How to create high-quality service descriptions?

What are service descriptions and what function do they serve?

They are created in order to explain to interested persons:

• what does the given service consist of;
• what is its scope;
• how does the process of executing the assigned task proceed?

Potential service recipients will also learn more information about the price of the service and the deadline for its execution thanks to a reliably prepared description.

You wonder why service descriptions are created in the first place? These types of texts to some extent replace the salesperson.

Notice that customers visiting a service point (e.g. a hair salon, beauty salon, or car workshop) usually expect the employees there to provide detailed information about the activities performed in that place. It is difficult to imagine a situation where the needs of consumers are disregarded in this aspect.

Service descriptions – just like employees of service establishments – from the clients’ point of view, are an invaluable source of information about the offerings of a given company. Furthermore, properly prepared content for many people interested in a particular service becomes an impulse to establish contact with the employees of a specific enterprise. From there, usually, there is only one step left to initiate mutual cooperation.

Marketing effectiveness is highest for texts that contain comprehensive information about the company’s offer.

What should you remember when creating service descriptions?

Before you start creating the text, first consider the actual nature and scope of the services provided. Also think about what distinguishes the offer from others available on the market. It could be, for example, an attractive location of the facility, affordable prices, versatility in performing tasks, etc. Record these observations in the form of a table or bullet-pointed list.

Have you completed the stage of collecting and saving the most important information about the offer? Great! In that case, you can now focus on preparing the text. During its creation, pay special attention to providing a detailed explanation of what the service entails, how it is performed, and who its recipient is.

Not without reason did one of the most famous advertising creators of the 20th century, David Ogilvy, say:

As much as possible, avoid using specialized expressions; write in a simple and understandable language for the majority of readers. A clear and easy-to-understand message easily reaches a larger audience. This, in turn, realistically increases the chances for a business to acquire new customers.

The description should include the most important information about the service (e.g., scope, method of execution, price, and completion date).

Remember about internet users’ natural tendency to “scan” text with their eyes while reading. Keeping this in mind, it is worth highlighting the most important data about the offer using bold font. This way, you will help potential customers better understand the presented content. In the longer time perspective, this may contribute to increasing the company’s sales results.

High-quality service descriptions are characterized by uniqueness. Creating such texts from scratch shows the professionalism of the entrepreneur and their respect for consumers. It also helps strengthen the position of the online store in Google search engine.

The most important elements of service description

In the meticulously prepared and accurate description of the service, it is mandatory to include information such as:

• type and scope of services – an accurate description of the main and ancillary activities carried out by the company plays a key role here;
• the main features and advantages of the service – such as short deadlines, competitive pricing, innovation, the possibility of customizing the offer to individual needs and wishes of the consumer;
• information about guarantees, installments, discounts, and complaint procedures – this type of information increases the level of trust that the customer has in the service provider;
• statistics regarding the effectiveness of the services – they work perfectly as an incentive to take advantage of the company’s offer.

Service descriptions must have an appropriate length. We assume that on average, it should range from 1000 to 3000 characters including spaces.

What should be included on the Services subpage?

Entrepreneurs usually choose to place such texts in special tabs designed to attract customers.

What elements do these subpages contain? The most important ones include:

• content – consisting of descriptions, advertising slogans, headlines, bullet points, and customer reviews and opinions; descriptions play the most important role in indicating the type and scope of the offered services to the customer;
• photos and graphics – serve to enhance the informational and advertising message according to the principle: “a picture is worth a thousand words”; photos can show, for example, company employees in action and the results of their actions (e.g. hairstyles made or houses built); the website should only feature high-quality photos;
• forms – used to collect information about customers, their personal characteristics, and interests; they can be placed anywhere on the website;
• CTA buttons – placed to persuade the user to take a specific action, e.g. take advantage of the company’s offer; these types of elements should be visible to the reader at first glance, so it is advisable for them to attract attention with unusual shapes or colors.

Creating a service description is not one of the easiest tasks. However, entrepreneurs do not necessarily have to take care of it themselves. In professional copywriting agencies, you can find many specialists who are willing to undertake the execution of this mentioned activity.