Service description that converts

How to Write a Persuasive Service Description 2021

How valuable is a service description? Going by the annual data on advertisers’, expenditure in the US alone is about 500 billion dollars. That’s what big brands and retailers spend to persuade customers to their offerings. 

Drawing from your consumer insights, what attracts you to certain services as opposed to others? There’s a chance that a service’s presentation and how it spoke to your pain points was the appeal. 

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Writing a persuasive service description takes creativity and dedication. Apart from articulating your service and employing wordsmith skills, you need to understand your customer persona. That is detailed pointers to their consumer behavior, motivations, and background.  This article, therefore, presents insights that make for successful service description writers. But first things first…

What is a service description?

A service description is in-depth information about a particular service. The description covers the idea behind the service, features, benefits, limits or liabilities, and delivery. Sometimes, it goes as far as telling you why it’s worth purchasing the service. To illustrate further, here’s a fantastic service description sample.

‘Our public relations teams support clients in developing communications strategies that will drive knowledge and understanding of their business and services amongst key influencers. This is by providing expert public relations consulting for local and global markets.

Description of services 

A service is an activity or benefit performed in exchange for legal tender. Services are essential to a thriving economy since they ensure the needs and wants necessary for survival are fulfilled. Economists define services as having the following key features:

  • Lack of ownership: A distinct feature of any service is that you can’t own it the way you would a product.
  • Intangible: Services don’t have a physical presence. They can’t be seen, touched, tasted, felt, heard, or smelled.  
  • Inseparable: A service can’t be separated from the producer. That is, the production and consumption of service happen simultaneously. This further reinforces the fact that a service can’t be owned. 
  • Inconsistent: A service can’t be as exact as the previous one. Services vary depending on who provides them, the place, time, and how.
  • Perishable: Since you can’t own a service, you can’t also store it for later use. For instance, if you book a plane ticket but miss the flight, you’ll need to pay for it again. Value is calculated to exist at the designated moment of consumption but disappears if you don’t show up.
  • User participation: Same way you can’t separate a service from its producer, every service requires consumer presence at the point of production. 

Furthermore, services are classified as business to business (B2B), business to customer (B2C), and social. A B2B service has another business as the customer. These services help the business to serve its customers and maintain relevance. Examples of business to business services include:

  • Investment and banking
  • Technology 
  • Human resources
  • Transportation
  • Legal representation
  • Business support like marketing and public relations

In a B2C or personal service, the customer pays money to a business or individual and receives a service in exchange. Examples of business to customer services include:

  • Medical care
  • Grooming
  • Legal advice
  • Housekeeping
  • Food delivery

Social services are beneficial to the community. They’re made possible by your taxes and the organizations providing them. Examples of such services are;

  • Police 
  • Social work
  • Food subsidies
  • Foster care
  • Animal welfare

Why service descriptions matter

Why do you suppose service descriptions matter? First, it’s because they’re a valuable resource for customers searching for a particular service. 

Second, a service description serves as a reference point and proof of your service’s value after consumption. Hence the reason a persuasive service description should be honest about expectations. 

How to write a service description

Annual data on retail trends reveals that for the most part, consumers abandon a purchase due to scanty descriptions. That’s definite proof that a persuasive service description is a crucial sales and marketing tool. Due to a proliferation of services, consumers are spoilt for choice. Hence their need to compare different services and make the right decisions. Below are essential tips to consider before writing a service description.

Have a deep understanding of your service

Service description that sells

The most important thing to remember is that a persuasive service description hinges on honesty which is central to building trust. You can’t be honest if you don’t understand the intricacies of your service. Thus, the first step in writing the service description is to have a deep understanding of your service. 

Some services are self-explanatory and may not need much persuasion. A restaurant, for instance, can survive with a good photo and brief headline, same for a swimsuit retailer. An investment service may not survive. A customer will be keen to know the type of investment, your level of expertise to execute it, and feedback on customer satisfaction.

A perfect service description comes from knowing your service and the level of detail required to persuade your potential customer.  

