🛑Stop Listing Features! Here’s How to Sell Your Services Like a Pro

Ever felt like your service pages aren’t quite hitting the mark? You know your work is top-notch, but somehow, those potential clients aren’t flocking to book that strategy call or click ‘buy now’.

What if I told you the key could be as simple as changing the way you talk about what you offer?

I’ve been there myself – listing out all the great things I can do but missing the mark because I focused on the what, not the why. Let me introduce you to the PAS framework. It’s a game-changer.

PAS: Problem, Agitate, Solution

This simple but powerful framework lets you connect with your client on a deeper level by speaking directly to their pain points, making them feel understood, and offering your service as the perfect fix.

It works like this:

Problem: Identify your client’s pain point.
Agitate: Make them really feel the discomfort of that problem.
Solution: Present your service as the answer that takes the pain away.

Sounds good, right? But let’s dig a little deeper.

Why PAS Works So Well

People don’t just buy services – they buy solutions to their problems. It’s all about emotion. Your ideal clients are out there, browsing for someone who “gets” what they’re going through and can make their problem disappear. PAS helps you step into their shoes and build that connection.

For example, instead of saying, “I offer website maintenance,” say:

Problem: “Running an eCommerce site and can’t afford downtime?”
Agitate: “Imagine your website crashing on Black Friday, costing you thousands in lost sales.”
Solution: “With my WordPress maintenance service, you’ll never have to worry about unexpected downtime again.”

The Problem With Listing Features First

Most freelancers list features – what you do. “I’ll back up your site daily.” Sure, that’s great, but does your client understand why they should care? Instead, talk about the benefit – what the client gets from it. “You’ll sleep easy knowing your site is protected and your data is safe.”

Clients don’t want backups – they want peace of mind. They don’t want a website audit – they want to know their site won’t fail them when they need it most.

Creating Service Pages Using PAS

So, how do you apply this to your service pages? Easy. Each service you offer should have its own page, walking through this PAS framework. But don’t be generic. Make sure your copy speaks directly to your niche. For example, if you’re targeting bloggers, their pain points differ from e-commerce store owners. Tailor your message accordingly.

Here’s how it might look:

Problem: “Tired of your website taking ages to load?”
Agitate: “A slow site is killing your search engine rankings and driving visitors away.”
Solution: “With my performance optimisation service, I’ll speed up your site so you rank higher, convert more visitors, and keep them coming back.”

The Power of Benefits-First Copy

When you focus on benefits, you show clients what’s in it for them. And that’s what makes them want to work with you. It’s not about bragging about your tech stack or your favourite plugins. It’s about how your service makes their life easier, better, and more successful.

Ready to Rewrite?

Take a look at your current service pages. Are they feature-heavy or benefit-focused? If the former, it’s time to rewrite using the PAS framework. Your clients will thank you, and so will your bank balance.

If you need help crafting compelling service pages that sell, feel free to contact me. I’ve been using this framework for years and have seen the difference it makes.

Until next time, keep thriving!