How to write about your services

by | Jun 16, 2023

So, you’ve got an amazing service that you know has the potential to improve lives. You’ve written about it and talked about what you do but somehow, people aren’t buying. Why is this?

When it comes to communicating about your services, it’s essential to go beyond simply listing features and benefits. To truly engage your visitors and convert them into clients, you need to appeal to their emotions. By addressing their pain points and showcasing how you can solve their problems, you’ll create a connection between you and their goals that resonates with your dream clients. Before doing this, there are a couple things you need in place:

Starting off:

    1. Understanding of Your Dream Client: Before you begin telling people what you offer, it’s crucial to have a clear understanding of your dream client. Who are they? What challenges do they face? What are their aspirations and desires? By defining your target audience, you can tailor your messaging and speak directly to their needs, fostering a deeper emotional connection.
    1. Empathize with Their Problems: To create an emotionally appealing offer, you must empathize with your dream client’s problems. Put yourself in their shoes and try to understand their pain points, frustrations, and obstacles.

Exercise: Problem-Solution Table

Make a table with two columns. In column #1, write down 3-5 of your dream client’s problems. In column #2, make a list of how your service solves each problem. Here’s an example using my Website In A Week offer:

Busy and time-poor WIAW saves her time by creating her website for her super fast, allowing her to focus on other things like her business, hobbies, family, etc
Failing to attract the right clients WIAW will help her attract people who are better aligned
Not making enough money in her business WIAW is designed to help her attract dream clients who’ll value what she offers and be happy to pay higher prices, allowing her to achieve freedom and ease in her business
Not tech savvy She doesn’t need to be. I’ll do all the hard stuff and hand over a simplified, easy-to-use version if she needs to edit the website in the future.

Emotional appeal

Highlight Emotional Benefits: Once you’ve identified your dream client’s problems and mapped out the corresponding solutions, it’s time to emphasize the emotional benefits your services offer. Rather than solely focusing on the technical aspects, describe how your solutions can positively impact their lives, alleviate their pain, and help them achieve their goals.

Craft Compelling Copy: With a deep understanding of your dream client and their pain points, it’s time to translate that knowledge into captivating copy for your website, specifically your Services. Share success stories, testimonials, and case studies to demonstrate how your services have transformed the lives of previous clients. Be concise, persuasive, and communicate the unique value of your services.

Utilize Visual Elements: In addition to persuasive copy, incorporate visual elements that evoke emotions and enhance the overall appeal of your services page. Use high-quality images, videos, and infographics that resonate with your dream client. Visuals can create an immediate emotional connection and reinforce the message you want to convey.

Incorporate Testimonials and Social Proof: Including testimonials and social proof is a powerful way to build trust and emotional appeal on your services page. Display genuine testimonials from satisfied clients, highlighting the positive impact your services have had on their lives. If possible, incorporate video testimonials for added authenticity.


Knowing how to communicate with your audience emotionally is key to establishing a strong connection and converting them into clients. By understanding your dream client, empathizing with their problems, and presenting your services as powerful solutions, you can create a compelling and impactful services page. Remember to highlight emotional benefits, craft persuasive copy, utilize visuals, and include testimonials to build trust and show your potential clients what could be possible for them. Connect with your dream clients on a deeper level, and watch your business thrive!