How to write a description of a product or service on a website

Household services and varieties

This species is in particular demand among the population. Individuals and organizations offer the population the material product of their own labor:

• restoration of consumer properties;
• production of new products;
• providing comfortable conditions;
• provision of resources.

The result of the efforts made is often calculated from future periods. Specific or estimated deadlines are discussed. At the end of the period, the customer receives the final product, which is necessarily expressed in something tangible.

Types of household services include:

• landscaping and cleaning of territories;
• excavation;
• construction of real estate;
• repair of equipment of any complexity;
• delivery, transportation and cargo transportation;
• rental of vehicles and special equipment;
• tailoring and shoe repair;
• cooking and cooking;
• food supplies;
• and much more.

Most of the services offered are commercial, produced on the basis of paid acquisition of goods. The latter can be expressed in monetary terms. Or other compensation established by mutual agreement of the parties.

Not all types of services associated with the use of manual labor will be considered household services. For example, a massage or a haircut are sociocultural. The same list will include proposals from the healthcare market. Assistance from doctors and supply of medications.

Housing and communal services, on the contrary, stand among household ones. The reason for this is the repair and improvement responsibilities that services provide to residents. Work is carried out on a reimbursable basis. Their cost is included in monthly payments.

General information

Target

Providing additional services helps improve trade efficiency and has a huge impact on speeding up the sale of goods, and is also a source of additional profit for the store.

The definition of additional services is contained in Law No. 164-FZ of 1998 “On financial lease”. These include services provided to the consumer before the start of using the leased object or during its process. For example:

— acquisition of rights (through third parties) to intellectual property;

— implementation of installation work, as well as commissioning for commissioning of equipment;

- training;

— maintenance of equipment after the expiration of the warranty period and performance of repair services (current, major);

— preparation of the production location, as well as communications and carrying out work to begin using the leased object.

Forms

Companies often offer services to customers to service their products. The area of ​​additional services includes services to improve the level of service and satisfy the individual wishes of customers. The more diverse the range of services provided, the higher the level of the company and the more opportunities for its development. Businesses abroad have long used this principle to compete.

Additional services (services) are associated with the purchase of a specific product of an enterprise; they can be divided into several types:

- related to the purchase of products. These include: placing an order for a missing product, as well as its packaging and delivery;

- related to the operation of the purchased product. This type of service is provided after purchase and payment. For example, placing an order for sewing a product from fabric purchased in a store, or installing and connecting both household and industrial equipment;

- related to the design of a cozy environment to attract visitors. For this purpose, leisure areas for children are equipped in shopping complexes, and guarded parking lots for personal vehicles are created near office buildings.

There are various types of services provided on the company’s premises (for example, arranging gift arrangements, cutting purchased fabrics) or at customers’ homes (assembling delivered furniture and assistance in arranging it in the client’s apartment).

Social services for organizations and individuals

The group is associated with the intellectual, spiritual, psychological and general physical development of people. The state plays an important role in the distribution of intangible services. Such types are recognized as non-profit, financed by the fund of the relevant authorities. State or municipal.

State (municipal) include:

• activities of law enforcement agencies;
• medicine, insurance and social security of citizens;
• receiving free education;
• transport and road management (material services);
• other things determined in accordance with the procedure established by law.

In these areas, the state can take full or partial participation. Under the conditions of official registration, related services are allowed to be provided to organizations and individuals. As an example, we can consider paid clinics or training centers for professional retraining. A private person or organization has the right to offer socio-cultural and personal services to the population.

In some cases, this right must be supported by special documentation. For example, when it comes to the admission of a master to work that requires qualifications. This mainly concerns services related to health, life safety and social and practical significance. The latter includes the right to issue a state diploma or a certificate of completion of specialized courses.

Criteria for classifying services in marketing

In the modern world there are a huge variety of services. All of them can be classified on various grounds. The following criteria are used as basic classification characteristics that allow dividing services into separate types:

• service functionality;
• place of services in processes;
• degree of materiality of services;
• legitimacy of services;
• the mediation of services by commodity-money relations;
• nature of consumption of services;
• types of activities, etc.

According to their functional characteristics, services can be production, consumer, social and distribution.

Depending on the place of services in processes, they are divided into intermediate and final.

Based on the degree of materiality, services can be tangible and intangible, and based on legitimacy - legal and shadow.

