Write About Your Services Ad Infinitum

Working on website copy is tough because there is limited space to hook your reader on traditional services and approach pages, yet you have so much to share. What you do or how you do it better can be complex or highly customized, and in these marketing sections, you have to keep it brief. Luckily, there is a great opportunity to expand on your services and approach all you want… in a blog. But remember, blog posts aren’t ads. Make them feel less like a sales pitch by writing posts that talk about specific projects and lessons learned or by sharing client anecdotes.

Tell Stories About Projects   

Think of these like informal case studies. It is helpful to develop a framework that includes who the client is (anonymous or not), what they asked for, the biggest challenge, what you did, and the results. It can be written casually, but using a framework helps you fill buckets more easily and ensure your post tells the whole story. They are also great for creating subheads, which I recommend in any post. If possible, end the project story with a testimonial from the client. This kind of post is way easier to consume than a case study but demonstrates a particular aspect of your service in a real-world application.

Lessons Learned 

These kinds of posts can both explain a service or approach in a different light and give you a chance to show how you solve problems for clients or work collaboratively with them. For example, I had a client who took ages to give feedback on articles I had written because he thought he had to re-write a chunk that wasn’t quite right. Writing is not his jam, which is why he hired me in the first place. My lesson learned was to tell clients exactly what I am looking for in feedback and, for him specifically, to follow up with a call so he could more easily tell me how it wasn’t quite right and so I could re-write it. A full article on this would further explain how I write blog posts with my clients and demonstrate the collaborative nature of that process.

Tell Client Anecdotes 

These are often casual and entertaining stories about experiences with clients that can highlight your relationship style and approach. I had a client called Mike, who told me a great story about visiting a prospect with a factory that wanted software to help him get data from point A to B. Mike asked what the full process was, and, at first, the client said, “It doesn’t matter; this is all I need.” Mike pushed a little, and the client shared that it was just part of a larger management process. Mike turned to the client and said, “What if I could get you from point A to E for the same cost as your original request?” Mike removed several manual steps, and the client was thrilled. As a blog post, the anecdote would have more details that illustrate Mike’s personality and down-to-earth nature, plus his familiarity working with these types of businesses and show the value of his problem-solving skills. It would also teach prospects to give Mike the big picture because custom software may offer more options than they could imagine.

Seeing Themselves 

Often when we tell clients what we do by listing off a bunch of services, they don’t really understand what each could look like or how they might apply to them. If you wrote blog posts that explain services in an applied way through one of these styles, they not only provide details you can’t include on marketing web pages, but prospects may see themselves in it and how it applies to them. It’s also a great opportunity to build affinity. An accountant’s services might be as clear as a bell, the prospect knows they need them. But doing taxes can be fraught. A blog post telling stories about executing services or client interactions could go a long way to making prospects feel they’d be comfortable working with the accountant, and maybe doing taxes won’t be so bad.