This is a website assessment for the content you should include on your Services and Programs page of your business website. Every web site built by a service provider inevitably includes at least one page describing a service or program. Make sure that this page "does the job" for you since it is likely a primary reason that you have a web site.
1. Does your Services and Programs page completely describe a service or program so that a prospect understands everything about it? Often, we don't want to "take the trouble" to completely describe our service or program in writing. This could either be from laziness or failure to understand the necessity. Don't expect a prospect to buy from you without having full information.
2. Does your Services and Programs page answer all the questions a prospect might have? Your objective is to leave your prospects with all the answers they need to know in order to decide to buy. As prospects ask you questions, incorporate those answers into your web copy.
3. Does your Services and Programs page leave the prospect crystal clear on what they would be buying -- without confusion? If your services or program page leaves a prospect confused about any aspect of what you offer, it's very likely they will decide "no", and move on, looking for the solutions to their problem elsewhere. Be sure you clear up anything potentially confusing.
4. Does your Services and Programs page take the prospect "by the hand" and guide them through every detail of your service or program? Make a prospect feel "safe" by giving them a personal guided tour of your service or program. Pretend you're showing a friend around. How would you demonstrate all the details and in what sequence would you describe the process?
5. Does your Services and Programs page create a feeling of trust and trustworthiness? Give enough information that there is no feeling of mystery or ambiguity. Don't do anything "tricky", or imagine that being less than straightforward is smart business. Take the approach that your prospects are smart and be trustworthy with them.
6. Is your Services and Programs page free of "secretiveness" or opaqueness? Don't make the mistake of using too much "salesmanship" or hype or hiding facts of your services or program. Take the approach that hiding or equivocating will only trigger suspicion and avoidance among your prospects. Don't allow that to happen.
7. Does your Services and Programs page have an open, honest, clear and unexaggerated tone? If you truly want to connect with your prospects, be sincere, open, and honest. There are plenty of "hypesters" and con artists in the business world. Don't even take the chance of getting lumped in with them.
8. Does your Services and Programs page take a friendly, buddy-over-coffee approach? If you were talking to a friend over coffee and describing your services or programs, what would you say? How would you communicate? What would you say differently and how would you say it?
9. Does your Services and Programs page detail the process of your service or program step by step? You need to describe each step of your service or program. Tell what happens when and the sequence of steps. "Connect the dots" for them so that the process is totally clear.
10. Does your Services and Programs page take the time to detail everything about that service or program so that the prospect is fully informed? Be sure that you do not leave out any information and that you explain everything a prospect needs to know. Often we become so entrenched that we fail to realize prospects don't know all that we know. Be complete. Ask others to review the page to see that they understand -- and more importantly, don't understand. Incorporate any missing information.
11. Does your Services and Programs page take the attitude that you are helping the prospect to make a buying decision? Rather than doing a sales "number", give them the information they need to know to buy. Don't make it hard for them to decide "yes".
12. Does your Services and Programs page stay focused on the client's perspective -- not yours? What's in it for them? Don't waste this page telling them how great you are. Describe what they can get out of your service or program. Tell them how their life will be improved.
13. Is your Services and Programs page free of technical jargon only understood by others in your profession? Don't use the language you learned when gaining your technical skills. If you need to explain a word or concept, it is probably too complicated for this web page. If the terminology concept or verbiage is only understood by your professional peers, don't use it.
14. Do your Services and Programs have memorable names? It's like naming a sports car. You want the name to be memorable, meaningful, and sound attractive and appealing -- and make prospects want it.
15. Does your Services and Programs page tell the prospect what they need to do during the process? If the prospect has to do certain actions or perform in certain ways to succeed, make that clear. Let them know what your successful clients have contributed to their own success and how they've helped produce their great results.
16. Does your Services and Programs page clearly detail all the benefits prospects can expect to receive? What benefits can prospects expect to get from your services or program? Make these very real world and compelling. Describe as if from the viewpoint of your clients who have already benefited.
17. Does your Services and Programs page describe all the deliverables included, both tangible (books, CD's, MP3's) and non-tangible (seminars, sessions, coaching)? What will they get when they sign up for your services or program? When will they get it? How will they get it? What are the details of the deliverables?
18. Does your Services and Programs page give complete details about the kinds of results they can expect to get? People buy results. What results have your clients commonly gotten? What results can your prospects expect? Are there qualifiers on those results? Give the full picture of results and don't hold back.
19. Does your Services and Programs page include a Call to Action, suggesting what you want prospects to do next? Let them know how to sign up or call you to get started. Give them specific actions to take and make it clear what you want them to do.
When you've finished this assessment, you should have a detailed list to guide you in writing or rewriting your Services and Programs page. Get to work!
Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.
To learn about her Robert Middleton style Web Site Tool Kit Writing Package, go to http://www.wowfactorwriting.com/services/web-site-tool-kit-package/
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