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Google Ads Management and SEO for Small Business.

Affordable, Effective Google Ads Management and SEO for Growing Small Businesses in the USA

Free Conversion & SEO Advice for Service Pages

February 20, 2024

GIVE CUSTOMERS WHAT THEY WANT TO MAKE A BUYING DECISION 

The Critical Importance of Service Page Design on Your Website! 

Small business owners and managers … the content of your service pages will determine your company’s search engine rankings and success in converting website visitors to paying customers. With those two payoffs, clearly customer-centric service page design is a digital marketing “must”. 

 

So, in this piece we’ll present premier profiles of service pages that deliver what customers seek. The objective is to provide an overview of service pages best practices to help strengthen your internet marketing decisions. 

 

Note: A study by Whitespark reveals that the top Google local organic ranking factor is a 

Dedicated Page for Each Service. 

 

What Are Service Pages … and Why You Must Care 

Service pages appear on your business website and ideally present a path of information and motivation that leads to the potential of a sale. Your website serves as the stand-in for the “concierge” who greets prospects in person at your place of business ... identifies needs and directs them to appropriate solutions. 

 

The difference, of course, is the absence of a live company representative. So, your service pages must be constructed to invite orderly next steps for your website visitors to identify the details of your offerings … with compelling demonstrations and evidence of how one or another will satisfy their needs. 

 

You’ve heard the term “landing page”. Essentially that’s synonymous with service page meaning where a searcher will land on your website in response to a specific search question. You’ll want to feature a landing page dedicated to each product/service you offer. If you have multiple offerings, you may choose to streamline choices under a dropdown box on your home page. 

 

Here’s an example from the TMM home page.

A click on each listing will bring the site visitor to that offering’s service page. 

What Searchers Want to See 

Once a service page is visited by a searcher, there are 5 Guiding Principles of design that will help you to maintain visitors' attention and urge further action to explore your solutions to their search. These Guiding Principles really come down to addressing what your visitors want to see. 

Here’s a graphic presentation of the results of one study that addresses this issue. 

Lesson: Service pages are what 86% of potential customers want to see after landing on your homepage. 

 

Successful Service Page Design … Five Guiding Principles 

Here are best-practices to provide buyers with what they need to make purchase decisions. 

 

1. Content Relevant to Their Immediate Need 

As noted above, your service pages must be constructed to invite orderly next steps for your website visitors to identify the details of your offerings … with compelling demonstrations and evidence of how one or another will satisfy their needs

So, don’t skimp on details. Be sure to include: 

  • Who is your customer? This is your ideal customer profile to help visitors know if they are in the right place at the right time. For example, the TMM service page for Local SEO for Small Businesses specifically identifies that it serves the needs of small, local business owners. 
  • Details of your offering(s). Address what your customers can expect when they buy. On the above TMM service page you will see pricing; no contracts and time expectations to optimize success
  • Show your understanding of customer problems. Again, referencing the above service page, Local search engine optimization for small businesses is very different than optimizing for national advertisers. Searchers need to know that you recognize the distinction and perform accordingly. 
  • Use motivating text. Position your offerings to trigger one or more of the 4 primary drivers of why people buy: save money; save time; make money; peace of mind. Important: Your prospects (as well as you and I) buy your product/service based on what it does … plus how it makes them feel. Appeal to both! Provide the details … example ... (make money) tied to positive feelings they will enjoy (peace of mind). 
  • Why choose you? Here’s where you need to tell your company’s history, customer-driven philosophy, unique delivery processes and staff competencies. 

Don’t be concerned about the volume of your service page content. If you’re successful in winning a prospect’s attention to begin with more substantive information will answer many questions before becoming objections. 

 

2. Visuals 

Research reveals that 65 percent of Americans are visual learners. That means as buyers they best retain information by seeing it in images. As a matter of fact, people retain 80 percent of what they see … but only 20 percent of what they read. Lesson: Include screen shots, graphics, photos and videos on your service pages. 

