Follow our step-by-step process to execute SEO strategy for your clients. Get regular guidance from an SEO coach. Grow your business with monthly recurring revenue.
All Resources by Erik Wardell
Anyone who tells you that you need to be an SEO expert to provide great SEO services is flat out wrong. Providing solid SEO services that generate results for your clients simply requires knowing some SEO basics and having some key digital agency skills.
If, as a freelancer or agency owner, you have basic SEO knowledge and digital agency skills, there is no reason you can’t effectively provide SEO services to your clients. Especially today, when there are so many amazing SEO tools and useful SEO resources out there on the internet.
Will you be able to provide enterprise-scale SEO services with these basic skills? Probably not. You will, however, be able to create and execute impactful SEO strategies for small- to medium-sized businesses.
Here are the basic skills you need to successfully provide SEO services to your clients. And, some suggestions to fill in any gaps in your current skillset.
Basic SEO Skills Required to Offer SEO Services
These are the SEO-specific skills that you need to provide SEO services effectively. Combine these with the digital agency skills we then review, and you have what you need to offer impactful SEO to your clients.
SEO Skill #1: Understand and Explain The Basics of How Search Engine Work
If you’re working with small- to medium-sized businesses, you probably already know more about SEO than any marketing person or business owner who’ll hire you. There may be exceptions, but this is the most likely scenario.
If you don’t know much about SEO, Google provides a great primer that you can use to quickly educate yourself on the topic.
Will a business owner or marketing person spend the time to learn about SEO themselves? It’s unlikely. Invest a bit of your valuable time to learn how search engines work so that you can inform your clients and develop your SEO offering.
Once you understand how search engines work, you’ll need to be able to explain it to clients, which means you need to practice. Practice talking about the importance of SEO in website design. Practice talking about SEO with your team. Practice by pitching SEO services to clients you know will say no or you don’t even want to do SEO for. A couple of warm-up swings will help when you get up to the plate with a client you actually want to work for.
SEO Skill #2: Understand Basic SEO Best Practices
If you want your services to create more traffic and conversions for your clients and generate a solid ROI for them, then you need to know SEO best practices.
Do you need to know advanced SEO skills? No.
Do you need to be an SEO expert? No.
Do you need to be able to deploy basic SEO best practices and tactics on your client’s website? Yes.
In a perfect world, those tactics are part of a comprehensive SEO strategy. Even if they aren’t, they can still have a profound impact on a client’s ability to rank and drive more conversions that turn into leads or sales. knowing and using SEO best practices on your client's sites is important.
SEO Skill #3: Keyword Research
You’ll need to understand the basics of keyword research if you want your SEO services to be successful. When you understand how to conduct effective keyword research, you have the most essential SEO skill at your disposal.
It’s true that you could outsource your keyword research. But if you don’t know how to do quality keyword research yourself, you may not be able to tell the difference between a good and a bad deliverable from anyone else you hire.
If you want to learn how to do keyword research, Pathfinder SEO has a great track record of teaching it to people like you.
Digital Agency Skills Required to Offer SEO Services
You can definitely deliver SEO as a service if you have basic proficiency in the skills mentioned above. But chances are you want to provide SEO services as effectively and with as little effort as possible. That’s why you’ll need to lean on the following digital agency skills to provide SEO services like a pro.
Digital Agency Skill #1: Project Management Skills
What sets the truly effective SEO providers apart from those who have trouble offering SEO services? Project management skills, which includes the creation of systems and processes that get SEO work done.
When it comes to managing SEO work for clients, having—and following—internal systems and processes (standard operating procedures) is key. If you have your project management skills dialed in, executing SEO for your clients becomes standardized and repeatable. And, it turns into something that you can easily delegate to a team member or outsource to a virtual assistant.
A lack of project management skills will result in wasted time and lots of scrambling to figure out what to do and who’s doing what from month to month.
Digital Agency Skill #2: Ability to Take Action
Unfortunately, SEO doesn’t complete itself. It takes dedicated effort and time to create long-lasting SEO results for your clients. That’s why we say SEO is not a “set it and forget it” marketing initiative.
If you are able to take action to improve your clients’ SEO each month, you can just about guarantee they will see better traffic and rankings.
It’s when you are unable to take action on behalf of your clients that you start to run into problems, and your clients will question the effectiveness of your services. Taking action each month on behalf of your clients may seem like a no-brainer, but you would be amazed at how many people we've seen that sell SEO services and then forget the action piece.
Agency Skill #3: Clear and Cogent Client Communications
A lot of freelancers and agencies get stressed about offering SEO services because they don’t think they can speak to the topic authentically. While this can be a legitimate concern, it’s also one that is easy to overcome.
Most of the time, clients don’t want to know about the technical side of SEO. Instead, they want high-level overviews of the actions being taken to improve their website’s performance in search engines.
When you keep your client communications oriented toward providing high-level information, it’s hard to go wrong. If clients want to go into the weeds, you can rely on your knowledge of how search engines work and SEO best practices to answer their questions.
A little basic SEO knowledge can go a very long way when it comes to communicating with your clients effectively. Chances are, you’ve made it this far thanks to the great client communication skills that you already have.
Also, when you have those low-performance months or quarters, there’s nothing that will soothe a client’s nerves like clear and honest communication from you. That's one of the reasons we've created dozens of effective email templates for our freelancer and agency subscribers to lean on.
The SEO Services Linchpin
If you have all the skills mentioned above. You are ready to offer SEO services to your clients. If you don’t, you can fill in whatever gaps exist in your repertoire and you’ll be ready to roll.
Either way, you still need a cohesive SEO offering that generates results for your clients and that you can sell. Thankfully, you don’t have to try to figure out how to put that together on your own.
You can use an SEO checklist for a list of basic SEO tactics. You can also lean on the guidance of a professional SEO coach to help you formulate a cohesive SEO strategy for each of your SEO clients. And, you can look to some of the useful guidance we’ve created about how to pitch, package, price, and sell your SEO services.
A guided SEO service like the one we offer at Pathfinder SEO has all of that–and more–in one place.
Now that you know what skills you need to offer SEO to your clients, what's keeping you from offering SEO as a service?
Is your sales pipeline full of qualified SEO leads? If not, your SEO services page — or lack of a good one — is likely part of the issue.
An SEO services page that drives large amounts of qualified traffic is one of an SEO services provider’s most important assets. A good services page is empowering; you can speak to the clients you want to work with and grow your revenue at a rate of your choosing.
In this article, we’ll be looking at the key components of a good SEO services page — one that does the bulk of your marketing and sales work for you.
What is an SEO Services Page?
An SEO services page is the page on your website that describes your SEO services. It explains how your SEO services work and what kinds of benefits they generate. The goal of this page is to prove that people can trust you, which makes it easy for prospective clients to take action and decide to work with your agency.
Why Do You Need a Great SEO Services Page?
You need a great SEO services page because you don’t want to spend all your time on the phone or emailing for cold outreach, or for qualifying leads, or for answering questions about your SEO services.
Instead, you want a free-flowing pipeline of warm SEO leads that are ready to work with you. That’s why—like all your other services pages—your SEO services page should be working for your website and your business.
Enough of why you need a great SEO services page. Let’s take a look at how to build one.
How To Build an SEO Services Sales Page
Great SEO services pages aren’t written; they’re built. Let’s go through the page-building process step-by-step from the top of the page to the bottom. But first...
Before You Start, Define Your Audience
Before you build your page, you need to know who you’re talking to with it.
You probably don’t want to offer SEO services to international enterprise-scale clients and local non-profits at the same time. Instead, we recommend you pick a single niche that you most want to work with and speak directly to those people:
- Your niche might be industry-based. For example construction company SEO, SEO services for SaaS companies, or SEO services for yoga studios.
- You might decide on location-based SEO: Minneapolis SEO services, SEO in Boulder, etc.
- You might combine the two: Minnesota Construction Company SEO or Colorado Small Business SEO services.
Make sure that you do some keyword research to confirm that people in your target industry and/or location are searching for SEO services like yours online. In a perfect world, your niche will be interested in SEO, but won’t be overwhelmingly competitive.
Once you know who your target audience is, you need to start thinking about their struggles, hopes, dreams, and most common SEO questions. Doing so will allow you to relate to them in your services page copy.
After your audience is clearly defined, it's time to structure your page.
