Many Service-Based Entrepreneurs Face These Sales Challenges:
- Everyone Looks the Same.
When potential clients see ten nearly identical ads all promising “quality” and “professionalism,” it becomes hard to choose. Most companies fail to highlight what truly sets them apart—which directly affects trust and conversions. - Weak or Nonexistent Reputation.
In today’s world, where decisions are often based on reviews and recommendations, the absence of social proof (like case studies, testimonials, or ratings) can scare clients away. - Long Decision-Making Cycle.
For services that require trust or significant investment—think real estate or therapy—clients often hesitate and shop around. If your marketing and objection-handling strategy isn’t in place, you risk losing them. - Audience Skepticism Toward New Players.
Even if your service is truly great, breaking into the market is tough. Many clients prefer working with familiar names or established providers, which makes it harder for newcomers to earn trust.
And honestly, it’s no surprise—when the competition is fierce, it’s not enough to just sell. You need to stand out in a sea of similar offers.
In this article, we won’t dive into building a sales department or restructuring your funnel. Instead, we’ll show you real marketing hacks that can immediately boost your demand.
Let’s jump in!
Featuring In-House Experts
To attract the right audience, you need in-house experts—top-level specialists who share big ideas and draw clients in with their authority and credibility.
Companies that highlight their internal experts gain major advantages: they close deals faster and consistently attract more qualified leads. For example, at our company, we regularly promote our experts through webinars and other educational content.
One of them is Lana Vazhina, the founder and CEO of WEB ALTERNATIVE.
With over 18 years of business leadership under her belt, Svetlana brings deep expertise in marketing, operations, and strategic growth. She knows firsthand what it takes to build and scale a service-based business.
Ruslan Gravshenkov is our Head of Sales. As the team member who communicates with clients most frequently, he has a deep understanding of their needs, pain points, and decision-making triggers.
(Just between us: over his 8 years with the company, he’s helped boost our revenue by 3.5%—a quiet but steady growth we’re proud of.)
Many companies have experts in their fields, but often these specialists aren’t widely recognized, and there’s no clear plan to boost their visibility.
Most businesses simply don’t realize the advantages that come with building broad recognition for their experts.
By hosting webinars and speaking engagements, companies can strengthen their specialists’ reputations—ultimately driving positive growth for the entire organization.
Blog and Articles
There are two main approaches to publishing content:
- Posting articles on your company’s blog
- Writing guest articles for third-party publications
Creating written content is a powerful way to showcase your expertise, mindset, and problem-solving approach as a company.
But blogging has another major benefit:
It significantly improves your website’s visibility to search engines (like Google).
The more original, high-quality articles you publish, the more search engines “favor” your site—boosting your chances of ranking higher in search results.
That’s exactly why you’re reading this article.
We wrote it to showcase our expertise (because yes—we do know what we’re talking about when it comes to marketing and business growth) and to give our website an extra SEO boost—something we’ll dive into a bit more below.
High-Converting Website
Many service-based entrepreneurs believe a one-page website is enough to simply “capture” leads.
And while that might work in low-competition niches, the golden rule is this:
The broader your niche and the higher the competition, the more pages your website should have.
Regardless of how many pages your site includes, your homepage should always be your strongest conversion tool.
What Your Homepage Should Include
- Above-the-fold section with a strong Unique Selling Proposition (USP)
- A clear call-to-action (CTA) button
To truly capture a visitor’s attention, your above-the-fold content needs to communicate a clear, specific, and valuable USP.
Below is an example of how to craft an effective Unique Selling Proposition.
The “Advantages” Section
This block is especially relevant if your product or service is priced above the market average or if you operate in a highly competitive environment. It helps to address potential customer objections and stand out from competitors in a favorable way.
Depending on your target audience, this section can highlight either impressive numerical metrics or key qualitative benefits.
Below is an example of how we designed the advantages block when creating a landing page for one of our clients.
The “Pricing” Section
It’s important to clearly inform potential customers about the cost of your products or services on your website. Ideally, include at least two pricing cards so users can easily compare options and see the difference in value.
The “Case Studies” Section
Case studies serve as proof of your expertise and experience. If you offer services, it’s essential to include this section on your landing page — it helps build trust with potential clients and speeds up their decision-making process.
Advertising Setup
There are two of the most popular ways to generate leads from your website — paid search ads and SEO optimization. Let’s take a closer look at each method.
Paid search advertising is a promotion format where ads appear in search engine results in response to user queries.
It works based on keywords users type in and typically appears in the top four positions in the search results, as well as at the bottom of the page. The ad setup is done once, while ongoing management involves regular optimization. A specialist monitors market changes, analyzes performance, and adjusts campaigns according to the client’s budget.
Advantages of Paid Search Advertising
- Versatility. Suitable for everything from single-page landing sites to complex corporate websites.
- Remarketing. Ads “follow” users after their search, staying visible while they actively browse the system.
- Fast Results. Unlike SEO, paid search ads start generating leads almost immediately after launch.
- Pay-per-click. You only pay for clicks to your site, not for ad impressions.
Schedule free marketing consultation
Learn how to stop wasting ad spend and turn marketing into real profit