Based on the mediation of commodity-money relations, commercial and non-commercial services are distinguished. By the nature of their consumption, services can be mass, collective or individual. Depending on the role they play, services are divided into basic and auxiliary.

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By type of activity, services are divided into groups and can be provided in construction, textile industry, communications, mechanical engineering and other sectors of the country’s economy.

Thus, the service sector is very heterogeneous in its composition. In addition to the above, there are other ways of classifying and structuring services. Let's look at some of them in more detail.

Most popular types of services

After analyzing the ad site data, we identified the 5 most popular services. The reason for the special attention of visitors is practical expediency. As well as the frequency of problems associated with the need to contact specialized specialists. Popularity indicators determine not only the market segment that is preferable in terms of financial returns. But also increased competition.

When publishing a high-demand offer on a service portal, be prepared for competition. Read about services that allow you to quickly attract customers in the article “Where to place an advertisement for a service.” You will learn in detail about all channels for attracting target visitors. And actions that will help make a positive impression on the future customer.

Electrician services

The applied profession comes first on the list of popular ones. Actions aimed at ensuring safety, beauty and comfort. A specialty in demand by individuals and legal entities. In the first case, electricians are contacted during residential renovations. In order to change the wiring or install a new meter.

In the second case, a specialist is contacted to carry out electrical wiring at industrial facilities. In stores that require adherence to a special layout of sockets and lighting fixtures. A good master will always find a job and a grateful client.

When considering candidates for electrician services, site visitors prefer private advertisements. This may be due to the desire to save on mediation between the organization and the specialist. It is important to note that the private master bears responsibility for improperly performed work. While mediation involves the legal participation of a legal entity.

The customer should approach self-employed specialists with due caution. It is recommended that the master obtain visual examples of work performed and recommendations from clients.

Medical services

Private practice makes it possible to close the gap in the provision of free medical care. Unfortunately, the latter is unable to resolve all issues relating to the life and health of citizens. The reason for this is objectively a lack of funding, obsolescence of equipment and treatment technology. A number of subjective reasons also play an important role, and there is no particular need to list them.

Modern clinics provide medical services for a fee. The cost is justified by decent service, advanced equipment and highly qualified doctors. Visitors' attention is attracted by advertisements of nurses and medical practitioners engaged in private practice. For example, highly specialized problems. Caring for people with complete or partial loss of self-care ability.

Private clinics are open to citizens and residents of other countries. For a certain amount you are offered diagnostics, outpatient or inpatient treatment. Services in the field of cosmetology also require a specialist to have a medical education.

Legal services

Human rights arise from the moment of his birth. With age, reaching full or partial legal capacity, responsibilities are attached to the former. According to statistics, every 24 hours a person, on average, is faced with 20-50 legal facts. This could be a purchase, sale, contract, receipt of wages, other actions, or even inaction.

A visit to a specialist may arise for a number of reasons. For example, in a situation where a person experiences infringement of his rights. Or the right requires confirmation in the manner prescribed by law. The latter involves legal services from a notary. The first concerns the specialization of a lawyer or advocate.

Individuals and organizations turn to lawyers for help. Large companies prefer to keep a full-time specialist or an entire service on their staff. A lawyer has the right to represent the interests of citizens in court in civil and administrative cases. Criminal proceedings allow only lawyers to represent the defendant.

Photographers Service

In the last 10 years, photography technology and techniques have developed rapidly. Specialized software and modern cameras allow the master to organize work in a home office. Information availability and practice contributed to the entry of young and ambitious specialists into the arena. They turned their passion into a business and developed several related areas.

Photo studios that rent out premises decorated for filming are quite popular. Despite the noticeable oversaturation of the market, the services of a photographer are in steady demand. The cost depends on the demand for a specialist, time labor costs and a number of additional factors. For example, studio photography will supplement the specialist’s prices with the amount of rent for the premises and equipment.

Professional photographers may be limited to a few specialized types of photography. Photograph landscapes for sale online, work only in a studio or, on the contrary, in an open space. Children's and wedding photography are especially in demand.

Nanny services

The rhythm of life of an able-bodied person dictates its own laws. Children take part in it by the fact of their existence. When both parents work in a family, a kindergarten becomes a reasonable solution. But what to do if the child is sick or the queue for kindergarten has not yet arrived. In such and similar cases, parents decide on a private kindergarten. Or they resort to the help of a child care specialist.

