How to Properly Promote a Service Website: Recommendation Practices

The fact that absolutely any Internet resource, including service websites, needs promotion is an axiom, that is, a rule that does not require proof. It is well known to everyone who has an online presence. Without this, it is impossible to ensure good visibility of the site for the target audience, it will not be possible to attract organic traffic, and in fact, it is this that in practice provides the greatest influx of orders.

All this allows us to confidently state that service websites require the same comprehensive approach as portals providing goods. In order to engage potential clients in the process of planning SEO, promotion in social networks and other promotion methods, it is important to find unusual, extraordinary growth points. In addition, it is necessary to develop a strategy that would include different methods of promotion, attraction and retention of the audience. And all this must be implemented taking into account the specifics of the site itself.

As part of today's review, we will dwell in more detail on what is the promotion of service sites and what is their fundamental difference from the same online stores. We will tell you how to correctly collect semantics and cluster, how to develop a structure and landing pages, what to do with behavioral and commercial factors. We will talk about the impact of E-E-A-T factors on the promotion of service sites and what external promotion of such services should be. We will pay attention to SMM and Email marketing in the context of sites providing services. The information provided will allow you to understand all the nuances of the upcoming work and implement them in practice as efficiently and quickly as possible.

How do service sites differ from other types of resources?

Sites dedicated to the sale of services have several fundamental differences from other resources, including online stores, information. Here are just a few key aspects:

• Target purpose. In the case of selling a physical product, marketers always rely on its useful options, competitive advantages, quality, safety. For the most part, such parameters will be relevant for many organizations providing services. As an option, these are the same restaurants, beauty salons, repair shops. But still, one more parameter is added here, which can rightfully be called key - level of trust. And it already includes the experience of craftsmen, cooks, a responsible approach, as an option, sterilization of instruments, use of fresh products, etc.
• Targeting a local audience. In most cases, if a person is interested in certain services, he will look for them not so much in his city, but directly in the area close to home. And this means that the corresponding identifiers are necessarily added to the requests. For example, for large cities this can be the name of the district, a metro station, for smaller ones - directly the name of the settlement itself. It is quite clear that if there is a need to repair a dishwasher, you will not take it to another city.
• A narrower target audience. In most cases, clients are looking for solutions to fairly specific problems. As an option, in the case of repairing household appliances, a bet is made on a certain brand, if it is a restaurant, then they choose some type of cuisine (Italian, Japanese, Chinese). That is, here you can no longer specify just the age range or income level when defining the target audience. A more detailed breakdown by various parameters will be required, including interests and gender. Only through comprehensive development will you be able to create the ideal portrait of the target audience for your business.
• Features of the content. In most cases, the bet here is on a unique selling proposition that would reflect in detail the specifics of your business, as well as what benefits customers will receive when contacting you. And the bet here must be on real benefits. Those that can be measured. If we talk about a beauty salon, then here you can bet on the use of safe materials and the opportunity to get a bright, extraordinary manicure, hairstyle with their help, which will allow you to stand out from the crowd. For workshops, restaurants, a good option would be to provide discount programs. So the size of the benefit can be measured materially.

In any case, you should focus on the individual needs of your target audience and highlight your competitive advantages.

Nuances of SEO promotion of service sites

SEO promotion of service sites involves the same work as with resources of another direction. In particular, the first step is to collect the semantic core and perform the appropriate clustering. Specialized services are used to implement these tasks. By parsing both the main keys and additional queries that will expand the semantics are collected.

When performing these works, it is very important to separate commercial and informational queries into separate groups. So, the first ones will include words like “buy”, “order”, “price” and the like, or the name of specific companies providing services. Here there is already a desire to perform a target action. Unlike commercial ones, informational requests will indicate the desire of a potential client to get acquainted with the features of the service itself in more detail, to determine for themselves the feasibility of its use. Despite the fact that the latter do not carry direct sales, they should clearly not be neglected, since they also carry benefits for business development. And this means that you will need to combine different query options.

Let's say that you specialize in repairing dishwashers and place an informational article on your website dedicated to the most common breakdowns of such equipment and how to fix them. There will be no specific call to order a service. The material is aimed at familiarizing with the main breakdowns. If a person finds himself in a similar situation and reads your material, he will be able to understand what exactly happened to his dishwasher and perform a number of simple tasks on his own in an attempt to restore its functionality. But if he fails to do this, if the problem is more serious, then with a high degree of probability he will contact your workshop, since the presented content will seem expert, high-quality, and these properties will automatically be redirected to your business as a whole.

