Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

See More

the dish
on websites


the largest professional service firm
and association websites at a glance

See More

Brand Thinking
Bleeding edge thinking on branding and marketing

blog

Create Arresting “Service Area” Descriptions

By Greenfield/Belser
December 1, 2010
Create Arresting “Service Area” Descriptions

Your services are what you DO. Make them easy to find and absorb.

  1. Tell stories of your successes; don’t just make your online sales piece a list
  2. Promote your services throughout the site—in the About Us section, the Offices page, etc.
  3. Include on all service pages cross-links to other relevant service areas, related links to articles/events/news, and at least one contact person's bio
  4. Deliver the information clearly but with panache. No one has to read your copy.
  5. Be consistent. Make sure your copy is aligned with your brand personality.
  6. Don’t say it; show it. Charts, graphs, diagrams and tables can convey substantive information. See our case study on Morgan Lewis and how they conveyed detailed information in a graphical, engaging way.
  7. Humanize your offering by sharing insights from service leaders and clients.