Nanny services complete the list of the 5 most popular types. It is important to understand that caring for other people's children is a profession that requires proper compliance from the performer. The ideal option would be a person with specialized education. A medical professional or teacher specializing in working with preschool children.

At the time of taking on duties, the nanny takes responsibility for the psychological and physical condition of the child. When choosing a performer, parents prioritize attentiveness, the ability to get along with children and show genuine care.

#Copywriting_Week: How to write texts for the “Services” section

Why is this happening?

It's all about incompetence: either the webmaster, who drew up the technical specifications for the text using the formula “5 sentences/11 keywords,” or the copywriter himself, who simply cannot write and does not know how to write SEO texts correctly.

In general, if it seems to you that your texts are ideal (after all, they were written according to the most detailed step-by-step guide on the Internet) and are quite capable of selling the heat in Africa, but all this happens only in theory - it’s time to forget everything you knew about the power of words before this moment.

And learn something new.

#1: What information should be contained in the “Services” section

Here is a small task that will help you in all your life endeavors. We guarantee.

Just put yourself in the shoes of a potential buyer.

First of all, it's about service, isn't it? This is not a product that you can touch, touch, twirl in your hands and evaluate (even by eye) the quality of workmanship.

Any service is a pig in a poke. This means that it is profitable to stand out among competitors and stimulate a potential client to purchase many times more.

For example, how to popularize a taxi service?

A person for whom ordering a taxi is (in a financial sense) an act is inclined to think ten times about the need to order it. A person for whom calling a taxi is an unnoticed expense is only at first glance a more promising client.

In fact, in terms of ease of “attracting” these clients are almost equal. After all, transportation services are a very highly competitive niche.

Canadian taxi Mike once made a very intriguing marketing move.

They did not buy a database of phone numbers from mobile operators and write “creative” messages in the spirit of “car guarantee - up to 100%!” or “low tariffs - fast deliveries!”. No, they did it completely differently. Namely, they released a mini-guide to the entertainment establishments of the city in which they operated. With advertising that took up less than 10% of the entire brochure.

What is noteworthy: such an interesting guide is available in both text and electronic versions.

There is only one creative idea: a Canadian taxi and its version of the best entertainment places in the city.
Unfortunately, as practice shows, many webmasters, designers, copywriters and others give the client a site on which they themselves would spend no more than a minute. And that's the best case scenario.

Why is this happening?

Let's consider the issue from a copywriting point of view.

Firstly, in the CIS countries there is not a single university where you can get the profession of “copywriter”. Since there is no training at the state level, any person who knows how to make phrases out of words can absolutely independently “make their way through thorns to the stars.” At best, gaining additional knowledge from trainings/lectures/courses.

So, often there is no understanding of the specifics of a particular text/category. This is why texts are often written as if they were carbon copies.

And, most often, according to outdated rules, once read in open sources.

Here's rule number one: the approach of texts written according to a template does not work.

No, it doesn't work at all.

Yes, each text should be as individual as possible, and not talk about the company/employees/state of the planet, devoting only one sentence to the description of the service itself. And then only so that you can enter the keyword.

In order not to be unfounded, we will simply give a high-quality example.

So, imagine: a woman is in search of a beauty salon, planning to get a haircut. What she needs to know: the cost for the length of her hair, a list of what is included in the price, a list of products that will be used on her hair, a portfolio of masters providing this service... The point is that all information should be available, if not on one page, then in a few intuitive clicks.

Example one: a price with a summary of what is included in the cost of the service.

Example two: the most detailed price list that provides all the information. That is why the client, when making an appointment at the salon, will know exactly what amount to expect.

An interesting detail: if you are offline for a long time in the “Services” section, the call back function will be offered in this format:

Example three: creative feedback form.

It seems like nothing brilliant, but a sense of humor won’t hurt anyone.

An interesting point: if you think that writing detailed odes about your service is pointless, you can provide thesis information (as in the first screenshot), supplementing it with the opinion of your masters/specialists. Which, in fact, will provide it:

Example four: if writing long essays about a service is pointless (you can’t say anything new), here is the ideal solution for how to fill the “gaps” in the section.

The texts in the “Services” section should not be impersonal.

A potential buyer is not interested in endless odes of praise to your products/services (even if they are written with an incredible sense of humor), but in how exactly they can solve his problems.