Step 1: Define Your Page Structure
A solid page structure provides the scaffolding for your SEO services page. It’s what all the other core elements of your page get built around. If it isn’t well defined, your page may not get the job done.
Having helped dozens of agencies build SEO services pages over the years, here’s what we know your page needs to accomplish:
I. Capture attention and convey the benefits with a compelling headline.
II. Connect with your customers.
III. Tell them how you will solve their problems.
IV. Prove that you can deliver results.
V. Explain how your process works.
VI. Explain what you offer and how much it costs.
VII. Alleviate any remaining concerns about working with you.
Knowing what your page needs to accomplish, and in what order, will provide enough information to properly structure your services page.
Now let's go through step-by-step and talk about what page elements you'll need to achieve the various objectives outlined above.
Step 2: Come Up With a Compelling Page Title or Headline
Your page title is the first thing people see when they land on your page. It needs to:
- Clearly tell people what you are offering.
- Contain your page’s target keyword.
- Compel people to keep reading by conveying the benefits your service offers.
Writing quality page titles takes some practice. Don’t be afraid to practice.
We suggest you write down 10-15 different titles that accomplish the three goals above and then pick the best one. Rarely will you end up with a great page title on your first shot. And, if you need to break it into an H1 heading followed by an H2 heading, that’s fine too. You also shouldn't be afraid to throw a bit of additional descriptive text in should it complement your headline.
Here is an example:
Note how this example accomplishes all three of the goals we laid out above.
Don’t be afraid to complement your page title with some beautiful design. Whether it’s a simple banner photo that conveys your industry expertise or something more complex designed by a graphic artist — what’s most important is that you grab your visitor’s attention.
You also have the option of putting a call to action (CTA) directly underneath your headline(s). This CTA will serve as a tool that returning visitors can use to quickly contact you or take the next step. However, to capture new visitors, you'll need to include additional CTAs throughout your copy.
Step 3: Connect With Your Customer
Once you have your customer’s attention, you need to begin building rapport with them. Since all humans have an innate need to feel seen and heard, one of the best ways to do this is by relating to your customer’s pain points—the problems they’re hoping to solve with your SEO services.
Use a subheading and some introductory text to begin a conversation. This introductory copy needs to:
- Relate to the struggles and aspirations of your customers.
- Convey that you understand the customer’s needs.
- Include a mention of your focus keyword.
- Identify who your customer is and is not.
Like all the other copy on this page, it also needs to be well-written. Here are some copywriting tips you don't want to overlook when crafting your copy:
- Write all of your copy on this page in the present tense.
- Use short sentences.
- Write like you are speaking to a single person.
- Focus on the person reading this copy by using more you and your, and less we and our.
Sample intro copy might look like this:
Step 4: Tell Them How you Will Solve Their Problems
After you’ve given your prospective customers the tools to self-identify as a good fit for you, tell them how you will solve their problems. Paint a picture of their future after they take you up on your offer.
Ideally, you’ll also answer the top two or three most common questions your audience has about your services. Search for your focus keyword, then look at the "People also ask…" section in the Google search results to find out what those questions might be. Then, incorporate your answers to those questions into your copy. Here's what "People Also Ask..." looks like:
And, here's an example of how you might incorporate answers to a couple of those questions into your content:
Step 5: Prove That You Can Deliver Results
Once you’ve shown your potential clients that you understand their struggles and can solve their problems, it’s time to show them that you can produce real-world results.
Some of the most useful tools for doing this are:
- Case studies.
- Testimonials from real clients.
- Business performance stats and data.
- Mentions in the media.
- Recognizable client logos.
Whatever you think will resonate with your audience is what you should use. Don’t be afraid to combine elements, either.
Right after you’ve provided this proof, don’t forget to throw in a call to action.
Step 6: Explain How Your Process Works
After you’ve proven you can be trusted to produce results, let people know what they can expect if they work with you. You don’t need to get into the technical nitty-gritty of your SEO process. Just let people know that you have a clear and consistent process: Tell them how to get started and explain how things might progress.
There can be numerous phases in your SEO process, but we like things in threes:
- SEO Consultation
- Assessment and Strategy Creation
Here’s how you might add this to your SEO services page:
Step 7: Explain What You Offer & How Much it Costs
Now is a great time to introduce your SEO packages. How you package your services is completely up to you.
No matter how you package them, you need to break your SEO services into digestible chunks that can be easily understood. We package our SEO services like this:
- SEO Assessment (This is our SEO fire-starter/on-ramp)
- SEO Foundation (This is our SEO initial setup package)
- Monthly SEO (This is ongoing monthly SEO Services)
- Action (6 hrs/month of SEO services)
- Awareness (10 hrs/month of SEO services)
- Acceleration (20 hrs/month of SEO services)
Not only will you need to clearly lay out and make the distinction between your different packages, but you’ll also need to explain what each package provides. Try to avoid as much jargon as possible, then add a call to action at the end.
Those might look something like this:
Step 8: Eliminate Any Lingering Concerns
If a visitor has made it this far, it’s likely they’re ready to learn more about your offer or take you up on it. Eliminate any lingering doubt by showing them, once again, that you can be trusted and that working with your company will be a solid decision.
Some of our favorite tools include:
- Awards and honors
Consider using frequently asked questions (FAQs) to answer any lingering questions that may not have been answered above. Don’t forget to add schema markup to your FAQs.
A mini “About Us” section can also provide more details about your team and engender trust. Show photos of real people as opposed to stock images. Speak to the combined experience and expertise that your team has. This is a great time to mention any relevant awards, honors, or distinctions your business has.
You might even toss in a few impactful case studies to prove you “get it done” for your clients.
Finally, add one last call to action.
Tying Your SEO Services Page Together
Once you’ve built a solid SEO services page using the above framework, you need to ensure that you haven’t overlooked design, copywriting, or optimization. Each of these elements should be present throughout your page from beginning to end.
Sure, you may have some design chops, but if you’re not a trained graphic designer, you need one. Yes, they can be expensive, but what’s even more expensive is losing business because your prospects struggle to interact with a poorly designed page.
Spend the money on professional graphic design for your SEO services page (and your website in general). It’s a worthwhile investment. Check out Design Pickle or Deer Design for affordable design services if you don’t already have a trusted resource.
Another surefire way to lose business is with less-than-professional copywriting. If writing copy isn’t in your skillset, pass it off to someone who specializes in it. Ideally, you want to work with someone who specializes in conversion copywriting.
If you want to make copywriting part of your skillset, check out CopyHackers or Enchanting Marketing. Both are great resources for improving your own copywriting skills and (contrary to popular belief) copywriting is a skill that can be learned.
Consistent Keyword Optimization
Finally, don’t forget to optimize your page around a set of keywords that are highly relevant to it (a keyword cluster). In the example above, we focused on the keyword construction company SEO, which makes that phrase our target keyword.
You’ll also want to include keywords that are synonymous with your focus keyword on your SEO services page.
Focus Keyword: Construction company SEO
- Secondary Keywords:
- SEO for construction companies
- SEO for builders
- Construction SEO
- Construction industry SEO
- SEO for building companies
If you need some guidance on properly placing these keywords on your SEO services page, read this article: How To Use Keywords for SEO.
Publish and Iterate
Once you publish your page, don’t just “set it and forget it.” Check user engagement monthly. Look at Google Search Console to see which keywords are performing best, then make adjustments.
Finally, once you’ve built your SEO services page, it’s worth having one of our SEO coaches review it for you. A second set of eyes is always helpful, and our coaches have seen more than a few of these pages. This means that they’ll know intuitively what’s working (and what’s not) on yours.
If you’re not already a Pathfinder SEO subscriber, book a demo and we’ll be happy to take a look at your current SEO services page and provide some feedback during that call.
Your homepage is the foundation of your website. It introduces people your brand, what you offer, and it's often one of the most frequently visited pages on your site. If not, the most visited page.
That's why it's important to make sure your homepage is clean, attractive, and has all the right content in all the right places.
In this homepage content primer, you’ll:
- Learn what a homepage is and why it's so important,
- Learn the best practices that lead to a high-quality homepage,
- Get access to a free homepage content template, and
- Discover how to take action and improve your homepage.
Let's jump in.
What is a Homepage?
Your homepage is the introductory page of your website. It serves three key purposes:
- Grab people’s attention and introduce them to your brand or business,
- Tell your audience who you are and how you help people solve their problems,
- Guide people to the products, services, and solutions they are looking for.