Yes, such a scheme works, but it is important to understand that promotion will require a lot of time and resources, including blogging. And if you enter the most popular queries, such as “dishwasher repair”, you will be included in the search results simultaneously with a huge number of other workshops, and from different cities and districts. And no one will guarantee that a person whose dishwasher broke will come to your site and will also be geographically close to you. Therefore, even informational queries should be made more narrow here. That is, you can take a high-frequency request and attach a low-frequency "tail" to it. Alternatively, you can end up with "dishwasher repair in Vologda" or something similar. This way you get a popular keyword, but already tailored for local promotion.

It will also be useful to use similar terms, synonyms, because you can't know exactly what words a person will use when searching for a particular service. One will write "dishwasher repair", the second - "dishwasher repair", the third - "dishwasher broke". And your task is to cover as many options as possible so that the search engine adds your site to the search results in response to the majority of such queries.

It is also important to correctly cluster queries, that is, divide them into separate groups aimed at covering all the services that your company offers. That is, as an option, again, a home appliance repair shop will repair not only dishwashers, but also washing machines, TVs, refrigerators, coffee machines and many other home appliances, including “smart” kettles, electric toothbrushes, etc. As a result, it will be optimal to create a separate landing page for each of these services. Thanks to this solution, it will be much easier for you to get into the search for a specific query.

We would like to draw special attention to the collection of semantics in the field of fashion and beauty. The fact is that current trends change very quickly here. And this means that the phrases that were relevant yesterday will not be entered by the user audience at all today. That is, make it a habit to review your semantics at least once every six months and make appropriate adjustments to the site content. This is the only way you can retain the attention of the user audience and their interest in your services.

Nuances of developing the structure of service sites

A high-quality and well-thought-out site structure is a guarantee that search bots will be able to index pages as quickly and correctly as possible, and your potential clients will be able to find the information they need and easily grasp its essence, understand what exactly you wanted to convey with your content. In order to get the optimal structure from the point of view of visual perception of the presented material, use the following recommendations:

1. Don't make the nesting too deep. Sites that look like a nesting doll won't appeal to the user audience today. No one will constantly click and go to new pages in order to finally get to the point. Today, the level of competition is so high that users, at the first discomfort of working with a resource, close it and go to others, where everything is much easier to perceive. Therefore, when developing your service site, make sure that the most remote pages are no further than the third, maximum fourth transition from the main one.
2. Make the main links for section navigation at the very beginning of the page. Try to build so-called "breadcrumbs" - navigation chain on the site, which will show the path to the page the user is on.
3. Make links for interlinking in the text content. This is what will have a positive impact on SEO, as it will provide transitions to a specific page. In turn, thanks to interlinking, your potential clients will be able to see what other services you offer. Perhaps they will also be interested in them.
4. Make your content easy to visually perceive. This is facilitated by dividing it into additional blocks marked with appropriate subheadings, using numbered or bulleted lists, small paragraphs and sentences. You should also avoid complex and incomprehensible terms. It is clear that you will want to demonstrate your expertise in this matter and write an article with specific concepts. In this case, you will need to explain them. Otherwise, people simply will not read such material and waste time understanding what you want to tell them.
5. Be sure to add a feedback form to each page. If a person is interested in your services, he will be able to contact you immediately, rather than moving around the site in search of relevant information for communication. Remember: any additional action can lead to loss of attention.

All these recommendations are quite simple to implement, but at the same time very effective. Do not neglect them - it is in your interests.

Features of preparing content for landing pages of a service site

The goal of any landing page, regardless of the specifics of the site itself, is to attract the visitor's attention and help him perform the target action. If we talk directly about service sites, then here when developing content it is important to consider the following recommendations:

• the most clear and detailed description of the services provided by the company, as well as the benefits that the client will receive from cooperation with you;
• indications and contraindications for procedures, which was relevant for services in the field of medicine, cosmetology;
• the main advantages of your company in comparison with its closest competitors;
• social evidence of your experience, quality of services, such as customer reviews, logos of companies that have already cooperated with you;
• polite, friendly treatment, high-quality video and photo materials.

When writing the material itself, you must understand what objections and doubts your clients may have. Try to immediately give refutations in the article. Alternatively, it may be that the service may be ineffective, that safety rules will not be observed during its implementation, that it will cost too much, etc. That is, in this case, you will work, so to speak, ahead of the curve. It would also be a good idea to indicate the duration of the procedure or the same repair, in order to anticipate subsequent questions from clients: a person must clearly understand how much time will be required of him, including waiting.

An enticing title, a maximally informative first paragraph - this is what will make people continue to get acquainted with your content and find answers to their questions in it. Try to avoid general phrases here. Focus on specifics and on what benefit the client will receive when contacting you. And it is also very important that your words do not diverge from real actions.