In order to consolidate the result, here is another excellent example of how to provide a potential client with all the necessary information about the meaning of the service:

Example five: perfect design for a page telling about .
Without forgetting to add a little lyrical digression:

Example six: an unobtrusive “lyrical digression” will fit perfectly into the description of the Service if all the necessary practical information is present on the same page.

As mentioned above, the client wants to know how you can be useful to him. In person.

That is why in the “Services” section it is recommended to use tables/graphs/diagrams/images/videos - in short, anything that will be easy to perceive, remember, and most importantly, explain your capabilities in detail.

For example, if you provide store cleaning services, it would be ideal to supplement the page with a table detailing what exactly is included in this offer (for example, “damp cleaning”, “furniture cleaning”, etc.), a short description text and physical evidence in the form of images of cleaning that has already taken place.

Be specific: The client needs to know exactly what they are getting for their money and whether it is right for them.

Don’t force them to ask you ten times and don’t mislead them - all information should be located in one place.

By the way, if you have something to brag about, don’t forget to humbly remind them of it.

For example, if there are significant names on your list of clients or partners, tell them about it.

This can be done as a block with logos at the bottom of the page, or you can add a separate section.

But describing everyone separately is a bad idea, which will be poorly perceived purely psychologically.

Example seven: a separate section with logos of the company’s clients.

A point that webmasters, marketers and copywriters often forget about is how important naming is when working to popularize something.

Naming is the art of creating names and slogans.

The main purpose of naming is:

a) briefly formulate the activities of the company.

b) be remembered.

There is one wonderful example of incredibly creative naming from the founder of Virgin (this is not counting the company name itself. Which, of course, is a wonderful example in itself).

At the beginning of the 21st century, the Ferris Wheel was supposed to be installed in London.

Now it is the pride and symbol of the entire nation, and it is difficult to imagine that it was once different.

However, British Airways (Virgin's direct competitors) had to lift and install the Wheel live on air. Naturally, such an event attracted the attention of all the media and the majority of residents of old England. However, due to technical reasons, it was not possible to lift the Wheel. That's when Richard Branson launched a dirigible into the air with the inscription "BA can't get it up!"

And, yes, this same airship proudly paraded in front of thousands of television viewers, and the slogan itself was remembered for a very long time by the English (and not only) people. Of course, this brought profit to Branson's company. And all due to the sharply increased confidence in the quality of air transportation services from Virgin.

There are two creative ideas: Virgin, Branson and a creative look at popularizing air travel services.

#2: How to combine texts about Services and SEO promotion

... But no one canceled search engine promotion, right?

This means that all previous information must be “synchronized” with the features of SEO texts.

Texts are the main tool for search engine promotion.

This is an axiom.

It’s just that outdated views in matters of search engine promotion seem to be actively whispering in the ear of the copywriter/webmaster “add more keywords, add, add!”

So this is what Yandex laughed about on its blog (and for which it created a separate algorithm):

Example eight: illiterate over-optimized texts.
So: if the person composing the text content of the site does not see beyond the postulate about the need for keywords, the result is the same. Namely, significant keyword spam and complete disregard for the reader, who (ideally) should become a buyer. Preferably active and constant.

Google and Yandex also really don’t like such texts. That’s why algorithms and “Baden-Baden” are created.

The second global problem of those who draw up technical specifications for a text (and, accordingly, accept the result) is the love of putting the technical uniqueness of texts above the semantic one. Much.

But before drawing up technical specifications, it would be worth understanding the terminology of specialists and the psychology of potential buyers.

Technical uniqueness of the text: this is its “uniqueness”, which is determined with the help of anti-plagiarists. Essentially, high technical uniqueness is an indicator of different word order in the text. This means that for a technically ideal text it is enough to simply “add water” in huge quantities.

Semantic uniqueness of the text: this is an indicator of the useful information contained in the text. It cannot be measured, but it can be felt when reading.

The third problem, which can often be encountered on the most unexpected sites, is another harmful misconception of a good half of webmasters and copywriters.

And this misconception is called: “The larger the text, the better!”

So, in pursuit of the number of characters, many copywriters begin to write nonsense. Which then, it seems, no one checks...

Example nine: which, to be honest, I don’t really want to comment on...

A couple of years ago I came across another sad example of “creativity from God” in the field of funeral services on a thematic site.

Its creators decided that on the main page it would be appropriate to recall jokes about the mother-in-law. So they offered potential clients a discount for organizing the appropriate funeral.