It can also summarize your website and give an overview of what visitors can expect. While every other page on your site is likely to be specialized in one way or another, your homepage speaks to your site as a whole.
A Template for a Great Homepage
While you have a ton of flexibility in the content you include on your homepage, as well as how it's designed, a great homepage accomplishes these goals:
- Capture attention and convey benefits with a compelling headline,
- Identify with your audience and their pain or problems,
- Establish who you are and how you can ease their pain,
- Show what you have to offer,
- Prove your offering or solutions work, and
- Tell people how to get started.
Using homepage content best practices will help you achieve these goals, and can result in a homepage that is structured something like this:
Keep reading to learn how to properly structure each element to meet — or exceed — homepage content best practices.
How to Structure a Homepage
1. Capture Attention & Convey Benefits With a Compelling Headline (H1)
The internet is a noisy place full of shiny objects. If your homepage doesn’t capture your audience’s attention, someone else’s will. Your first opportunity to capture attention is at the top of your homepage. Using a compelling headline and tell people the key benefits you offer on your website.
A good headline should include:
- Attention-grabbing copy that's relatable, using Heading 1 (h1) formatting.
- An explanation of the benefits you provide.
- Your homepage's focus keyword.
Optionally, follow your headline with a subheading, as well as a call to action. Tell your visitors what to do next.
2. Identify With Your Audience & Their Pain/Problems
Once you have people’s attention, you need to show them you understand who they are and the reason they've come to your site. You can build this rapport by acknowledging the pain or problems they are currently experiencing. What sort of relief are they looking for?
Use the same words in your copy that they would use to express their pain or problems in conversation.
This section of content should include:
- Copy that clearly communicates the pain points/problems your audience is experiencing.
- A description of your audience in their own words.
- Your homepage's focus and/or secondary keywords.
The goal of this section is to create trust by showing your audience that you understand who they are what they really need. You can also use this content to filter out visitors who aren't a good fit for you.
3. Establish Who You Are & How You Can Help
Now that your audience trusts that you understand them, tell them who you are, how you can help, and what types of benefits your solution(s) will provide.
This content section may include:
- An introduction to you and/or your business.
- Your unique value proposition.
- An explanation of the positive outcomes people experience when working with you.
- A call to action telling people how to connect with you or take you up on what you offer.
This is your opportunity to put your best foot forward with your audience. Show them what differentiates you from your competition in a way that doesn't feel pushy or sales-y. Most importantly, don't forget to communicate the value you give.
4. Show What You Have to Offer
Get more specific about how your solutions work. Typically, this means detailing the products or services that you offer. Bw sure to mentioning the real-world outcomes you can create for your audience. Use this content to guide people towards more detailed information on each offering.
This section may include:
- An overview of top products, services, or solutions.
- Graphics or images that represent each individual offering.
- A brief description of the kinds of benefits each product or service provides.
- Links to learn more about each product or service.
This is a navigational element of your homepage gently nudges your visitors to learn more about the offerings that will create the most value for them. Make sure it's serving that purpose.
5. Prove That Your Solution Works
After people know who you are and what you offer, show them that your business is trustworthy and that you can actually generate the outcomes you claim. Social proof and examples of your previously completed work are great tools for this job.
Examples of social proof include:
- Recognizable client logos.
- Testimonials from real customers with headshots and bio information.
- Impressive business statistics.
- Case studies.
- Specific portfolio examples.
When it comes to selecting which type of social proof to put in this section of your homepage, think about what will most benefit your audience and instill trust in your business. Product reviews may be great for e-commerce websites, while case studies may be more appropriate for service-based businesses.
6. Tell People How to Take Advantage of Your Offer
Finally, give folks a final nudge to take advantage of your offer, or specifically ask them to contact you. Your call to action should match the key goal you have for your business. Whether it's scheduling more demos, generating subscriptions, receiving product sales, seeing social follows, etc., your final CTA should entice people to take the critical next step toward becoming a customer, client, subscriber, or supporter.
Your call to action may include:
- A button to a contact page, online store, etc.
- A form to get started.
- Other contact info like your email and phone number.
One great rule of thumb for this CTA (as well as all the others on your homepage), is that they need to be distinctive and stand out from the rest of the content on the page.
Notice that the CTAs in the homepage content template above are bright orange. That's because orange makes them jump off the page. Stay consistent with your CTA color throughout the page and make sure it stands out.
Other Homepage Content Best Practices to Consider
The above best practices are just the beginning of your homepage optimization journey. Depending on your business, your homepage may include other elements such as:
- Videos, diagrams, or images of how your products or services work.
- Information about your business and the people behind it.
- Featured blog posts or news.
- A pricing table.
- Additional trust symbols and social proof.
Additional Tips for Great Homepage Content
Now that you have a framework in mind for your homepage, here are a few final tips:
- Make sure your page and website design are dialed in and not outdated.
- Include cohesive branding throughout the page.
- Set up a useful information flow so that people aren't confused about where to look.
- Make it easy to scan quickly.
- Ensure your content is readable and speaks to a single person in a conversational tone.
The Final Step
If you’ve followed our advice so far, your homepage should be ready to convert visitors into customers; however, you can’t convert visitors into customers without having visitors in the first place.
You can get more visitors from Google by making sure that your homepage is meeting keyword optimization best practices. This article about using keywords in SEO will walk you through all the places you’ll need to add keywords to your homepage for proper optimization.
You now understand why your homepage is so important. You know which key components to include. It's time to take action.
Evaluate your current homepage and see which elements already meet these homepage content best practices. If you find that many of our recommended elements are missing, make the necessary improvements to your site until your homepage truly reflects your business and makes clear the value you provide.
If you need help strategizing content on your homepage or on any of your other pages, consider using Pathfinder SEO's guided approach to SEO. As part of guided SEO, you get access to coaches who can help you identify the best types of content to put on your pages. Schedule a demo to learn more.
People like backstories. Especially when it comes to the products and services they are spending their money on. By showing your audience the people and stories behind your business, you can help nurture their trust in you. Trust that can make the difference between a conversion and a lost sale or client.
In about page primer you will:
- Find out what an about page is and why it's important,
- Learn what goes into a high-quality about page,
- Get an about page template you can use,
- Discover what you need to do to make your about page as effective as possible.
Let's jump in.
What is an About Page?
An about page is a page that informs your audience who’s behind your business, what it is your business does, and why.
It should communicate your company values and provide a compelling case for why they should do business with you instead of the competition.
Template for a Great About Page
A great about page should achieve the following goals:
- Let people know they are in the right place to learn more about your business
- Share your unique approach to solving the problems your audience has
- Share your company’s story
- Feature the people that make your business function
- Prove that you deliver results
- Give people a way to connect with your business if they have more questions.
When you skillfully combine these elements, the resulting about page might look like this:
Keep reading to learn how to format your about page design based on the template and best practices above.
About Page Template & Best Practices Explained
1. Identify Your About Page with a Compelling Headline (h1)
Your headline should let people know that they are in the right place to learn more about your business, and give them a compelling reason to keep reading. When people click on your about page, they are making it clear they are interested in learning your company's backstory. Don't miss the opportunity to sell them on learning more about your business with a lackluster headline.
A good headline includes:
- Compelling copy that clearly identifies this page as your about page
- Your business name
2. Share Your Unique Approach to Solving Problems
Your intro copy should tell your audience how you approach and solve problems for people like them. When done properly, this copy clearly communicates the unique value your company provides. This is your opportunity to hook the visitor and give them a reason to keep on learning more about your business. Forget the boilerplate and make sure you're taking advantage of this opportunity to position your business in a way that resonates with your customer's needs.
Your intro might include:
- Compelling paragraph copy
- Your unique value proposition
- Focus and/or secondary keywords
3. Share Your Company’s Story
People appreciate stories that help them place a business in context, especially when comparing businesses or products. Give people the story behind your business and its offerings. Tell them where your business has been, where it’s going, and why. Think about elaborating on your mission. Doing so can help you stand apart from the competition.
This section of content might include:
- Where you’ve been
- Where you’re going
- Why you do it
- Focus and/or secondary keywords
4. Show Them Who You Are with Non-Stock Headshots or a Team Picture
Once you've given people an idea of the "what" and the "why" behind your business, it's time to show them the "who." Show them pictures of the people that make your business possible and paint a clear picture about the composition of your team. Doing so will engender trust in your audience.