How to organize work with behavioral factors

Behavioral factors - this is what will provide information to search engines about how interesting people are to the site, the services presented on it, as well as information about them. If a bot checks your resource and sees that visitors do not stay on it for more than a few seconds, it will automatically draw conclusions for itself that are not particularly comforting for your business. That is, a site from which people leave quickly does not respond to their requests, does not satisfy their requirements. And this means that you should not expect high positions in search results. To prevent this from happening, you should think about how to improve behavioral factors.

The following recommendations will help you cope with these tasks, improve your position in search results and maintain it in the future:

1. Provide technical support and feedback. You can organize an online chat, connect a bot to it, which will interact with the audience, initially providing answers to the most common questions. Another useful solution would be to create a block with the most common questions and indicate the answers to them. This way you will minimize the workload on managers and increase the level of customer satisfaction - they will understand that they will receive competent help at any time.
2. Add a search to your site. Not everyone will scroll through the menu, wander through the entire catalog in search of the necessary service, because this is a waste of time and effort. Adding a search bar directly to the site header will help to significantly simplify all this. If a person enters a corresponding request there, the system will automatically redirect him to the required page, even if it is located in a fairly deep recess. To make such a search even easier, add hints and autocomplete to this line. So the client will find the service he needs even if he does not know its exact name.
3. Use the opportunities that modern multimedia provides. The presence of pictures, tables, infographics makes the material more visual in perception and helps to improve the involvement of the target audience. It will also be useful to use interactive elements such as surveys, quizzes, small games. This is what will captivate people, extend the time they spend on the site. This is what you expect when working with behavioral factors.

Think about what interesting things you could offer your potential clients, something that would make them stay on your site longer. Perhaps it is a calculator on a pastry chef's website that will allow you to create the perfect cake in terms of layers, layers, cream, decoration, and the price for each option. Or a special designer on a travel agency portal, where users can choose an interesting country and region for a trip, the level of the hotel and the hotel itself, the type of food, flights, and other aspects.

How to improve the commercial factors of a service website

By commercial factors, we mean reliable information based on which potential clients can evaluate all the benefits of contacting your organization and make an appropriate decision about cooperation. This means that you should provide your potential clients with the following information:

1. Current prices. Where possible, indicate the cost of your services or the price range, if there are additional options. It is optimal if your website has comprehensive programs for clients. That is, you can offer a package of services with a description of what is included. At the same time, the cost of such a package should be lower than the total price of each of the individual services.
2. Terms of cooperation. Here you should also specify all the components of the services, focus on the benefit for the client.
3. Contact information. Here it is advisable to indicate several communication channels so that potential clients have more options for choosing the most suitable option for interacting with you. You can also integrate with Google maps or other similar services, which will allow potential clients to find you as easily as possible. It would also be useful to indicate related information, such as parking.
4. Cancellation or refund policy. Be sure to specify in which case clients will be able to return their funds or cancel the service without any penalties.
5. Additional free materials. These can be useful video courses or other training materials, checklists and anything that can attract the attention of the audience and be useful for them. Their creation will require a minimum of time and effort from you, but they can work as a lead magnet and provide you with additional income.
6. Information about promotions, current bonus programs. Set aside a separate page to tell your potential customers about all the discounts and special offers that you are ready to offer them, and also describe the requirements and rules in detail.

All this will increase the level of trust of the target audience in your site, indicate authority, expertise, openness to interaction.

The influence of E-E-A-T factors on the promotion of service sites

E-E-A-T factors are what determine the quality of sites. For the first time, such a classification, which includes 4 key factors Expertise, Experience, Authoritativeness, Trustworthiness, was used by the Google search engine, but soon Yandex also took it into service.

These factors have the most serious impact on sites related to those niches where services related to the financial well-being of users and physical well-being are presented. This includes cosmetology, medicine, financial, legal services, brokerage companies, SPA salons, fitness centers and much more. That is, these are all sites related to YMYL (Your Money, Your Life). This means that not only users, but also the system evaluates the quality of the material presented on such resources.

To make it clearer what exactly we are talking about, let's consider each of the E-E-A-T factors in more detail:

• Expertise. It is important here that all materials presented on the site are expert-class, that is, prepared by a person who has the relevant knowledge, skills, and specialized education in this niche. In practice, adding a personal page of the author to the site works well, where all his merits and competencies would be listed. It is imperative to add authorship, licenses, if any, certificates, diplomas and other documents confirming expertise to such materials.
• Experience. Both the user market and search bots positively evaluate materials containing information about personal experience. So, here you can provide customer reviews of your services or describe those cases that you have implemented in practice. If you have personal experience of use, then you can also indicate it.
• Authority. This criterion includes everything that can increase the level of trust of the audience in your company and, accordingly, in the services that you provide. These may be positive reviews from former clients, links from authoritative sources, mentions in the media, and even famous clients and partners. To avoid any doubts about the originality of the materials presented, it is better to post them in the form of videos, photos of handwritten texts.
• Reliability. Here we are talking about the technical and legal components. This is the presence and compliance with the privacy policy, the use of the secure HTTPS connection protocol by the site, the presence of secure money transfers and everything that will show the user and the system itself that you care about their financial security when interacting with your resource.

