LIKE BIOGRAPHIES, A SERVICE DESCRIPTION SHOULD BE A PORTAL INTO THE FIRM'S APPROACH TO THAT SERVICE AND HOW IT ADDS VALUE.
The service descriptions we see are mostly wasted breath. Can you imagine a buyer of antitrust services needs to know what an antitrust practice is? Or a CFO what an audit is? Focus on process where possible and how you work differently.
Research persistently shows your clients want ideas from you. Ideas are currency in business. The more you have to share, the more likely buyers will imagine you have to offer.
NOT JUST A LABEL BUT A BENEFIT HEADLINE
Give the visitor a reason to care. Labels don’t sell they identify. A “discription” is not the same as “distinction.”
A STORY TOLD IN PICTURES
You have no readers. Scanners, images, charts, graphs, table maps and illustrations can cue the reader to your qualifications 1,000 times faster than words, because words are the most inefficient mode of communication.
There’s a reason YouTube is the second most popular search engine. Today’s buyer is attuned to learning this way.