Your "who" content might include:
- Non-stock headshots or photos of your team or leadership
- A team photo if you have one
5. Prove You Can Deliver Results
By now, people should have a pretty good idea of what your business does. Show them that not only do you talk the talk, but you can also walk the walk. Prove your business is trusted by real people and legitimate businesses and that they too should place their trust in you.
Content to consider including might be:
- Testimonials, recognizable client logos, reviews, case studies, partner logos
- Business performance statistics
6. Give People a Way to Connect With Your Business
Even if you think you've answered all the questions your audience might have, they probably still have more. Give people the opportunity to reach out if they have questions that have gone unanswered, or better yet, if they want to do business with you.
Contact content to consider:
- Contact form, email address, phone number
Additional Elements to Consider
If you've covered all your bases with the best practices above, you might consider including these other useful tools:
- FAQs about your business
- Links to social accounts
Additional Tips for a Great About Page
Your about page is a great sales tool. Leverage the opportunity it provides to connect with your audience by making sure it:
- Is well designed,
- Visually communicates your brand ethos,
- Positions your brand the way you want it positioned,
- Instills trust in those visiting it.
Use the about page template and best practices above to audit your existing about page, if you already have one. If you don't, use them to make sure your about page shines when you decide to publish it.
Either way, make sure that your about page is telling a compelling story about why people should work with your business. The template and best practices above should help you do that.
If you need professional help, our SEO coaches will be more than happy to help you get your about page content dialed in. Learn more about how Pathfinder SEO's guided approach works.
Do you want to do your business a massive disservice? If so, throw together a handful of half-baked web pages, dust off your hands, and call it a day. Mission accomplished!
Or, would you like to help your website get found in the search results so that your business can generate more revenue? If so, you're in luck.
Skillfully crafted individual service pages are powerful digital tools that any service-based business can use. They attract the right leads and gently help those leads realize that they desperately need your offering(s).
Not only that, but thoughtfully composed service pages ensure that unqualified leads turn away before you're burdened with their time-consuming fact-finding questions.
The best part? Service pages are relatively easy to create if you have a solid template to begin with.
Here’s your playbook for crafting high-converting and SEO-friendly service pages that will bring in more of the right leads and help you bolster your bottom line.
What is an Individual Service Page?
It’s a page dedicated to a specific individual service you offer. This isn’t to be confused with your “Services Page,” which is a summarized overview of the collective services you offer.
What You Need to Define Before You Create a Service Page
Without taking time to define the following, creating a great service page might be a struggle. Collect or brainstorm to clarify this information before you start drafting your content:
- A clear understanding of who your target audience is.
- An idea of the problems or struggles your audience is looking to overcome.
- A grasp of how your service helps them solve their problems and achieve their desired outcomes.
- A focus keyword and two to three secondary target keywords. If you aren’t familiar with keywords and how to use them, you can learn the basics of keyword research here.
- A singular call to action (CTA) to encourage people to choose your offer. You’ll want to use the same CTA, e.g. “Book a Free Consultation,” multiple times throughout your page. Don’t forget to include action words like “book,” “click,” or “learn.”
Once you've confirmed the above details, you’re ready to create your individual service page.
The Basic Structure of a Great Individual Service Page
The structure of your service page should accomplish the following goals (in this order):
- Capture your customer's attention.
- Relate to your customer's pain/problems.
- Solve their pain/problems for them.
- Prove that your offering works.
- Explain how your offering works.
- Explain how much it costs.
- Alleviate any lingering concerns and inspire action.
Scale is important. The service page for a $10/month lawn mowing service won’t need to work nearly as hard as the page for a $5,000/month graphic design service. Your page length and depth of information can be adjusted accordingly. However, no matter the length of a page, it’s still worth making sure your service page takes each of the steps above.
While this may seem like a lot of content to pack into a single page, the content can be expanded or collapsed visually, like an accordion.
An individual service page that achieves these goals might be formatted something like this:
Keep reading to learn how to format your individual service page based on this template.
Service Page Templates Explained
1. Capture Your Customer’s Attention
It’s time to grab your customer’s wandering attention. In a chaotic and noisy world, this is harder than ever. Simply listing your service as your page title/H1 may (or may not) achieve that objective.
Not sure what an H1 is? Check this out.
A compelling page title/H1 needs to do two things:
- Capture attention.
- Use the page’s focus keyword to describe the service being offered.
If you only capture attention, that’s great; one out of two isn’t bad. However, if you omit your focus keyword from your page title/H1, you aren’t meeting SEO best practices. Why not go for two out of two by adding your focus keyword to your page title/H1?
The top of your page is also a great place to include a call to action (CTA) button. You’re probably thinking, “Nobody is going to click a call to action after reading just my page title!”
You’re mostly right. However, by having a CTA at the top of your page, you make it easy for returning visitors to select your offer during a second, third, or fourth visit to your page. It’s not a bad idea to add the button just in case.
Consider including these useful elements in your page title/H1:
- Focus and secondary keywords.
- Non-stock, relatable images that pique curiosity.
- Non-stock images that visually depict your target audience.
- Mentions of prestigious awards or honors, e.g. “Voted Best _____ 2021.”
Now that you've captured your audience’s attention, it’s time to relate to their struggles.
2. Relate to Your Customer’s Pain
The best way to immediately gain a bit of your customers' trust is to let them know that you feel their pain. Use subheadings and/or intro text at the top of your page to call attention to your customer’s most frustrating struggles.
Psychologically, one of the most basic human needs is to be seen and understood. When you relate to your customer’s pain, you automatically make them feel this way. You begin to build rapport, and your visitors become far more likely to take you up on your offer.
Consider Including These Useful Elements:
- Focus and secondary keywords.
- Bulleted list of issues you can address and solve.
- Non-stock imagery of people experiencing the same pain as your customers may be.
Now that your customers are starting to trust you, you’ll tell them how you are going to help solve their problems.
3. Help Solve Their Problems
After you empathize with your customer’s struggles, it’s time to introduce an alternate, better-than-ever reality. To do this, it’s best to focus on the benefits or outcomes that your audience desires — and that your service provides.
Paint a picture of a world in which your audience’s problems have dissolved and an ideal situation has emerged, all thanks to your offering.
The most surefire way to do this is to explain the benefits or outcomes people will experience after working with you.
Consider Including These Useful Elements:
- Focus and secondary keywords.
- Icons to illustrate each benefit.
- Lists of specific benefits or outcomes.
Now that your audience sees an oasis in the desert of despair, it’s time to prove that it’s not just a mirage.
4. Prove That Your Solution Works
If you’ve properly painted a picture of your customer’s ideal new reality, they’re likely asking themselves, “Wait, really?”
You can prove that your service does what you say it does using social proof. Here are some of the best types of social proof to add at this point:
- Testimonials / Reviews.
- Business performance stats.
- Media mentions.
- Case studies.
- Client logos.
Feel free to use a combination of the above elements. The bottom line is that you want to paint a compelling picture for people which proves that. you're not just a big talker; you also walk the walk.
Add a CTA. If you’ve done your job right thus far, some customers will already want what you are offering, so the end of this section is a great place for a CTA button or link.
In a perfect world, this call to action will be identical to the first CTA on your page, e.g. they both say, “Book Your Free Consultation,” or something similar. Avoid mixing and matching CTA wording on your page; stick with one clear directive for consistent reinforcement.
Consider Including These Other Useful Elements:
- Focus and secondary keywords.
- Customer/client photos.
- Business credentials.
- Awards and honors.
Now that you’ve proven your trustworthiness, provide your customer with a roadmap that will show them how to get from struggling to successful, and what it’s going to require from them.
5. Explain (In Detail) How it Works & How Much it Costs
Now that you’ve overcome almost all skepticism about whether or not your service can generate real-world benefits, it’s time to explain how it works and how much it costs.
This is a great opportunity to eliminate any lingering doubts about your service. Provide a detailed explanation of how your service works, from start to finish.
One of the best ways to do this is by visually diagramming your process. If you can’t describe it graphically, try using a list format to describe a sequence of steps. Don’t forget to ditch the industry jargon, unless you are 110% sure your audience already speaks the same jargon as you.
You’ll also want to explain the pricing for your service. If you’re worried about scaring away potential customers, don't be. A good service page should save you time and energy by weeding out unqualified customers; clear pricing information is one great way to do that. (On that note, don’t be afraid to use this section to explain who will not benefit from your service.)