Returning to the issue of text length, we note that in fact, large text is only good for a blog, and only if the information in it is really useful.

If we are talking about product cards or descriptions of the services you provide, the ideal number of characters should not exceed 2500.

It is worth noting here that the phrase “ideal amount” is very controversial.

First of all, what does “ideal” mean? It is impossible to give one piece of advice for everyone - it all depends on the competitiveness of the topic, the region of operation, and in most cases, on the real competitors breathing in your back.

Secondly, the world is changing. Reading a long text is not interesting if it is not diluted with interesting photographs or (as an option) video.

The main mistake is that the description of services is most often written in the spirit of “we use only the best and the best.”

The client is not interested in reading that when providing cleaning services you use the best vacuum cleaners in the world. He is interested in seeing the results of their work.

In fact, everything is extremely simple.

Your prospect has a problem they are looking to solve. Your task is not only to tell how you will do it, but also to present evidence.

And yet, all of the above rules can be reduced to one single instruction:

... And it sounds simple: listen to yourself.

Before you write anything, you should imagine the end result - that is, a ready-made website page.

And then answer yourself a few questions:

• How interested would you be in reading such an article?
• How exactly would you like to receive such information - in a single large text or abstractly in a table?
• Do you need images and, accordingly, prepare captions for them?

... Actually, the answers to these questions will significantly help you when preparing content. Good luck!

And, in the old fashioned way, some organic advertising:

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(personally I will be very happy)

Get inside the buyer's brain

Penetrating “into the brain” of the buyer is a biting phrase, which means that before writing any text, you must know your buyer very well. To convince and motivate someone to buy, you must understand the person. Here are the main questions you need to know the answer to in order to successfully write selling texts:

• What makes people wake up in the middle of the night, can give them indigestion, makes their brain work?
• what are people afraid of?
• What do people often get angry about? Who can they be angry with?
• What are their 3 main experiences in a day?
• what trends currently exist in their work or life, and which ones will appear in the future?
• What do they secretly dream about?
• What is your potential clients' system of thinking? (example: engineers - analytical)
• Do they have their own language of communication?
• who else sells similar products and how?
• who else offers them similar products and why can’t they do it?

The second point is that you must know what is more important to your reader in the product or service that you are selling to him. There is no need to list 100 product characteristics if the client is only interested in the 3 most important ones. This mistake is easy to make in letters due to the lack of feedback. Let the offer cut off onlookers and time vampires, but at the same time give better quality clients.

Compiling a list of services

It may seem strange, but not all of its employees can clearly formulate the services that a particular company provides. The work is going on, people are not sitting idle, almost everyone can tell in detail what they do, but for some reason they cannot clearly formulate and list the services. It also happens that within the same company two specialists can list completely different services and assure that the company is mainly engaged in providing them and therefore they should be emphasized.

Preparing a list of services is required in order to present the list to potential clients and to structure the list itself.

You can make a list either by going from general to specific (first highlighting areas, then listing all services), or by grouping individual types of work. When I have difficulties with such lists, I simply start listing everything that can be done in principle, at first without even grouping services by area. You can’t list everything in one go; it’s better to put the sketches aside for a day or two, look at them with fresh eyes and gradually add and rewrite. In a week or two you can complete even the most voluminous task.

Sometimes it is discovered that a certain service consists of a set of individual services, each of which can also be implemented on its own. This is an interesting case (“complex service”), we will look at it in more detail below. Now it should be noted that if a company specializes even in one service, then it can be described in detail. The more detailed it is described, the fewer questions the consumer will have and the stronger his confidence in the contractor’s qualifications will be.

For individual services or areas, they sometimes create and register their own trademarks. This significantly affects the cost and timing of work. The next chapter will talk about creating names, and services also come up with their own names, sometimes even entire systems. Like cars: everyone knows that "405" can only be Peugeot, because this company has registered for itself the ability to name models with a zero in the middle (which is why Porsche has a 911, by the way, not a 901 , as originally intended).

Dealing with questions and objections

It is necessary to think through, or better yet, take from previous sales experience everything that may raise doubts in the buyer. You need to know exactly all the objections that are usually typical of your clients. All this should be well described in the text and processed. It is impossible to hide an objection; it will definitely pop up in the buyer’s head. You can handle objections in the following ways:

• Direct answer
• Proven worthwhile recommendation,
• Link to trial offer.