It’s almost a marketing cliche to write about benefits, not features.

I’d challenge this for some industries, for example apps where you definitely make buying decisions based on features. But for accounting, most prospects have no interest in the nuts and bolts of what you do.

Yet the services pages of many accounting websites are stuffed with technical jargon. At best, business owners don’t care. At worst, you risk alienating them.

My general advice for services copywriting is less is more. A service page often suffices.

And on that page or pages, highlight the benefits of your services. Hopefully that’s an easy exercise but ChatGPT can lend a helping hand if you get stuck. Check out my video which includes and use this ChatGTP prompt to do it for yourself:

Act as a marketing copywriter for an accounting firm. The audience is small business owners. Rewrite this list of services highlighting three benefits of each service:

Service 1
Service 2
Service 3 etc.

Let me know how you get on!