Consider Including These Useful Elements:
- Keywords like “name of service cost” or “name of service pricing.”
- Flow charts.
- Pricing tables.
At this point, what more could your customer want?
6. Alleviate Lingering Concerns & Inspire Action
By now, your prospect should have everything required to make an educated decision about whether or not they should work with you. It’s time to bring it all home by alleviating any remaining concerns or objections they might have.
You might want to consider adding a "Frequently Asked Questions" (FAQ) section to answer the most common questions people ask about your service.
You can also clearly define any guarantees or warranties that you offer.
Don’t be afraid to show people that you are human by including a little “about us” section (with actual photos) explaining who you (or your team) are and what experience and expertise you bring to the table.
Add another CTA. Now that we’re near the bottom of the page, give your audience one last opportunity to take the next step. Remember, the wording of this CTA should be the same as the previous two.
Consider Including These Useful Elements:
- Awards and honors.
- Additional social proof.
Additional Individual Service Page Guidance
- Make sure your page is easily scannable and well-structured.
- Your copy shouldn't be about you and your service; it should be about your client, their problems, and how they can benefit from the solution you provide.
- Your page must both look good and load quickly.
The Icing on the Cake
If you’ve followed our advice so far, your page should be ready to convert visitors into customers; however, you can’t convert visitors into customers without having visitors in the first place.
You’ll need to follow on-site SEO best practices and make sure that your page is fully optimized for the search engines. This article about using keywords in SEO will walk you through where to add keywords to your service page content.
You can use this template to determine whether your current service pages are meeting the needs of visitors and giving them everything they need to convert.
If your service pages aren’t following this (or a similar) structure, then it might be time to redesign them.
When adding new services in the future, you can use this framework to guide the content plan and format for those pages.
If you do, the outcome will be more traffic and conversions. And while we can’t say that won’t generate new issues, we can be certain that those issues will be positive ones.
A great services page educates and informs your audience about the variety of services your business offers. It describes how your services benefit those who use them and guides people in the direction of services that will be most valuable for them.
In this services page primer you will:
- Learn what a services page is and why it's important,
- Find out what goes into a high-quality services page,
- Get access to a free services page template,
- Discover how to take action toward a better services page.
Let's dive in.
What is a Services Page?
A services page features the various services or offerings your business provides and helps people learn more about the services that are going to be the most beneficial for them.
- Feature a collection of the services you offer
- Provide the opportunity to learn more about each service in depth
- Give people confidence your services deliver results
A services page is not an individual service page. Instead of speaking to a single service, it speaks to a collection of services you offer. Your services (plural) page should feature each individual service in brief and link over to the corresponding individual service page.
Framework for a Great Services Page
You have a lot of flexibility when it comes to the design and content of your services page. However, it should accomplish the following goals:
- Captures attention and conveys benefits with a compelling headline
- Explains how your services solve problems and provide great benefits
- Highlights your various services and provides an opportunity to learn more about each one
- Proves your services deliver results
- Gives people an opportunity to connect if they have questions
When you skillfully combine all the right elements to achieve those goals on a single page, the outcome will look something like this:
Keep reading to learn how to format your services page based on this template.
Services Page Content Explained
1. Capture Attention & Convey Benefits with a Compelling Headline (h1)
Grab your audience's attention and let them know that they have landed on the page that is going to help them solve their problems. A great headline captures attention and gets people to explore your page, and the individual services featured on it, in greater depth. In a perfect world, it will also include your focus keyword.
A good headline can include:
- Name of the type of services you offer
- Mention the benefits your service generates for people
- Where you offer your service (if providing local services)
- Page’s focus keyword
2. Explain How your Services Solve Problems and Create Great Outcomes
Once you've captured your audience's attention, introduce your services in the way you want them positioned. And, tell people what kind of value they will get out of using each individual service.
Introductory content should include:
- Compelling copy introducing people to your services
- A mention of the benefits your services generate for people
- Focus and/or secondary keywords
3. Feature the Various Services you Offer
Include a brief overview of each service you offer in a way that enables people to distinguish the differences between them. The differences between what they are, how they work, and what kind of benefits they provide people.
Featured services content should include:
- Images or icons indicative of each service
- Name of each service you offer
- A short explanation of the kind of benefits each service generates
- Calls to action to learn more about each service
4. Prove Your Services Work
Give people a good reason to believe your services can be trusted and generate the benefits you say they do. Knowing that your services deliver results may compel people to dig deeper and learn more about individual services.
This content might include:
- Customer logos
- Testimonials from real customers with headshots & bio information
- Business success stats
- Case studies
- Beautiful examples of past work
5. Give Them a Way to Connect
It's important to let people know that you are there for them if they are having trouble figuring things out. Hopefully, very few people will ever use this element. But should someone need to reach out with questions or concerns, they need to have a way to.
Elements to consider including:
- Contact form
- Email address, phone number, and other contact methods
Additional Elements to Consider
While including all the elements above is highly recommended, you might want to also consider these additions:
- Explanation of how your services work in general i.e. your process
- About/bio information telling people about you and/or your business
- User-generated content like social images
Additional Tips for a Great Services Page
Your services page can help you introduce people to services they maybe didn't know you offer. Take advantage of that opportunity to cross-sell people on your different offerings.
You also want to make sure you are taking advantage of the opportunity to position your services and your brand using engaging messaging and imagery. Show and tell people what makes your brand better than the competition and why they should consider working with you.
Lastly, your services page provides you with a great opportunity to rank for industry-specific "services" related phrases. Examples of this include "SEO services," "car repair services," "landscaping services," etc. Don't miss the opportunity to rank for these "services" related phrases. All you need to do is properly optimize your page around a "services" specific keyphrase.
Use the template above to build out your services page if you don't already have one.
If you already do have one, use the template to audit your existing page and find out what might be missing, or how you can improve it.
Then, make sure whatever page you do have is properly optimized for the best "services" related keyword possible. And if you need any help with structuring your page or properly optimizing it, Pathfinder SEO can help. Not only can we help you build out a services page that converts visitors into customers, but we can help you with all your other pages too.
One of the many great things about the Yoast SEO plugin is that it automatically generates an XML sitemap for your website. This file acts as a resume for your website. It tells the search engines how to crawl and index the pages of your website.
Yoast’s automatically-generated sitemap needs customization. In this video and post, learn how to customize your WordPress XML sitemap using Yoast.
What is an XML Sitemap?
An XML sitemap is a list of pages on your website you want search engines to crawl and index. Sitemaps provide valuable information such as how many images are included on each page, when each page was last updated, and each page’s relative importance. In short, the XML sitemap says, “Search engine crawlers, please follow this path.”
An XML sitemap generated by Yoast SEO looks like this:
As you can tell by the look and feel, an XML sitemap isn’t user-oriented; it’s meant to communicate with the search engines.
When you look closely at a Yoast-generated sitemap, you’ll see that it’s actually an index of additional sitemaps based on content type. Each content type sitemap organizes all URLs associated with that particular type of content. Starting at the top of the sitemap index above, you’ll see it includes a sitemap each for posts, pages, categories, post_tags, and authors.
You can click on any one of the individual sitemaps to see all the pages/URLs on the site associated with that particular type of content.
What to Include/Exclude in Your Sitemap
Yoast SEO automatically creates a sitemap for your website. It’s your job to customize it so that it includes a URL for each page you want to have a chance of appearing in the search results.
You’ll want to exclude any URLs that point to pages with:
- Thin content – Content with little to no added value for users.
- Duplicate content – Content that appears at more than one URL.
What is your Yoast Sitemap URL?
Let’s locate your XML sitemap. Yoast plugin users will find it at www.mydomain.com/sitemap_index.xml.
How to Create a Yoast Sitemap
The steps outlined below will show you how to customize it for your unique website. We'll start by deciding which sitemaps you want your XML sitemap index to include. Then, we’ll look at individual content within each sitemap.
1. Log in to your WordPress website in one browser tab, and have your XML sitemap open in another tab.
2. Customize the Yoast settings relating to content types. In the left-hand menu of your WordPress website, hover over the Yoast SEO plugin, then click on Search Appearance. Click through the tabs at the top to get an idea of how Yoast organizes the controls for your various kinds of content.
Notice the dropdowns on the content type, taxonomies, and archives tabs. Each dropdown opens a control panel to help you optimize the way a particular kind of content will appear in the search results.
