There was a time when website design packages said only four or five pages were included. The home page, about page, contact page and another page, often a services page. This meant that ALL the information was squished into those pages. I don’t see those kinds of packages around that often now. It’s not that there’s anything wrong with them. They can be great for starting out, however, the number of pages is decided without any thought to strategy.
Benefits of an all-in-one services page
Someone visiting your website from a general search engine can see all that you have to offer. They can read through all the services and decide which one is right for them. It showcases your services and even existing clients may find something that they didn’t know about.
There is less moving around the website for the web visitor since all the services are in one place.
Rather than have a simple list of services you can create content so that people can see easily which solution would fix their problem and take them on a customer journey on a single page.
It’s easier to maintain one service list than have services on many different pages if you are changing your services on a regular basis.
Risks of an all-in-one service
It can be overwhelming. For example a visitor is following a social media link from you on meditation and yet finds themselves on a service page with many services, some of them having nothing to do with meditation. A confused person chooses nothing.
It can dilute your expertise if the services are very different, especially if they are shown as simple services and not as solutions to problems.
A visitor seeing any prices side by side may get confused by the different price points and once again a confused person may leave rather than contacting you to ask a question.
For Search Engine Optimisation, if your services are very different then it’s harder to optimise your services page for specific keywords.
How are you promoting your services?
If it's through social media posts you want to make it easy for the visitor so a link to an individual service page leads them to the information they want to see, while drawing them closer to you.
If you are promoting through other methods you may want people to see all your services, so that they can choose for themselves.
Why not have both?
For me, having both is the best of both worlds.
A services page with all your services can be great for a visitor who wants to see everything you offer and is happy to browse.
The main services page can lead to your individual services page which is good for Search Engine Optimisation (SEO).
The individual service pages are great to lead clients by the hand when they click on links from social media or blog posts. It’s cuts out all the noise and leads them where they want to go.
Think strategically.
None of this is right or wrong. Thinking about it strategically means that your website is set up in the best way for you, your business, your marketing and your ideal clients.
While doing a strategic review for one client, I was completely overwhelmed with the amount of choices that were available because a social media link for one service led me to a services page with over 20 services in a variety of areas. I couldn’t remember if I was interested in service A, or was it B? What about all these other services? I thought she was a specialist in one area but there were so many there I wondered if she was a specialist at all.
You don’t want that kind of confusion for your ideal clients.
If you're not sure whether you need an all-in-one service page, individual services page or both, when would you like to book in your Strategic Web Review?
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