Create high-conversion service pages
Every priority service page should include:
- Clear explanation of the service
- Description of who needs it
- Trigger situations
- Risks of waiting
- Typical process
- What the firm does
- Why the firm is qualified
- Supporting evidence
- Frequently asked questions
- Professional responsible for the service
- Clear next step
Recommended structure
- Opening. State the problem and audience immediately.
- Situation. Describe why someone may be seeking help.
- Risk. Explain what could happen if the matter is ignored.
- Service. Explain how the firm helps.
- Process. Show what happens after engagement.
- Evidence. Include experience, case examples, credentials and testimonials.
- Professional. Identify the expert responsible.
- FAQ. Answer practical questions.
- Contact. Offer a clear next step.
- Deliverable. Create or rewrite all priority service pages.