Each dropdown also includes a toggle that allows us to add or remove a particular kind of content from the XML sitemap. Yoast asks a simple question: “Show (individual sitemap) in search results?”
The default setting is usually Yes — for good reason. You generally want search engines to see all of your content unless you have a good reason for them not to.
Go through each content type listed and ask yourself if you want that type of content to appear in the search results. For most content types (like pages and posts), your answer should be Yes, unless those pages contain thin or duplicate content.
By leaving a particular content type set to Yes, Yoast will make sure to include that individual sitemap in your XML sitemap index.
If you set a content type sitemap to No, Yoast will remove that entire sitemap — along with all associated URLs — from your sitemap index. Yoast will also apply noindex robots meta directives to each piece of content in that sitemap, further ensuring robots won’t find and index them. Make sure you’re positive you don’t want search engines seeing any of that content before setting it to No.
3. Continue with this exercise for the Taxonomies and Archives tabs in the Search Appearance portion of the Yoast SEO plugin.
It’s likely that you do want the search engines to show your Categories and Tags. We will optimize these taxonomies so they’re even more valuable to the search engines in an upcoming monthly task.
4. Customize individual sitemaps. Open your XML sitemap index. Click on the individual sitemaps so that each opens in a new tab.
Our goal is to evaluate the pages included in each individual sitemap. Go through each sitemap, URL by URL, asking yourself if each piece of content will benefit users.
If you find pages such as /hello-world or /testing-123 that signal they may be of low value to the search engines, open each in a new tab for evaluation at the page level. If they don’t contain content that could be valuable to users, you want to exclude those pages from your sitemap.
To exclude individual URLs from your XML sitemap, click on “Edit Page” at the top of each page or post you want to exclude.
In the page editor, scroll down to the Yoast SEO metabox. Click on the “Advanced Settings” gear icon and set “Allow search engines to show this Page in search results?” to “No.”
You can still allow search engines to follow the links on that page — even if it’s hidden — by leaving “Should search engines follow links on this Page?” set to “Yes.”
Leave this set to Yes unless there’s a reason you don’t want crawlers following the links that live on that page.
Finally, click "Update” in the top right corner of the page to save these settings. Repeat this process for each page you wish to exclude from each individual sitemap.
STILL HAVE A QUESTION?
If you have more questions about this, feel free to reach out.
If you own or manage a WordPress site, you have the privilege of competing for the top spot in Google with dozens — if not hundreds or even thousands — of sites similar to yours. Lucky you!
With more product, service, and content saturation than ever before, getting your web pages to the top of the search results is nothing short of an uphill battle. It’s a battle which is only getting tougher to fight and win. Which begs the question:
Q: “What is the most direct, least painful, surefire way to get to the top of search results?”
A: Your path to search results success isn’t the latest SEO plugin, an SEO-friendly theme, a new keyword research tool, or a better CDN. It’s high-quality content that’s unique, user-friendly, and useful.
Don’t believe me? Here’s what Google has to say about creating Google-friendly sites:
We’re going to break down Google’s advice into the three Us of creating quality content: Unique, Useful, and User-Friendly, which will help you reframe your approach to WordPress content creation on each page of your website.
But before we do that, let’s officially define content.
Content is the combination of text, images, sounds, videos, and animations that make up the pages and posts of your WordPress site.
So, how can you apply each of the three Us to your content?
1. Unique Content
First and foremost, your content needs to be unique. It should be original and provide a different perspective, take, or offering than any other page on your site — or, ideally, on the internet. For example, a WordPress web design service page should not look or sound like any of your competitors’ pages. If it does, rethink it. People love contrast, so give them some. Put your own unique spin on it.
It is critical for your content to provide unique value or insights that only you can deliver. Your content needs to be reflective of your expertise and original thinking; it can’t just imitate what others have already done. So forget about spinning your competitor’s existing content and instead, create something completely new.
Your content should be compelling. It should tell a story, use images and video, use language your audience can relate to, and make your readers want to take action in the real world.
2. User-Friendly Content
Content must be user-friendly and that means enjoyable. You can provide users with plenty of solutions in a 3,000-word snoozer of a whitepaper or a hard-to-read how-to post, but if your content isn’t enjoyable to interact with, it’s going to have a hard time ranking well. Not only that, but people will be far less likely to share it, bookmark it, or return to it in the future.
First and foremost, your content needs to be accessible to everyone, regardless of ability or disability. That means each image or graphic needs to include alt text that actually describes it. Video and audio files need to have captions and/or transcripts. Your copy needs to be structured using heading tags to provide clear meaning and hierarchy. And, your paragraph copy needs to be clear and concise, i.e. readable.
It also needs to be properly optimized for keywords your audience is typing into search engines. Your content is surely not user-friendly if its intended audience can’t find it in the first place.
Lastly, you need to ensure that your content doesn’t look like it was thrown together; random content isn’t user-friendly. Your content must also avoid factual inaccuracies as well as spelling, formatting, or grammar errors. Make sure your content is both professionally composed and well-edited to guarantee users the best experience possible.
3. Useful Content
While I love the other two Us of creating quality content — Unique & User-Friendly — neither is quite as important as Useful.
That’s because no one jumps on the internet without a reason. Users — i.e. people — visit websites because they want their needs fulfilled. Whether they need to eliminate boredom, purchase a new pair of tube socks, or find a chihuahua groomer, people are actively seeking websites like yours for a specific reason.
Your content can become highly useful when you base it on your audience’s interests and needs. It is typically not useful when you create it based on what you think their interests and needs are.
But how do you find out what your visitors actually want so that you can create truly useful content? By listening to them. Make your content undeniably helpful. Craft pages into relevant, comprehensive, and actionable resources. Then, you won’t have to convince people to share them, link to them, or bookmark them — they just will (but you should still promote it).
Useful content is:
- Relevant - It speaks to the precise issues your audience is experiencing and solves those issues for them.
- Comprehensive - It covers, in complete detail, the ins and outs of a particular topic and proactively answers a user’s potential questions. If it doesn’t answer these questions on its own, it should link to resources that do.
- Actionable - It doesn’t just address a topic, problem, or issue; it also provides clear direction, enabling users to take practical action in the real world.
Measuring the Quality of Your Content
In the words of famed American computer scientist Grace Hopper, “One accurate measurement is worth a thousand expert opinions.” Take Grace’s advice and measure the performance of your individual pages and posts in Google Analytics.
Go into Google Analytics, and set your date range to cover the previous three months. Then navigate to Behavior > Site Content > All Pages. From there, you can enter the path portion of a page or post’s URL to see its performance based on that filter.
Pay attention to these metrics:
Pageviews - How many times a page has been viewed by users. If this number is low, you may need to improve its overall quality or hone in on your keyword optimization, because Google probably isn’t presenting it in search results the way you’d like.
Unique Page Views - How many times a page has been viewed by an individual user. If your pageviews number is greater than your unique pageviews number, it’s a good sign that you have quality content, because people are returning more than once.
Avg. Time on Page - How long (on average) users stay on a page or post. If the time listed is far less than it takes to read that entire page or post, it’s a good indicator that your content isn’t resonating with your audience. Think about how you can incorporate more of the three Us to improve it.
Bounce Rate - How often users leave your site after visiting only that page or post. If users value the insights and offerings your content provides, they’ll typically visit additional pages on your site, either in search of more goodies or to learn more about your business or website. A high bounce rate indicates your content might not be compelling enough, or it’s doing a poor job driving users deeper into your site.
Once you gather your insights, come up with an actionable plan to address any underperforming content.
Creating great WordPress content isn’t just a matter of slapping together some ideas just to get something out there. It’s the result of your ability to intentionally craft high-quality solutions to real-world problems your audience is experiencing.
Use the three Us of creating quality content as a litmus test to determine if your content is worthy of appearing in the search results. If you do, you’ll never again waste your time creating content that doesn't get the job done.
If you’re shopping online, you expect choices. After all, that’s one of the major benefits of shopping online vs. out on Main street or at a mall. However, all those choices can be overwhelming if they aren't properly organized in a way that makes them useful.
This is where e-commerce product category pages come in. They help organize all your offerings categorically so that people can easily find what they are looking for and "shop" from an entire collection of products.
