Boosting Per-Client Spend Through Targeted Service Pages

It started with a conversation in a coffee shop. A friend of mine, who runs a solid but quiet service business in Yorkshire, spread out his laptop over a corner table between us. He had that familiar look of someone both proud and puzzled. Proud, because he’d built something from scratch. Puzzled, because that something just wasn’t quite growing the way he had hoped.

“I’ve got a decent number of visitors coming to my site,” he said, tapping at a few graphs. “But everyone’s asking me for my cheapest service. Or… they’re bouncing.” He leaned back and frowned at his screen. “I’ve got the stuff for people who want more—like the custom projects, the consults, the full packages—but people either don’t see that, or they don’t care.”

That conversation stuck with me. Because what he was experiencing wasn’t just about websites or packages. It was about a common mistake even smart business folks make—trying to talk to everyone at once.

The Problem With Being Too Broad

Imagine you walk into a restaurant and the menu says, “We serve food.” That’s it. No list of dishes, no explanation of what’s good or special. Just: “We serve food.”

Would you stay and eat? Maybe, if you were starving and everywhere else was closed. But otherwise, you’d walk away. Why? Because that menu didn’t help you imagine your meal. It didn’t tell a story. It didn’t speak to what you want.

The same happens when someone lands on a business website and all they see is a general overview and a vague idea of services. They might see the word “consulting” or “coaching” or “design,” but if it’s not framed around what they need—or what they could want in the future—they’re far less likely to engage at a deeper level.

But here’s the twist: they’re also far less likely to spend more.

People spend more when they believe the service is made for them. When they sense that it’s targeted, specific, and speaks directly to their problem or aspiration. This is where those small, focused pages come in—not because they magically sell things, but because they allow people to see themselves spending more.

Thinking In Terms of Specific People

My friend and I sat down the following week with pens and paper. We wrote out five actual past clients—by name. Then we wrote what each of them came for, what they actually needed (which wasn’t always the same), and how much they ended up spending.

A pattern emerged.

The clients who ended up being most valuable—the ones who bought more extensive service packages or came back again—found their way through conversations, not the website. My friend would guide them, educate them, and explain. The site? It didn’t help much.

But what if it could?

“What if,” I asked him, “you had a page written just for someone like Claire?”

Claire was one of his best clients. She’d started out with a small service, but once she understood what else was possible, she’d upgraded immediately and later returned for more. She didn’t come in looking to spend a lot. But through attention, clarity, and trust, she ended up doing just that.

So we wrote a page just for a ‘Claire’ type. Not saying her name, of course. But spelling out the journey someone like her tends to take—and what it would look like to make that journey more smoothly, with expert help, and a better result. That page didn’t talk to “everyone.” It talked to a very specific kind of person with a very specific goal.

Why Clarity Feels Like Luxury

The thing about luxury is that it’s not always about gold leaf and velvet ropes. Sometimes, it’s about being seen and understood so clearly, you instantly feel you’re in the right place.

We built another page, this time for someone who was earlier in their thinking—less certain, more cautious, curious but tentative. The tone was warmer, more exploratory. Less certain, more supportive.

Then we made one more for his most technical service, aimed squarely at people who knew they needed it but didn’t understand how it worked. That page explained in plain English what most businesses drown in industry speak.

Each of these pages wasn’t long. But they were careful, thoughtful, and precise. Each one assumed the reader was intelligent, busy, and looking for answers—not a sales pitch. The strange part? We didn’t make them to “sell.” We made them to explain. But you know what happened next.

The Numbers Got Quietly Interesting

People stayed longer on the site. People started asking about the mid- or high-tier options—not just the cheapest ones. And more than once, someone said a version of: “I felt like this page was written for me.”

That’s the moment someone often decides to spend more. If they trust you understand them, odds are they’ll also believe you’ll do a better job. And when that happens, your pricing starts to look less like a cost, and more like a solution.

Interestingly, traffic didn’t shoot through the roof. But per-client value? That crept up. More clients asked about packages before being offered them. The quality of clients improved—not because worse people were weeded out, but because better matches were pulled in.

One client, a woman named Lucy, booked the highest-tier package my friend offered. On the call, she said something neither of us expected:

“I was going to go with someone cheaper. But that page—where you talked about what happens when things go wrong and how you fix it—made me realise you’d thought about this more than anyone else.”

That paragraph wasn’t selling. It was sharing experience. Thoughtfulness sometimes converts better than tactics.

The Quiet Power of Structure

There’s no magic here. Just the human truth that when you speak to people directly, and clearly, they’re more likely to value what you offer.

Creating smaller, more targeted pages doesn’t just help people find your services. It helps people find themselves inside your services. They imagine the better version of their life, business, or day—and see your offering as part of that better future.

And here’s a strange bonus: it helps you, too. Answering the question, “Who is this really for?” forces you to be more focused, more clear, more honest. It tidies up your thinking. It gives your services edges and shape. And that sharper shape often leads to bigger sales, because people don’t buy squishy maybes. They invest in well-defined yesses.

Thinking Like a Guide, Not a Salesperson

No one likes feeling sold to.

But everyone likes feeling helped.

The real work of these small, specific pages is not converting strangers into buyers—it’s guiding someone who was already looking, but unsure where to go. You’re not creating need; you’re meeting it with poise and clarity.

Clarity is rare these days. So when someone finds it on your site, they’ll stick around.

And sometimes, they’ll spend more.

None of this is urgent. It’s quiet work. Thoughtful. Slightly obsessive. But that’s the way most good things are built—not in sprints of clever tricks, but in careful shaping of one small piece at a time.

That’s how one local service provider slowly turned his quiet website into a quiet powerhouse.

And it all started with a single page written for a single person, who didn’t even know she wanted more—until someone took the time to show her what was possible.

Maybe that’s the real point.

Sometimes, people don’t spend more because they don’t need to.

But more often?

They just haven’t been shown why it might be worth it.