Podcast: Play in new window | Download
Today, let’s talk about your services page. For Recruiters, we’re talking about a page for your candidates and clients to visit.
Here they can read about you and decide whether they work with you.
Regarding your services, you have candidates and clients, so you need a page for each, and they are similar in some of the key areas you need to cover.
Your Candidate Page
Let’s assume that we’re talking about candidates as a first point of call, and the first thing is, on your page, you need to meet them at the conversation going on in their head.
What happens for many people is that they land on your website, check you out, and want to know.
- Am I in the right place?
- Do these people understand me?”
- Can they help me?
For a candidate, they might be thinking, Should I go or should I stay? What is the best next move for my career?
At the moment, it might be can I earn more money and what the opportunities will be if I join this company.
A pre-framed paragraph that demonstrates that you understand your customers. When you do this for your candidates, you connect with their pain points. Then talk about how you help them.
For instance, if you work exclusively with candidates, if you do a career consultation, if you can represent them to other organizations they want to join, then highlight all that on your services page.
Then talk about the features of your service for candidates, and then also talk about the benefits. Offering a Career consultation is a feature; that’s something that you do for somebody.
What does that mean? What you do, a career consultation means that we help you plan and map out how your career could look in the coming months and years.
That way, you have a real focus and direction, and we can help you find the right role for you. Just classic features and benefits; make sure that you do that.
Use bullet points because people find bullet points very easy to read and use subheadings, and where you can avoid the classics of industry jargon.
That’s not going to be particularly helpful. Then, of course, you need to have a call to action. Have a link, a button, “Book a call with one of our consultants here, and we can talk to you,” there might be something else underneath that says, “Upload your current CV, and we will get back to you.”
Make sure there’s a strong call to action around that, and of course, have your telephone number there as well.
A video will work well in this situation as it improves connection.
Share the overview of the candidate pathway that you use. What happens when a candidate starts working with you? Why not share some of that, or get them to give you the name and email address and tell them you’ll send it to them?
Fact: Great customer service in the recruitment sector will make a huge difference to your relationship with candidates and if they choose to work with you.
Finally, share case studies and testimonial snippets about how you have helped candidates. We live in a review society, and people will generally read your reviews before they contact you.
Your Client Page
When we’re talking about clients, it’s the same. You need to understand your clients. It would help if you started communicating how you help clients.
Think about the features and benefits that you use. Again, think about subheadings, and talk about your different services.
Many of you might have a contingency service, and some might be looking at retained. Whatever it is, talk about the different options.
For instance, you may offer a consultancy as a separate service.
Always explain both the features of your service and the benefits it brings.
Here, share a case study, a link to a case study page, or a soundbite or snippet from someone who has worked with you.
You can link to your case studies page, and you can link to your testimonials page, but make that page do the heavy lifting for you. Of course, you can have a situation where people can upload a job brief. I would want to talk to somebody first because you don’t want a job that nobody else can fill landing on your plate.
You want to be having a conversation and a meeting. Ensure you’ve got a button where someone can click and book a call with you there, too.
The services pages on your website are straightforward.
Make sure that you ;
- Answer the questions they have going on in their head.
- Use the PASA copywriting formula.
- Share the features of your service AND then communicate how that helps them, in other words, the benefits.
Thanks
Denise
How We Can Help
We help our clients hone their marketing copy based on our marketing services experience over the last sixteen years working in the sector.
This is all part of being a member of the Superfast Circle community. If you want to have a quick demo and conversation to work out if this is a fit and match for you, book a quick call here.