In this e-commerce product category page primer, you'll:
- Learn what product category pages are and what makes them useful,
- Find out what goes into a great product category page,
- Get access to a product category page template,
- Discover what you need to do to improve product category pages.
Let's jump in.
What is a Product Category Page?
A skillfully crafted product category page helps guide customers toward the products they want to purchase and provides them with a variety of product options to choose from.
Framework for a Great Product Detail Page
You have flexibility in terms of how you actually design category pages. However, these are the goals of a product category page designed to convert visitors into customers:
- Identifies what the product category is with a clear headline
- Describes what the product category is and the benefits it provides
- Displays clickable subcategories and/or individual products with images and descriptions
When you combine those elements, your product category page may end up looking something like this:
Keep reading for more details about what goes into each section of a product category page like the example above.
Ecommerce Product Category Page Template Explained
1. Identify the Product Category With a Compelling Headline (h1) & Image
Your headline lets people know they are in the right place to shop for a certain type of product. By making the product category your headline, you leave no ambiguity about what people are shopping for.
If you choose to include a hero image, make sure it tells the story of the particular product category.
The top of your category page should include:
- The product category name as the headline (h1)
- Image indicative of the product category (optional)
- Focus keyword that people are searching for when looking for this type of product
2. Provide a Description of the Product Category and What it Has to Offer
Once people know they are in the right place, provide them with more detail about the types of products contained in the product category and the benefits those products provide.
Your introduction might include:
- Compelling paragraph copy that speaks to what the category has to offer
- Concentration on the benefits the product category offers
- Focus and/or secondary keywords
3. Supply Subcategories and/or Individual Products With Images & Names/Descriptions
Give people what they came for by letting them select the subcategories or individual products they would like to shop.
Whether you feature subcategories or individual products is up to you. Typically, the more products you have, the more useful subcategories become.
Think about shopping for women's or men's shoes. You might be able to see all the subcategories of shoes on one page e.g. running, casual, sandals, etc., and individual products when you click through to one of those sub-category pages.
The important takeaway is that a product category page can feature subcategories or individual products. Or, even both if you take a hybrid approach. No matter which way you go, the general guidance this template provides will apply.
The main content on your product category page can include:
- Clickable subcategories or individual products with consistent product names, images, and descriptions
- Filters that sort products or subcategories
- Focus and/or secondary keywords relevant to the product category page
Optional Product Category Page Elements to Consider
Cover all your bases by following the best practices mentioned above. Then, you can always consider adding some supplemental content to help out your audience.
You might consider:
- FAQs to answer the most common questions about a product category
- Parent and child categories if you have lots of categories
- Featured products you want to call attention to
- Social proof like reviews and/or testimonials with headshots
Additional Tips for a Great Category Page
Don't overthink your product category pages. Remember that they are supposed to sell customers on buying a particular type of product and help them explore the various options available to them.
- Keep them simple and ensure they help people navigate.
- Make the page visually engaging.
- Ensure you are driving people to individual product detail pages.
If you have existing e-commerce product category pages, use the template above to audit them. What's missing from your pages that you might be able to include? What might make your pages more useful to your audience?
If you are just getting started building out product pages, use the template above and the corresponding best practices as a guide to help ensure your product category pages provide value to your customers.
Either way, your goal should be to make your product pages as valuable to your audience as possible. If you need help doing that, learn how Pathfinder SEO can assist.
If you are in the business of selling products online, then skillfully crafted product detail pages (a.k.a. product pages) are critical to the success of your business. Without great product detail pages, you’ll have a challenge getting your products into the hands of the people who want them.
In this product detail page primer you will:
- Learn what product detail pages are and why they are so useful,
- Find out what goes into a great product detail page,
- Get access to a product page template,
- Discover what you need to do to improve your product pages.
Let's get started:
What is a Product Detail Page?
An intentionally crafted product detail page provides your audience with all the information they want to know about a particular product, with a focus on the benefits the product provides. It also gently nudges people in the direction of a purchase.
Template for a Great Product Detail Page
While you have flexibility in terms of how you actually design this type of page, here are the necessary elements of a product page that converts visitors into customers:
- Uses your product name as the headline
- Shows your audience what you have to offer
- Provides product details in full
- Shows how to purchase or take the next step
- Eliminates doubt with social proof and objection mitigation
When you intentionally combine all those elements, you get a product page that looks like this:
Keep reading to learn more about what goes into each element of the product page template above.
The Product Page Template Explained
1. Use Your Product Name as the Headline (h1)
The first thing you need to do on your individual product pages is tell people what it is that you are offering. The best way to do this is by telling people the name of your product in the headline. This will let people know exactly what your page is about and what they can shop for on it.
If for some reason your product name is a strange combination of numbers and letters, opt for a more descriptive headline.
This section should include:
- Your product name as the headline (h1)
- Focus keyword that people are searching for when looking for this product
2. Show Your Audience What you Have to Offer
People are visual creatures. Give them a clear understanding of exactly what’s on offer using strong visuals. This can include product images, videos, and images of the product in use. Try to find the best balance between file size and image quality, without sacrificing either. And don’t forget descriptive alt text for accessibility purposes.
Visuals you might include:
- Optimized hi-res hero image of your product
- Optimized hi-res product images from multiple angles/perspectives in a gallery
- Product video
- Focus and secondary keywords in your image alt text
3. Give Them the Product Details in Full
When it comes to product details, the more the better. As long as you organize all that information in a digestible, useful, and easy to interact with way. Whatever you do, don’t skimp on the product info, details, and specs.
This content may include:
- Unique and detailed product description
- Key features and specifications
- Customization options
- Clear pricing
- Focus and secondary keywords
4. Show Them Exactly How to Purchase or Take the Next Step
Eliminate any confusion about what people need to do to purchase the product with a singular call to action. Make sure this button jumps off the page and includes text like “Buy Now” or “Purchase.”
This section should include:
- Button with a clear call to action
5. Eliminate Doubt With Social Proof & Objection Mitigation
Buyer’s remorse is a real thing and people want to make sure they won’t have to experience it. Social proof like reviews from past customers can do the trick, as long as they are good. Guarantees and warranties will also help mitigate objections like “What if I don’t like it?” Both social proof and objection mitigators can nudge those people on the fence in the direction of purchase if the product is indeed a good fit for them.
Social proof and objection mitigators to include:
- Reviews, ratings, other social proof
- Guarantees, warranties, return policies
- FAQ about the product
- Contact or messaging options
Other Elements to Consider:
- Recommended products related to this product
- Q&A section with real customer questions and your answers
- Additional product image gallery
- User-generated content like social media images
Additional Tips for Great Product Detail Pages
Remember that your product page is all about selling the benefits of your product to your customers. A page that is poorly designed, hard to interact with, or lacking useful information is going to make that challenging.
Make sure your page is well designed, readable, and chalked full of useful product information. If you have questions about what that kind of page looks like, do a bit of competitive research to see what the leaders in your industry are doing on their product pages.
And, don't forget to make sure your product pages are optimized around the keywords and phrases that your audience is using in search engines.
If you have existing product pages, use the product page template above to audit them. What's missing from your pages that you might be able to include? What might make your pages more useful to your audience?
If you are just getting started building out product pages, use the template above as a guide to help ensure your product pages are a hit with visitors.
Either way, your goal should be to make your product pages as valuable to your audience as possible. If you need help doing that, learn how Pathfinder SEO can assist.
A blog archive page, also called a blog, blog index, or blog homepage is the main blog page on your website. It can also be your homepage if your website is a blog.
Intentional blog archive page design can make the difference between people actually interacting with your blog content, or not. Since you want people to read and interact with the individual blog posts on your site, it’s essential that you make sure your blog archive page is meeting best practices.
In this blog archive page primer you will:
- Find out exactly what a blog archive page is and why it's important,
- Learn what goes into a high-quality blog archive page,
- Get access to a blog archive page template,
- Discover what you need to do to make your blog archive page the best it can be.
What is a Blog Archive Page
A blog archive page organizes your individual blog posts in a user-friendly way and encourages readers to explore various individual blog posts, blog categories, and tags. It also highlights your expertise and the range of subjects your expertise covers.
Note that your blog can have multiple archive pages. Technically, your blog category pages, tag pages, and date-specific pages are also considered blog archive pages. But for our purposes here, we are talking about your main blog archive page that acts as the index for your entire blog. With that being said, these best practices also work for those secondary archive pages, too.