 

Here’s an example of a video on a service page that serves two purposes … a marketing visual plus a customer testimonial. Consider the power of a similar video ... an interview with one of your satisfied customers! 

 

Another Small Business Grown with Google... 

3. Appealing to the Eye … a Breeze to Navigate 

As discussed above, most buyers seek visual representations of your service page content … not just text. Additionally, people are busy so be sure to address their need for speed. Consider this checklist: 

 

  • Prominent titles and sub-headings; 
  • Bulleted and highlighted key points; 
  • Short, written paragraphs and sentences with useful information and benefit statements; 
  • Visually attractive and tightly crafted ... margins, bullets, line spacing etc.; 
  • Rapid loading of your service page; 
  • Mobile friendly; 
  • Calls-to-Action (CTAs) options (more on that in a bit). 

 

4. Proof/Evidence of Performance Successes 

Two primary sources of proof of your capabilities are industry recognition and customer testimonials

Here’s an example: 

Click here for a sampling of customer testimonials and reviews. Note client emphasis on the 4 major drivers of why people buy. 

An added proof of your competencies is to publish frequent blogs/articles that further bolster your image as an industry expert and thought leader. 

 

5. Calls to Action (CTAs) 

Give Customers What They Want to Make a Buying Decision. 

Both you and your prospects win when a sale is made. So, continually urge “forward motion” to deliver on the opportunity to buy … or satisfy a next step in the decision process. That’s where clear and prominently displayed CTAs come into play. 

Provide CTAs that are mindful of the desires of customers. 

 

Here’s a graphic presentation of the results of one study that addresses this issue. 

For prospects who are on the fence, offer a free consultation with a dedicated in-house professional. And make sure it’s at the prospect’s convenience … not yours. For example, here are 3 options to choose: 

And for the prospect ready to convert to “customerhood” … make that transition a click away. 

Takeaways 

Give Customers What They Want to Make a Buying Decision. That means your success will be measured by customer-centric, clear, comprehensive, easy to find service pages crafted for each of your products/services … with proof of your competencies coupled with prominent access to CTAs. Above all make sure your service page content helps your prospects to understand what you offer, how you deliver and “what’s in it for them” … save money; save time; make money; peace of mind. 

 

This piece is intended to provide an overview of service pages best practices to help strengthen your internet marketing decisions. It purposely is not written to “get into the weeds”. That said, consider enlisting the aid of a professional firm. There are behind-the-scenes items that need attention such as key word selection and placement, internal links and meta descriptions. 

 

Third Marble stands ready to give you a hand … or an introduction to a professional who can. 

