or two about writing the type of copy that appeals to potential customers! If you would like some assistance in this area, I’m more than happy to lend a helping hand 🤝