When a potential new client lands on your website, they’re gonna have questions. Lots of ’em.

And, especially if you’re a service-based business owner, some of those questions will inevitably be about HOW you work—which is why including your process on your Services page is a smart move.

In this post, I’m sharing 3 client website copy projects of mine and how we chose to lay out their process to best answer their readers’ questions.

#1: Drop-Down Menu (feat. M. Bird)

Mackenzie Bird is a highly skilled graphic designer with 7+ years of experience in her field, a degree in Media Studies and Communication, a professional background in design, and countless design projects under her belt—brand identities, labels, digital content, print, interactive media, environmental signage, motion graphics, you name it.

Long story short – she knows what she’s doing, and she’s damn good at it.

And even though her work—in my opinion—speaks for itself, as do her glowing reviews from her past clients, it was still vital that we explain what each of these phases are, because she knew her potential clients would want an intimate explanation of what it’s like to work with her, beyond just the details of what’s included with her various packages.

Her process has 4 phases: Discovery, Direction, Design, and Delivery.

Like the expert graphic designer she is, Mackenzie chose to display her process with 4 drop-down menus, making it both user-friendly and aesthetically pleasing for her readers.

The little blurb I wrote is off to the side, visible no matter which phase of her process you click on, serving as a reminder that she’s all about making the creative process more fun (and less intimidating).

#2: Series (feat. Celeste Moore)

Like the female version of Hitch, but better, Celeste Moore is a discreet Dating and Image Consultant for men looking for love in midlife.

In a nutshell, she uses her decade and a half of industry experience and her unique knowledge of what women find desirable to help men stop second guessing, and start getting second dates.

There are 3 phases to Celeste’s process: Inquire, Connect, and Master.

Because her ideal client is a busy professional—with very little time to spare, and very little patience for anything other than simple, minimal direct elements of copy—we wanted to keep her process as short as possible, which is why each phase only has a short description.

Based on her experience with past clients, and 15+ years in her field, Celeste knows that her clients often have a lot of questions about what they have to actually DO to get started in working with her, and with this addition of her process overview, she wanted to answer those Qs before they even got A’d.

Celeste’s website designer (and one of my favorite designers to work with) Lindsay Mariko of Mariko Studio and I chose to use the gorgeous minimal aesthetic to display Celeste’s 3-step client onboarding process as a menu, with a clear “next” button to indicate that there were more steps to view.

#3: Laying It All Out (feat. Sarah Price)

Sarah Price is a social media manager—note, not social media agency—for food and wellness businesses based in Toronto.

Trying to do cool things on social while working for a traditional marketing team was not her jam—she’s much more interested in building strategies, creating content, and growing communities for brands who value their customer’s response more than their competitors’ actions. 

So, she left her fancy marketing position behind in pursuit of a role that would allow her to put the customer first. 

& that’s how she ended up opening her own freelance social media management business, spending her days implementing her creative, engaging ideas and helping food and wellness brands grow social media accounts that their customers actually want to follow. 

Based on her experience with past clients, Sarah knew that the most common questions her readers would have when scrolling through her Services page would be “what do I have to do to get started?” and “how much of my involvement is required?” — so that’s exactly what we set out to answer with her ‘process’ section.

Clients often come to her frustrated by their current social media presence and annoyed by how much of a time-suck managing their own social is, so they definitely want to work with an SMM who will ensure them that social media will actually be taken off their plate.

Opting to lay out all of Sarah’s 4-week onboarding steps, broken down by each week’s task—as opposed to putting them in a drop-down menu like Mackenzie’s, or behind a “click more to read” situation like Celeste’s—allows her readers to see everything that will happen when they decide to work with Sarah, all at once.

Want to keep learning about the best copywriting strategies for service-based business owners?

If we haven’t had the chance to *virtually* meet yet, hi! I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:

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