You finally hit publish on your freelance website and you’re getting trickles of traffic to your services page. Someone’s even recommending you in Facebook Groups but all that work is resulting in ZERO enquiries.
It’s the worst feeling ever!
You feel defeated and deflated.
But guess what, it’s not YOU, it’s your services page on your website.
Let me guess, right now your service package pages look a little something like this:
- You have a a few paragraphs describing your service and why they need it.
- You have dot points on what it includes.
- You have the price (at least you should do)
- You have the enquiry button.
Here’s the problem with this, all you’re doing is selling the features, which is what every other freelancer is doing.
If everyone in your niche is offering pretty much the same features, have great testimonials and do good work, the deciding factor for the potential client will become price. That is not what you want to build you business on a, price war, because you’ll never win.
What you want people to buy into is YOU, to want to work with YOU specifically.
But, why would they choose you if they don’t even know what sets you apart from the competition?
The answer to this dilemma is to have a long form sales page for your premium priced service.
We often think that sales pages are only required for online courses but this is a complete misconception.
The reasons why online courses have long form sales pages is not because they’re an online course but because it’s going to take some convincing to get someone to fork out $500+ on a course from someone they’re only just hearing about.
It’s no different with your services.
So, what exactly do you need to include on your service sales page to make you stand out from the competition and finally book those dream clients?
1. Where They’re At Right Now?
Before you even begin to talk about your service you need to establish a connection with the potential client so that they feel like you really get where they’re at and what they’re struggling with. This is what transforms you page from a you centric page to a client centric page which potential clients love.
In this section you need to answer:
- What is the big challenge they’re trying to overcome by hiring a freelancer?
If you’re a web designer targeting solopreneurs you might want to address that they don’t feel professional with their current website, or it’s not getting them enquiries or they just don’t have the time of skill to do it themselves.
- What have they tried before?
Have they tried DIYing their website before and it was a disaster, or did they try to write their own copy only to give up because it was too hard?
- What are their desires?
Do they want a website to get more high paying clients so that they don’t feel so spread thin across multiple low paying clients?Do they want to hire a copywriter because they would rather spend time with their kids rather than trying to hack it together themselves?
The key here is to get to the root cause of their desire. They desire this so that they can have that.
2. What’s Your Secret Sauce?
This is all about answering the question “Why me and not them?”. What sets you apart from the competition?
For example, you might:
- Have a particular method to get the golden nuggets out of clients to design an incredible brand that oozes their personality.
- You might approach the web design process in a different way to most designers. Ask yourself what do they do and what do I do that’s different?
- You might have a certain bonus “specialized” skill that compliments your primary service. For example you might be a copywriter who’s also skilled in SEO.
3. What Doubts Might They Have?
It doesn’t matter how much someone wants or needs your service they will always have doubts that may hold them back from even making an enquiring. It’s key that you anticipate what those doubts are and address them upfront.
Here’s the most common doubts you’ll need to address:
- Will I even get a return on investment?
The best case scenario is that you can guarantee that they’ll make the money they spent on your service back right away but in reality you probably can’t.
That being said what you can guarantee is that they WILL save time so you need to relate that back to money. For example you free up their time therefor they’ll be able to work with more clients etc.
- I’m not sure I’m ready…
A lot of people feel like they have to have everything perfect before they start working with a freelancer (Even though that’s why they want to work with a freelancer in the first place).
A big reason for this is that most people don’t want to look like they “don’t have it together” and when you bring a freelancer in they will inevitably see that you don’t have all your ducks lined up in a row.
You need to make it clear why now is THE RIGHT time and how waiting will not benefit them in the long run.
So for example they’re getting traffic to their website but it’s not converting because of the copy. Can they really afford to keep waiting and losing potential clients?
By addressing these 3 points, potential clients will feel more understood and more at ease with reaching out to you about their project.
Are you struggling to turn page views into enquiries?
If so, try expand your page into a full sales page making sure to address where they’re at, your secret sauce and what doubts they might have.