Blog Archive Page Design Goals
One of the great things about your main blog archive page is that you have a ton of flexibility when it comes to how you design it and what information you choose to feature on it. Regardless of what content you choose to put on it, ideally, it will achieve these goals:
- Quickly capture attention by introducing the name of your blog and what it’s about
- Explain to people what your blog is about and what topics it will cover
- Display useful categories, tags, dates, and filters to make navigating it a breeze
- Feature your latest or best pieces of content
- Provide people with a great resource to come back to
A solid blog archive page that achieves those goals may end up looking something like this:
Keep reading to learn more about what goes into each element of a high-quality blog archive page.
Blog Archive Page Content Explained
1. Introduce Your Blog by Using its Name as a Headline (h1)
If your blog doesn't already have a name, now might be a good time to give it one. And when you do, give it a name that explains what it is about and at the same time includes keywords people are searching for in Google.
Using the generic "Blog" as your blog name typically isn't going to be as useful as naming it something like The __Your Product/Service___ Blog. Or, something along those lines.
For example, at Pathfinder SEO, our blog is called the Pathfinder SEO Blog and that name contains the valuable phrase "SEO Blog" which also describes what the blog is about. A graphic designer in Colorado might name their blog the Colorado Graphic Design Blog.
This headline should include:
- A name clearly explaining what your blog is
- The word blog
- Page’s focus keyword
- Hero image (optional)
2. Tell People What They Will Find On Your Blog
People should have a general understanding of what your blog is about after looking at your headline. Then, you can give them a more in-depth explanation of what your blog is about in your intro copy.
Your intro copy might include:
- Copy that makes it clear what your blog is about and what it has to offer
- An explanation of the various topics the posts in it cover
- Focus and/or secondary keywords
3. List Out the Useful Categories, Tags, Dates & Filters
One of the key goals of a blog archive page is to make it easy for people to navigate to the content that is relevant and helpful to them. Using various filters and taxonomies to organize your content is a great way to achieve this goal.
Navigational elements might include:
- A list of the most common categories and/or tags used to organize your content
- A list of pages that organize your content by date (optional)
- Featured categories
4. Feature Your Latest and/or Best Pieces of Content
Your blog archive page also serves to feature your best and/or latest content so that visitors can quickly get into the topics that may be the most valuable to them.
If you publish on a very regular basis, visitors may be looking for your latest content. Think of a news site. If you publish more sporadically, visitors might benefit from having access to both your most popular content and the most recent posts you've published.
Your featured content might include:
- Popular blog categories or individual posts
- Individual blog descriptions
- Blog titles, featured images, publication dates, category, and author info for each blog
- Calls to action under each individual blog like "Read More"
Additional Elements to Consider
A blog archive page can be made even more useful when some of these elements are included:
- Lead magnets, content upgrades, and offers
- Search bar
- Author bios
Additional Tips for a Great Blog Archive Page
A great blog archive page should serve as a bookmarkable resource for your target audience. Ideally, it will organize your blog posts in a way that makes it incredibly simple for those people to find the kind of content that is going to benefit them the most.
Here are some additional tips for your blog archive page:
- Make sure your blog is well designed i.e. it should be more attractive than your competitor's blogs
- Use great visuals and graphics to communicate what it's about
- Make sure the individual blog post headlines on it are clear and compelling
- Give people a way to get in touch with you if they have questions
We probably don't need to say it, but your blog archive page isn't going to matter all that much if your individual blogs aren't valuable for the people reading them. Make sure not to neglect your individual blogs and you can start by using this template to help you format them.
If you have an existing blog, compare its archive page against the template and recommendations above. If it is well-aligned with these best practices, you’re good to go.
If it’s not, note the elements that are missing or in need of improvement. Then, come up with a plan of action to make improvements to your blog archive page design.
If your blog is just getting started use the template above as a starting point for crafting your blog archive page.
Either way, your goal should be to make your blog archive page as useful to your audience as possible. If you need help doing that, learn how Pathfinder SEO can assist.
Blogs can be incredibly powerful tools for SEO. That’s because they attract potential customers and leads that might be interested in what you are offering.
And they do it by providing your audience with the types of information, education, and entertainment that they are searching for.
When a blog delivers the value your audience is seeking, they are more inclined to believe that your products and services will too.
In this primer you'll:
- Learn what an individual blog post is and why it's useful,
- Find out what goes into a solid single blog layout,
- Get access to a blog layout template,
- Discover what you need to do to improve the layout of your blogs.
What is a Single Blog Post?
A blog post is a singular piece of content that attracts your target audience to your website and provides them with value in the form of information, education, or entertainment.
There is one critical word in the description above and that is value. Your individual blog posts shouldn't just exist to exist. They need to be useful and preferably actionable, otherwise, there is no sense in blogging in the first place.
Framework for a Great Individual Blog Post
You have plenty of creative freedom when it comes to what kind of content goes in your posts. However, if you follow a standardized structure in terms of layout, your blogs will have a much better chance of converting readers. Here are the goals of that layout:
- Captures the reader's attention and conveys the value the blog provides with a great headline
- Communicates who wrote the blog, when they wrote it, and how it’s categorized
- Provides valuable content the reader needs
- Drives people deeper into your site
- Tells people about the author behind the post
A great blog post that achieves those goals will end up looking something like this:
Keep reading to learn more about what goes into each element of a high-quality blog post layout.
Single Blog Post Layout Explained
1. Capture Attention & Convey Benefits with a Compelling Headline (h1)
Your headline is your first opportunity to engage with your readers once they land on your blog. A lackluster headline that falls flat isn't going to encourage further reading. Instead, you need a compelling headline that grabs people's attention and conveys the value they are about to get from the blog they are reading. This will make a great first impression and give people a reason to keep reading.
This uppermost section of content might include:
- A riveting headline that communicates value
- Blog’s focus keyword in the headline
- Hero image indicative of the topic the blog covers
2. Metadata Like Publication Date, Categories, Author
A blog without any publication date, author, or assigned category is less likely to be trusted than a post that contains all those pieces of metadata. That's because metadata provides context, which readers appreciate.
Your post metadata should include:
- Publication date (optional)
- Categories the blog belongs to
- Author name
3. The Blog Content
The actual content of your blog is what people came for, make sure not to disappoint. The most important thing to keep in mind when it comes to your content is that it needs to provide value. This means it has to deliver on the expectations readers have for it or exceed them. If your content isn't providing value, rethink it.
Your blog content should include:
- Intro copy with a compelling hook
- Actionable content
- Links to relevant & useful resources
- Entertaining examples & stories
- Focus and secondary keywords
4. Calls to Action in the Middle and Bottom of the Blog
The goal of blog content is to guide people toward learning more about your offerings. To do that, you need to provide people with a clear path (i.e. link) to those offerings that are going to be the most useful to them. Not only do you need to provide the path, but you should also give them a gentle nudge in the form of a clear call to action.
Call to action content can include:
- Banners promoting relevant offers
- Buttons with clear calls to action
5. Author Info
Author info helps people understand the expertise behind the article. This is a great opportunity to provide a little bio featuring the blog post author that conveys their expertise and qualifications to write such content.
Author info can include:
- Author name
- Author Bio
- Author headshot
Other Elements to Consider Including in a Post
- Related Articles
- Comments section
- Social sharing options
Additional Tips for Great Blog Post
If your blog posts aren't readable, they aren't going to be able to provide your audience the kind of value you want them to. They need to be written in a conversational tone and at an 8th-grade reading level. Make sure that you are breaking your blogs up into paragraphs no longer than four lines long. Longer paragraphs are hard to read.
A great tool to use when drafting or editing a blog is Hemingway App. It can help you catch a bunch of mistakes you may have unintentionally overlooked.
Also, make sure you are breaking your blogs up with subheadings to make them scannable. People often like to scan a post before committing to reading it and subheadings help make a blog feel more scannable and approachable.
If you already have blogs on your site, use this blog post template to audit the layout of those blogs. Are they meeting best practices? Or, are they in need of some improvements?
Use the template and best practices to help guide whatever improvements you plan on making. And, it doesn't hurt to do a little competitive research to see what others are doing. This will also help you understand how you can make your blogs more valuable for your audience than everything else out there.
If you feel like you are foundering when it comes to content strategy and blogging, don't hesitate to reach out to us here at Pathfinder SEO. We'll be happy to show you how Pathfinder SEO can help you make your blog work for you.