How to Position Your Business When You Offer Multiple Services

Offering multiple services can be both a blessing and a curse. It gives you versatility and the ability to meet varied needs. But it also creates a challenge: how do you position your business so it makes sense to potential clients? A muddled message can leave audiences confused and disengaged.

Let’s fix that.

In this guide, we’ll explore actionable strategies to position your business effectively, ensuring each service gets the attention it deserves without overwhelming your audience. Let’s dive in.

Group Services by Audience or Problem

When you offer multiple services, the first question to ask is, "Who am I speaking to?" Different services often cater to different audiences or solve distinct problems. By grouping your services accordingly, you can streamline your messaging.

Why This Works

People don’t buy services. They buy solutions to their problems. If you position your services as answers to specific challenges, it becomes easier for clients to see value.

Actionable Steps

1. Identify common client profiles: Segment your audience by their primary needs.
2. Match services to problems: Clearly outline which services solve which issues.
3. Organise your website: Use headings like “For Growing Businesses” or “For Established Enterprises” to guide clients to relevant solutions.

Grouping by problem or audience ensures clarity and relevance—two essentials in effective positioning.

Create a Primary Positioning Statement

Your positioning statement is your North Star. It’s the one sentence that communicates what you do and why it matters. It’s especially crucial for businesses offering multiple services.

How to Write One

• Focus on your main audience: Your positioning statement should address the majority of your clients.
• Emphasise outcomes: What do your clients achieve by working with you?
• Be concise: Aim for a single, impactful sentence.

Example

"We help businesses grow by providing tailored branding, design, and website solutions that turn visitors into loyal customers."

Once you have this, everything else—your website copy, sales pitches, and marketing materials—can align under it.

Use Separate Landing Pages for Clarity

Multiple services? Don’t try to explain them all on one page. Instead, create dedicated landing pages for each service. This not only improves user experience but also boosts your SEO.

Benefits of Dedicated Pages

1. Improved clarity: Each page focuses on a single service, making it easier for visitors to understand what you offer.
2. Better SEO: Target specific keywords for each service to rank higher in search results.
3. Enhanced conversions: Clear, targeted messaging encourages action.

Tips for Effective Landing Pages

• Be specific: Highlight the unique benefits of each service.
• Use testimonials: Showcase success stories related to that service.
• Include a call to action: Guide visitors towards the next step, whether it’s scheduling a call or requesting a quote.

For example, if you offer both website design and SEO, give each its own page. A potential client searching for “SEO for small businesses” shouldn’t have to sift through unrelated content.

Simplify Your Message

Complexity kills conversions. The more straightforward your message, the more likely it is to resonate. Even with multiple services, your overall brand should feel cohesive and easy to understand.

Keep It Simple

1. Stick to plain language: Avoid jargon. Speak your clients’ language.
2. Focus on outcomes: What’s in it for them? That’s what they care about.
3. Iterate and test: Refining your message isn’t a one-and-done process. Continuously test what resonates most.

Positioning for multiple services doesn’t have to be overwhelming. By grouping services by audience or problem, crafting a clear positioning statement, and using dedicated landing pages, you can simplify your messaging and attract the right clients.

Want expert guidance to nail your positioning? Join our Clarity Sprint and get a fast, focused session to make your business make sense to the right people. Let’s turn complexity into clarity.