Your Process page is the road map that connects your audience to you. So it's important to make it as easy to navigate as possible.
If your About page is the why you provide a service, your Process page is your how. And part of creating a path from point A to point B for your potential clients is communicating it clearly.
This is why I've developed some best practices to create a clear path for potential clients visiting your site to contacting you. Here are 3 ways you can craft the perfect Process page.
1. Write directly to your ideal audience
Let's face it, your services are not the best fit for everyone. But here's the twist, that's a good thing. Focusing your services allows you to better connect with potential clients. And the sooner you narrow down your audience, the better.
First, figure out who you're talking to. Is your ideal client recently engaged? Looking to capture an important life event? Are they more relaxed? Detail-oriented? Younger? Older? "All important considerations as you develop how you will explain your process."
After you list out a few descriptors of your ideal client, write directly to them. Speak to their experience and how you share that with them. When you speak to your intended audience, that's precisely the people you'll draw to your services. Everyone wins.
2. Be clear and concise
Your Process page is a blueprint for your services. This means that you lay out exactly what your client's experience will be like working with you. From start to finish, describe what they should expect from you. Setting up clear expectations is one of the most important things you can do. Not only does this establish clear communication with your intended audience from the start, you'll minimize the need to have the same initial conversation over and over again.
In your Process page, lay out what your responsibilities are and a step-by-step breakdown of what your client should expect. Each step should be a sentence at most, one expressed with confidence. By being brief, you won't overload your potential client with too much information, and you can save the specifics for the followup phone call.
Which brings us to...
3. Use clear links to connect
When it comes down to it, the faster you can have one-on-one conversations the likelier you are to establish and maintain a connection with your clients. Embedded within your copy, there should be multiple opportunities for your audience to contact you. Some of your readers might not make it all the way to the bottom of your page, even if they're interested, so make sure to provide them with the opportunity to connect with you ahead of that. An easy way to do this is by embedding buttons within the text after every few paragraphs. Of course, you should still include one final call to action for people to get in touch at the end of your copy.
Speaking of that, feel free to...