Website Content Architecture: Which Webpages? Product vs Service-based
The Challenges For The Service-Based Company When Planning Website Page Content
Because there is often a steeper “education marketing” requirement for service-based companies, it’s harder to visualize what website pages you actually need. For instance, if you put up a “Services” page, that’s kind of un-enticing because people still aren’t necessarily sure (or interested) in what kind of services your company actually provides. It’s ignorable (until I realize that your service is essential to my business – but “Services” isn’t going to make me feel that. It’s going to instead make me want to protect my wallet (the easier thing to do) and think, “Another person selling something I don’t need”. But they do need it! You just have to show them.
So here are 3 Website Content Tips for Service-Based Companies:
- Try to package your services as products wherever possible. Tangible Words is often invited to speak at Conferences to talk about content marketing strategy and online content policies (for social media, blogs and websites). Turn these into set programs (notice the use of a noun) which has deliverable’s and your service has been packaged as a product. (Look at all the services you provide and try to group them, then try to group them by target market and you’ll be on the right creative thinking path to packaging your services.)
- Name the puppy. In many service-based websites, we purposely will split up the various “Services” and make them page names. So on the Tangible Words website, we first split up our services into product type consumables, and then made pages for each of them: the Workplace Grammar course, Website Rewrites, and monthly Sales Tools creation.
- Resist the urge to dump all your services or products onto a “Services” or “Products” page. Every website tries to do that. It’s kind of boring and people will ignore this when doing research on companies. You might say that it helps orient the reader, yes, this is true, but you don’t’ have to use the page names to do this. On the Tangible Words website, notice how we use the three directional text boxes on our homepage to help companies find their way onto the services they need. There are lots of ways to orient the reader to what they need from you without going straight to the “you’ll buy this from me” thought, as the terms “services” and “products” suggest.