Language and tone

The same way you’d explain and make an eight-year-old understand something significant is the same way to write a service description. Use clear and concise language in a gentle, friendly tone. But beyond these, let your service description match your brand’s persona.

Do you want to cut a professional or casual look? Knowing what suits your brand can have a massive bearing on the uptake of your message. In a similar fashion, consider your customer persona. This refers to the type of person you see as your ideal customer.

A description of that person might include such variables as gender, age, marital status, location, hobbies, education level, and financial status. Sometimes you may have to deal with multiple personas.

From the customer persona, figure out what type of people are interested in your service. Why you reckon they’re interested, what interests them, and how you can be effective in communicating to them.  For ideas on how to create customer personas, see the examples below.

  • If you’re a swimming instructor your primary target is children between the ages of five and eight. These children are keen to learn swimming and participate in major championships.
  • The second customer persona could be men and women aged fifty and above. They don’t know how to swim and would like to learn. The key reason is to make it part of their fitness routine. Another reason would be to meet and socialize with people their age.

Be brief

Consumers are constantly bombarded with information, so aim to make your communication quick and brief. Think of tactics to employ so that your service description stands out at a glance.

For instance, consider using brief but riveting sentences and paragraphs if you want to hook your target consumers. Here’s a fitting service description example.

Pamper yourself this weekend at the sybaritic Asphodel Spa. It’s a hymn to nature, intriguing to the senses yet calming to the mind. The sound of falling water, the fine incense of ouzo and anise, the breeze in the garden treatment rooms, the rich natural textures; these and a variety of treatments offering different experiences and Elemis products have been deployed in its design to awake all the senses and soothe the body and mind. This is one of the best spas in the world, a space that can keep the visitor content day after day.

While not all service descriptions can be brief due to details required, always aim for brevity if in doubt.

Figure out the user intent

Your content should articulate your service and speak to your customers’ pain points. To achieve this, you can research your consumers’ reasons for seeking your or your competitors’ services. An exhaustive response to the user intent only needs to focus on;

  • The top three or five high-value benefits of the service.
  • A vivid description of the pros and cons of your service.
  • Case studies as proof points.
  • Images and other mixed media for further persuasion.

Appeal to emotions

An effective way to draw in consumers with your service description is to appeal to their emotions. Even if your service is valuable to them, the quality and mode of your appeal can be a deal-breaker. People experience a service by engaging emotions and are drawn to anything that makes them feel good.

Your service description could trigger a pleasant childhood memory, remind them of a loved one or excite them about something. You could also appeal to their sense of urgency with a call to action that gives limited duration offers. 

With these handy tips as the foundation for your service description template, you can now focus on the requirements for an actual persuasive service description. They include the following;

a)   Format your service description

Due to information overload, consumers don’t have time to sift through information. So, make it easy for them to access your content by employing the simple rules below. 

b)  Use a top-notch headline

A quality headline is a fantastic conversion tool because it conveys your message at a glance. It compels the customer to proceed to the copy, and if it’s good enough, you can look forward to a potential sale.

As a general rule, don’t use more than 200 words, including spaces. A striking headline should be specific, to the point, and have a sense of urgency. It should emphasize the benefits more than anything else. You can also enhance your headlines and sub-headlines by using terms like;

  • Finally, it’s here!
  • Good news!
  • Pamper yourself with…
  • You’re going to enjoy…

c)   Include Listings in your service description

To increase readability and uptake, use a listing format with numbering or bullet points. This makes it easy for your audience to skim through your content and pick what’s relevant to them.

