Be in The Know
- Mattel and Gap are teaming up for an apparel launch to promote the much-hyped Barbie movie.
- When it comes to “helpful content,” Google prioritizes page experience. Here’s the updated guidance.
- You’ll be able to customize the name and avatar of your AI chatbot in Snapchat… and more.
- The Wes Anderson TikTok trend is ripe for brand participation.
5 Elements Every Service Page Needs
Your website’s service pages are workhorses. They introduce your signature offering to potential customers and put forth a simple argument: you need this. Good ones have these 5 elements in common:
- Long-form, descriptive, benefits-focused copy. Describe everything that’s included in your service or offer, address the problem you service solves, list the positive outcomes of purchase, share why your brand is uniquely qualified to offer this service, and answer any FAQs.
- Testimonials or reviews. If it’s great, prove it. Add customer opinions—as quotes, images, or video—along with a list of previous clients if you’re B2B.
- Visuals. Depict your service in action with a gallery of photography, demo screenshots, portfolio content, or an informative, introductory video.
- Conversion-friendly design. Shoot for easy-to-scan content with meaningful headers, lists, bold CTAs, and short paragraphs. As ever, your site should be accessible, fast, and easy to navigate.
- Calls to action (CTAs). If you have more than one service listed on a single page, include a CTA to “checkout” for each of them. If your page is dedicated to just one service, sprinkle “checkout” CTAs throughout. In the case that your audience isn’t primed to buy at this stage, your CTA might be “contact a sales representative” or “get a free consultation.”
Learn more about how to craft high-ranking, converting service pages at Search Engine Land.
Q for You
Layer
Heads up, analytics lovers. Layer works on top of your existing Google Sheets, letting you automate and share your spreads; review and approve changes; and sync data quickly.
Pass It To Us
Watching other brands have all the 4/20 fun and wondering how to join the smoke circle?
Not to be blunt, but Carney can help with that.
Our marketing team has the hybrid blend of tact, wit, and daring that you need for high-impact campaigns.
Watch
Welcome to My Crib
IKEA perfectly parodies MTV Cribs—except our host shows off a sensible Scandi sofa, a fridge soothingly stacked with glass containers, a walk-in closet full of IKEA totes (kind of iconic), and other dynamic furnishings the giant retailer is known for. Now get outta here.