By Alex Huibsch April 2, 2025
In the digital age, brand voice consistency is key to building a strong, recognizable brand. Whether your business engages customers through social media, blog posts, or customer service interactions, maintaining a consistent tone and messaging across all platforms is crucial for brand identity and trust. Here are some practical strategies to ensure your brand voice remains consistent everywhere your audience interacts with you. 1. Define Your Brand Voice Before you can ensure consistency, you need to define your brand voice. A brand voice is the personality and tone you convey through your content. It reflects your business values, culture, and mission. For example, is your brand voice professional, friendly, humorous, or authoritative? To define your brand voice, consider the following: Core Values: What principles guide your company? Are you about innovation, reliability, or creativity? Target Audience: Who are you speaking to? A brand targeting Gen Z might have a casual, witty tone, while a brand targeting professionals might lean towards a more formal voice. Emotional Tone: What emotion do you want your audience to feel? Whether it’s excitement, reassurance, or motivation, your voice should reflect this. Once you’ve identified these elements, document them. Create a brand voice guide that outlines key phrases, vocabulary, and examples of how your voice should sound. This guide will serve as your compass, ensuring consistency across all platforms. 2. Create a Style Guide A style guide is essential for maintaining consistency, especially as your business grows and more people get involved in content creation. Your style guide should cover: Tone and Language: Specify the tone and style of communication for each platform. For example, social media might be more casual and conversational, while blog posts could be more informative. Grammar and Punctuation: Consistency in punctuation (e.g., using the Oxford comma ) and grammar rules can greatly affect how professional your brand appears. Imagery and Design: While voice is primarily about language, the visuals that accompany your message should also align with your tone. Whether you use bright, playful colors or more minimalist, subdued hues, your design should reflect your voice. Having a comprehensive style guide means anyone creating content on behalf of your brand knows exactly how to communicate. 3. Train Your Team Your entire team must understand and embrace your brand voice. Whether it’s your marketing department, customer service team, or content creators, everyone needs to be on the same page. To keep your brand voice consistent across platforms, provide your team with resources like: Workshops and Training: Hold regular sessions to reinforce your brand's messaging and tone. This could include writing exercises, social media role-playing, or reviewing successful brand campaigns. Ongoing Feedback: Offer constructive feedback on content to ensure it aligns with your voice. Whether it's through content reviews or monthly meetings, consistently check in with your team. Remember, keep your brand voice flexible enough to adapt to different contexts (like more serious tones during a crisis) but consistent in core elements, such as clarity and empathy. 4. Understand Platform Nuances Each platform has its audience and unique characteristics, but your brand voice should remain consistent across all of them. Here’s how to tailor your brand voice while keeping it unified: Social Media: Social platforms are usually informal and fast-paced. You can use humor, emojis, and casual language to connect with your audience. Blog Posts: Blogs are a great place to showcase your brand’s expertise. Use a more polished, informative tone, but still keep it in line with your brand voice. A friendly, approachable tone can make your content more relatable. Customer Service Interactions: Whether it’s over chat, email, or phone, your customer service team must embody your brand’s tone. For example, if your brand is known for being friendly, ensure that your team’s responses reflect that particular attitude even when dealing with complaints or difficult customers. Being aware of platform differences helps you maintain a unified message while tailoring your approach to fit the environment. 5. Use Automation Tools Wisely As your business scales, automation tools can be lifesavers in maintaining consistency. However, it’s important not to let automation become robotic. Use tools like social media schedulers or CRM software to streamline communication, but always ensure that the voice feels human and genuine. When using automated responses (especially in customer service), incorporate your brand voice into the script. Use friendly, helpful, and personalized language, and be mindful of how these responses will be perceived. 6. Monitor and Adapt Consistency doesn’t mean rigidity. Regularly monitor the performance of your content across different platforms to ensure your message is resonating with your audience. Use analytics and feedback to gauge how well your brand voice is being received. For example: Social Media Analytics: Track engagement rates to see how your voice is performing on each platform. Customer Feedback: Pay attention to how customers respond to your tone in service interactions. If your voice is too formal or too casual, it may not align with their expectations. Adjust your approach as needed, but always stay true to the core values of your brand. 7. Keep It Authentic Above all, your brand voice must feel authentic. In today’s digital landscape, customers can spot inauthenticity a mile away. Your voice should reflect the real values and personality of your company. Whether you’re posting on Twitter, writing a blog, or answering a customer service question, staying true to your brand will help build trust and loyalty. Final Thoughts A consistent brand voice is essential for creating a cohesive customer experience and fostering brand loyalty. By defining your voice, creating a style guide, training your team, and adapting to platform nuances, you can ensure your messaging is clear and unified. Remember, authenticity is key. Be sure to stay true to your brand’s values and always communicate with your audience in a way that resonates with them. Ready to Strengthen Your Brand Voice Across All Platforms? Struggling to find time for content creation while managing your business? At Third Marble Marketing , we specialize in writing clear, consistent, and compelling content that resonates with your audience. Whether you need engaging copy on your web pages or informative blog posts, we’re here to help! Our Content Writing Services are designed to enhance your SEO while staying true to your brand’s core values. We ensure consistency in tone and messaging across all platforms, creating a cohesive brand experience that fosters trust, increases engagement, and drives success. Contact Third Marble Marketing today to learn more about how our content writing services can elevate your brand voice and consistency!
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