What to say on follow on pages

Following on from our guide on what to say on your homepage, today’s insight deals with the follow on pages for a typical services type business. If you are not a services type business, don’t worry because it can easily be adapted to suit your business. The topics may be different but the general approach will be the same.

A typical service type business such as a business adviser or business coach should ensure they present to their visitors the following 7 topics or a variation of :

  1. Resources or Tips & Tools.
  2. Who We Serve
  3. How We Work
  4. Our Services
  5. Results or Case Studies
  6. About Us
  7. Contact Us

Here is a quick guide on what you should cover off within each of these topics. The approach highlighted here has been taken from Robert Middleton’s website tool kit  http://www.actionplan.com/wstk.html  which was first developed in 2005 but the info contained and guide provided is still relevant today. We strongly recommend anyone from within the professional services industry to visit Robert’s site and sign up for regular and valuable information on how to grow your business.

Who We Serve

This page is your chance to show them that your business is for them. How well you understand and have worked with people just like them and that you appreciate their situation and understand their problems. Its one of the first pages a visitor might go to after the home page because they want to know very quickly if your services are for them.

  1. Open with a good headline and an outline of the kind of companies you work with providing as much detail as relevant to your target market. Demographics as well as Psychographics should be used here.
  2. Then include a list of problem scenarios that you know they can relate to. This way visitors can easily identify with what you are saying and will be reading and nodding their heads as they go.
  3. On the same page let your visitors know what sort of client characteristics are necessary if your are going to be able to successfully work with them.
  4. Do not try and “Sell” on this page
  5. At the end of the page don’t forget to tell them where to go next – How We Work
  6. Remember visitors are scanners so use headings and bold words where relevant.

How We Work

This page is about what it might be like working with you, the sort of results your clients have reported, your approach and how you are different from other service businesses.

  1. Start with talking to your visitor about what they can expect from this page and as always open with a good heading.
  2. Then  move straight into “Expected Results” and take the problem scenarios you created in Who We Serve and solve them by outlining the results they can expect.
  3. Now list some of your guiding beliefs and values. What you base your work on, your philosophy and what you are trying to accomplish.
  4. Next talk about your approach. What it’s like to work with you, the things you do every time and if its fun, invigorating or challenging – tell them.
  5. Then highlight what makes you unique
  6. As always end the page by having a call to action which in this case might be to get them to visit your Services page.


This topic is about presenting an overview of all the services you offer and what you do. Package your services up as much as you can and there is often the need to use sub menu’s for this topic as well.

  1. Use the main page to ensure the visitor gets a good overall picture of the services you offer. It might be best to provide a quick outline of each service and then direct the visitor to a unique page for each of your different services. This will vary with each business.
  2. In all cases start with an intro paragraph and heading that summaries the variety of services you offer and explains clearly the benefits and deliverables.
  3. Each service should cover off on :
    1. The name of the service
    2. Purpose of the service – ie this service is designed to accomplish ….
    3. Intended results – ie in this program clients will learn …..
    4. Structure – what happens in the course of this service being delivered including all relevant details.
  4. A strong call to action is required on this page as after reading about your service the visitor may be ready to take whatever the next step it is you want them to.


This page is about showcasing who you have worked with and the results you have got for them. A good case study will highlight 3 things :

  1. The problem or situation when they first became your client
  2. The solution or service that was then used.
  3. The results obtained.

Testimonials are often best utilised throughout your website at relevant places and are much shorter and to the point.

About Us

This page is the only one where you can actually talk about yourself. Its purpose is to help build credibility and to present a “face” for your business.  It s about trying to convey that you are a great person to work with. Some areas you can talk about include :

  • How you got into doing what you do.
  • What interests or even fascinates you about your industry
  • Some of the contributions you have made to your profession
  • Some of your proudest achievements as a professional
  • Your working philosophy and approach to working with clients
  • Your education, background, degrees etc

Contact Us

Go the extra mile with your contact us page and don’t just have your contact details and a form for them to complete. Talk to them. Give them a reason to call. Outline for them the things that happen between someone contacting you and starting to work with you. How you will deal with them when they call etc.

It just may be that they are still unsure if they want to make the call so talking to them about the process and making it sound relaxed and simple could push them over the line.


Its important to have a resources page that provides articles, tips, tools or whatever you have that can demonstrate you are an expert in your area and are willing to help build a relationship with them. This is where you may place your blog or those special reports. Ideally, use this page to capture your visitors contact details as you are giving them something of value.

Its perfectly reasonable to expect that your visitor is going to want to get to know you and your work a whole lot better before making a decision to work with you. This is where the “Content marketing” concept kicks in and the strategies you can use here are wide and varied. Its also a good idea to ensure your homepage has highlights of what is on offer so visitors will come to your resources page.

That concludes our guide to what to say on your pages and next week we are going to introduce you to the benefits of using Pay Per Click once you have established your sales focused website.

Until then have a fantastic week


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