Remember, even if your content is top-notch, your customers don’t have much time to sift through it all. So, make it easy for them to choose you. In arranging the flow of your content, use proven copywriting techniques to showcase your service. Case in point, breakdown each section as follows;

  • Feature: Highlight a valuable aspect or two about your service. For instance, if your service is a holiday resort, mention amenities like a modern fully equipped gym with professional instructors or a modern spa.
  • Advantage: The advantage aims to place your facility above competitors. It stresses the fact that your customer’s fitness won’t face disruption if they stay at the resort. 
  • Benefit: Support the advantage by emphasizing the desired outcome of a holiday.  Plus, a continuation of the customer’s vital habits without disruption.

d)  Enhance legibility 

Remember, the purpose of your content is to provide clarity, not create confusion. Thus, your service description should come in easy to read font. Always keep it simple and use a cohesive look to leave a lasting impression. Don’t mix up font types, sizes, and colors.

e)   Use hyperlinks

If you’ve got lengthy information, hyperlinks give your readers additional resources without interrupting the content flow. To ensure they’re practical, make them easy to spot by underlining or color-coding them.

f)    Ensure proper word choice

Certain words are more persuasive than others. For example:

  • Free is a word that’s often pilloried as denoting cheapness. Yet, it’s still the only word that stops customers in their tracks. Face it, with a recovering economy; you’d be unwise not to use it.
  • Exclusive denotes a cocoon for a select few. Everyone wants to belong somewhere hence the appeal for this particular word. Other words that you can use in its place are first only, reserved, or members only.
  • Writing in the second-person point of view belongs to the person you’re addressing and is ideal. It’s personalized and conversational and, on an unconscious level makes the customer feel valued for being addressed directly.
  • Best is another service description super word. Customers are always searching for the best, so it’s a word that features in many search phrases. Consider this; ‘Which airbnb is near me’ and ‘Which is the best airbnb near me.’ Which one holds more weight and is prone to yield better results? Best implies that in any comparison, a particular service emerges on top.
  • Guarantee or guaranteed is also another winning word, but only if you can robustly back this claim. Sometimes it’s better to let your case studies serve as the assurance your customers need.

Still, a guarantee is one of the best ways to build trust with customers, so work on such assurances and make them functional. Other recommended assurance words are: hassle-free returns, risk-free, prove results, and more. 

g)  Optimize your service description for search engines 

Besides appealing to your customers, your word choice should make a play for search engines. There’s actual proof that using keywords in service descriptions increases search rankings. 

A keyword is a phrase or word your customers would use in searching for a service like yours. To research suitable keywords, use the following tools; Google Keywords Planner, SEMrush, AnswerThePublic, and more.

An effective way to employ this tactic is to have a separate page for each service. This involves customizing the web address (if possible), page title, headings, meta descriptions, ALT tags, and then targeting specific keywords within the service description per page. This will make it more likely for your service to appear in search engine results for those particular terms.

But even in the quest to gain visibility, always write for your reader first, then optimize for search engines. Overstuffing with keywords can be a turnoff and may end up failing you.

h)  Use awesome photos and videos

Some people operate better with imagery. Most customers make decisions based on proof of photos and videos about a service. You can use high-quality resolution photos and videos. These are to attest to the quality of your services, so be keen on this during shoots.  

If you don’t have the patience to do it yourself, enlist the services of a professional for the best outcome. Taking good photos and videos requires adherence to specific technical requirements like decent lighting, shooting up close and in various angles to address customer needs.

i)     Test and proofread your service description template

There’s no ideal service description template as long as you follow the rules outlined above. Use the checklist below to ensure you’ve covered all the critical points for your service description template.

  • What’s the idea behind your service, or what problem has it solved?
  • Have you shared all the relevant information? 
  • Do you have high-resolution photos and videos?
  • Have you tested the information on friends or family, and does it appeal to them?

If you’re positive on all the above points and your copy is finalized, your service description template should have;

  • The headline that starts with a catchy word or term and describes your services in a single sentence
  • Use a high-resolution photo or video to support the headline. This media should summarize your service description and convince a customer who may not be inclined to read your description.
  • The body of your service description content highlights your service features and benefits
  • Case studies, reviews, or testimonials
  • Call to action

In summary

If you follow the rules outlined in this article, there’s no reason you can’t write winning service descriptions. While writing a persuasive service description requires more than creative wordplay, it’s a skill that’s easy to learn and master. Modern sales and marketing require this vital skill to persuade customers to your services.

Why don’t you hire our professional service description writers if you want to learn or don’t have the time to write service descriptions? We guarantee a return on investment and copy that’s bound to position and sell your service.

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