Whenever I create a new service, I try to do as little of the actual copywriting myself as possible.
I like to assemble the copy instead.
Rather than writing a services page from my head, I prefer to ask my prospects questions, listen to their exact words, then assemble a sales page that reflects back their goals and aspirations using their own language.
From those conversations, I also include a scope of work that I believe with reasonable confidence will help them achieve their ideal outcomes.
No clear goals means no scope, which means no service.
It’s the same whether you’re doing a proposal or writing a service page. You need clear outcomes to create a service that will get them there.
That’s why I also never write up a service/sales page until I sell it first.
Instead, I believe in creating content to attract an audience and then simply inviting people to reach out if they need help.
Eventually, someone will reach out looking for help with their situation. The conversation begins, and so does the process of developing a service that I later productize on my website if it makes sense to do so.
Once you sell a service a few times using the goals and language of your prospects, the page basically sells itself.
When you use real language from your sales conversations, the copy is far more nuanced and specific to real-world pains, needs, and desires.
If you want to write good sales copy, start by talking to your prospects, getting clear on their goals, why they matters, and the value of achieving them (or not).
Write the service using their language and refine it with every new prospect who comes to you.
If you do it right, your service page will feel to them like you’re reading their minds. Like you’ve created the solution just for them—before they even talk to you.
Great copy is assembled, not written.