Combine all these 4 parameters on your site, and you can be sure that in the eyes of search bots and ordinary users, your site, and along with it all the services that you provide, will look more solid and reliable.

Features of external promotion of a service site

Along with the internal optimization of a service site, it is also important to think about its external promotion. Here you can use both classic solutions and quite extraordinary ones. If the first ones are well known to everyone, then let's talk about the second ones:

1. Establishing partnerships with local businesses. In this case, we are talking about getting in touch with other companies working in a niche related to yours. For example, if you are a pastry chef, you can work together with cafes or restaurants, companies that supply products for making desserts and inventory. This way you will be able to hold joint events, launch joint promotions, exchange links.
2. Participate in thematic forums and communities. These can be both social networks and specialized services. This way you will be able to attract the audience's attention to your expertise, talk about your services.
3. Placing guest posts on niche resources. If you want to promote your services, prepare expert articles for third-party sites, blogs that are directly related to the specifics of your activities. This will become the basis of backlinks and will increase the company's credibility in the eyes of the audience.
4. Host webinars, podcasts, and participate in podcasts of other business representatives. This is what will allow you to demonstrate your expertise, authority, and expertise. It will also contribute to the formation of a backlink mass.

At this stage, the main task is to attract attention to your site and company through third-party services. It does not matter what tools you use here, the main thing is to get stable feedback.

Additional recommendations for promoting service sites

If you implement all the work we talked about above with high quality, then this will become a reliable basis for the stable development of your service site, attracting the attention of a large number of new clients. But to intensify this work, we also recommend using additional tips:

• Register your business on Google My Business and Yandex Business services. Such links will be placed in visible places in search results, which is very useful for local businesses. To perform these works, you will need to fill out the appropriate forms indicating information about your business and relevant services, including additional ones, such as home visits, extended warranties, etc. The work schedule and related information are also set here.
• Register your business in thematic directories. This is what will improve SEO positions thanks to external links. It is important to choose resources that are devoted to the same topic in which you work. It is advisable to regularly publish materials here, update your contact information if something changes in it. The main thing is not to duplicate the material so that search engines do not perceive it as a copy of the existing one. It will also be useful to encourage customers to leave reviews, because this increases the level of trust and improves the rating.
• Work with review sites. The fact is that most people read reviews before using certain services. Here, not only the official website of the company is used, but also third-party services. And the choice is made in favor of those with a review rating above 4.5. Therefore, it is in your interests to work with such sites and do everything to ensure that your clients leave positive reviews after cooperation. If you receive a bad review, contact the person who posted it, try to find out the reasons and find a way to solve the problem. Also, do not forget to ask him to supplement his review.
• Use contextual advertising. We have already said above that services are a fairly overheated niche. And if you do not use additional tools, then organic promotion itself is unlikely to achieve the desired results. Therefore, you can use contextual advertising, setting it up for the region of the city where you work. Choose the hours for display that will be characterized by the greatest activity among the target audience. It is also important to exclude irrelevant queries, add negative words in order not to waste the budget in vain. Also, don't forget to monitor your competitors' actions so as not to miss out on the discounts they offer to the market. It would be a good idea to test several versions of ads to see which ones are most appealing to the audience and cause a backlash.
• Don't forget about SMM promotion. If you create a business profile for yourself, you will be able to establish another channel of communication with your target audience. Through it, you will be able to talk about current offers, describe the features of the services provided, and quickly respond to user requests. In addition, people will line up around such communities with whom it will be interesting to communicate, listen to their expert opinion. But here it is very important to initially focus on one key result. That is, you must initially understand what you want to achieve with SMM promotion: increasing audience reach, informing about the work of your business, increasing recognition, etc. The platforms themselves should also be chosen based on the specifics of the business and what audience it is targeting.
• Connect email marketing. With the help of such a tool, you will be able to effectively and quickly carry out segmented mailings to your potential clients, send relevant offers to individual groups. The basis of such mailings can be informing about repeated appointments, sending out news items, etc.

As you can see, there is a huge amount of work to be done here, but this is the only way to get a result that will justify all your expectations in practice.

Let's sum it up

Regardless of what kind of sites you are going to work on, informational ones, those that offer goods or services, it is important to approach the implementation of the task as comprehensively and professionally as possible. It is necessary to cover a huge amount of information, directions, in order to collect all the necessary information. Then it will need to be structured and only then launched into work.

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