When you want to create content for a webpage that is placed to rank higher in the search engine results pages (SERPs), it’s important to evaluate in which way your content is showing expertise and trustworthiness. Also, you must ensure it’s constructing topical authority about the topics that matter considerably for your brand. After all, the primary goal of Google or other search engines is to meet the users’ search intent in an instructive, more importantly, appropriate way.
What Should be Included On a Service Page?
Before starting how to write a service page by following E-E-A-T guidelines, let’s discuss what should be on a service page’s content.
- Define Your Services
The first step in writing effective service page content is clearly defining your services. This means providing a brief but comprehensive overview of what you do. Include all the services you offer and any subcategories or variations within those services. Use language that is easy to understand and use terms that might confuse potential customers.
- Focus on Benefits
When describing your services, please focus on their benefits to your potential customers. Instead of just listing features, highlight how each service can help them solve a problem, achieve a goal, or make their lives easier. For example, if you offer SEO services like CurveUp Labs, don’t just talk about what you offer in this sector. Instead, focus on how you’ll apply it and how you can help businesses increase their traffic, and brand awareness, engage with their audience, and ultimately drive more sales.
- Add Testimonials
This section is valuable for building trust, credibility, and social proof with potential customers. This part usually features quotes or short snippets from clients or customers about their experience with the service. For example, if a customer hesitates to use a service due to concerns about the quality of work or customer service, a testimonial that addresses those concerns could help alleviate those worries and encourage the potential customer to try the service. Adding testimonials can be a powerful marketing strategy that can help to draw attention to new customers and grow the business.
- Use Customer-Centric Language
When writing your service page content, use language that speaks directly to your potential customers. This means using “you” instead of “we” or “our” and focusing on the value your services can provide to them. Avoid using language that sounds too promotional, and instead, aim for a conversational tone that feels approachable and relatable.
- Include Examples and Case Studies
One of the most valuable ways to communicate the benefits of your services is by including examples or case studies. These can be real-life stories of how your services have helped other businesses or individuals in the past. Be sure to highlight the specific effective challenges your clients faced, the solutions you provided, and the outcomes they achieved. This helps potential customers understand how your services can help them and adds credibility to your business.
- Use Visuals
Visuals such as images, videos, or motion graphics make your services more engaging and noticeable. Use relevant visuals for your services and help communicate your message more visually. For example, if you offer Amazon Marketing services, you could include photos or videos you used in your previous project or any product you’ve made.
- Keep it Short
While providing enough detail to communicate your services clearly, try to keep your content as short and simple as possible. Potential customers are more likely to engage with content that’s easy to read and understand. Aim for short paragraphs, bullet points, and headings that break the content into smaller, more digestible chunks.
- Include a Clear Call-to-Action
Finally, include a clear call-to-action at the end of your service page. This could be a button or link to contact you for more information, to schedule a consultation, or to sign up for your services. Make it easy for potential customers to take the next step and engage with your business.
I hope you have a clear understanding of the service page’s elements. Now let’s discuss E-E-A-T-friendly service page contents.
How To Write Service Page Content Following E-E-A-T Guidelines?
In December 2022, Google updated its guidelines about quality raters. Quality rater aimed at helping Google’s search raters evaluate the performance of Google’s search ranking systems. Previously, these guidelines were known by an acronym, E-A-T, which stood for Expertise, Authoritativeness, and Trustworthiness. But now it has been expanded to include an extra “E” for the Experience. Now it’s E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
Services pages should provide relevant information about how your company can help to solve your client’s problems. Potential clients may click your website through services pages – and maybe not necessarily the home page. So the content should identify your company’s value proposition. While writing a service page following E-E-A-T guidelines for your company, here are a few best practices to keep in mind:
- Experience: Share the client experience on your service page. Surely after getting your services, your clients give some feedback on it. Please share it with the end-users. You can mention the reviews, awards, or certifications you get for your company. Explain how your clients benefit from your service.
In that image, you can see the reviews given by the customers for Curveup Labs‘ services as the customers were satisfied with their services. They shared their experiences.
This is how you can also show the experience on your service page.
Expertise: Your service page should demonstrate your expertise in the field. You can do this by providing detailed and accurate information about your services, industry trends, and best practices. Use simple and easy language to explain what you do and how you can help your customers.
Authority: To establish authority, you should showcase your credentials and experience in the field. This could include highlighting relevant certifications, awards, or professional affiliations. Also, consider providing case studies or customer testimonials to illustrate your success in delivering results.
Trustworthiness: To build trust with potential customers, you must demonstrate that you are reliable and trustworthy. This could include providing a clear privacy policy, contact information, and information about your company’s history and values. You should also ensure that your website is secure and has a clear process for handling customer complaints or issues.
In conclusion, writing E-E-A-T-friendly service page content is essential for businesses to increase online visibility and attract organic traffic. Following E-E-A-T guidelines can improve your chances of ranking higher in search engine results pages. Remember to focus on the user experience by crafting clear, concise, and engaging content that answers their questions and needs. By following these tips, you can create service page content that satisfies search engines, resonates with your target audience, and drives conversions.