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Service-based businesses have unique needs compared to other businesses when it comes to copywriting. Copy for service businesses needs to do certain things – in certain ways – if it’s to be effective. Without the right messaging, service-based businesses run the risk of confusing or annoying their target customers – or just not even connecting with them in the first place.
Clear messaging is vital. So many service businesses out there over-complicate their message. Or assume everyone knows it all already. Their services can be confused and opaque. There’s often either not enough information, or far too much. And it’s not just target audiences who need clarity: so do the search engines.
Poor messaging can lead to low engagement and missed sales opportunities. Get your copy right and it can transform your business.
What’s the role of copywriting in service-based businesses?
Unlike products, services tend to be intangible. Their benefits can be harder to quantify. Their perceived value will be based on how well expertise, experience, and outcomes are communicated. The chances of converting prospects to clients are increased when prospects receive the right messages at certain points in their journey too.
Professional copy builds trust and credibility and gives the impression you’re dealing with a professional business. A good copywriter also uses techniques and skill to inform and persuade in an effective, unobtrusive way. An SEO copywriter will ensure all the right keywords are in the right places. They will also know how to write for online consumption, and there’s a lot more to it than just keywords.
Professional, well-written copy can be the difference between people understanding and valuing what you do, and buying – and window shoppers.
When does a service business need a copywriter?
There are various signs that can indicate your messaging isn’t quite doing what it’s designed to do.
Your website isn’t getting many visitors
Your website gets visitors, but they’re not converting into leads
Your messaging is inconsistent or unclear so you’re getting confusing results
Your messaging lacks personal connection so it’s hard to relate to
People are confused as to what you actually offer
You’re struggling to explain what makes your service unique or ‘better’
You’re struggling to articulate the value in your service
Your marketing content is sporadic, non-existent, or contradictory
It feels like your competitors are doing it better to greater effect.
Where can a copywriter make a difference to a service business?
- Website copy
Many businesses make the mistake of thinking their website copy doesn’t really matter, particularly if they get a lot of business through referrals. You’ve invested in a website. It makes sense to leverage that investment. And if you don’t and your competitors do, you’ll probably lose business to them at some point.
Your website needs clear, compelling messaging that appeals to your target audience. It needs to be easily found by the search engines, for the right things. And it needs to convert. A website copywriter, trained in search-engine optimisation, can write copy that does this.
- SEO content
Your website should be optimised for search engines. When SEOs optimise copy for search engines it can often become clunky and awkward. An SEO copywriter, on the other hand, will write the copy with both the audience and the search engines in mind, using all the skills they have honed.
Blogs are useful for attracting organic traffic you haven’t paid for – people who are interested in what you do and what you have to say. They, along with case studies, also help to build trust and authority with current and potential clients. Writing for online consumption is a different skill to writing for offline, so it’s important to bear that mind. Getting professional support with your content can make a real difference.
- Sales and landing pages
Websites aren’t just online ‘brochures’ where you give your contact information, lay out your services and talk about your company. Sales and landing pages can be used when you need them.
Sales pages are designed, as the name suggests, to sell. A landing page is a more general term that can cover sales pages, but they don’t have to sell a product or service. They are often used to capture leads like email addresses, or drive an action, like signing up for a webinar. If you want people to do something, you’ll need persuasive copy.
- Email marketing
You can sell directly via your email list, or you can use it predominantly to build brand awareness, educate, and inform. To do this, you need engaging email sequences that are written to achieve their intended aims. They need to come across as professional, as well as successfully leading your subscribers to take the intended actions.
- Social media and paid advertising
Social media and paid advertising specialists also need copy that reflects your brand and targets your audience. One of the hardest things with social media is maintaining it. It’s time consuming and needs to be done properly. A professional can give you your time back and create compelling content in your brand voice.
- Other copy
There are so many areas in your business that will benefit from the input of a professional copywriter. Things like presentations, brochures, press releases, articles for publications, awards applications – they should all have an impact. if it can make a difference to how likely people are to do business with you, can improve (or damage) your reputation, or make a difference to an outcome, a copywriter can help you get that step ahead of your competitors.
Finding the right copywriter for your service-based business
A professional copywriter does not need to be an expert in your business to do a great job. They do need to understand your business, your target audience, your services, and your brand. They’ll do this by asking all the right questions to get all the right answers. While you may wish to choose a copywriter who niches in your sector, it’s not vital. You will want them to understand the services sector and how to write for it, however.
– If you need copy for online consumption, like website copy, blogs, case studies, landing pages, and sales pages, and so on, you’ll want a copywriter who specialises in SEO website copy as well as conversion copy.
– If you’re looking for a copywriter for an email marketing campaign, choose one who is expert in this type of writing.
– Most social media managers are not trained copywriters themselves, so make sure you find someone who knows how to write well for socials, or who outsources to someone who does.
Working with a copywriter
Working with a professional copywriter should be easy. Any working relationship should be based on mutual respect, so find one you know will do a great job. Search online and in copywriting directories and ask other businesses who they use. Check their output and profile on LinkedIn and see if what they say and how they approach their work resonates with you.
If you’d like to know how I can help your service business stand out and convert more clients, why not book a discovery call to see if we’re a good fit? I support service-based businesses with everything from website copy audits, new website copy, and case studies. You can also work 121 with me on a one-off or regular basis, use a workshop to improve your business writing skills.
Why not get in touch?