The Services Page for your accounting (or EA, or tax firm) is for site visitors who are a step deeper into the buying cycle. They’ve read one or several pieces of your content and perhaps visited your homepage a few times. It’s very likely that they’re actually in the market for your services and are now gathering information—they might even be ready to make a decision between you and a competing firm.
So what can you do to turn visitors into new clients? You have to effectively communicate what your services are, how they’re performed, and what a prospect could achieve if they hired your firm, which can be done through elaborating on the following page features.
1. A clear and concise headline
Simply name your services page it is—services. Depending on the amount of services you offer and how they vary, you may have more than one services page. Ideally, you also want the headline to be search engine optimized so that new prospects can find you more easily.
Examples include:
- Tax Planning and Preparation Services
- Cash Flow Budgeting and Forecasting Services
- Payroll and Sales Tax Processing
2. Your processes and outcomes
Don’t just list out all the things you do—explain how you do them differently, and describe the results clients can expect. You want to paint a picture of what it’s like to work with you and how a prospect’s business could benefit if they hired your firm. Bonus points if you can include specific data (statistics and numbers) to illustrate your past successes.
3. Relevant case studies
The best way to engage prospects is always through storytelling. Tell visitors what you do, and then show them. Emphasize the great outcomes your past clients have experienced under your care. Include testimonials and specific results, and then link visitors to more in-depth case studies. When you can, include client photos and video testimonials—they always make more of an impact than plain text testimonials.
4. Transparent pricing
That’s right! We recommend listing pricing right on your Services Page because your website’s job is to not only attract new leads, but to turn away bad fits. Anyone who is unable or unwilling to pay your prices is simply not the right fit. This also gives your site visitors time to process any sticker shock before interacting with you personally.
Imagine if 100% of your leads came to you already excited to work with you and ready to pay what you’re asking! Now, of course we understand that your pricing probably depends on a number of factors. It’s perfectly acceptable to include a range as your service fee, or to say your prices “start at” X.
5. A focused closing call to action
Calls to action (CTA) on your Services Page should be stronger than on other pages, since anyone stopping by this page is more likely to be ready to buy. A sign up form for a free assessment or free consult performs well here, but a free download or similar email capture offer can also be effective.
This advice is an add-on to our Digital-Centric Marketing Framework for Accounting & Tax Firms. View the complete Framework to build your complete integrated, digital marketing plan.
CountingWorks PRO helps you get your firm found on major search engines with a fully optimized website and expertly written content that ranks. No SEO knowledge required.
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