As a web designer working with entrepreneurs, I’ve noticed a recurring theme: the challenge of showcasing multiple services on a single website. This isn’t just a design issue—it’s a crucial branding decision that can significantly impact how your business is perceived.
In this post, we’ll explore when and how to combine different services on one website, and how this decision affects your overall brand strategy.
It’s no surprise this has become a FAQ since many entrepreneurs (myself included!) tend to enjoy exploring ways they can:
- niche down to serve unique audiences
- master different skills to offer fresh services
- collaborate with others in the industry
- or branch out to try their hand in a new field
What can we say? We like to keep things interesting, right?
While versatility can be a strength, it’s essential to remember that your website is often the first touchpoint potential clients have with your brand. How you present your services can either reinforce a cohesive brand image or potentially dilute it. Let’s dive into some tips to help you make strategic decisions that align with your brand.
Still, I know it can be challenging to figure out how to incorporate everything you do on your existing website. So in this post, I’ll share my best tips to help you simplify and optimize the way you display services on your site.
Tip #1: Determine if your services are truly complementary or not.
Before you add all your different services on one website consider these two questions:
- Do the services complement each other?
- Do they both/all make sense for your business and align with your brand?
Here are a few examples to help clarify what you’ll want to keep in mind…
Maybe you’re a dietitian offering multiple types of nutrition counseling, say, for kids and adults. In this case it makes sense to display these different services on one website, because they both fall under the category of nutrition.
Or let’s say you’re a personal trainer who also offers meal plans. These services compliment each other, so you’d be smart to display them on the same site.
But, if you happen to be a dietitian looking to branch out into graphic design, I’d recommend thinking twice before combining your different services on a single website. Displaying non-complementary services on the same website can confuse potential clients and make your overall site feel forced.
Things to consider:
Consider your brand positioning: Your services should not only complement each other but also align with your overall brand promise. Ask yourself: Does offering these services together strengthen my brand’s unique value proposition, or does it muddy the waters?
Think about your target audience: Will combining these services on one website make it easier or harder for your ideal clients to understand what you offer? Your brand should speak directly to your target audience’s needs and expectations.
Evaluate your expertise: Your brand is built on trust. Ensure that you can deliver excellence in all the services you’re showcasing. Offering too wide a range of services might make potential clients question your expertise in any one area.
PRO TIP:
If you’re struggling to determine if the different services on one website are complementary, think about if the services could be offered simultaneously. This doesn’t mean they HAVE to be offered, but it can help you imagine if that scenario would make sense or not. For example:
- I often will design someone a website, while also training them how to utilize YouTube, so that when they launch, they have an entire online platform ready to go.
- You call a plumber to come fix your sink, and he tells you that he also has a $5 pizza special today. This would be confusing… even if he’s coming over my lunch hour, I don’t want my plumber to be providing me with pizza? (Even if I love pizza.)
- A holistic health coach might offer different services to help you with nutrition, sleep and stress. These services could all be offered simultaneously because they all work together to help the client.
- A social media manager might offer to create social media graphics, because this is something they could do for their clients as part of their retainer package. But, if that social media manager also starts offering web design? To do your taxes? To be a business coach? What are they actually an expert at – where can you trust them the most?
Bottom line: If your services fall under the same category or complement each other they belong together on the same website. But if your offers are vastly different or don’t really complement one another, consider displaying them on separate sites. This approach is typically less confusing and better for SEO, so potential clients to find your services more easily.
Tip #2: Send your potential clients on a journey.
Start with a clear and concise home page. This means including some sort of attention-grabbing text that communicates how you help people. For example, on my home page it used to say “I help you build your digital platform with strategic websites and videos.” A good position statement will help potential clients understand exactly what you do — so they won’t have to guess.
Next, make sure you provide a path to your services from your home page. Remember, simplicity is key so make sure people can find what they need right when they land on your site.
As a rule of thumb though, I recommend limiting the number of different services on one website and on your home page to three or fewer so things don’t end up cluttered.
Some things to consider…
Your website’s journey should reflect your brand’s personality: The way you guide visitors through your site is a branding opportunity. Is your brand friendly and casual? Professional and streamlined? Make sure the user journey reflects this.
Use consistent branding elements: As you create separate pages for different services, maintain visual and tonal consistency. This includes using consistent color schemes, fonts, and voice across all pages to reinforce your brand identity.
Incorporate your brand story: On your services pages, don’t just list what you offer. Weave in elements of your brand story to show why you’re uniquely qualified to offer these services. This helps create an emotional connection with potential clients.
Tip #3: Regularly reassess your services
Your brand, like your business, should evolve. Regularly evaluate how your services align with your brand vision:
- Are all your services still relevant to your target audience?
- Do they all contribute to your brand’s core message and values?
- Is there a service that’s overshadowing others and might be better as a standalone brand?
Don’t be afraid to prune services that no longer fit your brand strategy. It’s better to have a focused, cohesive brand than to try to be everything to everyone.
If you have several services, or services that are a bit different, go ahead and display them on separate pages. So, workouts and meal plans would most likely be on separate pages. This way people won’t be endlessly scrolling for the right information. You could make it easy for people to navigate to these different pages by including a drop-down menu, and linking between the pages.
Hopefully these tips helped you determine if, and how, you should display multiple services on your site.
Remember, your website is more than just a platform to list your services—it’s a branding tool.
How you present your offerings can significantly impact how your brand is perceived in the market. By carefully considering which services to combine, creating a clear user journey, and regularly reassessing your offerings, you can create a website that not only showcases your services effectively but also strengthens your overall brand identity.
If you’re struggling to align your services with your brand strategy or need help creating a website that truly represents your business, don’t hesitate to reach out. A professional perspective can help you make strategic decisions that set your brand up for long-term success. Schedule a consult call, and let’s ensure your website is working hard for your brand!
