You might be wondering: what’s with the butterflies?
As we all learned back in kindergarten, a butterfly’s growth process is one of the most magical that happens in all of nature: it starts out as an egg, hatches in a caterpillar, eats like crazy for weeks, wraps itself in a chrysalis (cocoon), and finally emerges transformed into a beautiful butterfly.
And the truth is that when it comes to your website’s services page, the element that can make or break your overall message and take your services page from just ok to downright compelling is… what?
Why is communicating your process so important?
1) It takes the mystery out of things.
Sure, you know the ins and outs of your services like the back of your hand, but it can be easy to forget that for outsiders, it’s a complete and utter mystery. When you let others in (just a little bit) on what happens behind your shop window, they’ll gain a greater appreciation for what you do, and a better understanding of your overall value.
2) It puts your visitor’s nerves at ease.
When shopping for service providers, we’re all skeptics – it’s just human nature! Put skeptics’ minds at ease by illustrating how you will guide them through their journey. Show them why your process is proven, so they understand that they can and will succeed through their work with you, without a doubt.
3) It differentiates you from others in your field.
When I tell people I’m a web designer, some of them sort of nod as if to say “Oh, I get it – I’ve met a million of your kind.” But when I outline my process? That’s when their eyebrows might raise and they’ll want to hear more. While there might be a million others out there who technically offer what you do, no one does it in quite the same way, and outlining your unique process is your chance to show everyone why.
If you’re ready to get your process nailed down (and on your way to a stellar services page), here are a few tips to get you started.
1) Keep it simple.
Shoot for a minimum of three and a maximum of six steps in your process. For each, give it a brief title (one or two words tops) and a short paragraph description. You want your process to be readable and digestible within the span of a minute or two. Check out my services page for an example.
2) Speak in the “we” voice.
Because your work with your client is most likely highly collaborative in nature, your process should reflect this. Avoid making too many “I” or “Me” statements if you can, because this isn’t ultimately about you – it’s about your client’s journey.
3) End with a compelling call-to-action.
Your process outline should ignite action. By the time your visitor gets to the last step, they should be eager to begin their own process with you. So give them a nice big button to allow them to take that next step.
Do you love your services page? Does it do your work and your process justice? If not, I’m always here to help.